The quality of a brief can make or break your project. It’s obvious really, but it’s amazing how many bad briefs still find their way into creative departments. In this session you’ll learn all you need to make sure your briefs are smart, interesting and inspiring. And of course, brief.
In this session, you'll cover both the intellectual and the imaginative sides of creating a great brief. You’ll leave the day knowing exactly what a good brief involves (and a bad one) and learn the right questions to ask. You’ll learn how to develop your central thought into something that sparks creativity, and how to ruthlessly simplify no matter how complex the subject matter. You’ll discover how tasks can be turned into ideas. You'll find out how to inspire people in 15 minutes flat, how to engage creative minds, and a whole load of tips, traps and troubleshooting based on years of industry experience. The day will make you work, make you think, and make you more confident to write, challenge or answer a brief.
- Know how to get the best brief out of your client and what makes a great brief
- Be able to simplify and distil complex information quickly
- Know how to develop interesting and inspiring thoughts and propositions
- Have a range of techniques to inspire your teams
- Be able to troubleshoot issues with the work you get back
- Have a range of tips and tools to make your briefs and briefings springboards for great creative
- Be able to approach your briefs with creativity and confidence
- Creatives, account planners and strategists
- Account executives
- Anyone tasked with the challenge of writing a creative brief
- Members of marketing departments and internal creative agencies
- Anyone who’d like to understand more about what constitutes a good brief for a creative department
Kit Altin, Head of Innovation and Global Planning Director at Leo Burnett London
Kit knows exactly what it’s like at the coalface of brief-writing: one of her hats is as global planning director for a portfolio of P&G brands in 24 countries, and over her career she has written just about every kind of brief for every category, platform and challenge, from soap powder to saving lives, and agency and client-side. She brings this wealth of experience to prove that a great brief can turn any problem into great creative, and has a long record of creating work that is bold, exciting and multi award-winning for both creativity and effectiveness.
Her other hat is Head of Innovation at Leo Burnett London, where she is responsible for developing and refining agency models, culture and ways of working to nurture innovation, collaboration and creativity. She has a particular interest in how marketing and communication can be a force for good, and in 2011 co-founded Change, the agency dedicated to positive social impact. The IPA chose her as Woman of Tomorrow 2014, which she was very pleased about, plus the futuristic raygun is very useful for maintaining discipline in workshops.
Currently Planning Director at Leo Burnett Group, if you'd like to know what Kit Altin has been up to, take a look at her biography page to find out more.
To hear Kit talking about the power of the all important brief and why it shouldn't be overlooked, check out the video below.
Meet the Course Leader
“Good creative briefs should set off little bombs in people’s minds.”Kit Altin
“Very useful for me – challenging the way I’m thinking and communicating information. Excellently delivered."Anonymous
"Excellent! Really inspiring to work with someone currently doing it in an agency”Five by Five
“It has built my confidence with tools to use for many years to come.”J Groves
04/07/2017 – 04/07/2017
09:30 – 17:00
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