Course description
Briefing and Evaluating Creative Work
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.
Suitability - Who should attend?
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 Exectuive (Legal & General)
Outcome / Qualification etc.
You will learn to:
- 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
Training Course Content
It all starts with the brief
- Why the brief is an investment
- Who contributes to the brief
- The role of the creative team
Setting objectives
- Clarifying the aims of the creative: 2 simple questions
- The expectations of the creative team and client
Propositions
- Why a proposition is key
- What a clear proposition looks like
- Practise writing propositions
Writing a brief
- Using the proposition effectively
- Essential elements of the briefing document
- Using a brief template
Evaluating creative
- 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
Case studies
- Examining the briefs and propositions that resulted in successful creative work for major direct and digital brands
Course delivery details
Virtual Classroom: Tutor-led, live, online classroom environments
The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.
The IDM’s Virtual Classroom offers:
- An interactive classroom environment
- Peer-to-peer collaboration
- An engaging platform experience
- Practical learning through hands-on exercises
- Online access anywhere you can get an internet connection
Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.
Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
Expenses
Members: £400 + VAT
Non-members: £450 + VAT
About provider
Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...
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Institute of Data & Marketing
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