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    The creative brief is perhaps the most important document shared by agency and client. Clarity is all. Output depends on input. Increasing competition and homogeneity means that more than ever briefs must be distinctive and insightful.

    Especially at a time when working practices are changing radically, how can we create a brief which everyone is happy with and which minimises the chance for confusion, argument, friction and time-wasting especially when work is presented and judged afterwards. Because often different ‘sides’ speak different languages, want different things, have different priorities. This session will help you speak that same language and reinforce the communication and relationship you have with your agencies. You will learn how to write briefs that are clear and concise, insightful and inspiring.

    Who should attend?

    • Client marketing, brand and comms managers
    • Agency account managers, planners and creatives
    • Anyone who is involved with commissioning, carrying out and judging creative work

    Learning outcomes

    • Why the brief is so important but so hard
    • Why there are so many barriers and differences
    • How to avoid “formfillingness”
    • Appreciate all the elements of an effective brief
    • Key how tos (and how-not-tos)
    • Evaluate work honestly and constructively

    Course Dates

    Start Date Duration Location
    04 Jun 2024 1d Virtual
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    06 Sep 2024 1d Virtual
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    05 Dec 2024 1d Virtual
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    Course Director

    Anthony Tasgal

    Tas has written, supervised and critiqued hundreds of creative briefs as an ad agency planner, lecturer and trainer from cars to financial services, charities to iconic venues. He recently briefed agencies to work with the Royal Albert Hall for their 150th anniversary. He also delivers courses on Persuasive Storytelling for Presentations, Brand Storytelling and Behavioural Economics. He is a global speaker, did his first TEDx talk in Newcastle in November ’23, and regularly reviews the papers and contributes on marketing and communications subjects on TalkTV He is the author of 5 books including “The Storytelling Book”, which has sold over 35,000 copies globally, “The Inspiratorium”, “Incitations”, “The Storytelling Workbook” and “The Insight Book”. His sixth- The Customer Behaviour Book- will come out in Spring 2024.

    Virtual delivery

    Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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