In this session you'll gain a greater understanding of what a good, modern client brief looks like and the questions you should be asking as a planner to interrogate and explore the brief fully.
We'll be joined by Aoife Murphy, Executive Strategy Director, Boys + Girls and Chris Cashen, Strategy Director, Mindshare to examine this subject from a strategic creative viewpoint and also dissect it from a media planning perspective.
In this session, media and creative will come together as two experienced planners, discuss the principles of a great brief and why it should be viewed as a start point not the destination.
Using personal experience, they will share the inside track on how to have better conversations and challenge the client brief to get to great work that works.
Finally, they’ll share a blueprint for the modern client brief - the ten questions you need an answer to.
Aoife Murphy
Aoife is Executive Strategy Director and a board member at creative agency, Boys + Girls.
Aoife’s early background is in media but don’t hold that against her. With over 12 years experience in Ireland and overseas, her big work passions are food, drink and technology brands having directed work for clients like Kellogg’s, MARS, Cadbury, Diageo, Samsung and Fitbit.
Her belief in the strength of an integrated approach has resulted in several effectiveness awards including ADFX and Effies.
Chris Cashen
Chris has over 15 years’ experience in media and creative agencies. He began in AFA O’Meara before moving to McConnell’s and then began a 9 year stint at Carat, primarily working on the Diageo business. Chris’s current role is leading strategy out of Mindshare for clients such as Suntory, Tesco, Danone, Laya and AIG.
Chris has served on industry groups, chaired planning competitions and award committees. He has been richly awarded, most notably for his time on Diageo and is also a regular contributor to publishers, including Marketing.ie along with other publishers.
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Add to Calendar 2021-04-13 11:00:00 2021-04-13 12:30:00 Europe/Dublin INSIGHTS from a Planner: Interpreting the Client Brief for Creative & Media April is Insights Month. Join us on the 13, 20 and 27 for some enlightening sessions. Online Webinar IAPI info@iapi.com
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Add to Calendar 2021-04-13 11:00:00 2021-04-13 12:30:00 Europe/Dublin INSIGHTS from a Planner: Interpreting the Client Brief for Creative & Media April is Insights Month. Join us on the 13, 20 and 27 for some enlightening sessions. Online Webinar IAPI info@iapi.com