Creative Brief Writing

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague

• How to connect the dots between the business objectives and 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

• Applying 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.

• Brand and marketing managers
• Client side and agency/marketing services organizations
• B2B and B2B
• Brand and marketing communications specialists
• Mid-senior level managers

Richard Toker, CM
President at Branderos

Richard Toker is a fixture in the Canadian marketing scene with extensive experience in both agency and client-side roles, including as a Director of Marketing at Rogers. As a solution-focused facilitator, trainer, and consultant, he has spent many years helping clients navigate challenging changes and develop their management skills. Richard also contributed to the development of the Chartered Marketer designation and serves as an ongoing instructor in the program.

As a boutique agency founder at Branderos, he brings insight in consumer and B2B marketing from experience on brands such as Sheridan Continuing and Professional Studies, Ontario Charitable Gaming Association, Muskoka Steamships & Discovery Centre, the Canadian Marketing Association, Recipe Unlimited (Harvey’s & Swiss Chalet), and – previously – American Express, CAA, CBC, HP, IBM, HSBC, Little Caesars, Pitney Bowes, Fuji, Goodyear, Lexus, Bell, Rogers, Telus, Ontario Lottery, Scotiabank, and SIR Corp (Jack Astor’s, Scaddabush).

Prior to starting his own business in 2009, 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.