Briefing for Success (Half Day)

Creative Brief and Creative Feedback Best Practices
(Half-Day Workshop)

This workshop will help you get the kind of powerful creative work that builds your sales overnight and builds your brand over time. This workshop guides you through what makes effective communications, creative brief best practices, and how to provide compelling, effective feedback to creative.

This workshop shares best practices to assess the creative brief. You will learn how to provide effective feedback to the agency before creative goes into production.

This engaging, interactive workshop includes exercises, creative examples and case studies. You’ll have opportunities to see best practices in common elements of a creative brief and hone your creative feedback technique.

Throughout the workshop, you will discover what inspires and motivates creative people, and what turns them off. This course will help you be a better client.

Who Is This Workshop For?

  • Those who want to learn creative brief best practices, how to provide effective creative feedback and inspire creative teams
  • Great introduction for those new to the creative brief and feedback process and a welcome refresher for seasoned professionals
  • Relevant for client-side marketers who work with an external and/or internal creative team/agency

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiency, and increasing employee satisfaction.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • Creative best practices
  • How to improve collaboration by aligning on creative direction prior to initiating creative development

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to decrease rounds of creative revisions through better upfront strategic alignment and more effective creative feedback

This workshop helps attendees increase employee satisfaction by teaching them:

  • How to reduce agency and agency staff turnover through more clear, insightful, engaging, inspiring briefs

Download the full agenda here




Dina Shapiro

Dina Shapiro is the founder of Yorkville Consulting, a firm that provides clients with marketing capabilities training and helps them be world-class marketers by developing insightful brand strategies. Dina has worked inside Fortune 125 companies such as Citi and Alcoa, and top global agencies such as BBDO and JWT, at a 50/50 split throughout her career. She has experience across a wide range of industries, including financial services, corporate, retail, consumer packaged good, sports, travel & tourism, business-to-business, and industrials. She looks at a client’s business with curiosity and fresh perspective, to bring clients out of their everyday and open them up to new and relevant insights and connections. 

Dina is a member of the ANA Faculty, and she has received top industry awards such as two Gold Effies, Cannes Lion, and an Honorary Webby. She has judged the Effies twice. Dina holds an M.B.A. from Boston University and a B.A. in Economics from George Washington University.


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