Workshops

Creating the Killer Brief (1.5-day workshop)

Dates: June 16-17, 2008

“Give me the freedom of a tight briefing.” – David Ogilvy

The creative brief is usually the most misunderstood document of any communications initiative. And yet, it’s the heart, the soul…the goose that laid the golden egg. Behind every “Just Do It” or “Got Milk?” idea, there was an inspiring and bulletproof brief.

Creating a great brief requires that you be part investigative reporter, part shrink, part cop and part romantic. It also requires that every member of the agency team be on the same page, use the same language, and have the same understanding of the purpose and outcome of this critical document.  A good brief is clear, insight-based and actionable – and without it, a communications initiative is lost before it’s begun.

More about the workshop
Ideal candidate for the workshop
About the workshop leader
Fees and timing
Registration details

More about the workshop:

In this dynamic workshop, creative briefs will be examined, deconstructed, and finally, created and crafted with confidence and agility. Participants will listen in on case histories of award winning integrated campaigns as well as hear first-hand from those who created them. Through a series of learning tools and hands-on exercises, participants will emerge with a consistent protocol for writing the kind of brief that will inspire creative teams to produce not only inspiring ideas, but thunderous results.

Ideal candidate for this workshop:

This workshop is designed for management, media, planning and creative practitioners – not just those who write create briefs, but also anyone who has a role in influencing the development of ideas anywhere along the line.  It is the opportunity, once and for all, to turn this often misunderstood document into the powerful tool required to create work of the highest caliber.

About the workshop leader:

Joan McArthur, partner of 27 Marbles Training, leads the workshop.  Joan hails from the U.S. where she went from Group Head at Scali, McCabe, Sloves in New York to Executive Creative Director at Wells, Rich, Greene, Los Angeles and Ogilvy and Mather, Los Angeles. Her credits include the first advertising campaign for Microsoft, and the longest running ad campaign in Canada, with comedian Thom Sharpe, for Goodyear Tires.  She currently writes and voices the radio campaign for Sherway Gardens, now in its fourth year. She has taught at both Humber College and the Ontario College of Art and Design and in the U.S at the New School in New York, as well as heading up advertising classes in both Boston and Los Angeles. 

Joan is a now a partner at 27 Marbles Training – the insider’s go-to company for creative industry training.  She and partner Leslie Ehm create, tailor and facilitate highly effective workshops for advertising, creative and marketing-related industry professionals seeking a true competitive edge.

27 Marbles Training – Partners, Joan McArthur & Leslie Ehm What is 27 Marbles? Take two former advertising Creative Directors, a combined 50 years of experience and a healthy dose of strategic savvy and you’ve got 27 MARBLES Training - the insider’s go-to company for dynamic and highly effective courses that deliver a-ha moments to creative industry professionals. It’s all you need to win. Learn more at www.27marbles.com.

Fees and timing:

• Workshop dates:  June 16-17, 2008
• Workshop length:  1.5 day
• Check-in:  9:30 am (day one), noon (day two)
• Classes:  10 am to 4:30 pm (day one), 12:30 to 4:30 (day two)
• Lunch will be provided (day two)

Registration details:

Please note: Class size is limited to 15 people in the interests of building an effective coaching experience.

For more information, contact:
ICA Professional Development Office
By email or by phone at (416) 482-1396 Ext. 228