Successful Creative Briefs: Linking Business Objectives and Creative Strategies
 		May 17, 2007 
Presenters:
Emily Cohen, Creative Consultant
and
Marla Chupack, Moderator, American Marketing Association		 
 
View Webcast: (* = required)
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Description:

 
Presented by: American Marketing Association
Sponsored by: Aquent



Aquent and the American Marketing Association invite all designers, writers, marketers, and strategists to join creative consultant Emily Cohen as she discusses how creative briefs should best be used to link business objectives and creative strategies.

Done right, creative briefs share valuable information, align everyone’s expectations, and set clear objectives. In practice, this means better business results as well as a smoother, faster creative process. And yet, for many reasons, creative briefs are rarely used to their full potential.

Alongside practical advice on how creative briefs should be used to streamline your development process, Emily will provide concrete tips, tools, and techniques to ensure that your organization is not only creating great briefs, but also getting the most out of them. Most importantly, she’ll help you use creative briefs to tighten the link between goals, strategies, and tactics.

Emily Cohen has been a consultant to creative professionals for over 20 years. She currently serves on the board of advisors of InSource, served as Secretary for the AIGA/NY Board of Directors and has taught classes and conducted seminars for many leading design schools and organizations. Shes a frequent speaker and writer on business and creative issues.

The webcast will be of value to anyone involved in the creative development process: (1) corporate and brand marketers (e.g. marketing communications, branding, advertising, product design, website development, naming, etc.), and (2) in-house or external creative services organizations (advertising agencies, design studios, freelance writers/designers, etc.).