Workshops > Strategic Skills

The Brief Essentials

Who it’s for Teams or individuals from agencies or marketing departments who have any role in the communications process. Up to 16 participants.
DURATION 1 Day or 1 ½ Day.
SIZE Up to 16 participants.

“Would you tell me which way I ought to go from here?” asked Alice. “That depends a good deal on where you want to get,” said the Cat. “I really don’t care where,” replied Alice. “Then it doesn’t much matter which way you go,” said the Cat — Lewis Carroll

The strategic/creative brief is often the most underutilized and misunderstood document in advertising and marketing today.

And yet without a clear, insight-driven, inspiring brief, your campaign is lost before it’s begun. The reality is, behind every “Impossible is Nothing” or “Just Do It”, there was a bulletproof brief.

Creating a powerful brief requires you to be part investigative reporter, part shrink, part cop and part romantic. It also requires that every member of the team be on the same page, use the same language, and have the same understanding of the purpose and outcome of this critical document.

About the Workshop

This workshop looks behind the ‘boxes’ commonly used in briefs, and reveals the fundamental, common sense questions that every marketer and marketing initiative needs to answer. At its core, regardless of any specific template that represents it, the fully realized strategic/creative brief provides solid, drilled-down answers to those questions.

From truly investigating the objective until the right one is at hand, to understanding where to find the only really useful information you need on your target audience.

Here, the nature of insight is explored, in all its variations, and brought to life in successful real-case scenarios. The fatal-attraction of insight and message is finally made clear through case histories and exercises.

And because today’s brief needs to be developed quickly and concisely –you’ll find out how to cut through the verbiage and get to the actionable, applicable heart of the matter, regardless of discipline or deliverable.

From the right mindset to the right tools, here are all the elements that will immerse participants with what it really takes to deliver a brief that galvanizes and inspires groundbreaking results.

Workshop Content Includes

  • The key questions that make up every great brief regardless of format – and where to find the true answers
  • Getting past the terminology; getting to ideas.
  • Case Studies – successful campaigns from successful briefs
  • The “insight” models – probing for insights in the usual places – and the unusual ones
  • The Fatal Attraction between insight and message: the magic intersection at the heart of great ideas
  • Why a Brief for every project – even tactical?
  • Good Brief/Bad Brief – results may vary!
  • Workshop includes follow-up and leave-behind