Overview:

Do any of these scenes sound familiar?

• A new creative initiative is big and important but there’s no written creative brief, just a meeting or phone call
• Your client is on board with your solution, but their internal stakeholder is not the least bit sold and you’re left in the balance
• The feedback you received on the creative is vague and not very useful; you’re told it’s ‘off-brief,’ or ‘off-brand,’ (or, both) but the brief you gave/received was just plain off, or non-existent

Why does this happen? It’s the job of the client to cope with the change and uncertainty that impacts the briefing they present to you, but it’s hard for them to know exactly what they or their internal stakeholders truly want. And it’s the job of the agency or internal marcom department to understand the ask, inspire the team producing the solution and do it all on brief (whatever that means) on time, and on budget, and profitably.

This seminar is essential for those responsible for receiving and deciphering business challenges and opportunities for which there is a marketing communications solution, whether coming from an internal stakeholder or external client. For emergent Marcom leaders, account managers, planners and creatives, who are interested in building even stronger client and stakeholder relationships, The Creative Briefing in a Nutshell intensive session will demystify the brief and show you how to apply a unique but easy-to-use approach to having better briefing conversations, to help making progress right away.