Event Info

How To Write an Inspirational Creative Brief

April 17, 2014
1 - 2 PM EDT
Promo Code
My Cart
There are 0 items in your cart.
Cart subtotal: 0

The event has completed.

Time: 1 - 2 PM EDT

Blaise Pascal famously said “I would have written a shorter letter, but I did not have time.”

Many times creative briefs are neither creative nor brief. On April 17, during this one-hour Webinar, Robin Hafitz, CEO, Open Mind Strategy, will demystify the process of writing a creative brief, and teach you how to write a brief that is pointed and inspiring.

In "How To Write an Inspirational Creative Brief," planners, account managers, creatives and marketers will gain the knowledge to cut through the jargon and become a better partner to your colleagues and clients.  We will clarify term definitions and walk through a step-by-step process to take your briefs from the ordinary to the inspirational. Filled with practical, real-world examples, you’ll gain a better guide to crafting the perfect creative brief for your brand.

Some of the things you will learn include:

  • - Why your client’s brief is almost always wrong and how to make it right
  • - What a creative brief is not
  • - Five questions you need to ask before writing a brief.

Tools and Skills You Will Walk Away With:

  • - A Brief on Briefing. Teaching your client how to read a brief will benefit both the briefing process and creative output
  • - Identifying a Bad Brief. How to check yourself (and your team) before pushing a creative brief through
  • - The Platonic Brief. What all (good) briefs have in common.

About Our Webinar Leader

Robin Hafitz is one of the first American Account Planning practitioners. She has been at the forefront of the evolving brand strategy discipline, beginning with her work as part of Chiat/Day’s famous winning Account Planning team to running the Planning-centric creative boutique Mad Dogs & Englishmen to her current role as CEO of Open Mind Strategy. Mentored by legendary planners including Jane Newman and Adam Morgan, Robin in return has mentored planners who now head departments and lead companies.




Single Registrant: $99
Full Conference Room: $349*
Unlimited Individual Access for the Agency: $999**


Single Registration: $199
Full Conference Room: $699*
Unlimited Access for the Company: $1499**

*Full Conference Room provides one link to use in a Conference Room. No limitation on number of viewers.

**Unlimited Access gives all employees the chance to view the webinar from his or her own computer. A special link will be sent to one person that can then be forwarded to the rest of the agency.


A cancellation fee of $25 will be applied to any cancellations.


Please contact Maya Nachi at the 4A's. mnachi@aaaa.org | 212-850-0754