This training is given for advertisers AND agencies. Advice: register with your agency (Agency via ACC).

An efficient creative process and campaign start with a well-structured, precise, and motivating briefing for the agency. While the agency carries the challenge of coming up with a "grand idea," the advertiser’s role is just as crucial: they must clearly outline the objectives, context, and constraints of the campaign. The goal is to be sharp yet open to creative interpretation. 

In 2008, UBA, together with ACC, published a reference document on this topic: ‘The Client Brief’, a practical guide outlining 10 essential steps for preparing a strong briefing. This guide has proven its value over time and remains an indispensable tool for drafting effective briefs for communication agencies. However, turning theory into practice is best achieved through hands-on experience. 

This training session is led by experienced professionals with a solid track record in both agencies and advertising. The half-day session combines a theoretical framework, backed by strong local case studies, with a workshop section to put learning into practice.

• You will be able to translate even the most complex business challenges into a clear and actionable briefing, allowing your agency to get started efficiently. 
• You will learn the key elements of a good briefing, as well as the do’s and don’ts, reducing the need for multiple revisions and back-and-forth communication. 
• As an advertiser, you will know exactly what and how much information to provide to your agency so they can successfully execute their task. 
• As an agency, you will understand precisely what information is needed to ensure a clear and well-defined assignment. 
• By attending this training, you will save time, costs, and energy, ultimately reaching the desired outcome much faster.