4A's Strategy Festival Workshop Descriptions
October 7, 2014

Crafting a Better Brief Workshop

How to write a brief that inspires work that works harder in today’s marketing communication world.

Writing great briefs has always been hard. An now a difficult skill has gotten more difficult and complex. New and ever-evolving ways to build brands have opened the flood-gates to what’s possible executionally. Agencies, once focused specialists, are making more different kinds of things than ever. Agencies ranging from legacy media companies to new digital and social specialists write and use them. Within organizations more people are involved in brief writing. And because marketers demand more cross-organizational collaboration, more different kinds of makers share briefs.

Even the term “creative brief” isn’t specific enough these days. Does that mean a brand brief? Activation brief? Comms brief? Tactical brief?

What’s a strategist to do?

Join strategist, trainer and collaborative work expert Scott Lukas for an insightful and entertaining full-day workshop on how to write better briefs for todays marketing communications world. Scott draws from his work with virtually every kind of agency to develop a foundational set of insights that apply to any agency strategist. Attendees will receive theoretical and practical training, including practice on a hypothetical case in teams. Due to the practical and activity-based nature of the workshop, space is limited to 25 attendees.

Workshop topics include:

  • Why great creative briefs are more essential than ever.
  • What kinds of creative briefs are there and which kind should you be using and when.
  • What makes good briefs today.
  • Understanding each essential component of a better creative brief.
  • Learn four proprietary thinking tools to help write great briefs.

Who Should Attend 

This workshop is designed for mid-level strategists and planners at marketing communications and media companies.