The creative brief: for marketers, it’s a necessary evil. It demands an investment of time, but an investment that pays off in stakeholder buy-in and the quality (and efficiency) of the final creative product. A good creative brief is really the marketer’s best-kept secret; it’s a powerful tool to nip confusion and friction in the bud and get crystal clear on strategy with your agency and internal teams from day one.
McGuffin Creative Group invites you to a discussion with Howard Ibach, author, instructor, agency veteran, podcast host and creative brief expert, to discuss how client-side marketers can make use of the creative brief to set the right strategy with agency partners right away for seamless campaigns that deliver on goals.
We will discuss:
- Why creative briefs exist
- Knowing your brand promise
- The Einstein Challenge for your brand
- The three essential questions on every brief
- Using the creative brief to see the big picture
Session will be followed by audience Q&A, so please bring your questions. RSVP now; seats are limited. For questions, comments or cancellations please email firstname.lastname@example.org.
HOWARD IBACH is the author of the critically acclaimed graphic textbooks How To Write An Inspired Creative Brief and How To Write A Single-Minded Proposition: Five insights on advertising’s most difficult sentence. He was an award-winning copywriter and creative director for 26 years with some of the country’s best advertising agencies. He is on the faculty of the ANA and travels the country leading workshops that provoke client-side marketers with his radically sane insights on the Creative Brief. Howard is also an adjunct instructor and tutor in English composition and literature at Glendale College and the co-host of The Brief Bros. podcast. He lives in Los Angeles.