Creative Brief

Overview

The creative brief is perhaps the most important document shared by agency and client. Clarity is all. Output depends on input. Increasing competition and homogeneity means that more than ever briefs must be distinctive and insightful.

Especially at a time when working practices are changing radically, how can we create a brief which everyone is happy with and which minimises the chance for confusion, argument, friction and time-wasting especially when work is presented and judged afterwards. Because often different ‘sides’ speak different languages, want different things, have different priorities. This session will help you speak that same language and reinforce the communication and relationship you have with your agencies. You will learn how to write briefs that are clear and concise, insightful and inspiring.

Who should attend?

• Client marketing, brand and comms managers
• Agency account managers, planners and creatives
• Anyone who is involved with commissioning, carrying out and judging creative work

Learning outcomes

• Why the brief is so important but so hard
• Why there are so many barriers and differences
• How to avoid “formfillingness”
• Appreciate all the elements of an effective brief
• Key how tos (and how-not-tos)
• Evaluate work honestly and constructively