Who is the course for?

Anyone who engages with a creative brief: It’s primarily aimed at brief-writers, so that could be anyone working in strategy/planning or account handling. But anyone who appreciates the importance of a brilliant brief will benefit from this course - many creatives have done it and found it useful. Industry newcomers are advised to wait until they’re a year in to get the most out of it.

Content

The course is action-packed, interactive and creative. You’ll learn by some listening, but mostly by doing, thinking and debating. It’s very practical and all based on real-life, up-to-date experience in writing briefs, briefing teams and making great work.

By the end of the course you'll be able to

  • Understand the source code of a great brief and how to create one, plus how to challenge and improve a bad one.
  • Understand the importance of both logic and magic in briefing; and to find the right balance between directional and prescriptive.
  • Know how to make truly brief briefs: the art of distilling things down to their essence.
  • Be able to translate the driest product truth into a rich, emotive creative proposition.
  • Be able to reframe your briefs to unlock new insights and ideas.
  • Have a toolbox of tricks to inspire and engage your creative teams to unleash their best work.

Regular non-member cost charged by IPA for this course is £525 but it will be offered at a subsidised cost of only £368 for IAPI members. If you are interested in taking up this course click on the link above for details on the structure, timings, and fee.

For your IAPI discount please get in touch with IAPI at info@iapi.com

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Add to Calendar 2024-09-24 09:30:00 2024-09-24 17:30:00 Europe/Dublin CREATIVE BRIEF WRITING ESSENTIALS This virtual course breaks the creative brief down into its essential source code and then strengthens your skills around each part of that code to make you a more confident and effective brief. IAPI info@iapi.com

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Add to Calendar 2024-09-24 09:30:00 2024-09-24 17:30:00 Europe/Dublin CREATIVE BRIEF WRITING ESSENTIALS This virtual course breaks the creative brief down into its essential source code and then strengthens your skills around each part of that code to make you a more confident and effective brief. IAPI info@iapi.com

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