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Beyond Boring Briefs

Briefs warc

The lovely people at WARC have asked me to do another webinar and we hatched the idea to do one on briefs.

At Genius Steals, one of the workshops we do is called Briefs Against Humanity, because so many briefs are basically fill-in-the-blanks madlibs and it's cruel and unusual. 

This webinar will be some elements from that, cut for time and styled for the grammar of a one way webinar. 

From my time working at Naked [back when it did neutral communication strategy, often briefing all the roster agencies on an account and holding them to it], through working across agencies and at a holding company, to now working on briefs and briefing processes with advertising, digital, PR and media agencies across three continents in the last three years, it's safe to say we have quite a broad purview and, frankly, most briefs are weirdly formulaic, dull as daguerreotypes and just as modern. 

So we'll have a look at some of the templates and elements from around the world, and consider what a brief actually is, and how to make it more fun [because if it isn't any fun it won't be any good], and then explore the Genius Steal / Paid Attention brief template from my book. 

And, when I say "work", I don't mean, "advertisements" - I mean any kind of work being initiated across different kinds of agencies. 

It's free, it will be fun, and I will only be wearing briefs while I do it [although you won't be able to see me, just my slides.]

If you want to watch, you need to register over at WARC

Templates help guide thinking, but writing a brief is a creative act. How we brief is as important as what we say in the brief. 

In this Warc-Genius Steals webinar you will learn:

  • Why are all briefs the same and what can you do about it?
  • What’s the difference between a client brief, a creative brief, a media brief, a digital brief and a PR brief? Can one integrated marketing brief inform them all? 
  • How do briefs encode beliefs?
  • What tools, beyond the brief itself, can lead to better thinking?

Not able to tune into the live webinar? All registrants will receive a link to the recording of the webinar.