The Brief: Roadmap to Creative - Virtual | School of Marketing | ANA

The Brief: Roadmap to Creative - Virtual

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

The Brief is the Roadmap for the Creative Process. The output may be a commercial, print campaign, convention display, detail aid, digital campaign, or a totally integrated Marketing Campaign. Regardless, a well-crafted, “tight” Brief provides the required clarity and direction to focus efforts, minimize frustration, and accelerate the entire development process. Marketing Communications development is part art, part science. There is no guarantee that the output of our process will be brilliant. However, the presence of a well-crafted Brief at the outset of the process will provide us with the greatest chance for success in this highly competitive marketplace.

This is an “active learning” program. The workshop includes “best practices” examples, concepts, and techniques from a wide variety of industries and disciplines. Each has been vetted in actual workplace experience. This workshop is not about theory and it is not an academic exercise. This workshop is about learning and doing.

Additionally, the program provides a Tool Kit of easily applied, yet powerful and strategically relevant tools that drive results.

Target Audience

Marketers responsible for Agency relationship and those charged with Marketing Communications development, regardless of medium. The term “Agency” refers not merely to traditional Advertising Agencies, but any creative partner, internal or external.

Further, Workshop is appropriate for Marketing Management responsible for the overall communications – marketing budget, Agency compensation, selection, assessment. Ideally, program presented to joint Brand – Agency teams, as well as those in related areas, eg. Market Research, Public Relations, Sales Management, Marketing Communications – Strategic Planning.

Download the full benefits here


  • Welcome & Overview - (10min)
  • Creative Development: Critical Role of the Brief - (20min)
  • Brief Components - (25min)
  • Target Behavior Objective - (25min)
  • Target Insights - (25min)
  • Benefit Reason Why - (30min)
  • Media Absorption, Brand Character - (20min)
  • Mechanical Brief Elements Review - (15min)
  • Closing Activation - (10min)



Instructors

trainer

Mary Czarnecki

An influential speaker and consultant, Mary Czarnecki is a trusted advisor to professionals who want to make their message matter in an increasingly distracted world. She helps both teams and individuals use the art of storytelling for personal and professional success.

Leveraging her experience in marketing and strategy roles with Johnson & Johnson, WebMD, and Accenture, Mary now works with market-leading brands and business leaders, helping them break through the noise and tell their stories with confidence.

As a top-rated Faculty Instructor at the Association for National Advertising, Mary has trained thousands of professionals on a wide range of topics, including brand storytelling, effective communication, and creative brief writing.

Mary is a Business Made Simple/StoryBrand Certified Coach and earned her MBA and Master of Environmental Management from Yale University and her BA from Princeton University. She’s the host of the Sticky Note Marketing Podcast, co-owner of The Joel Palmer House Restaurant, and resides in Oregon’s Willamette Valley.