{"id":465,"date":"2017-08-09T16:08:37","date_gmt":"2017-08-09T16:08:37","guid":{"rendered":"https:\/\/theadclub.org\/pd\/?p=465"},"modified":"2017-11-10T17:09:23","modified_gmt":"2017-11-10T17:09:23","slug":"writing-creative-briefs-that-lead-to-brilliance","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/pd\/2017\/08\/09\/writing-creative-briefs-that-lead-to-brilliance\/","title":{"rendered":"Writing Creative Briefs That Lead to Brilliance"},"content":{"rendered":"<p>[vc_row margin_top=&#8221;-26&#8243; full_width=&#8221;true&#8221; padding_left=&#8221;40&#8243; padding_right=&#8221;40&#8243; type=&#8221;4&#8243; bg_position=&#8221;top&#8221; bg_repeat=&#8221;no-repeat&#8221; bg_cover=&#8221;false&#8221; bg_attachment=&#8221;false&#8221; padding_top=&#8221;40&#8243; padding_bottom=&#8221;40&#8243; parallax_speed=&#8221;0.1&#8243; margin_bottom=&#8221;40&#8243; bg_color=&#8221;#ff671f&#8221; bg_image=&#8221;https:\/\/events.theadclub.org\/pd\/wp-content\/uploads\/sites\/35\/2015\/10\/officeOrangeGradient.jpg&#8221; enable_parallax=&#8221;false&#8221;][vc_column width=&#8221;1\/1&#8243;]<div class=\"gap\" style=\"line-height: 80px; height: 80px;\"><\/div>[vc_column_text]<\/p>\n<h1 style=\"text-align: center;\">Writing Creative Briefs That Lead to Brilliance<\/h1>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 20px; height: 20px;\"><\/div>[vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span style=\"color: #ffffff;\">Fall&nbsp;2017<\/span><\/h3>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 80px; height: 80px;\"><\/div>[\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;2\/3&#8243;][vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_column_text]<\/p>\n<h2>What&#8217;s this course about?<\/h2>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div><div class=\"hr-thin style-line accent-border-color\" style=\"width: 100%;border-top-width: 5px;\"><\/div><div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div>[vc_column_text]<\/p>\n<p class=\"p1\"><span class=\"s1\">The primary goal of this class is to achieve better results from the creative work we do. Whether you are writing the brief, approving it, or using it to evaluate creative, this class will teach you how to:<\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\">Think more strategically<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Be curious and ask better questions to identify relevant insights<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">See through the eyes of the customer<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Get the best strategic thinking out of your team<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">You\u2019ll leave with the knowledge you need to develop exciting and impactful briefs that inspire great creative work.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Some of the topics we\u2019ll cover in the class include:<\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\">Purpose and role of the creative brief; who should develop it, use it and manage it<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Understanding the motivators and behaviors of customers<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Using Mindmapping for understanding the barriers and overcoming obstacles<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Writing through the eyes of your customer<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Analyzing the competition to find the most differentiating positioning<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Using the brief to inspire the creative team&nbsp;&nbsp;<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Techniques for evaluating and selling the creative based on the brief<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 40px; height: 40px;\"><\/div>[vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;]<div class=\"gap\" style=\"line-height: 30px; height: 30px;\"><\/div>[vc_column_text]<\/p>\n<h2 style=\"text-align: left;\">Who will be teaching the course?