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Training: Briefing and Evaluating Creative Work - London

Training: Briefing and Evaluating Creative Work - London

The secret to producing great creative work that is relevant, gets noticed and gets results lies in the briefing process. Discover how to craft a brilliant brief and proposition, and confidently evaluate what the creative team produce.

You will learn to:

  • Determine the objectives of your communications
  • Write a clear proposition
  • Implement an effective briefing process
  • Inspire and equip creative teams to produce results you want
  • Identify the 'big creative idea' and evaluate pitches

Steve Harrison

Steve Harrison was European Creative Director at OgilvyOne and Global Creative Director at Wunderman, either side of starting his own agency HTW (Harrison Troughton Wunderman). HTW won twice as many DMA Awards than any UK agency and Steve won more Cannes Lions Direct awards than any creative director in the world. The key was not so much having a fantastic creative department, but crafting clear client briefs. 

Steve was described by Campaign magazine as the greatest direct marketing creative of his generation. He is also the only direct marketer to appear in the D&AD Copy Book which features the work of the top 50 advertising copywriters of the past 50 years.

Programme: (1 day course)

It all startes with the brief

  • Why the brief is an investment
  • Who contributes to the brief
  • The role of the creative team

Setting objectives

  • Clarifying the aims of the creative: 2 simple questions
  • The expectations of the creative team and client

Prospositions

  • Why a proposition is key
  • What a clear proposition looks like
  • Practise writing propositions

Writing a brief

  • Using the proposition effectively
  • Essential elements of the briefing document
  • Using a brief template

Evaluating creative

  • Arriving at the big creative idea
  • How to be relevant and get noticed
  • Assess pitches and decide whether the creative meets your objectives
  • Giving constructive feedback

Case studies

  • Examining the briefs and propositions that resulted in successful creative work for major direct and digital brands

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