Why Take This Course?
Working from a creative brief is something we’d likely all agree is a great idea. But then things get busy, the client can’t be reached, the account people aren’t really into written marketing strategies, and so you’re left with the unhelpful charge to “just go do something creative.” 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 crappy, aimless work is one response to these creative brief deficits. But so is learning how to write a one-sentence brief you can use to direct the work, present it, and get it approved. Read our blog post on the wonders of the one-sentence creative brief.

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. Then we’ll learn how to write one, even if you’re not a writer, a marketing expert, or a strategist. Here’s what we’ll cover:

• The advantages of having a brief, even if it’s only one sentence

• The downsides of doing work without any kind of written strategy

• How to write a one-sentence creative brief (OSCB) to inform and inspire

• Using your OSCB to present work internally and externally

• Evaluating creative work with the OSCB as your touchstone

Prerequisites and Requirements
This workshop is for writers, designers, comms specialists, project coordinators, team managers, and anyone else who has to direct creative work or do the creative work. There are no other prerequisites.