Course overview
Learn how to get better results by crafting a brilliant brief. Discover the best way to write a clear proposition and get noticed through big creative ideas. Understand how to confidently evaluate what the creative team produces and give effective feedback.
Campus locations
What you'll learn
- Determine the objectives of your communications
- Write a clear proposition
- Implement an effective briefing process
- Inspire and equip creative teams to produce results you want
- Identify the ‘big creative idea’ and evaluate pitches
Study method
- In-class
- Online
- Blended
Locations
- England
- London
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Duration study load
1 day (7 CPD hours)
Testimonials
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Hannah Russell, The Children's MutualBriefing & Evaluating Creative Work"This course has been great. It's always easy to give your opinion, but having some way to benchmark it and form it constructively will definitely help get better creative work and ultimately help my business achieve its budgets and deadlines."
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David Lines, Legal & GeneralBriefing & Evaluating Creative Work"Brilliant! Not just another training course. Excellent speakers providing information that I can use. Exceeded all my expectations."
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Claudia, SwintonBriefing & Evaluating Creative Work"Its been an enjoyable, interesting, insightful and thoroughly valuable day - I have learnt a great deal - and new ideas to take away."
Delivery
Home Learning
All learning products and services are currently being delivered digitally using the following engaging formats:
- Virtual classroom: Tutor-led, live, online classroom environments
- Online: Self-study, via an always-on, always open portal, providing an engaging multimedia learning experience
Who's it for?
Marketers who want to spend less time feeding back on creative work that just doesn’t perform, and more time perfecting the proposition.
Enrol onto ‘Briefing and Evaluating Creative Work’ course and receive the ‘DMA Copywriting Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
Previous delegates include:
- Account Manager (Barraclough Edwards Chamberlain Ltd)
- Web Designer (Estee Lauder Companies)
- Senior Campaign Executive (Legal & General)
Subjects
- Why the brief is an investment
- Who contributes to the brief
- The role of the creative team
- Clarifying the aims of the creative: 2 simple questions
- The expectations of the creative team and client
- Why a proposition is key
- What a clear proposition looks like
- Practise writing propositions
- Using the proposition effectively
- Essential elements of the briefing document
- Using a brief template
- Arriving at the big creative idea
- How to be relevant and get noticed
- Assess pitches and decide whether the creative meets your objectives
- Giving constructive feedback
- Examining the briefs and propositions that resulted in successful creative work for major direct and digital brands
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
