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

Strategies for an Inspired Creative Briefing (401) (Virtual)

Creative Briefing Mastery Program 401
(Virtual 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.

This is the fourth installment in the ANA’s five-part series “Creative Briefing Mastery Program”, where participants learn the art of crafting compelling creative briefs that captivate audiences and inspire innovation. Participants also learn improv and other presentation skills to help them get outside their comfort zones when delivering a polished presentation of the brief.

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
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving marketing ROI.

After attending this workshop, participants will be equipped 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 team

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.