How to Write an Inspired Creative Brief

This event is over.

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

To be added to the waitlist for this session, please send an email to zmorse@ana.net with your name, email and phone number. 

 

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 (5 min)
  • Why the brief is so important (30 min)
  • Breaking down the creative brief (15 min)
  • Break (10 min)
  • What a well-written brief looks like (60 min)
  • Lunch (30 min)
  • Build a creative brief (3 hr 30 min)
  • Break (10 min)
  • Creative brief exercises 1 (45 min)
  • Creative brief exercises 2 (30 min)
  • Creative brief exercise 3 time permitting (30 min)
  • Closing (5 min)


Instructors

trainer

Howard Ibach

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 US. 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 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 collectible coin retailer, in Minneapolis.

He earned his BA 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.