- How to connect the dots between the business objectives, strategies and the creative task at hand
- What goes into a Creative Brief and why; and what doesn’t go in a Creative Brief
- How to develop and write the most important parts of the Creative Brief
- How to conduct a useful and productive Creative Briefing meeting
- How to evaluate the resulting creative “product” and how to give and receive feedback
- How to apply the ‘soft skills’ you need to make the Creative Briefing process, the end product and the relationship between the issue and the receiver of the brief even better
- A new creative brief template that’s easy to use and easy to combine with what you may already be using
- Understanding the role of the creative brief and the relationship between the issuer of the brief (‘the client’) and the receiver of the brief within the context of the larger business challenge or opportunity to be addressed
- Building skill in the use of better questions to give further context to the problem/opportunity, leading to better conversations about the brief and the business issue to be solved
- Learning how to help clients get unstuck and recognize their opportunities within the outcomes they and their stakeholders are trying to achieve
- Supporting your clients to seek better input from their internal stakeholders
You Will Benefit From:
- Brand and marketing managers
- Client side and agency/marketing services organizations
- B2B and B2B
- Brand and marketing communications specialists
- Mid-senior level managers
Rich Content & Partner at Branderos
Richard Toker is a fixture in the Canadian marketing scene. He’s been a leader inside blue-chip advertising agencies and he worked client-side as a Director of Marketing at Rogers.
Richard is a solution focused facilitator, trainer, and marketing consultant. For the past ten years Richard has worked with a variety of clients to help them make progress with challenging changes and to help develop their management skills.
As a boutique agency founder at Branderos he brings insight in consumer and B2B marketing from experience on brands such as Recipe Unlimited (East Side Mario's, Harvey's, Kelsey’s, Milestones & Swiss Chalet), American Express, CAA, CBC, HP, IBM, HSBC, Pitney Bowes, Fuji, Goodyear, Lexus, Bell, Rogers, Telus, Ontario Lottery, Scotiabank and SIR Corp (Canyon Creek, Jack Astor’s, Scaddabush).
Prior to starting his own practice in 2008, Richard was Director, Direct & Digital Marketing at Rogers Communications. And prior to that, Richard spent almost 20 years in the advertising business at Ogilvy & Mather, McCann Erickson, Cossette, Draft, and Bimm.