This 3.5 hour intensive workshop will change your thinking about a document too often taken for granted and far 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 hands-on 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 whole creative process. And you’ll practice both reviewing and deconstructing creative to figure out the creative brief.
This workshop will be packed with individual and team exercises, plus you’ll discuss examples of exceptional creative briefs and the creative work delivered through those exceptional briefs.
This course will introduce you to optimizing the first step in the creative process to begin making improvements to your marketing effectiveness, efficiency and ROI.
Who is this workshop for?
This workshop is for both client and agency-side marketers, at any level, who are involved in the development of advertising. It is a solid foundation for those new to the creative brief process and will challenge seasoned professionals to improve their thinking and processes.
As a result of this workshop, you and/or your team will be better able to:
- Create highly effective briefs to inspire better creative work
- Articulate your brand’s attributes with clarity and assurance
- Communicate more clearly so as to eliminate confusion
- Identify highly effective creative briefs
Workshop attendees will receive a printed copy of the 20-page ‘What an inspired creative brief looks like’ workbook. Please note that participants will not be allowed to use personal video devices to record any part of the workshop.
About Howard Ibach
Howard Ibach is the author of the critically acclaimed graphic textbook How To Write An Inspired Creative Brief, 2nd edition, ranked No. 1 on About.com’s “10 Advertising Books You Absolutely Must Read.”
He joined the faculty of the Association of National Advertisers’ School of Marketing in January 2017 and travels across North America leading workshops that provoke client-side marketers with his radically sane insights on the Creative Brief. He also presents workshops on boosting your confidence as a public speaker, and how to review creative work.
Howard was an award-winning copywriter and creative director for 26 years. He worked for legacy shops Ogilvy One, DDB Direct, Team One, Wunderman, J. Walter Thompson, Rubin Postaer and Associates, and Campbell Mithun among others.
Learn more about Howard at www.howardibach.com
5:00 – 5:30pm : Registration and Dinner
5:30pm (sharp) : Welcome & warm up exercise
5:35pm – 6:45pm : Part 1
- Why the creative brief is so important
- Enhanced skills from today’s workshop
- Remember who the creative brief is for
- Breaking down the creative brief (group exercise)
6:45pm – 6:55pm : Break
6:55pm – 8:25pm : Part 2
What does a well-written creative brief look like?
- A close examination of outstanding creative briefs
- Review creative that was produced from a well-written brief
8:25pm – 8:55pm : Part 3
Creative brief exercise
- Review well-known brand creative and produce a creative brief based on what you’ve learned
- Review creative and deduce Single-minded Proposition (Small group exercises)
8:55pm – 9:00pm : Close