For account handlers whose job is to lead on projects. You have to take clients briefs, ask good questions and translate the client brief into a task that is clear. Clarity is the watchword for this session: understanding what your client both wants and needs. Clarity can both set creative teams on the right direction quickly and is important for efficient management of agency resources.

FORMAT

The session is structured around a set of tools and techniques that can be applied to briefs.

They address the “killer questions” on (almost) all briefs.  The tools are illustrated with inspiring examples and delegates practice the tools in break-out sessions. This half day course is stand-alone but is best combined with its companion course Innovative thinking

CONTENT

Framework for investigating a brief

• what are the key questions
• evidence from case histories and awards about how briefs were cracked
• how can AI help you: the power of smart prompting

What’s the problem really ?

• briefs can often be vague/non-existent or have a wish list of objectives
• how brands operate in a context (competitive and cultural)
• using context to helps you to define or redefine the task

What’s the truth?

• advertising has been well described as ‘the truth well told’
• how to uncover the truth about the brand or product so that your work is on a sound footing and therefore credible to the consumers.

Who is this really for?

• knowing who the audience is and is not helps creatives more than anything else
• it also helps you to define what you will normally need to investigate first: what is motivates the audience

 DELEGATE LEVEL

Account directors and project leads. Your job is to develop relationships of trust with clients and build confidence that you can crack their brief

DATES & TIMES

10th June, 9.30am to 1pm

LOCATION

CENTRAL LONDON – EXACT LOCATION TBC

TRAINER:

Julian Saunders started his career in strategy in advertising: He was planning director at Ogilvy and Executive Planning Director at McCann- Erickson.  After four years as Chief Executive of Red Cell (a WPP agency) Julian took a sabbatical to edit The Communications challenge- a practical guide to media neutral planning. (APG 2004). The book was translated into several other languages and helped start his second career as a teacher for The Unilever Marketing Academy running The Media Innovation Workshop for joint client and agency teams globally

As a government advisor for three years he worked on developing methodologies for behavior change campaigns and co-edited a COI/GCN publication: Communications and behavior change (2009) He partnered with Phil Barden author of Decoded (2013) and still co runs a course with him on Behaviour science for brands for APG as part of their Essentials program.

He was contracted to Google for two years in the Zoo (an innovation team) and helped develop methodologies for innovation. During this time, he worked on the development and launch of two YouTube channels

He runs courses on creative thinking and the application of behaviour sciences. For over a decade he has been a Tutor for AIA Diploma in insight, creativity and communications.

Besides teaching he co-founded a start-up four years ago with a team of fellow Googlers (chimnie.co.uk)