Brief Writing Training

A better brief increases your chances of success. 

The accuracy of a brief shapes the outcomes of your project. It's hard to create impactful work with a mediocre brief. The stronger the brief, the more effective the work. This course teaches you HOW to brief agencies better.
  • 6 modules

    Course content
  • 2 hours

    Live Q&As
  • 8 hours

    Course commitment
  • 4 weeks

    Course duration

    Next course starts 07 October 2024.
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    Who the course is for

    Marketers actively involved in writing, contributing and approving briefs for agencies. The course content is relevant for b2b and b2c marketers and it does not matter which category you work in.

    The course

    We believe briefs are like puzzles. You need all the pieces in the right place to solve them.

    The course is designed to be practical. It is full of tools, frameworks, tips and examples how to get to better briefs.

    By the end of this course you will...

    ...know how to construct strong briefs
    ...avoid the pitfalls of poor briefs
    ...appreciate the components good briefs are built on
    ...leave armed with key tools and exercises required for writing impactful briefs

    Modules

    Hours

    Weeks

    Course Modules

    Module 1: Importance of briefs

    Starting at the beginning we learn how briefs originated and the crucial role they have in the creative process.

    Module 2: Recognising good briefs

    Good briefs have a clear focus because they are built on strong decisions. We zoom in what these key decisions are and why so many briefs go wrong.

    Module 3: Objectives

    Without the right objectives briefs are useless. We identify the different types of objectives, the importance of linking them and how objectives can become more meaningful.

    Module 4: Target audience

    Defining the target audience sharply is a crucial component of every brief. We learn how to define them best through the considered use of demographics, psychographics, usage and beyond.

    Module 5: Message + RTBs

    The million dollar question for many marketers: how do I write a strong, single-minded message? Learn how to do it and how to underpin them with supporting evidence.

    Module 6: Briefing the brief

    A brief is not a briefing. Learn the critical role the briefing has beyond the brief.
    Meet Matt Davies & Pieter-Paul von Weiler
    “A good brief acts as a blueprint for your project.”

    Meet your instructors

    As ex-agency strategists, we've written and contributed to 1,000s of client and creative briefs. We’ve worked on major global and local brands at several big name agencies in London, Amsterdam and Melbourne. Our briefs have been highly recognised for commercial effectiveness by 20+ Effie effectiveness awards.

    Frequently asked questions

    Who is the Brief Writing Course designed for?

    The course is designed for anyone who writes, approves or receives marketing briefs (the brief that goes from brand into agency). 

    For marketers, both B2C and B2B, this course is a foundational skill of the profession and will make you a better marketer overnight.

    If you work in an agency (external or internal), this course is a great way to learn how to challenge poor briefs when they come in from your clients and how to ask the right questions. 

    How much experience in brief writing do I need?

    Some prior experience in briefs is important. This is a course that goes deeper than the basics, so it helps to have at least three years experience.

    Mid-level through to CMO will all get value out of the concepts and examples presented in the course.

    What skills will I gain by doing the course?

    From the day after you finish the course you will be able to apply what you’ve learned instantly. You’ll understand how to:

    • define a problem or opportunity statement
    • set linked objectives
    • paint a rich picture of a target audience
    • write a single-minded message underpinned by reasons to believe
    • brief the brief (aka learn how to deliver a great briefing)

    How is the course structured?

    The course is self-paced which means you can access the video-based content when it suits you best during the four weeks that the course is open. 

    There are 6 different content modules plus 2 live Q&A sessions during the course as well as a final graded assignment.

    How is the course assessed?

    Whilst there are quizzes and knowledge checks throughout the course, the main assignment is to write a brief based on a case in the course that is then marked by Pieter-Paul and Matt.

    Successful demonstration of the core concepts of the course through your final brief will ensure a pass.

    What do I get when I complete the course?

    Other than being a world-class brief writer (!), you will get lots of brief writing resources as well as a fully verifiable digital certificate of completion once your final brief is given a pass mark.

    Can teams go through the course together?

    Whilst the course is an individual learning experience, lots of organisations find benefit in putting groups of people through the course to encourage the development of a shared language between brief writer, approver and recipient.

    We also offer seat manager access to leaders of teams or those responsible for learning and development to track the progress of each person as they go through the course.

    We also offer discounts for group bookings in some instances so feel free to reach out to learn more about this.

    Testimonials from our live events

    We worked with BetterBriefs to really challenge us on how we could create the perfect briefing structure. The outcome of the work has not just professionalized our internal processes but also saved us time and energy.

    Margaret Barron
    VP Global Marketing, Circle K

    BetterBriefs showed the team how to unlock the power of a well-written brief. Warm, engaging and brilliant in its simplicity, it had an immediate impact and continues to add value.

    Rennie Freer
    Head of Marketing, Kmart Australia

    The BetterBriefs training was a fantastic interactive session which got the whole team thinking differently about briefs. This ability to write better briefs will have a tangible business impact.

    Jacqui Grimsey-Jones
    Marketing Director, ClearScore UK

    Once again the brains at BetterBriefs helped upskill our brand team. As ever, Pieter-Paul and Matt ran an engaging session that people from every level found useful and put the FUN in ‘fundamental marketing skills’.

    Tim Clancy
    Head of Brand Strategy for Int. Markets, LinkedIn

    Our courses


    Brief writing


    Start date
    03 June '24

    Price
     
    US$695


    Evaluating Ideas


    Start date 
    mid 2024





    Brief writing


    Start date
    07 October '24

    Price

    US$695

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