A Planner Writes the Brief

The creative brief, in simplest terms, distills and summarizes the agency’s strategic thinking, in order to give the creative team clear direction in the creation of advertising.  In most agencies the defining role of the account planner is leading the development of the creative brief. In fact, it’s often the most tangible output of the planner’s work.

That’s why one of the most important parts of learning to be a planner is learning to write good briefs.

This webinar is written from a planning perspective, and although it stands alone, it’s in part a companion to Luke Sullivan’s webinar (“A Creative Writes the Brief” scheduled for October 5—further details at www.filamentinc.com).  The best briefs are a team effort and require the collaboration of planning AND creatives.

On October 18, join seasoned account planner, textbook editor, and consultant Hart Weichselbaum as he offers a different perspective on writing effective creative briefs. 

Key takeaways:

  • The planner’s unique role in creative agencies
  • Pointers on writing an effective brief
  • Why the consumer’s point of view is critical
  • Why we have briefs
  • How to maximize the briefs impact on the process of ad creation
  • Examples of planner-driven briefs that have made a difference (because “you don’t have a great brief until you have a great ad”)

Who should attend:

  • Anyone working with creative briefs from planning, strategy, account service, creative, digital
  • Communications strategists in other disciplines: PR, design, UX
  • New business team members.

About Hart Weichselbaum:

Hart has written scores of briefs and trained young planners at two major ad agencies, The Richards Group based in Dallas and FCB-Chicago.  Currently, he is founder and principal at The Planning Practice, a consultancy in Chicago. He’s also the editor of the popular textbook “Readings in Account Planning” and was one of the founders of the Account Planning Group (APG) in the US.

In new business pitches, Hart likes to say his early experiences were both academic and practical: academically, he got a PhD in Psychology, but practically, he was a bartender most of his time in graduate school and learned about the human condition from an entirely different perspective.