get it right the first time:
The one-sentence creative brief
Get it Right the First Time:
The One-Sentence Creative Brief
Format:
This workshop is taught in-person or online via three 90-minute weekly sessions.
Group Size:
Minimum of 8
Previous Clients:
New offering
Why Take This Course?
Working from a creative brief is something we’d likely all agree is a great idea. But when things get busy, the brief is often the first thing to go. The other side of this coin is even less pretty. That’s when you’re handed a 17-page “brief” that is a masterpiece of CYA and a complete failure at distilling down to a single, agreed-upon direction. Doing off-target, aimless work is one response to these creative brief failures, resulting in do-overs and endless frustration for all involved. A surprising solution to this strategic dysfunction is the One-Sentence Creative Brief. Creating one forces you to distill what you know about the action you seek, the audience, and their motivations, down to something anyone can write in a few minutes. If you’re attempting to work in a briefless world or one of bloated briefs, this course will help you find a practical, effective middle ground.
Who Should Take This Class?
This workshop is designed for designers, writers, marketing managers, project managers, strategists (of course), and anyone else who needs to write a creative brief.
Course Outcomes
• Learn the importance of working from a brief to keep work on target and to avoid do-overs
•. Understand how designers and writers can take responsibility for writing a one-sentence creative brief if no one else on the team can provide one
• Become proficient at writing One-Sentence Creative Briefs and getting input and advice from colleagues
Course Description
In this workshop, we’ll start by taking a blood oath to never start another project without at least having a One-Sentence Creative Brief. We’ll then get familiar with the One-Sentence Creative Brief format and practice writing them. Here’s what we’ll cover:
The advantages of having a brief, even if it’s only one sentence
How to write a one-sentence creative brief (OSCB) to inform and inspire the creative work
Using a OSCB to get strategy buy-in from members of leadership who don’t have time to read a traditional brief
Evaluating creative work with the OSCB as your touchstone
Using your OSCB to present work internally and externally
Prerequisites and Requirements
There are no prerequisites for this course.
more options for optimizing your team:
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Evaluating Creative Work
In this workshop you’ll learn (and practice) the art and science of giving and receiving clear and helpful critiques. We’ll keep the focus on comments that relate to the strategy, and not just personal opinion.
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More Effective Creative Briefs
Most marketing teams either don’t write creative briefs, or they fill them with details but no real strategic thinking. This training is to help teams learn how to write (and receive) briefs that are readable and actionable.
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Soft Skills for Everyone
In addition to whatever technical talent you bring to the job, you also need to be a great colleague, a crack time-manager, and an ace writer and presenter — all soft skills we’ll help you improve in this workshop.