Creative Briefing Mastery Program
The ANA Marketing Training & Development Center’s Mastery Programs advance your marketing team’s capabilities in key disciplines by addressing strategic talent needs, sharpening skills, and putting new ideas to work immediately.
Our Mastery Programs are designed to be flexible and fit your team’s needs and budget. These programs can be delivered over multiple days or as a series of independent half- and full-day workshops.
A recent global survey on briefs and briefing revealed that marketers believe their briefs are clear, focused, and inspiring… and that their creative partners disagree. The gap in perception was significant: a spread of 70%. This intensive program addresses this gap head-on to remedy deficient skills so that clients and agencies can produce better work with better results in fewer rounds.
Your team will master:
- The elements of a winning brief
- How to write a brief that inspires your creative partners to come up with ‘The Big Idea’
- The elements of a successful briefing delivery (as important as the brief itself!)
- Effective creative review; and
- Public speaking essentials for delivering successful briefings and reviews to creative
101
What An Inspired Creative Brief Looks Like
- Understand brief-writing headaches
- Examine outstanding creative briefs and the resulting creative
- Practice deducing and writing briefs
201
How To Write An Inspired Creative Brief
- Learn and practice a multi-step framework for creative brief writing that makes the creative team say “I Get It!”
- Write your brief
301
How To Write A Single-Minded Proposition
- Learn why SMPs are important, and how they support the brief
- Understand how SMPs have enhanced leading ads
- Examining the ingredients of an inspiring Single-Minded Proposition to improve writing from your own people
401
Strategies for an Inspired Creative Briefing
- Learning the keys to effective and inspiring brief presentations
- Making the process of creative briefing relevant and team-focused
- Clarifying brand understanding to elevate employees and creative partners to become brand advocates
501
Speaking Essentials for an Inspired Creative Briefing
- Learn the skills to support inspiring briefing presentations
- How to be a more confident speaker
- How to overcome nerves, listen with intention and think on your feet
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.
Howard Ibach