About this event

Got a campaign or launch coming up that’s going to propel your brand to dizzy heights? First off, you’ll need a data-driven and compelling creative brief to ensure your marketing spend works as hard as you are!

A creative brief serves as a blueprint for any in-house creative team or agency. It outlines objectives for a campaign and helps guide creative direction aligned to the brand’s overall strategy.

Join us as we walk you through everything you need to consider to craft a killer creative brief.

In this session we’ll cover:

• How to frame the context for your brief, including the challenge you’re solving and your brand’s commercial objectives

• Understanding your target audience and the opportunity you have to win them over with your creative

• How to uncover a human truth about your target and how to frame out the job the creative is meant to do

• Distilling the brief into one concise message and deciding where and how to communicate your creative idea

• Asking thought-provoking questions in order to develop your ideas further and how to know if your campaign is working the way you want it to

About the Speaker

Searsha Sadek, Head of Brand Partners & Human Sciences | ProQuo AI –Searsha has always grown brands in advertising agencies: from haircareand frozen food to spirits and streaming services. Working in strategy at Droga5, Grey and BBH, she focused on building beautifully effective and expressive communications.

Michael Coden, Head of Marketing | ProQuo AI – Ex-Global Senior Brand Manager at Unilever. Michael spent over 10 years at Unilever developing growth-driving brand strategies for some of the largest global FMCG brands across North America, Europe and Australasia.