Creative Brief Writing Essentials Course

A great brief combines both logic and magic

This virtual course breaks the creative brief down into its essential source code and then strengthens your skills around each part of that code to make you a more confident and effective brief creator and deliverer. You’ll build your muscles in focus and rigor, and in playfulness and creativity. You’ll be thinking of your creative team as your most important audience.

Who is the course for?

Anyone who engages with a creative brief: It’s primarily aimed at brief-writers, so that could be anyone working in strategy/planning or account handling. But anyone who appreciates the importance of a brilliant brief will benefit from this course - many creatives have done it and found it useful. Industry newcomers are advised to wait until they’re a year in to get the most out of it.

Content

The course is action-packed, interactive and creative. You’ll learn by some listening, but mostly by doing, thinking and debating. It’s very practical and all based on real-life, up-to-date experience in writing briefs, briefing teams and making great work.

By the end of the course you'll be able to:

  • Understand the source code of a great brief and how to create one, plus how to challenge and improve a bad one.
  • Understand the importance of both logic and magic in briefing; and to find the right balance between directional and prescriptive.
  • Know how to make truly brief briefs: the art of distilling things down to their essence.
  • Be able to translate the driest product truth into a rich, emotive creative proposition.
  • Be able to reframe your briefs to unlock new insights and ideas.
  • Have a toolbox of tricks to inspire and engage your creative teams to unleash their best work.

Location and Date:

  • Wednesday 27 September, 9.30am - 1pm
  • Friday 29 September, 9.30am - 1pm
  • The course will take place via zoom.

Your tutor

Kit Altin

Kit is CSO at The Gate London where her recent awards include an APG Creative Strategy Gold; a Gold Effie and Most Effective Use of Data and Insight at The Marketing Society Awards (two years running).

Over her career she has worked at many different kinds of agencies and written just about every possible kind of brief – and as a former creative she knows what it’s like on both sides of the briefing process. She is a passionate educator and mentor, and has been teaching creative skills for a decade for individuals, agencies, and brands, as well as speaking and teaching at events such as Cannes Lions and the D&AD Festival.

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Last updated 07 December 2023