Brief Writing Training
A better brief increases your chances of success.
The accuracy of a brief shapes the outcomes of your project. It's hard to create impactful work with a mediocre brief. The stronger the brief, the more effective the work. This course teaches you HOW to brief agencies better.
We believe briefs are like puzzles.
You need all the pieces in the right place to solve them.
The course is designed to be practical. It is full of tools, frameworks, tips and examples how to get to better briefs.
What you'll learn
By the end of this course you will:
- Know how to construct strong briefs.
- Avoid the pitfalls of poor briefs.
- Appreciate the components good briefs are built on.
- Leave armed with key tools and exercises required for writing impactful briefs.
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 brief
7. Final graded assessment
Course experience
- 3 week self-paced video course
- 6 hours of learning in total
- 2 x Live Q&A sessions
- 6 modules of content
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.