<\/h2>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div><div class=\"hr-thin style-line accent-border-color\" style=\"width: 100%;border-top-width: 5px;\"><\/div>[\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 30px; height: 30px;\"><\/div>[vc_row_inner][vc_column_inner width=&#8221;1\/3&#8243;]<br \/>\n[\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_single_image image=&#8221;468&#8243; border_color=&#8221;grey&#8221; img_link_target=&#8221;_self&#8221; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; link=&#8221;https:\/\/www.linkedin.com\/in\/patricia-hambrick-a3425&#8243;]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div>[vc_column_text]<\/p>\n<h4 style=\"text-align: center;\"><a href=\"https:\/\/www.linkedin.com\/in\/patricia-hambrick-a3425\">Patricia Hambrick<\/a><\/h4>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div><div class=\"hr-thin style-line accent-border-color\" style=\"width: 40%;border-top-width: 5px;\"><\/div><div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div>[vc_column_text]<\/p>\n<h4 style=\"text-align: center;\"><em>Principal and Founder<\/em><\/h4>\n<h4 style=\"text-align: center;\"><strong>The Hambrick Group<\/strong><\/h4>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;]<br \/>\n[\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;]<br \/>\n[\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;1\/3&#8243;][vc_column_text css=&#8221;.vc_custom_1481726024130{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #ff671f !important;}&#8221;]<\/p>\n<h3><span style=\"color: #ffffff;\"><strong>Course Date<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_column_text css=&#8221;.vc_custom_1502394917010{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #f7f7f7 !important;}&#8221;]<\/p>\n<h4 style=\"text-align: center;\"><strong>NOV 09<\/strong><em>&nbsp; \u2013 &nbsp;9:30am &#8211; 3:30pm<\/em><\/h4>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 50px; height: 50px;\"><\/div>[vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_column_text css=&#8221;.vc_custom_1446236686704{padding: 15px !important;background-color: #ff671f !important;}&#8221;]<\/p>\n<h3><span style=\"color: #ffffff;\"><strong>Registration<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1502394849275{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #f7f7f7 !important;}&#8221;]<\/p>\n<h4 style=\"text-align: center;\"><strong>MEMBER PRICE:<\/strong> <em>$550<\/em><br \/>\n<strong>NON-MEMBER PRICE:<\/strong> <em>$640<\/em><\/h4>\n<p style=\"text-align: center;\"><div class=\"gap\" style=\"line-height: 20px; height: 20px;\"><\/div>\n<p><center><br \/>\n<a class=\"btn btn-medium btn-grey btn-radius\" href=\"http:\/\/adclub.org\/event-2634235\">Register Here<\/a><\/center><\/p>\n<p style=\"text-align: center;\"><div class=\"gap\" style=\"line-height: 20px; height: 20px;\"><\/div>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 50px; height: 50px;\"><\/div>[vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_column_text css=&#8221;.vc_custom_1446218989260{padding: 15px !important;background-color: #ff671f !important;}&#8221;]<\/p>\n<h3><span style=\"color: #ffffff;\"><strong>Location<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_gmaps link=&#8221;#E-8_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&#8221;][vc_column_text css=&#8221;.vc_custom_1503523982521{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #f7f7f7 !important;}&#8221;]<\/p>\n<h4 style=\"text-align: center;\">SapientRazorfish<\/h4>\n<p style=\"text-align: center;\">131 Dartmouth St,<br \/>\nBoston, MA<br \/>\n02116<\/p>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div>[vc_column_text]<\/p>\n<p style=\"text-align: center;\">Questions? <em>Contact <a href=\"mailto:molly@adclub.org\">Molly Sullivan<\/a><\/em><\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"course-date\">November 9, 2017<\/span><br \/>The primary goal of this class is to achieve better results from the creative work we do. Whether you are writing the brief, approving it, or using it to evaluate creative, this class will teach you how to: Think more strategically, be curious and ask better questions to identify relevant insights, see through the eyes of the customer, and get the best strategic thinking out of your team.<\/p>\n","protected":false},"author":2,"featured_media":269,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false},"categories":[10],"tags":[],"class_list":["post-465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-past","category-10","description-off"],"featured_image_src":"https:\/\/events.theadclub.org\/pd\/wp-content\/uploads\/sites\/35\/2015\/11\/copywriting.png","featured_image_src_square":"https:\/\/events.theadclub.org\/pd\/wp-content\/uploads\/sites\/35\/2015\/11\/copywriting.png","author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/pd\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/posts\/465","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/comments?post=465"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/posts\/465\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/media\/269"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/media?parent=465"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/categories?post=465"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/tags?post=465"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}