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TRAINING : How To Write An Inspiring Creative Brief

“Clarity” and “empathy” are how you can sum up the characteristics an inspiring brief

This session provides practical tools and techniques to apply, as well as award winning examples.  At the end delegates receive the toolkit illustrated with examples


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



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


DELEGATE LEVEL: Junior to mid Level

DATE: 14th September

TIME: 10am to 11.30am


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).


Thursday 14 September 2023 10:00 am - 11:30 am


Zoom Webinar
Less than 2 hrs

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