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Brief Encounter

The Art of the Creative Brief

Communication Training : Brand Champion

Every creative organization and their client/marketer counterparts rely on the brief. It is the contract; the creative and strategic ‘legalese’ that defines the project, its parameters and objectives. If done well, it is also the first ‘ad’ in the campaign – the single source of inspiration and information to launch creative genius. But what should it consist of? How much is too much? How should content be weighted? What is a ‘real’ insight? What’s critical and what’s overkill? Is it information or inspiration first? And what about language? Client-speak or agency-speak? Agencies around the world struggle to find the right balance to create the ultimate document.

It’s time to forget boxes, templates and terminology and time to get back to what the brief was designed to be; a holistic document with a singular POV and purpose that clearly, insightfully, inspirationally and succinctly articulates the right brand storytelling ‘ask’. Nothing more, nothing less.

In this dynamic workshop, you’ll learn the theory, best practices, tools, and techniques necessary to creating brilliant Creative briefs with the potential to deliver groundbreaking results - regardless of discipline.

We’ll examine the essential questions that need to be asked and answered, how to ensure we’re not talking to ourselves, the power of language, interpreting audiences and articulating insights, and so much more. By workshop’s end, all participants should be able to approach the challenge of developing a truly brilliant Creative brief with an open mind, clear vision and singular focus. Taught by former senior agency professionals and collaboratively developed by former agency Creative Leads and Account Planners / Strategists, Brief Encounter promises the straight goods on what really works for ALL brief stakeholders.

All Combustion workshops come complete with a strategic sustainment program to make sure learning stays alive long after we’re gone.

Duration: 1 day: 9am – 5pm

Number of participants: Maximum participants 25

Who should attend: Those responsible for managing creative output internally or externally – from Agency Account Managers, Planners, Strategists, Creatives, Project Managers, and Brand Planners to Managers, Marketing Teams, Internal Agency Managers, etc.

Brand Champion Series:

Creative Fusion - Getting the Best Out of Creative Partners

Creative Fusion transforms you into the ultimate partner to creativity within your org and with partners. Learn what moves and motivates, lead an informed and inspired briefing, effectively evaluate ideas and give stellar feedback. (Brand Champion Series)

Fire in the Hole - Unearthing Explosive Insights

Fire in the Hole gives you the critical skills, confidence and tools to unearth powerful insights and apply them to every day marketing challenges to impact behavior. (Brand Champion Series)

True Story - The Art of Authentic Brand Storytelling

In True Story, you’ll learn the skills to ask for, empower and recognize the kind of authentic brand stories that build compelling brand narrative, drive engagement and ignite business success - from traditional to digital and beyond. (Brand Champion Series)

Wordslinger - Killer Writing for Brand Builders

In the Ad and Marketing game, every word counts. Wordslinger teaches you the secrets to building powerful writing from the word up; from product descriptions, to idea articulation, creative briefs and much more. (Brand Champion Series)

Idea Noise - Understanding Idea Power From Strategy to Execution

In Idea Noise, you’ll explore the concept of differentiating between the quality of ideas; not from a subjective perspective, but from an analysis of their ‘punching power’. As a result, you’ll never ask for or accept the wrong idea again. (Brand Champion Series)

Related Workshops:

Creative Fusion - Getting the Best Out of Creative Partners

Creative Fusion transforms you into the ultimate partner to creativity within your org and with partners. Learn what moves and motivates, lead an informed and inspired briefing, effectively evaluate ideas and give stellar feedback. (Brand Champion Series)

Address:

1485 Dupont St

Suite 309

Toronto, ON

M6P 3S2

416-725-4393

hookup@combustionco.com

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