How to Write an Inspired Creative Brief (Full Day)

The Best-Kept Secret for Transforming Your Clients' Brand
(Full Day Workshop)

This full-day workshop will help your agency team get the kind of powerful creative work that builds your client’s brand. Led by the author of two critically acclaimed textbooks, How To Write An Inspired Creative Brief and How To Write A Single-Minded Proposition, and former ad agency creative director, this workshop guides you through the entire creative brief-writing process, from articulating your client’s problem and objective to crafting an inspired and inspiring single-minded proposition, to best practices for briefing.

This engaging, interactive workshop is packed with individual and team exercises, and examples of exceptional creative briefs and creative work inspired by creative briefs. Quite simply, this course will help you optimize the creative process for which your clients hire you. In short, it will help you deliver the creative work that sells your client’s products and builds long-term client relationships.

Who is this workshop for?

This workshop is for agency account planning/management staff, creatives, and strategists, at any level, who are involved in the development of advertising. It is a great introduction for those new to the creative brief process and a welcome refresher for seasoned professionals.

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 increase marketing effectiveness by teaching them:

  • How to write a Creative Brief that inspires the creative team
  • How to articulate your client’s brand attributes with clarity and assurance

This workshop helps attendees increase marketing efficiency by teaching them:

  • The elements that make any communication clearer, eliminating confusion

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to inspire creativity that gets your creatives to do more effective work faster and with less waste

Download the full agenda here



Howard Ibach

Howard is the author of two critically acclaimed textbooks on the creative brief: How To Write An Inspired Creative Brief, 2nd edition, and How To Write A Single-Minded Proposition: Five insights on advertising’s most difficult sentence. Plus two new approaches, both of which are required reading in a growing number of undergraduate and graduate programs in the U.S. He was an award-winning copywriter and creative director at a long list of legacy advertising agencies, notably Hoffman York & Compton in Milwaukee; DDB Direct, Team One Advertising, Direct Partners, Brierley & Partners, Rubin Postaer & Associates, OgilvyOne, Grey Direct West (now G2) and Wunderman in Los Angeles; and Carlson Marketing Group and Campbell Mithun in Minneapolis. He also served as the director of advertising and creative services at Asset Marketing Services Inc., a leading collectible coin retailer, in Minneapolis.

He earned his B.A. from the University of Tampa and an MA from Brown University. He lives in Los Angeles. Since 2012, he has volunteered with InsideOUT Writers, Inc., a public benefit corporation dedicated to assisting incarcerated youth.

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