A one hour session with CS Account Director Jane Devitt and Ailish McGlew, Brand Communication Manager from An Post, guiding you through writing the most successful brief to ensure the best creative outputs. The brief needs to make sense, read well and deliver on what the client has asked.
From the agency perspective:
- The importance of the brief
- Brief as contract
- Components to include in the brief
- How to be succinct in your writing
- Adapting the brief for creative teams: the role of the planner in writing the creative brief
- Writing the brief as a team: key inputs from different client departments
- Understand the client KPIs & objectives : every brief is different
- Why we include what we include in the brief
- How we use it as a benchmark through the campaign journey
From the client perspective:
- Writing the brief as a team: key inputs from different client departments
- Understand the client KPIs & objectives : every brief is different
- Why we include what we include in the brief
- How we use it as a benchmark through the campaign journey
Who is this training for?
This is for young teams starting in the business: account executives and junior account managers from either agencies or client side.
View the webinar below and download the additional assets:
Further Reading - Writing Creative Briefs by Hart Weichselbaum
Further Reading - I must be talking to my friends by John Fanning
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