A practical and interactive course in writing and delivering better briefing.
Briefing agencies is one of the most critical tasks for a marketer, and this course is focused on getting the best creative results from your agency. A thorough understanding of the principles of briefing is followed by case studies and exercises, role reversal and practical tools to help write the brief and inspire the agency to produce better work.
Course content
- The principles of effective briefing – changing the way you think about briefing.
- Case studies in briefing – the good the bad and the ugly.
- Writing the communications brief – tools, tips and exercises.
- Inspiring the agency – role reversal session to understand the agency point of view.
- Briefing Clinic – individual briefing issues and discussion of the needs for your business.
What you will learn
- How to write a communications brief that will work for your organisation and the agency.
- How to motivate your agency to deliver the best possible work.
- Tools tips and techniques that can applied whatever the task.
Benefits
- Individuals will gain valuable skills in writing communications briefs for their agency.
- Organisations will benefit by increased ability to get things right the first time – improving marketing efficiency, and making better use of agency resources.
Who is the course aimed at?
- Anyone briefing or wanting to brief agencies or internal departments for marketing communications (including advertising, digital/web, social media, design, direct and integrated). It is suitable for a range of skill levels ranging from those just starting out in marketing to those who are more experienced but want to raise standards either for themselves or for their department.
- The briefing course is also suitable for small teams from companies, but if there is a requirement to develop briefing at a company level, we would recommend a bespoke course to focus specifically on your industry sector and organizational requirements.