Cascading Brief Design (Half Day)

How to Leverage Your Briefing Architecture to Boost Engagement and Drive Sales
(Half Day Workshop)

Marketers today are challenged to build their brand equity and prove their marketing ROI. To build a campaign that overcomes these challenges, you must have a process that aligns your agencies and ensures that your target audience gets the right message, in the right place, at the right time to inspire them to use your brand.

To build a best-in-class integrated campaign, you need a connected briefing architecture where the marketing program or campaign has a series of “sub-briefs” that are all linked to a foundational campaign brief. The secret to a great campaign is that the sub briefs speak the language of the specific channel and they outline the specific needs of the targeted individual at the time that he or she engages with the channel.

In this interactive workshop, facilitated by a leading expert with agency, consulting, and academic experience, you will learn how to develop and manage great campaigns by implementing a best-in-class briefing architecture. By the conclusion of the session, you will be able to better direct actions across all of your agencies and you will be able to better optimize all of your marketing with a targeted focus that builds your sales virtually overnight and your brand over time.

Who Is This Workshop For?

This workshop is relevant for marketers that have solid brief writing skills and who want to enhance the results of their overall briefing process. It is most suited for marketers that work with multiple agencies and consultants (mobile, shopper, broadcast, experiential, PR, data analytics, and others) but the insights and frameworks can also be used by smaller brands that work with one or only a few partners.

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to make marketing objectives and requirements for each channel more clear
  • How to convey effective assignment KPIs for each communication element
  • How to synchronize brand building and sales building efforts into one program
  • How to better focus communications on what matters most to your prospects

This workshop helps attendees increase marketing efficiency by teaching them:

  • Best practices for a coordinated briefing system
  • How to better orchestrate actions across agencies, in-house specialists, and other suppliers
  • To identify how each assignment works together to boost engagement and drive sales

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to identify and eliminate wasteful channel redundancies
  • How to manage agencies to have them all focus on the ideas, insights, and messages of the campaign
  • How to maximize the overall effectiveness of each selected communication channel


Download the full agenda here



Laurence Minsky

Associate Professor, Columbia College Chicago

Laurence Minsky is renowned in professional and academic circles for his strategic and creative leadership and broad-reaching industry expertise which includes brand development, advertising, brand activation, content marketing, new product development, direct response marketing, local store marketing, channel communications, as well as online, mobile, and social marketing. He is also known for developing effective award-winning cross-channel solutions that boost marketing ROI.

He currently serves as an associate professor in the Department of Communication in the School of Media Arts at Columbia College Chicago and as a strategic and creative marketing consultant serving corporations, ad agencies, design firms, and nonprofits across the globe.

Laurence is also the co-author of Global Brand Management: A Guide to Developing, Building & Managing an International Brand (Kogan Page 2019); Audio Branding: Using Sound to Build Your Brand (Kogan Page 2017); and The Activation Imperative: How to Build Brands and Business by Inspiring Action (Rowman & Littlefield, 2017); executive editor of The Get A Job Workshop: How to Find Your Way to a Creative Career in Advertising, Branding, Collateral, Digital, Experiential & More (Copy Workshop, 2013); the author of How to Succeed in Advertising When All You Have Is Talent Second Edition (Copy Workshop 2007) and Advertising Under One Hour (Under One Hour LLC 2-18), and a contributor to Advertising and the Business of Brands Media Revolution Edition (Copy Workshop 2009). As an industry thought-leader, he has been published by The Harvard Business Review, The European Business Review, MarketingProfs, and others, and has been quoted in the New York Times, Chicago Tribune, Chicago Sun-Times, San Diego Union Tribune, Telegraph, Exame (Brazil’s largest business and economics magazine), Shopify’s blog, Racked, Wallet Hub, The Financial Brand, Crain’s Chicago Business, and many more.

Laurence has also presented at Chicago Ideas Week, The Voice Summit, Relativity Fest (twice), Here Are All The Black People (The One Club Multicultural Career Fair), The American Marketing Association Chicago BrandSmart Conference, The Direct Marketing Association of Kansas City, and many others.

His agency experience includes a tenure at Frankel (now Arc Worldwide) and engagements with more than 25 other agencies as a consultant. And, he has created strategic and communications solutions for many blue-chip clients, including AARP, Laila Ali, Amazon, Ambius, AON, Bay Valley Foods (various brands), Beltone, Black & Decker Spacemaker, Bristol-Myers Squibb, Coca-Cola Products, Connie’s Pizza, DTE Energy, Encyclopædia Britannica, Fleetwood Homes, Frito-Lay, George Foreman Products, GE, Kraft Foods, The Lakeside Collection, Lamin-Art, Mayo Medical Laboratories (Mayo Clinic), McDonald’s, MetLife, Midtown Athletic Clubs, Motorola, PetSmart, Sleep Number, Spacelabs Healthcare, Taiwan External Trade Development Council (TAITRA), True Value, Unilever, United Airlines, United States Postal Service, Veterans Florida, Vita Foods, Westinghouse, and many more.

An award-winning creative with more than 125 industry accolades to date, Laurence has served on the juries of many leading industry award shows, including Lürzer’s International Archive 200 Best Digital Artists Worldwide 2015/2016, The One Club Young Ones Competition, and the Design of the Times, and he is a long-standing member of the One Club for Art and Copy, the Authors Guild, and the American Academy of Advertising.

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