Cascading Brief Design (Half Day) | School of Marketing | ANA

Cascading Brief Design (Half Day)

How to Leverage Your Briefing Architecture to Boost Engagement and Drive Sales
(Half Day Workshop)

Marketers today are challenged to build their brand equity and prove their marketing ROI. To build a campaign that overcomes these challenges, you must have a process that aligns your agencies and ensures that your target audience gets the right message, in the right place, at the right time to inspire them to use your brand.

To build a best-in-class integrated campaign, you need a connected briefing architecture where the marketing program or campaign has a series of “sub-briefs” that are all linked to a foundational campaign brief. The secret to a great campaign is that the sub briefs speak the language of the specific channel and they outline the specific needs of the targeted individual at the time that he or she engages with the channel.

In this interactive workshop, facilitated by a leading expert with agency, consulting, and academic experience, you will learn how to develop and manage great campaigns by implementing a best-in-class briefing architecture. By the conclusion of the session, you will be able to better direct actions across all of your agencies and you will be able to better optimize all of your marketing with a targeted focus that builds your sales virtually overnight and your brand over time.

Who Is This Workshop For?

This workshop is relevant for marketers that have solid brief writing skills and who want to enhance the results of their overall briefing process. It is most suited for marketers that work with multiple agencies and consultants (mobile, shopper, broadcast, experiential, PR, data analytics, and others) but the insights and frameworks can also be used by smaller brands that work with one or only a few partners.

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:

  • How to make marketing objectives and requirements for each channel more clear
  • How to convey effective assignment KPIs for each communication element
  • How to synchronize brand building and sales building efforts into one program
  • How to better focus communications on what matters most to your prospects

This workshop helps attendees increase marketing efficiency by teaching them:

  • Best practices for a coordinated briefing system
  • How to better orchestrate actions across agencies, in-house specialists, and other suppliers
  • To identify how each assignment works together to boost engagement and drive sales

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to identify and eliminate wasteful channel redundancies
  • How to manage agencies to have them all focus on the ideas, insights, and messages of the campaign
  • How to maximize the overall effectiveness of each selected communication channel


Download the full agenda here