Briefs are one of the most important documents that exchange hands between a brand and an agency. However, many marketers (51%) have not been trained in how to write briefs.
This course teaches you HOW to brief agencies better. This course is designed to be practical. It’s full of tools, frameworks, tips, and examples on how to get to better brief.
Who should attend?Any marketer actively involved in writing, approving, or contributing briefs for agencies (external or internal). The course content is relevant for b2c and b2b marketers across all industries and categories.
Topics covered
1. Importance of briefs 2. Recognising good briefs 3. Objective settings 4. Target audience definition 5. Message & reasons to believe 6. Briefing the brief7. Final graded assessment
What you'll learnBy the end of this course, you will:
Course experience
Students need to pass a graded assignment to earn a digital certificate. The course is full of practical information, tools, frameworks, and examples for getting to better briefs.
About the presenters
Pieter-Paul von Weiler & Matt Davies Founders of BetterBriefs
BetterBriefs is a brief advisory and training business that helps marketers brief better.
Founders Matt Davies and Pieter-Paul von Weiler are former creative agency strategists, highly recognised for their marketing effectiveness thinking.
They conducted the first ever global quant study on marketing briefs.
The study’s findings demonstrate that there’s a huge disconnect between marketers and agencies when it comes to briefs.
They currently train big brands from all over the world how to improve their briefs.
They’ve also released a best practice guide on brief writing in partnership with Mark Ritson. BetterBriefs is on a mission to eradicate poor briefs globally.