Pressure-Test Your Brief: Putting Theory into Practice (201) (Virtual) | School of Marketing | ANA

Pressure-Test Your Brief: Putting Theory into Practice (201) (Virtual)

Ensuring the Optimal Brief for Maximum Impact
Assessing the Brief Mastery Program 201
(Virtual Half Day Workshop)

Virtual 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 objectively evaluate the impact of their briefs and ensure success.

This program focuses exclusively on assessing and pressure-testing an existing Brief by using a metric-driven tool to evaluate its elements and ensure maximum impact. It is a highly interac-tive, totally application-focused experience that addresses each element of your brief, reviewing best practice and demonstrating optimal outputs – (“what ‘good’ looks like”). The result is a streamlined Brief creation process and an impactful, presentation-ready Brief.

Participants will walk away with a completed Brief that has been assessed, scored, and any revi-sions coached. The scored Brief is then ready for immediate implementation. Importantly, the Client’s actual Brief is utilized – whether one that is in-process or recently completed.

Coaching The Brief utilizes both the Brief Template - Components presented in Association of National Advertisers’ “The Brief - Roadmap to Great Communication (101)” workshop and the proprietary McNealy Advanced Communications’ Creative Brief Assessment Tool (CBAT). This combination delivers a streamlined, focused Brief that has been optimized for immediate imple-mentation. This eliminates costly - enervating rework, revisions, restarts in Brief creation.

This program is the second installment in the ANA’s 3-part Assessing the Brief Mastery Program. It is intended evaluate an existing creative brief that the brand has developed for an upcoming (or previous) campaign. Previous participation in the companion workshop “The Brief: Road Map to Great Creative (101)” is strongly encouraged.

Target Audience
Marketers responsible for Brief creation, assessment, implementation. This may/should include both “brand” and creative personnel working in concert. Those participating should be the actual Brief writers, as the program is about immediate application.

Virtual 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.