How to write

a better brief.

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I’ll show you how to write single-minded propositions your creatives will love.

The five key ingredients that inspire all SMPs.

Examples of memorable SMPs from real creative briefs.

Wednesday, Janauary 15, 2025

Only $89. Registrations limited to 25.

A creative reveals the essential ingredients of inspiring SMPs.

A 60 minute webinar packed with insights from a former creative director.

Plus 30 minutes of discussion.

I’ve taught brief writing for 20 years and wrote two critically acclaimed books on briefs.

I’ll show you what makes a SMP that inspires creatives to do their best work.

Select brands that hired me:

Select brands that hired me:

My webinar reveals what great briefs have in common.

You’ll learn by studying briefs for award-winning campaigns.

You’ll leave with practical skills you can use right away.

Ask me about your biggest brief-writing headaches. We’ll solve them together.

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Let’s talk about my webinar or customized training for your company.

I’m on the faculty of the Marketing Training & Development Center of The Association of National Advertisers. I do virtual training for Fortune 500 companies every year. I can help you, too.

Two guys,
195+ episodes,
and we’re not done
talking about
the brief.

Two guys, 150+ episodes, and we’re not done talking about the brief.

Industry leaders, nuts ‘n bolts explanations, timely topics, and a lot of fun every Wednesday.

Lots of pictures, big type, and packed with practical advice on writing briefs.

Dave Butler, retired TBWA\Chiat\Day creative director, said it’s “…a well-nigh essential foundation on which to build a successful advertising career.”

Luke Sullivan, author of Hey Whipple, Squeeze This called it “…the best… book on briefs I’ve read.”

You write the brief for creatives. So here’s
what creatives say about my training.

You write the brief for creatives. So here’s what creatives say about my workshop.

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Creative Brief Archive.
It’s about time.

A growing collection of finished briefs for real products. Listed by Brand and by Agency. And it’s free. Seriously.

Fifteen years of blog essays on brief writing.

If you can’t find it here, it doesn’t exist or I haven’t gotten to it yet.

 A copywriter shows you how to write a better 
single-minded proposition.

90 minutes, $89   Only 25 seats available  Wednesday, January 15, 2025

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