Strategies for an Inspired Creative Briefing (401) (Half Day)
(Half 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.
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
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 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