THE THINGS YOU CAN ACHIEVE WITH A GOOD
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BRIEF
Trainer:
Steve Harrison
Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW. At HTW, he won more Cannes Lions in his discipline than any creative director in the world.
When he left agency life, the UK's advertising trade paper, Campaign, described him as "the greatest direct marketing creative of his generation". Thereafter he explained all in his book, How to do better creative work, which became the most expensive advertising book of all time when it traded on amazon.com at £3,000 a copy. The book is also published in Mandarin, Spanish and Italian.
In 2012, Steve was featured in The D&AD Copy Book which celebrates the work of the top 50 copywriters of the past 50 years. The following year he wrote the biography of the 1960s adman Howard Gossage: Changing the world is the only fit work of a grown man - which, in 2015, was the basis for a full length feature documentary which Steve wrote and directed.
Over a six year period, Steve's agency has won more Cannes Lions in its discipline than any other agency in the world. But that wasn't because his creative department was particularly brilliant. It was because they simply wrote better briefs than anyone else.
In this workshop you will learn how to put a great brief together. From the two simple questions you need to ask at the very start to the all important single-minded proposition that will drive all the creative thinking. You'll go step-by-step through the process, with numerous examples of effective, award winning work - and the briefs that inspired them.
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As all know, being able to write a brief for yourself sometimes is as, if not more, important as writing a brief to others.
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More Information
DATE:
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16
February 2017
Thursday
TIME:
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9.00am - 5.00pm
CERTIFICATE:
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CREATIVE BRIEF WRITING
COURSE FEE:
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$450
(price before subsidy: $699)
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STEVE HARRISON WORKSHOPS
BUNDLE DEAL
3 for the price of 2
CREATIVE BRIEF WRITING
Over a six year period, Steve's agency has won more Cannes Lions in its discipline than any other agency in the world. But that wasn't because his creative department was particularly brilliant. It was because they simply wrote better briefs than anyone else.
​
In this workshop you will learn how to put a great brief together. From the two simple questions you need to ask at the very start to the all important single-minded proposition that will drive all the creative thinking. You'll go step-by-step through the process, with numerous examples of effective, award winning work - and the briefs that inspired them.
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Date: Thursday, 16 Feb 2017
Time: 1.00pm - 3.00pm
WRITING A GOOD COPY
Whether you're an agency creative in need of inspiration, an entrepreneur trying to get new leads, a freelancer drumming up new business or you simply want to persuade someone to adopt your point of view, this session will help you write copy that works.
You'll find out: how to plan your copy, how to write a headline that grabs your reader's attention, how to keep them reading and how to get your reader to do what you want them to do. With examples based on the speaker's 25 years' experience and recent scientific research, this session will hone your skills and teach you new ones.
Date: Thursday, 16 Feb 2017
Time: 3.30pm - 5.30pm
DOING BETTER CREATIVE WORK
This session is based on Steve Harrison's book, How to do better creative work, which became the most expensive advertising book of all time when it traded on Amazon.co.uk at £3,000 a copy.
Come along to the workshop and you'll learn the process that leads to great creative.
You'll also learn how to recognise big creative ideas - and how to have them more frequently. Better still you'll find out how to sell your BCI to your clients - plus the simple technique that gets people to notice your BCI amidst the thousands of advertising messages that surround it.
Date: Thursday, 16 Feb 2017
Time: 6.30pm - 8.30pm