Let’s be honest. Everyone struggles with the creative brief.
Even 30-year veteran account planners get frustrated. They often go through multiple drafts before they’re satisfied. I know because they’ve told me as much.
I’ve been teaching creative-brief-writing workshops for more than 17 years. I’ve written two books on how to write creative briefs. I started blogging about briefs in 2008, and since 2021, I’ve been co-hosting a weekly videocast called The Brief Bros. with an account planner who has 26 years under his belt. We love to talk about the nuts and bolts of brief writing.
You could say I know a thing or two about briefs and brief writing. I also know about the headaches everyone encounters when they sit down to write a brief.
So, if you’re among the legions of brief writers who want to get better, who want to learn the inside-out of great briefs—whether you already know a lot or maybe you’re a complete beginner—you’ve found the right place.
And if you want more insight into the nitty-gritty of the creative brief’s cornerstone, the single-minded proposition—also known as the unique selling proposition or the one memorable thing…which only delivers on its promise when it defines the heart and soul of the product or service—you’re right where you should be!
I teach two interactive, hands-on, small-group-based workshops:
How To Write An Inspired Creative Brief and How To Write A Single-Minded Proposition
I named each workshop after the book that inspired it. No surprise there. But here’s something that may surprise you: Brief writing is not easy, but I can show you how to make it easier.
The number of people who wrestle with writing briefs far outnumbers those who don’t. With apologies to Mark Twain, there are two types of creative brief writers in this world: Those who stress about briefs, and those who are liars.
If you write briefs, of course, you care about how well you’ve put them together.
I’ll show you how to write better creative briefs.
