REDUX A Top Creative Writes the Brief (Rebroadcast)

Originally delivered 10/5/23 with 20 mins of Q&A

Luke Sullivan/”Hey Whipple, Squeeze This”

Transform briefs from required assignments to inspiring opportunities that fire up the imagination of your creative teams.

About the Speaker:

Industry Icon Luke Sullivan spent his entire career at A+ agencies, incl. perennial AOY winners Fallon Worldwide and The Martin Agency. He has won 21 One Show medals and authored “Hey Whipple, Squeeze This,” the Bible of advertising in Amazon reviews and one of Ad Age’s Top 10 Marketing Books of All Time. Former professor at Savannah College of Art & Design for 10 years, now popular keynote speaker incl. SXSW Interactive Conference and international gigs from Auckland to Reykjavk and dozens in between.

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“What are we supposed to do with this??”

The brief is the single most-complained about thing in most creative industries.

Every client, every agency, every planner and every strategist has a different idea of what makes a great creative brief. Endless time in countless meetings is spent wordsmithing the document. Should it be “achieve” or “accomplish”? Distinctions without a difference.

Creatives have their own ideas, but those most affected are often the least involved. They know what helps them understand the fundamental need and deliver the goods based on years of experience rising to the challenge.

Join author, ad veteran and professor Luke Sullivan as he shows a number of different ways anyone can create a brief that doesn’t just sit there. A brief that crackles with possibility. A brief that doesn’t try to supply the answers but raises the right questions…what he calls “Boingy Boingy.”

NOTE: This webinar runs just under 90 minutes. There will be time for Q&A.

Key takeaways:

  • Screw facts and research. What is the fundamental truth?
  • Avoid stating the solution, instead pose key questions
  • Problem solving vs. problem finding

Who should attend:

Strategists, planners, account & new business teams…anyone who tells stories on behalf of brands (and yes, creatives)

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