WRITING CREATIVE BRIEFS THAT WORK
Date: April 17, 2014
Time: 8:30 am - 4:30 pm
Trainer: Patricia Hambrick
Audience: Anyone that provides creative direction or receives creative direction, including: brand managers, marketing managers, account executives, account managers, client strategists, brand and client engagement members, creative strategists, creative directors, art directors, copy writers and production managers.
Price: $525 member | $595 non-member
Location: Downtown Boston, TBD
The goal of this one-day workshop is to learn, practice and build skills that result in developing the best creative executions to meet specific marketing and business goals and objectives. The training focuses on how to write clear and concise briefs so the creative team can develop breakthrough executions that are on strategy.
- Purpose and role of the Creative Brief
- Who should develop it, use it, manage it
- Creating smarter strategies
- Using the creative strategy to work smarter
- Using the brief to develop better creative
- 10 tips to better brief writing
- Techniques for
- Writing through the eyes of your customer
- Writing insightful briefs
- Using the brief to inspire the creative team
- Evaluating and selling the creative based on the brief
"I gained a lot of new ideas about how to approach things from a new angle" -Jamie Mair, SwervePoint
"Very helpful to have a mix of creative and account people throughout the process. Learned where to provide some "color" in a brief and where to trim back to allow creative juices to flow!" -Teri Davidson, New England Aquarium
"Actionable take-aways that I can use in my role." -Kaitlyn Scannell, Partners+simons
Patricia L. Hambrick
Patricia Hambrick has been an active member of The Ad Club faculty and our professional development program since 2006. Her teaching experience began in 2001 at Boston University’s School of Management. She continues teaching there as a professor of graduate and undergraduate courses in Global Strategic Marketing, Brand Management and Core Marketing. She was recently asked to present a new pedagogy approach using technology to bring the international experience into the classroom. As an adjunct, she is consistently rated one of the top professors in the business school.
For over 20 years, Patricia has helped shape corporate visions and develop pioneering strategies that build lasting brand reputations for Fortune 500, as well as early stage companies. In all of her assignments, Patricia has played a major role in leading and educating organizations to think and act differently thereby taking their business to the next level and better connect with consumers of today. Her clients include global companies Reebok, Sperry Top-Sider, Timberland and Andre Agassi Enterprises; women’s high-image brands such as Lindt, L’Oreal, and J.Jill; and the consumer electronics giants Bose Corporation and Chaney Instruments. Patricia has also worked with companies to build new consumer on-line markets: eDiets.com, the first on-line dieting site; Kozmo.com, the first on-line one-hour delivery service; and Bag Borrow or Steal.com, the “Netflix for high-end handbags” and the precursor to on-line flash sales.
Patricia is recognized as one of the most influential women in marketing, and over her career has won numerous awards including Ad Age’s Most Influential People in Marketing, Sporting Goods Business Woman of the Year, Women’s Sports 20 Most Influential People, Sports Trend Magazine’s Top 100 Industry People, Sports Marketing Executive Marketing Leadership Award, and Drug Store News’ New Product Introduction of the Year Award. She frequently speaks at conferences, most recently at the OMMA Social Media conference in NYC, 85 Broads Women’s Conference, and for The Ad Club of Boston.
A competitive triathlete, marathoner and sculler, Patricia has a BS degree from the University of California at Berkeley and a MBA from the Thunderbird School of Global Management in Arizona.
Space is limited. Register today!
Have questions about Professional Development? Contact Clare Cox at firstname.lastname@example.org