DAM New York 2020

The Art and Practice of Managing Digital Media

Where Have all the Big Ideas Gone? A Creative Brief Masterclass

Thursday April 16, 2.00 pm - 5.00 pm

What happened to big creative ideas? Sadly, we now live in a world where brand differentiation is less and less easy. One of the best instigators of brand differentiation is a great communications idea. And behind every great communications idea is an inspirational creative brief.

This tutorial will help you write the creative brief and, equally importantly, recognize the ingredients that inspire the great communications ideas. You’ll be able to articulate this to colleagues and align everyone in the organization with best practice. 

You’ll learn:
  • The benefits of having a simple, short template
  • How to identify, evaluate and write proper objectives
  • The importance of bringing the consumer to life and how this contributes to a powerful brand with the long-term benefits of product and service differentiation
  • How to anticipate and then navigate the complexities of global and multimedia executional development
  • How to turn inevitable constraints within the brief to your advantage

Tutorial Leader

John Almond has spent a number of years working with some of the largest companies in the world including Unilever, Johnson& Johnson, Apple Computers and others, helping them to improve the quality of their marketing communications. His background is both advertising and marketing focused.

Whilst working directly with many global brand teams he also coaches marketing and agency people to be more far reaching and less risk adverse in their outlook towards all aspects of marketing communications. In particular, John has helped many clients to write more inspiring marketing communication briefs as well as how to judge resultant outputs. In this respect he is also the author of two books. His latest in entitled, “Where have all the big ideas gone? The critical role of the creative brief in producing great work”.