Workshops

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.