Extracting a Good Brief

Objective

To equip delegates with skills and ideas to be able to extract the best possible briefs from their clients.

Benefits

The programme is designed to give participants the confidence and ability to:

• Challenge in a constructive manner
• Help clients to deliver better briefs
• Save time

Content

The workshop will cover the following areas:

• What are the really important questions?
• The difference between need to and nice to have information
• Setting clear and realistic objectives
• Briefing template
• Ways to get under the skin of what clients say to find out more clearly what they really mean. This will include Precision Questioning (NLP)
• Verbal or written briefing? You decide

Target

The workshop is aimed at media people who regularly receive briefs. 
Foundation level course, typically for media people with 1-3 years experience, although more experienced executives could also find this beneficial. 

Format

This is a half-day intensive course held at a convenient central London location. Delegates should find the workshop to be completely relevant to their career development as well being practical and fun.

Facilitator

The course is run by Richard Longworth who spent the first sixteen years of his working life in advertising, culminating in the position of Director and Head of Client Service at Lowe Howard-Spink. His training experience began whilst in advertising as he was responsible for account management training at both Abbott Mead Vickers and Lowe’s and was a member of the training and education committee of the IPA, chairing, tutoring and lecturing on a variety of their courses.
He has run his own consultancy for the last ten years and combines ‘doing’ (marketing and communications strategic consultancy) with training.

Delegates’ comments

“I now realise that I always need to be a detective rather than a client librarian”

“I’ve gained a solid understanding of the structure of a good brief and feel more confident to ask correct questions to clients”

“I’ll be putting the suggestions into practice with a major client”

“Main benefits of the course: 1) having the tools to question a client to get specific answers and to get them to think and 2) will help build my confidence when receiving a brief and knowing I have the info I need”

“It’s a very good course – prompted solid, useful info that will be valuable”