We began April's focus on creative relationships by opening up a conversation around the best practice in creative briefing, and how to get projects successfully underway.
A smart brief has the potential to be so much more than a list of requirements. Done well, it can inspire, provoke and lay solid foundations on which to build dynamic relationships and effective work. It seems that the wider opportunities that the briefing process can open up are often overlooked, and we are left with dry documents and conversations that create confusion and impede creativity.
On Tuesday 17th April we brought together a panel with plenty of practical experience to share, to explore these challenges and opportunities in more detail, and asked members to bring along their own pain points and positive experiences to further fuel the conversation.
Joining our panel were:
Martina Luger — Martina is Chief Marketing Officer at Ennismore, the London-based owners of hospitality brands like The Hoxton and Gleneagles. Prior to joining Ennismore, Martina was Brand Director for Nike in EMEA, so has lots of experience briefing all kinds of partners for all kinds of projects in all kinds of media.
Victoria Talbot — Before taking up her new role in the design team at Poke, Victoria was Creative Director at Human After All, leading teams to deliver work across print, digital, events and many other contexts. Victoria worked closely with client teams, helping them to bring the best out in her team — and will share the lessons learned from those relationships.
Monika Zalaite — Business Director at Creativebrief, a specialist consultancy that sets out to engineer fitting and effective client/agency relationships, Monika is interested in modern methods of bringing together partners and frameworks that ensure successful two-way relationships. She'll bring the perspective from the middle, having worked with both sides of a project brief when making connections for brands like Starbucks, Virgin Atlantic and Comic Relief.
We also heard from members in our audience about their own perspectives, challenges they face, and opportunities and techniques they employ for better creative briefing.
You can read the event write-up here.
Location:Shoreditch House Library,
London, E1 6AW,
Start:17th April, 2018 at 9:30am
End:17th April, 2018 at 11:00am