Translating client information into something that can motivate and inspire a creative team is a crucial skill. All too often, however, it is treated as a proforma exercise or a chore that must be done. In fact, the quality of a creative brief can make or break a project and directly affect the quality of the outcome.
This is a senior level webinar that will cover:
- Listening and questioning the client – the difference between taking things at face value and really interrogating the challenge
- What is a creative brief and why is it important?
- Writing a great creative brief – the difference between facts and inspiration.
- Decoding – making sense of language and jargon.
- How to pinpoint the pitfalls – where things can go wrong.
- Rationalising work against the creative brief.
Jonathan is the founder of Up to the Light and brings 25 years’ senior experience. Up to the Light advises a significant proportion of the UK’s top 100 agencies across a range of business issues such as agency positioning, business development strategy, client management and development.
Up to the Light is the leading provider of client surveys to agencies and annually publishes the influential ‘What Clients Think’ report. Each year the report is based on over 500 client interviews conducted on behalf of agencies and is a fascinating snapshot of the client/agency relationship.
Jonathan is a former Director of Fitch, the global branding group, and of EHS Brann (now Havas Helia). He is a regular conference speaker and trade press contributor, and delivers workshops and seminars for organisations including the Design Business Association, British Institute of Interior Design, Agency Hackers and Ireland’s Design Skillnet.
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Add to Calendar 2021-05-05 09:30:00 2021-05-05 10:30:00 Europe/Dublin Translating the Brief with Jonathan Kirk Join Jonathan Kirk for this session on translating client information into something that can motivate and inspire. Online Webinar IAPI info@iapi.com
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Add to Calendar 2021-05-05 09:30:00 2021-05-05 10:30:00 Europe/Dublin Translating the Brief with Jonathan Kirk Join Jonathan Kirk for this session on translating client information into something that can motivate and inspire. Online Webinar IAPI info@iapi.com