How to write better creative briefs
How to write better creative briefs
And much, much more.
Reserve your seat today. New 2023 tuition: now only $199 per person.
When done right, the creative brief delivers magic. It has the power to focus intent and provide clarity for your brand. It contains the keys to engaging the hearts and minds of your customers.
The best creative briefs, from start to finish, tell a story.
So, what’s the problem?
If I had to boil it down to a couple words, I’d say: Information overload.
We want to give our creative partners all the valuable information we think they need so they can hit home runs. Information is good. Too much, especially not the right information, is bad.
How do you know when you’re going overboard? If you write more than one page, you’re in trouble.
But…but…but…
I sympathize. The thing is, in creative-brief world, less is absolutely more. In this workshop, you’ll learn to write a short, inspiring brief because:
First, I’ll share my deep learning with you. I’ve read more creative briefs than any sane person probably should have, and I’ve gleaned more than a few insights from these briefs, good ones as well as not-so-good ones.
Second, I’ll share examples of brilliant briefs written by the best brief writers in the U.S. and the UK, birthplace of the creative brief.
The creative brief is the most important building block, the foundation, of any creative project. You need a good creative brief to get good creative—and the more inspired the brief the better.
My extensive experience as a workshop leader 19 years includes over 100 Association of National Advertisers (ANA) workshops, along with dozens of virtual workshops. My critically acclaimed book about creative briefs was inspired by this workshop.
You could spend gobs of time learning the ins and outs of creative briefs through trial and error and countless rounds of creative reviews. But there is an easier way. I have already done the work for you. So, all you really need to do is sign up for this workshop.
Yes—if you’re on either the client or agency-side and you write, contribute to or work from a creative brief. In this Workshop, you will:
A good creative brief is a catalyst…a roadmap with guardrails…a document that lights the way, and identifies the most-important thing you want to say about your product, often called a single-minded proposition. A great brief also draws a detailed picture of the customer, something interesting about him or her or the business situation, highlights the brand personality, and focuses the team—leading to exhilarating creative results, in fewer rounds.
A memorable rule-of-thumb is: A clear and simple brief is better than a clever one!
√ Why the best creative briefs are built on feelings and facts alike
√ The important questions every inspired creative brief must tackle
√ Why genuine understanding, authentic emotions and resonating stories are crucial
√ Words matter. How the right vocabulary (no jargon) can eliminate confusion and misunderstanding
√ Verbs matter too. How smart, relevant, thought-provoking verbs strengthen your creative brief and inspire your creatives
√ Why you should never write a creative brief by yourself
√ How a brain-teasing exercise I call The Einstein Challenge contributes to more inspiring creative briefs
√ How to fix a broken creative brief process
√ Common brief mistakes and how to correct them
√ The liberating nature of constraint
√ What’s important about the empty chair
And much more.
Seats Are Limited!
Workshop seats are limited to 10 per session to guarantee an intimate experience in the most optimal learning environment.
Sign Up Now And SAVE!
Seats can be reserved for $199 each. Sign up now.
Art Director Clark Evans and Creative Director/copywriter Cameron Day talk about their workshop experience.
Instructor Howard Ibach shares an insight about brief writing.
√ Examine iconic brand backstories, and the role played by the creative brief
√ Reverse-engineer brand campaigns to figure out the brief
√ Identify tactics and strategies that will help you create an inspired creative brief
√ Participate in exercises that illustrate crucial processes in creating killer creative briefs
Bottom Line: When you attend my How To Write An Inspired Creative Brief Workshop, you’ll value both the experience, and the insights. And you’ll actually enjoy yourself—as you engage in lively discussions with like-minded professionals, share your perceptions, and debate, all while becoming more assured in your own abilities which will lead to a renewed enthusiasm in your job. You’ll save time and money, and clients will be more satisfied with the results. Don’t put it off—register for the How To Write An Inspired Creative Brief Workshop today!
