Strategies for an Inspired Creative Briefing (401) (Full Day) | School of Marketing | ANA

Strategies for an Inspired Creative Briefing (401) (Full Day)

Strategies for an Inspired Creative Briefing

(Full Day Workshop)

Workshop Description
An inspiring creative brief without an equally inspiring creative briefing diminishes the efficacy of the brief and leaves your creative partners less than fully vested in your brand. The briefing is as important as the brief itself.

The creative briefing is a polished presentation of the creative brief. Ideally, the creative briefing energizes your brand and transforms your creative team from brand partners to brand advocates.

This workshop applies key elements of the “narrative arc” that blockbuster movies and best-selling novels employ to stunning effect. In small group exercises, you will articulate your brand promise and identify the “hero” of your creative brief. With these elements, you will develop a compelling story that gives you the building blocks for a riveting creative briefing. The result will spark real-time ideation and excitement about each project to produce better work that drives increased sales.

This workshop builds on its half-day counterpart (of the same name), where teams learn key briefing elements and practice a briefing intro. In this full day version, teams receive deeper instruction and ample time to craft an entire briefing presentation.

Led by the author of two critically acclaimed books, How To Write An Inspired Creative Brief and How To Write A Single-Minded Proposition, a former ad agency creative director, and co-host of The Brief Bros., a video podcast on briefs, this workshop guides you in optimizing the creative briefing process for improved marketing effectiveness, efficiency, brand ambassadorship, and ROI.

Who is this workshop for?
This workshop is for anyone who aspires to take their brand’s communications to a higher level of effectiveness by polishing their creative briefing presentation skills. It is particularly useful for those looking to drive enthusiastic engagement from their creative teams.

Workshop Benefits
As a result of this workshop, you and/or your team will be better able to:

Increase marketing effectiveness by:

  • Learning the keys to effective and inspiring brief presentations
  • Clarifying brand understanding to elevate employees and creative partners to become brand advocates
  • Crafting your next briefing presentation for impact

Increase marketing efficiency by:

  • Making the process of creative briefing relevant and team-focused
  • Engaging teams to drive brand enthusiasm and laser focus creatives

Improve marketing ROI by:

  • Learning what an effective creative briefing looks and feels like to inspire better, more effective work from your creative teams

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