What an Inspired Creative Brief Looks Like 101 (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 two critically acclaimed textbooks, How To Write A Single-Minded Proposition and How To Write An Inspired Creative Brief, and a former ad agency creative director, this workshop presents examples of outstanding creative briefs written in the United States and the United Kingdom. You’ll examine how they use language to bring clarity and inspiration to the creative brief process. And you’ll practice both reviewing and deconstructing creative to figure out the creative brief. 

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

As a result of this workshop, you and/or your team will be better able to see what an inspired creative brief looks like.

This workshop helps attendees improve marketing effectiveness by:

  • Exposing you to examples of highly effective creative briefs
  • Gaining actionable skills to improve the quality of your creative brief writing
  • 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 more clear, eliminating confusion 

This workshop helps attendees improve marketing ROI by:

  • Learning what an inspiring creative brief looks like 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 U.S. 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.