Professional Enrichment: Writing Creative Briefs that Drive Great Work

Description

This class helps participants learn how to approach and write briefs that support business goals and springboard great creative (and other) work. It teaches the principles of 4C's investigation (Company, Category, Culture, Consumer) to identify insights, and how to crystalize those insights into a crisp, clear brief that guides and energizes creative teams and ultimately drives work that delivers better outcomes. This class is helpful for those who write briefs, evaluate work against a brief, and who steward brands' growth through storytelling. Participants will learn the elements of the brief and then write, share and discuss their own creative briefs, learning how to defend the elements they’ve written.

This class is taught by Catherine Sheehan.

For 20 years Catherine has developed strategic positioning, messaging, and go-to-market plans for brands that cater to both consumer and B2B audiences. Catharine loves distilling simple, compelling, soulful stories that captivate an otherwise distracted audience and driving sales for my clients. She has been able to do that successfully for ad agencies in both Boston and New York, including A&G, McGarry Bowen, Hill Holliday, and Arnold.

Catherine’s developed brand strategies for Progressive Insurance, Toast, ADP, Blue Cross Blue Shield, Merrill Lynch, Chevron, and Zildjian, among others. She led user engagement and product go-to-market strategy for a healthcare technology startup. And she’s written more Effies submissions than she cares to remember, and won a few of them.