What An Inspired Creative Brief Looks Like (Half Day)

(Half Day Workshop)

This half-day intensive workshop will change your thinking about a document too often taken for granted and too easily underestimated.

Led by the author of the critically acclaimed textbook How to Write an Inspired Creative Brief, a former ad agency creative director and corporate advertising executive and college writing and literature instructor, this workshop presents examples of outstanding creative briefs. You’ll examine how brief writers use language to bring clarity and inspiration to the creative brief process. And you’ll practice both reviewing and deconstructing creative to reverse engineer the creative brief. You’ll also have opportunities to deduce and write the brief’s most challenging question: What is the single-minded proposition?

This engaging, interactive workshop is packed with individual and team exercises, and examples of exceptional creative briefs and the creative work they inspired. This course will introduce you to optimizing the first step in the creative process in order to begin making improvements to your marketing effectiveness, efficiency, and ROI.

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 first step for those new to the creative brief process and a welcome refresher for seasoned professionals.

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • The best practices of highly effective creative briefs
  • To gain actionable skills to improve the quality of their creative brief writing
  • How to articulate your brand’s attributes with clarity and assurance

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to communicate clearly and eliminate confusion

This workshop helps attendees improve marketing ROI by teaching them:

  • To Internalize what an inspiring creative brief looks like in order to be able to inspire better creative brief writing from your own people


Download the full agenda here



Howard Ibach

Howard is the author of two critically acclaimed textbooks on the creative brief: How To Write An Inspired Creative Brief, 2nd edition, and How To Write A Single-Minded Proposition: Five insights on advertising’s most difficult sentence. Plus two new approaches, both of which are required reading in a growing number of undergraduate and graduate programs in the US. He was an award-winning copywriter and creative director at a long list of legacy advertising agencies, notably Hoffman York & Compton in Milwaukee; DDB Direct, Team One Advertising, Direct Partners, Brierley & Partners, Rubin Postaer & Associates, OgilvyOne, Grey Direct West (now G2) and Wunderman in Los Angeles; and Carlson Marketing Group and Campbell Mithun in Minneapolis. He also served as the director of advertising and creative services at Asset Marketing Services Inc., a leading collectible coin retailer, in Minneapolis.

He earned his B.A. from the University of Tampa and an MA from Brown University. He lives in Los Angeles. Since 2012, he has volunteered with InsideOUT Writers, Inc., a public benefit corporation dedicated to assisting incarcerated youth.