No amount of creative genius can save a bad brief. So it's crucial to get things off to a good start.
In this session you'll learn exactly what a good brief involves - and a bad one. You'll find out how to inspire people in 15 minutes flat, how to brief creatives to get the best out of them and how to get behind the clients' brief. You'll get really, really good at distilling a brief down to its core. You'll be a part of a bit of blasphemy against the Holy All Powerful Insight. You'll write a brief for the Pope. The day will make you work, make you think, and make you more confident to write, challenge or answer a brief.
- Anyone who has to write a brief or wants to understand more about what makes a good brief
- Account handlers
- Junior to midweight planners
- Members of marketing departments
Kit is a Global Planning Director at Leo Burnett London and the Founder of Leo Burnett Chnage, the specialist social change agency. Over her career she has written just about every kind of brief for every category, platform and challenge, from soap powder to saving lives, she brings this wealth of experience to prove that a great brief can turn any problem into great creative.
As a former award-winning copywriter, she knows what it's like on both sides of a brief, and ruthlessly exploits this knowledge to inspire brilliant work from her creative teams. Amongst others, she was the planning brain behind McDonald's epic multiplatform Olympics campaign 'We All Make The Games' which won the Marketing Society Awards for Execellence Gold, and the multi-award-winning 'Second Chance' campaign featuring the world's first unskippable pre-roll ad. 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.
Kit's session is often described by delegates as inspiring, engaging and thought-provoking. "I now have the ammo to define what makes a good brief" - from recent attendee James Greening, Senior Creative at Jam
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
04/07/2017 – 04/07/2017
09:30 – 17:00
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