WritING more effective creative briefs
Writing More Effective Creative Briefs
Format:
This workshop can be taught in-person or online in one full-day or two half-day sessions.
Group Size:
Minimum of 8
Previous Clients:
Starbucks, T-Mobile, Nestle, Xbox, Sonos, WorldVision, Brooks, Zillow
Past Attendee Feedback:
”I've been at this company for four years and this is the first time I've learned a cohesive way to write a creative brief.”
”I've never done a creative brief before. I knew this would be helpful for my work and I see many benefits working with my colleagues and clients.”
“I loved that it was brief context-setting and then learning by doing.”
“I've been hoping for this type of training for 10 years. I feel so much better equipped.”
Why Take This Course?
In marketing and design, you can see lots of examples of the saying, “Garbage In, Garbage Out” in practice. But the opposite is also true: If you give insightful, inspiring input, you can get brilliant, surprising output. In spite of the obvious benefits, the vast majority of marketing teams either don’t write creative briefs, or they write briefs that aren’t brief, with voluminous specs and details but no real strategic thinking. There is, obviously, a happy medium where briefs can be compact so they don’t take forever to write, and yet fully baked in terms of the thoughtful insight and clear direction they provide. The point of this training is to help teams learn how to write (and receive) the latter.
Who Should Take This Course?
This workshop is for anyone who provides input to design, content, communications, digital and advertising projects, such as project managers, marketing managers, and strategists. This workshop is also for those on the receiving end of that input who are charged with developing creative solutions — including creative directors, designers, writers, photographers, and videographers.
Course Outcomes
> Learn how to write compact, yet meaningful and actionable briefs
> Understand how to use briefs for more successful creative presentations and evaluations of creative work
> Discover how to write a “one-sentence creative brief” in situations where there is no brief writer or time to author a full brief
Course Description
In this training session, we’ll work on ways to upgrade the quality of the input given to creative teams through discussion, presentation, and writing exercises, as we cover these topics:
Understanding the audiences: The audience for the work itself and the audience for the brief
The advantages of a well-crafted brief in leading to better work and fewer misfires
The value of a three-tier briefing system and templates for prioritizing work and saving time
Developing a clear, unequivocal, differentiated takeaway statement or “One Key Message”
How to evaluate creative work using a discussion guide to arrive at a clear, unbiased set of next steps or approvals
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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Thinking Strategically
Getting some clarity around “strategy” (vs. tactics, sales goals, and mission) and how to come up with a successful one is a skill that can be learned. And this is the workshop where it all comes together.
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