4A's Webinar: How to Write a Creative Brief May 13, 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.

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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**
*Full Conference Room provides one link to use in one Conference Room. No limitation on number of viewers.

**Unlimited Access gives all employees the chance to view the webinar from his or her own computer. A special link will be sent to one person that can then be forwarded to the rest of the agency. At the conclusion of the webinar, a link to the recorded webinar will be sent to the agency or company that signed up for the Unlimited Access option.

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=01149598-de8c-4ec6-9902-005cf29fcb7d