Briefing and Evaluating Creative Work Masterclass

Learn how to get better results by crafting a brilliant brief. Discover the best way to write a clear proposition and get noticed through big creative ideas. Understand how to confidently evaluate what the creative team produces and give effective feedback.

During this course you will learn:

• Determine the objectives of your communications
• Write a clear proposition
• Implement an effective briefing process
• Inspire and equip creative teams to produce results you want
• Identify the 'big creative idea' and evaluate pitches

Course Details:

It all starts with the brief

• Why the brief is an investment
• Who contributes to the brief
• The role of the creative team

Setting objectives

• Clarifying the aims of the creative: 2 simple questions
• The expectations of the creative team and client

Propositions

• Why a proposition is key
• What a clear proposition looks like
• Practise writing propositions

Writing a brief

• Using the proposition effectively
• Essential elements of the briefing document
• Using a brief template

Evaluating creative

• Arriving at the big creative idea
• How to be relevant and get noticed
• Assess pitches and decide whether the creative meets your objectives
• Giving constructive feedback

Case studies

• Examining the briefs and propositions that resulted in successful creative work for major direct and digital brands

Who should attend?

Marketers who want to spend less time feeding back on creative work that just doesn't perform, and more time perfecting the proposition.

Previous delegates include:

• Account Manager (Barraclough Edwards Chamberlain Ltd)
• Web Designer (Estee Lauder Companies)
• Senior Campaign Exectuive (Legal & General)

Tutor:

Becky Bocchetti, Consultant

Becky Bocchetti is a leading digital trainer and content consultant who has a proven track record of success with a variety of media owners, FMCG brands, marketing specialists and content providers. Her unique cross-media experience is in high demand with clients who look to her for expertise, insight and tangible results

Other Details:

Location: Virtual Classroom
Member Price: £400
Non-member Price: £450