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

• Active verbs

• The difference between the brief and the briefing

• The magic of accidents 

• Simplicity, Inspiration, Truth