Briefing and Evaluating Creative

Benefits to you and your employer:

Benefits to your employer:

You will be able to formulate inspiring briefs, construct clear creative propositions, make objective assessments of creative output and establish better working relationships with creative teams.

Benefits to you:

You will learn how to create and evaluate creative in a fun and non-threatening environment.

Your new confidence and skills will inspire sharper, more innovative work that will bring better results – every time.

Who should attend?

The Briefing and Evaluating Creative course is designed for all those with responsibility for the briefing and evaluating of creative work.

This will include:

• Clients
• Account handlers
• Creative project managers

Previous delegates include:

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

Programme outline

The Briefing and Evaluating Creative Course is an interactive workshop with delegates tackling a series of exercises in small groups.

You will:

• Analyse good and not-so-good briefs
• Identify propositions
• Evaluate creative work
• Use real life responses to actual client briefs

Here is the programme outline for this course:

The relationship between inputs and outputs

• The role of the client brief
• Why clients get the creative work they deserve

Fantasy creative pitch

• Group exercise responding to three different client briefs
• Feedback and learning – what made the process easy / difficult?

Getting the brief right

• The importance of creative briefing
• The core elements of an effective brief
• What to include and what to leave out
• What distinguishes good briefs from bad briefs?
• Delivering your brief and how to get the best from your creative team

Propositions and offers

• Propositions and offers defined
• What makes them different?
• Why defining your proposition is so crucial to the brief

Evaluating creative work

• Live example of evaluating creative work
• How to do it and how not to do it

Training course tutors

Marc Nohr Hon F IDM co-founded Kitcatt Nohr, four times winner of Agency of the Year, in 2001. The agency merged with Digitas, the world's biggest digital agency in 2011 to become Kitcatt Nohr Digitas. The agency has clients including Waitrose, John Lewis, Toyota, Lexus, NS&I, Nationwide, P&G and Gucci. Marc was named an Honorary Life Fellow of the IDM and is on the Council of the IPA. He has served on many national and industry awards panels including several as Chairman.

He has spoken at marketing conferences, business schools and training seminars around the world.

Steve Stretton, CEO, Archibald Ingall Stretton
27 years total in the business. 3 in the studio. 3 in Sales Promotion. 3 above the line. 6 in direct marketing. 10 years doing the whole lot in an agency with Messrs. Archibald and Ingall. 12 years working with Matthew Morley-Brown. 2 years working in the States and New Zealand. (I know that doesn’t all add up). He’s won hundreds of awards. Some for advertising, some for football. He has 2 children, a 34” waist. 453,000 grey hairs. Size 9 feet. And still, 1 big heap of enthusiasm for this business.

Delegate testimonials

‘Brilliant! Not just another training course. Excellent speakers providing information that I can use. Exceeded all my expectations’

David Lines, Legal & General

‘Brilliant – the course delivered all of its promises. Thanks to all the speakers.’

Louise Richmond, RSPCA