You will learn to:

  • 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

Details

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Course availability

Please get in touch for more information. Call us on 020 8614 0255 or email on customerservices@theidm.com

Course Information

Programme

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.

Enrol onto ‘Briefing and Evaluating Creative Work’ course and receive the ‘DMA Copywriting Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Previous delegates include:

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

Tutor

Steve Harrison Hon F IDM, Consultant

Steve Harrison was European Creative Director at OgilvyOne and Global Creative Director at Wunderman, either side of starting his own agency HTW (Harrison Troughton Wunderman). HTW won twice as many DMA Awards than any UK agency and Steve won more Cannes Lions Direct awards than any creative director in the world. The key was not so much having a fantastic creative department, but crafting clear client briefs.

Steve was described by Campaign magazine as the greatest direct marketing creative of his generation. He is also the only direct marketer to appear in the D&AD Copy Book which features the work of the top 50 advertising copywriters of the past 50 years.

Venue

London (W1W 8SS)

Testimonials

This course has been great. It's always easy to give your opinion, but having someway to benchmark it and form it constructively will definitely help get better creative work and ultimately help my business achieve its budgets and deadlines.

Hannah Russell
The Children's Mutual

Really helped me spark the ideas and inspiration to bring back to the office. I'm keen to put it into practice!

Renee Doegar
London Review of Books

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

David Lines
Legal & General

All prices above are subject to vat

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