How To Write An Inspired Creative Brief - Virtual | School of Marketing | ANA
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How To Write An Inspired Creative Brief - Virtual

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

This three-hour virtual open enrollment workshop will change your thinking about a document too often taken for granted and too easily underestimated.

Led by the author of two critically acclaimed textbooks, How To Write A Single-Minded Proposition and How To Write An Inspired Creative Brief, and a former ad agency creative director, this workshop presents examples of outstanding creative briefs written in the United States and the United Kingdom. You’ll examine how they use language to bring clarity and inspiration to the creative brief process.

This engaging, interactive workshop will engage you with individual exercises, and challenge you to think differently about creative briefs. This course will push you to rethink the first step in the creative process in order to make improvements to writing inspiring creative briefs for your clients.

This is the first 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 how to get outside their comfort zones and deliver a polished presentation of the brief that will win over creative teams and transform brand partners into brand advocates.

Target Audience
This workshop is for account planners/management, creatives, and strategists, at any level, who are involved in the development of creative. It is a great first-step for those new to the creative brief process and a welcome refresher for seasoned professionals.

Download the full benefits here


  • Welcome (5min)
  • Let's Define the Creative Brief (30min)
  • How Well Do You Know Your Brand? (30min)
  • BREAK (5min)
  • What an Inspired Creative Brief Looks Like (90min)
  • BREAK (5min)
  • What Can You Do to Improve Your Briefs Starting Tomorrow? (10min)
  • Closing (5min)



Instructors

trainer

Howard Ibach

Howard Ibach is an award-winning copywriter & creative director, corporate trainer, podcast co-host, and author of two critically acclaimed graphic textbooks, How To Write An Inspired Creative Brief and How To Write A Single-Minded Proposition. He has been a vocal advocate for creative-brief education for twenty years, the last seven on the faculty of the Marketing Training and Development Center for the nation’s largest client-side trade group, the Association of National Advertisers.

For 26 years, he was an award-winning brand and direct-response advertising copywriter and creative director. He worked at legacy ad 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; Carlson Marketing, Campbell Mithun and Asset Marketing Services Inc., a major retailer of collectible gold and silver coins, in Minneapolis.

In 2021, he and his friend Henry Gomez, VP/Director of Strategy at Zubi Advertising in Miami, launched The Brief Bros., a weekly video podcast on briefs, briefing and advertising. They have recorded and aired more than 180 episodes so far, including interviews with Mark Ritson, Luke Sullivan, Jon Steel, Bob Hoffman, Steve Harrison, Dave Dye and many others.

In 2023, Howard launched The Creative Brief Archive on his website, the first repository of finished creative briefs written by professionals and students and categorized by brand and ad agency. The Archive is free to anyone who wants to read, study, download and comment on briefs.

Howard is also the author of the critically acclaimed and award-winning memoir, Already Home: Confronting the Trauma of Adoption, and a short biographical sketch, Remembering Stanley Holden: Seven seconds the ballet world will never forget. He lives in Southern California.