Creative Tools for creating the Creative Brief, Uncovering Insights and new promises.

This training program offers innovative tools and approaches, yet very practical and easy to implement, for creating the brief itself,  interpreting and understanding research and other sources of information to uncover insights for the brief, and developing the most relevant promise for the brand.

These tools help us to overcome our mental and thinking fixedness, so that we can interpret and see a situation or a problem from new perspectives and points of view, and derive potential new promises for the brief.

A key emphasis is put on creating a common language and better cooperation between account, planners and creatives, an issue which is too often the source of internal challenges, conflicts and waste of costly time.

Training Objectives

• Create better cooperation between accounts/ planners and creatives.
• Gain insights into the essentials of a good creative brief
• Sharpening the proposition and arriving at a single minded message.
• Gain some insight about insights and ways of detecting them;
• Learn tools for uncovering and gaining new insights.
• Learn tools for the development of new promises for the brand; 
• Supply a decision making tool for selecting and prioritizing the key      message/ single minded idea when there are several options.
• Practice and apply the tools in the creation of the creative brief.
• Create common language when discussing the creative brief and when assessing creative ideas.
• Build common criteria for assessing creative work, and for giving constructive feedback on creative concepts/ work.

This training program is designed for:

a mixed group of creatives, client service and  planners.

Duration: 

2 days.