HOW TO WRITE A POWERFUL CREATIVE BRIEF
Who it’s for
This course applies to:
- ABMs, brand and marketing managers who brief creative/agency teams
- Creative team members involved in the creation of advertising and communications across mediums such as TV/video, print, radio, OOH and digital
- Agency partners, account managers, planners and creatives who collaborate on briefs or translate client briefs into agency creative briefs
How you will benefit
- More efficient strategic and creative process with less creative rework
- Clearer strategy from the start that sets up teams and campaigns for success
- Happier client/agency teams that both get what they want
- Elimination of dueling agency and client briefs
- Case studies and best-practice frameworks to immediately implement
What you get
- 16 lessons that walk you through each step of writing a great creative brief
- Step-by-step templates and worksheets to make it all simple and easy
- Case study examples of renown brands
- Access to the course community Q&A forum
- Lifetime desktop and mobile access for the life of the course
MEET YOUR INSTRUCTOR
Kevin Namaky is a trained educator with 20 years of experience as a consumer brand executive. Kevin has helped brands realize over $1B in new revenue and has trained more than 1,000 brand managers.
Kevin is also a featured instructor for the American Marketing Association, lectures at the IU-Kelley School of Business, and has been featured in Ad Age, Forbes, Fast Company, Business Insider, and the CMO Council.
What Others Say
10 out of 10!– Marketing Director, Bolthouse Farms
By adopting Kevin’s creative development process, I believe it can lead to stronger, more strategic work from the get-go. There were tons of great points and valuable content. Great training!– Assistant Brand Manager, Procter & Gamble
This training was amazing! I learned a lot and feel really empowered.– Assistant Brand Manager, CPG Personal Care
Kevin’s ability to translate complexity into simple, easy-to-understand strategy was a huge asset to our team.– Vice President/General Manager, Scotts Miracle-Gro
– Assistant Marketing Manager, FormicaI thoroughly enjoyed this training. Great outlines and ideas that we will take back to work and incorporate into our business. Kevin nailed it. Great class!
Using the frameworks from the training, our team’s presentations to upper management have been more structured and positive. The senior staff has given our team very positive feedback.– Senior Marketing Director, Ubisoft
Gurulocity helped me orient myself to the role of an ABM, understand my responsibilities, and uncover tools I could use to be successful.– Assistant Brand Manager, Nature’s Bounty
Course Curriculum
Module 1: Overview
- Lesson 1 - Learning Objective
- Lesson 2 - The Problems With Creative Briefs
- Lesson 3 - Implications of Good and Bad Strategy
- Lesson 4 - Defining the Creative Brief (preview)
Module 2: Process
- Lesson 5 - Typical Creative Development Process
- Lesson 6 - Ideal Creative Development Process
Module 3: The Ideal Creative Brief
- Lesson 7 - Ideal Creative Brief Template
- Lesson 8 - Mountain Dew Example
- Lesson 9 - Adobe Stock Example
- Lesson 10 - Dove Example
Module 4: Breaking Down the Creative Brief
- Lesson 11 - The Target
- Lesson 12 - Key Tension/Problem/Insight
- Lesson 13 - Communication Strategy (Current Behavior/Belief, Desired Behavior/Belief)
- Lesson 14 - RTBs (Reasons to Believe)
- Lesson 15 - Character/Tone
Module 5: Conclusion
- Lesson 16 - What's Next
Get Started Now
GET THIS COURSE FREE WHEN YOU JOIN THE BRAND MANAGEMENT ACCELERATOR PROGRAM
Frequently Asked Questions
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