How to Write an Inspired Creative Brief (201) (Full Day) | School of Marketing | ANA

How to Write an Inspired Creative Brief (201) (Full Day)

The Best-Kept Secret for Transforming Your Brand
Creative Briefing Mastery Program 201
(Full Day Workshop)

Workshop Description
This full-day workshop will help you get the kind of powerful creative work that builds your sales overnight and builds your brand over time. Led by the author of two critically acclaimed textbooks, How To Write An Inspired Creative Brief and How To Write A Single-Minded Proposition, and former ad agency creative director and corporate advertising executive, this workshop guides you through the entire creative brief-writing process, from articulating your key objectives to crafting an inspired and inspiring single-minded proposition to best practices for briefing.

This engaging, interactive workshop is packed with individual and team exercises, and examples of exceptional creative briefs and creative work inspired by creative briefs. Quite simply, this course will help you better optimize the creative process to improve your marketing effectiveness, efficiency and ROI. In short, it will help you be a better client.

This is the second installment in the ANA’s five-part series “Creative Briefing Mastery Program,” where participants learn the art of crafting compelling creative briefs that captivate audiences and inspire innovation. Participants also get hands-on experience creating a creative brief by taking a step-by-step approach.

Who is this workshop for?
This workshop is for anyone, at any level, who is involved in the development of advertising. It is a great introduction for those new to the creative brief process and a welcome refresher for seasoned professionals.

Workshop Benefits
As a result of this workshop, you and/or your team will be better able to write an inspired creative brief.

This workshop helps attendees increase marketing effectiveness by:

  • Learning how to write a Creative Brief that makes the creative team say “I Get It!”
  • Learning how to articulate your brand’s attributes with clarity and assurance

This workshop helps attendees increase marketing efficiency by:

  • Discovering the elements that make any communication clearer, eliminating confusion

This workshop helps attendees improve marketing ROI by:

  • Learning how to inspire creativity that gets your agency to do more effective work faster and with less waste

Download the full agenda here



  • Howard Ibach

    Howard Ibach is an author, essayist, adjunct college instructor, workshop leader and public speaker. In 2009, his critically acclaimed text, How To Write An Inspired Creative Brief, was ranked #7 on’s “Top 10 Advertising Books You Absolutely Must Read.” In 2015, the 2nd edition earned the #1 spot on this list.