This is an ideal workshop for anyone looking to refresh or perfect their understanding of the briefing process. We’ll cover:

  • What stage to engage the creative agency
  • How the brief should happen and what to include
  • Understanding different types of brief: “the brief for the Sistine Chapel” exercise
  • Reviewing live ads and asking “what was the brief?”
  • Working through a mock brief together looking at audience personas, insight gathering, proposition development and tone of voice.

Who needs to attend?

Marketing experts who want a slicker, more efficient way to work with their creative agency.

Meet our experts hosting the sessions

Paul Waters, Account Director, APS Group

Paul has over a decade’s experience in client service roles within design and communications agencies. In this time, he’s worked across multiple sectors from leisure and charity, to manufacturing, government and pharma, directing projects from the design of a postage stamp, to fully integrated acquisition campaigns and corporate proposition development for a FTSE-listed business. With a Master’s degree in Brand Development, he brings a strategic approach to creative problem solving and loves nothing more than helping his clients to make molehills out of mountains and see real results.

Abi Davidson, Head of Copy, APS Group

From TV and radio adverts to social and direct marketing, Abi has spent the last 10 years coming up with ideas that engage audiences, and words that persuade them. With experience across numerous industries -including travel, healthcare, charity, retail, fashion, sport and insurance -she offers a dynamic and creative approach to brand positioning and tone of voice for our clients.

Register your interest

If you’d like to register your interest, please drop us an email at Make sure to include your name, company, telephone number and the name of the workshop.

Share this article: