Without a great brief the chances of achieving creative excellence are almost nil. In this session, designed for those who regularly have to brief creatives, we’ll cover the fundamentals of creating simple, insightful and inspiring creative briefs. And we’ll explore why the best briefs are a blend of incisive strategy brought to life with creative flair.
You’ll learn …
Who, What, Why
The characteristics of a bad brief
How to unearth arresting insights
How to discover your single minded proposition
Writing for briefs
The difference between the brief and the briefing
The magic of accidents
Simplicity, Inspiration, Truth