Coaching The Brief: Putting Theory into Practice (201) (Full Day) | School of Marketing | ANA

Coaching The Brief: Putting Theory into Practice (201) (Full Day)

Create the Optimal Brief for Maximum Impact
Assessing the Brief Mastery Program 201
(Full Day Workshop)

Workshop Description
An effective creative brief ensures your campaign resonates with your audiences, elevates their perception of your brand, and nurtures engagement and customer loyalty. Marketers need to ensure their briefs are effective at driving creative that achieves these objectives, yet many lack the tools to ensure a properly executed brief.

This program focuses exclusively on writing an actual Brief that achieves brand goals. It is a highly interactive, totally application-focused experience that will, when completed, deliver a completed Brief that has been crafted, assessed, scored, and coached to drive campaign suc-cess. What’s more, the process learned in this workshop can be repeated again and again for campaigns into the future.

Coaching The Brief utilizes both the Brief Template from the ANA workshop “The Brief - Roadmap to Great Creative (101)” workshop and a proprietary Creative Brief Assessment Tool (CBAT). This combination delivers a streamlined, focused Brief that has been optimized for im-mediate implementation-- eliminating costly, enervating rework, revisions, and restarts in Brief creation.

This program is intended to create a complete creative brief “from scratch” for an upcoming (or previous) campaign. Previous participation in the companion workshop “The Brief: Road Map to Great Creative (101)” is strongly encouraged.

Who is this workshop for?
This workshop is best suited for brands that do not have a specific briefing profile in place. It should include any marketers responsible for Brief creation, assessment, and implementation. This may/should include both “brand” and creative personnel working in concert. Those partici-pating should be the actual Brief writers, as the program is about immediate application.

Workshop Benefits
As a result of this workshop, participants will be better able to:

Increase marketing effectiveness by:

  • Streamlining the brief development process with brand - creative input
  • Beginning the creative development process with an optimized brief.

Increase marketing efficiency by:

  • Shortening the brief development process - timeline.

Improve marketing return on investment by:

  • Optimizing creative development by eliminating brief creation issues - delays.

Download the full agenda here


  • Roderick M. McNealy

    Roderick M. McNealy is principal of McNealy Advanced Communications (MAC), whose mission is to provide insight-driven, customer-focused marketing solutions. Rod is a member of the ANA Faculty and is an in-demand speaker. He teaches From Insights to Great Messaging, Customer Centricity, Integrated Marketing Communications, and Marketing Innovation.

  • Mary Czarnecki

    Mary Czarnecki works with brand leaders to apply a customer-centric approach to increase revenue and customer impact. Market-leading brands turn to her to upskill their teams and implement effective marketing strategies. She has worked with clients across numerous industries, including health care, beauty, technology, finance, insurance, and consumer products. She consults with Fortune 500 companies as well as start-ups and entrepreneurs.