101: How to produce and write an effective creative brief

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This 101 session explores how to produce and write an effective creative brief that sets agencies up to deliver their best work. We’ll look at the role of the creative brief in solving business and brand problems, what distinguishes strong briefs from weak ones, and how clarity, focus, and insight lead to more effective creative outcomes.

The session will also cover how to brief and inspire creative agencies, judge creative work constructively, and build stronger, more productive client–agency relationships through better briefing and feedback.

What you will learn: 

• Understand the role of the creative brief in driving effectiveness.
• What good and bad briefs look like in practice.
• How to brief agencies clearly without being restrictive.
• How to inspire better creative while retaining strategic control.
• To build stronger client–agency relationships through better briefing and feedback.