What an Inspired Creative Brief Looks Like (101) (Half Day) | School of Marketing | ANA

What an Inspired Creative Brief Looks Like (101) (Half Day)

Creative Briefing Mastery Program 101
(Half Day Workshop)

Workshop Description
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 creative work inspired by creative briefs. 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.

This is the first 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 learn how to get outside their comfort zones and deliver a polished presentation of the brief that will win over creative teams and transform brand partners into brand advocates.

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 increase 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 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 About.com’s “Top 10 Advertising Books You Absolutely Must Read.” In 2015, the 2nd edition earned the #1 spot on this list.