4A's Webinar: How to Write a Creative Brief February 16, 2011

HOW TO WRITE A CREATIVE BRIEF
…THAT IS ACTUALLY CREATIVE AND BRIEF

Creative Briefs. Sadly, in most instances, they are neither creative nor brief. In this power-packed webinar, we demystify the process of writing a creative brief. First, we get the perspective from agency leaders across creative, planning, and account management to share their insight on what makes a great brief. You hear their inside tips and hints to composing a successful brief as well as pet peeves and common mistakes to avoid. Then, we walk through a step-by-step process to take your briefs from the ordinary to the inspirational.

Importantly, we look at some of your favorite advertising campaigns and deconstruct the creative brief to determine what helped inspire the most popular and successful campaigns. Filled with practical, real-world examples, you gain a better guide to crafting a creative brief for your brand.

In this webinar, Brad Karsh, President and Founder of JB Training Solutions will cover not just content but also focus on how to write short, persuasive documents. We all know it’s much harder to write short than it is to write long, and we discuss the best ways to trim content while still maintaining clarity. Yes, the word “pithy” is key to this webinar. Again, using real world examples, you gain new skills on how to inspire some of the best advertising in the world.*

PARTICIPANTS LEAVE THIS WEBINAR WITH THE TOOLS TO:
• Understand what inspires a creative team
• Learn what should and should not be included in a brief
• Use insights to craft higher-end consumer benefits
• Write short rather than long briefs
• Capture the rational and emotional thoughts attached to a product or brand
• Communicate needs and expectations to the creative team to ensure a successful final product
• Save an agency time and money by writing a compelling document that results in great creative.

*Participation in this webinar guarantees a minimum of one Cannes Lion in 2011.

REGISTRATION INFORMATION

Pricing

Member
Single Registrant: $99
Full Conference Room: $349
Unlimited Individual Access for the Agency: $999

Non-Member
Single Registration: $199
Full Conference Room: $699
Unlimited Access for the Company: $1499

Questions? Please contact Troy Starwalt at the 4A's.
[email protected] | 212-850-0733

Official Website: https://www.aaaa.org/pages/events.aspx?webcode=EventInfo&RegPath=EventRegFees&REg_evt_key=cee90b4e-8d29-45a9-b352-8256aa0b76a8