Briefing for Success (Open Enrollment)

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 gives you vital skills to write or assess the creative brief, depending on your role in the process. You will learn how to assess and provide effective feedback to the agency’s creative brief before creative goes into production.

This engaging, interactive workshop is packed with exercises, creative examples and case studies. You’ll have opportunities to evaluate creative work and hone your feedback technique.

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

This workshop is an excerpt of the ANA full day workshop called “Optimizing the Creative Process.” In this workshop, you learn and practice all the elements of client-side brief writing, how to “sell in” creative ideas to senior executives and colleagues, and how to get started with a pilot that uses the best practice taught in the full day.  

Who Is This Workshop For?


This course is for anyone, at any level, who is involved in the development of advertising and marketing. Those who want to learn how creative brief best practices, provide best practice feedback to the agency’s creative and inspire creative teams.


A great introduction for those new to the brief process and a welcome refresher for seasoned professionals. Relevant for client-side marketers who work with either 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 efficiencies, and increasing employee satisfaction.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • Best practices for creative brief writing or assessment
  • 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.


Building Teams that Drive Growth (Half Day)

Building Teams that Drive Growth (Full Day)

Briefing for Success (Virtual)

Briefing for Success (Half Day)

Integrated Marketing Around the Decision Journey (Virtual)

Integrated Marketing Around the Decision Journey (Half Day)

Integrated Marketing Around the Decision Journey (Full Day)

Optimizing the Creative Process (Virtual)

Optimizing the Creative Process (Full Day)