TW558 - Briefing Part 1 - Understanding effective briefing for better business results
23 Sep
Briefing part 1 – Understanding effective briefing for better business results
Agency briefing must start with the right introduction to business objectives and the marketing strategies for achieving them.
Course content
- Briefing – it’s part of the business decision process, not just the communications plan
- Defining the task, not merely populating a template
- Briefing Clinic – expert assessment of your current/recent briefing process
- Role Reversal Part one – understand what really motivates agencies
What you will learn
- The crucial links between briefing and business performance
- What marketing communications can and cannot do
- Valuable techniques for assessing the effectiveness and efficiency of your approach to briefing
Key benefits
- Individuals will gain valuable skills in setting the business challenge and determining the role of communications to inspire relevant creative excellence in agencies
- Organisations will benefit by increased ability to get things right the first time – improving time management, competitive advantage and best use of agency resources and talent
Who is the course aimed at?
- A three-part course for introductory to intermediate level marketing communications professionals dedicated to inspiring and managing the most effective creative work for their brand. The briefing courses can also be taken individually.
Facilitator
- John Howkins, Partner, the nub consultancy
John has been a planning director in leading agencies – such as Lowe’s, McCann’s, and Y&R. He has also run a consultancy focusing on effective briefing. John is a member of the Account Planning Group (APG), and a staunch advocate of marketing communications effectiveness. He has received both IPA Effectiveness Awards and Euro Effies.
Next Steps
- Briefing part 2 –Briefing and managing agencies for integrated campaigns
- Briefing part 3 – Briefing and appraising creative solutions
COST OF TRAINING: £395 (£464.13 inc VAT)
TIME: 9.30am – 5pm
VENUE: ISBA, Langham House, 1b Portland Place, London W1B 1PN. Nearest tubes are Oxford Circus and Great Portland Street
FURTHER INFORMATION: Please contact Elvira Bagge at elvirab@isba.org.uk or call 020 7291 9020
Terms & Conditions
- All workshop bookings must be made in writing, by email or through our website.
- You will receive confirmation of your booking from ISBA. If you have not received confirmation of your booking by the day before the event, please contact the Events Team on 020 7291 9020.
- The cost of the course will be invoiced once your booking has been confirmed. Make all cheques payable to ISBA. We also take credit cards.
- Course fees must be paid in full prior to the date of the workshop.
- All cancellations must be made in writing.
- If a booking is cancelled within 14 days of the workshop date the fee will be payable in full and is not refundable.
- Cancellations received in writing more than 14 days before the workshop will receive a refund minus 20% of the workshop charge for administration.
- The full course fee will be charged if the delegate does not turn up on the day of the workshop.
- ISBA reserves the right to cancel, alter or reschedule any workshop. In the event of this happening you will be offered a full refund of your course fee.
