How to deliver engaging impactful briefs
How to deliver engaging impactful briefs

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.

This session is closely linked to another session being delivered on 18 June on Creative Feedback and it may be helpful to attend both.

Jane will take you through what a good brief looks like, the key elements to include (and exclude), and what you need to make it read well and be engaging.

Ailish will discuss the importance of the business and sales objectives of the client brief and how the ultimate creative output needs to drive consumer engagement. Ailish will discuss how An Post compile their briefs as a team and the importance of spending time on them.

What will the session include?
What will the session include?

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.

About the Speakers
About the Speakers

Jane Devitt is a highly experienced and award-winning Account Director who works on a retainer or project-by-project basis for some of Ireland’s best-known brands and emerging companies.

Jane is currently self-employed and specialises in helping start-ups or SME’s in areas such as New Business Development, Brand Identity, Digital and Social Marketing, and writing and implementation of Marketing Plans. With a little black book of everyone from writers, to designers to brand specialists, Jane can bring a team together in a flash to deliver on your project KPIs.

Jane honed her Account Direction skills over the last three decades as part of multi-discipline teams in leading advertising and marketing agencies such as BBDO Dublin, Target McConnells, Huguenot Design, Havas, Brand Union and Brando. Jane has also been self-employed for over 6 years.

Ailish McGlew is an experienced Marketeer, having worked on both client and agency side for over 15 years.

She has previously lead teams in both Kelloggs and 3 in the development and execution of strategic brand plans, both regionally and across EMEA. She brings her own unique holistic perspective to each project: succeeding in harmoniously bringing multiple shareholders together including marketing teams, agencies and suppliers to achieve project KPIs.

In her current Role as Brand Communications Manager in An Post, Ailish has been instrumental in leading the teams to award winning consumer campaign successes. With a keen commercial focus combined with her passion for brand communications, Ailish continues to lead multiple teams and campaigns in the competitive and fast moving world of An Post.

Jane Devitt
Jane Devitt
Freelance Trainer & Account Director
Ailish McGlew
Ailish McGlew
Brand Communications Manager, An Post
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Add to Calendar 2020-06-16 10:00:00 2020-06-16 11:00:00 Europe/Dublin The Brief – Getting the Ingredients Right! Getting the magic mix of ingredients to make your brief work for agency and client ZOOM webinar IAPI info@iapi.com

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Add to Calendar 2020-06-16 10:00:00 2020-06-16 11:00:00 Europe/Dublin The Brief – Getting the Ingredients Right! Getting the magic mix of ingredients to make your brief work for agency and client ZOOM webinar IAPI info@iapi.com

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