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Creative Briefing Unlocked

An APG Expert Training Course with Kit Altin

Next Online Course: TBC

This course is a brilliant primer on writing a creative brief and how to have the conversations before, during and after we develop creative ideas.  Kit Altin is CSO at the Gate and an expert in the art and craft of the briefing.


Whether you’re a planner in an agency, an account director who likes getting their hands dirty or a client who wants to be more involved in the creative process, this is for you. 


You may never have written a brief before. Or perhaps you want to sharpen your briefing skills or get better at managing the process.  Either way you will get a new perspective on brief writing and get good at building a new focus and creative brief from scratch. 

Logic and Magic
Logic and Magic

You will learn the key elements of an excellent brief; rigorous thinking and creative playfulness. You’ll learn how to distil your thinking to its essence and how to take dry data and product truths and turn them into rich, creative propositions.  There will be some listening and thinking during the sessions, as well as lots of debating and doing.   

You’ll also learn the art of engaging the creative team and helping then to release their best work.

How the course is structured

The course is built around a series of modules.  These will be amended where necessary to take into account the delegates on the course but you can expect something similar to this:


Module 1: The source and code of a great brief.  Hear about examples of excellent briefs and how to use brevity, clarity and creativity in your writing. 


Module 2: Distillation. You’ll learn a technique for distilling your thinking and feeling confident about your strategic choices.  It will encourage you to collaborate as part of the process.


Module 3: Propositions and Cultural Fuel. What is going on in the real world that can make our propositions more relevant and how to find it and use it. 


Module 4: The ‘Dark Side’. Learning how not be obsessed with getting it ‘right’ releases your thinking and helps you generate fresher, more interesting ideas


Module 5: Unleashing creativity. Learn new techniques for delivering an inspiring briefing 


Module 6: Reframing. Techniques and a tool for unlocking creativity, and opening up fresh angles on a brief 


Module 7: From brief to creative. An intensive session on the links and relationship between the brief and the work. Get more confident in challenging briefs and striking the right balance between directional and prescriptive



We’ll round off with some tips and reflections - The Course will be very busy, very hands-on and highly inspirational. 

Who is it for?

Anyone who engages with a creative brief, whether you’re a Planner, Account Handler or working Client-side - many creatives have also done this Course and found it useful.

Course Information
Dates & Times




(*APG Membership required)


This course will be run online via Zoom.  You will receive the details once your booking is confirmed


Please note

* This course is built around a series of modules.  These will be amended where necessary to take into account the delegates on the course. The sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.

Course Enquiries

If you are interested in attending a Training Course, please email Alison Trotter at

Course Information
Course Structure
Who is it for?
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Course Tutor

Course Tutor

Kit Altin.jpeg
Kit Altin

Kit is Chief Strategy Officer at The Gate London, and Campaign’s Global Strategic Leader of the Year 2022.

Industry recognition in the past 2 years includes an APG Gold; a D&AD Yellow Pencil; a Gold Lion; The Drum's Strategy Team of the Year, a Gold Effie for Long Term Effectiveness; the TFL Diversity in Advertising Award and The Marketing Society's Most Effective Use of Data and Insight Award (two years running).

She has taught the art of creative briefing for nearly a decade for the likes of D&AD and Bristol Creative Industries; for brands ranging from Sony to Innocent and for agencies and individuals. A creative-turned-planner, she understands what it’s like on both sides of the brief, and uses this knowledge to help you get the very best out of your creative teams.  

She is a judge for the Effies, D&AD and Creative Circle and a mentor for the IPA Excellence Diploma.

APG Training Course Cancellation Policy
  • Should you cancel your booking for an APG training course, the following cancellation policy will apply: For a cancellation made more than 30 calendar days in advance of the training course, a full rebate will be applied. For a cancellation more than ten calendar days in advance of the training course, a rebate of 50% will be applied. For a cancellation less than ten days in advance of the training course no rebate will be applied.

  • Training sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.

  • On occasion we may need to re-schedule training sessions - we reserve the right to do this at any time although we will aim to give you as much notice as possible.

  • Attendance on Training Courses is entirely at the discretion of APG. There is no automatic right to attendance.

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