Creative Brief Writing

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

• 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.

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

Richard Toker, CM, is one of Canada’s most experienced marketing practitioners, with a career spanning nearly three decades across some of the country’s most respected agencies and brands.

A solution-focused facilitator, trainer and consultant, Richard has built a reputation for helping organizations navigate complex change, sharpen their strategic thinking and develop the marketing skills that actually move the needle. As Founder of Branderos, his boutique marketing consultancy, Richard works with clients across consumer and B2B marketing, bringing hands-on experience from brands including Sheridan Continuing and Professional Studies, Ontario Charitable Gaming Association, Muskoka Steamships and Discovery Centre, the Canadian Marketing Association and Recipe Unlimited (Harvey’s and Swiss Chalet), and a deeper legacy roster that includes American Express, CAA, CBC, IBM, HSBC, Bell, Rogers, Telus, Scotiabank, Lexus, Goodyear, Little Caesars, Ontario Lottery, HP, Fuji, Pitney Bowes and SIR Corp (Jack Astor’s, Scaddabush).

Before launching Branderos in 2009, Richard served as Director, Direct and Digital Marketing at Rogers Communications and before that spent nearly 20 years cutting his teeth in advertising at Ogilvy and Mather, McCann Erickson, Cossette, Draft and Bimm. He also played a key role in developing the Chartered Marketer designation and continues to serve as an instructor in the program today.

Marketing Expertise & Competencies

• AI Strategy & Implementation
• AI for Marketing & Business Growth
• Prompt Engineering
• AI Agents & Workflow Automation
• Microsoft Copilot Enterprise AI Tools
• AI Product Development Product Strategy & Design
• Marketing Ethics & Legal Compliance
• Workflow Optimization Productivity Systems
• Team Training & AI Adoption

Key workshops

• AI for Marketing & Business Growth
• AI Agents & Workflow Automation
• Prompt Engineering for Business
• Microsoft Copilot for Marketing Teams
• Building AI Products & Practical Workflows