TRAINING : How To Write An Inspiring Creative Brief

YOU WILL LEARN

Confidence: to tackle projects and write an inspiring brief

Practical & Useful: frame work, tools and techniques to use

Inspiration: great examples to learn from and emulate

CONTENT

What does a really good brief look like

• practical examples and discussion

“Clarity” tools and techniques to help define

• what is the problem to be solved, really
• who is the audience, precisely

“Empathy” tools and techniques to gain

• insight into and understanding of the audience
• write a motivating proposition or promise

DELEGATE LEVEL

Junior to mid Level

DATE & TIME

24th July, 10am to 11.30am

TRAINER

Julian Saunders is a strategist, trainer and writer who has had three careers.  In advertising, he was Planning Director at Ogilvy, Head of Strategy at McCann-Erickson and CEO of red cell advertising, a WPP agency dedicated to challenger thinking.  He took a sabbatical in 2003/4 to edit a textbook for The Account Planning Group on the impact of digital technology. ( “The Communications Challenge” APG 2004).  Then he focussed on design thinking and the application of Behavioural psychology to behaviour change. He was Non-executive Planning  Director of Good Technology (gt), ran The Big Thinkers program for UK government (COI) and joined an Innovation team at Google (The Zoo).

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