How to Write an Inspired Creative Brief

This event is over.

This session is available as a member-benefit to ANA client-side marketer members only. Seats are limited and confirmation of attendance will be required in advance of the session.


This full-day workshop will help you get the kind of powerful creative work that builds your sales overnight and builds your brand over time. Led by the author of the critically acclaimed textbook, How To Write An Inspired Creative Brief, former ad agency creative director and corporate advertising executive, and college writing and literature instructor, this workshop guides you through the entire creative brief-writing process, from articulating your key objectives to crafting an inspired and inspiring single-minded proposition to best practices for briefing.

This engaging, interactive workshop is packed with individual and team exercises, and examples of exceptional creative briefs and creative work inspired by creative briefs. You’ll have lots of opportunities to evaluate creative work, deconstruct creative to deduce the creative brief and hone your briefing techniques. Quite simply, this course will help you better optimize the creative process to improve your marketing effectiveness, efficiency and ROI. In short, it will help you be a better client.

Who is this workshop for?

This workshop is for anyone, at any level, who is involved in the development of advertising. It is a great introduction for those new to the creative brief process and a welcome refresher for seasoned professionals.

Download the full benefits here

  • Welcome (30 min)
  • Why the brief is so important (15 min)
  • Breaking down the creative brief (30 min)
  • Break (15 min)
  • What a well-written brief looks like (60 min)
  • Lunch (30 min)
  • Build a creative brief (2 hr 30 min)
  • Creative brief exercises 1 (30 min)
  • Break (15 min)
  • Creative brief exercises 2 (45 min)
  • Reviewing creative (45 min)



Howard Ibach

Howard was an award-winning copywriter and creative director at a long list of well-known advertising agencies, notably Hoffman York & Compton in Milwaukee; DDB Direct, Team One Advertising, Direct Partners, Brierley & Partners, Rubin Postare & 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 collectable coin retailer, in Minneapolis.


He earned his BA from the University of Tampa and an MA from Brown University. He lives in Los Angeles where he teaches composition and literature at Glendale College and writes essays on the creative brief for his blog. Since 2012, he has volunteered with InsideOUT Writers, Inc., a public benefit corporation dedicated to assisting incarcerated youth.