How to brief creatives for advertising

Creative Briefing is the essence of planning.

And this is the APG course where you will learn this core skill.  It's certainly an important course for planners -- but also for researchers, clients and account executives who need to understand the key insights and processes that go into briefing a creative team. 

- Explore the key issues in writing and refining a creative brief
- Discover first-hand what a creative person needs and thinks and feels in the briefing process
- Actually brief a real live creative team and get their constructive feedback
- Using case studies, deconstruct the brief from the final commercial
- Having written a creative brief, learn how to get the creative team to act on it
- Understand the vital importance of making your briefings inspirational and how to accomplish this

Your tutors are Merry Baskin, formerly head of planning at JWT and ex-chair of the APG; and Christine Asbury, who has over 20 years experience as an agency planner as well as client stints at Unilever and the BBC. 

They will bring to life the challenges of working more imaginatively to improve the creative briefing process; and they'll share with you their top tips on brief-writing.  There will also be a senior creative team who will give you individual support.  There will be just 16 delegates on the course and you will learn by a combination of tutor presentations and hands-on practical exercises.