How the Briefing Process Can Lead to More Effective Creative Campaigns
High touch creative campaigns are difficult to execute because they typically involve many different organizations in their conception and execution. One critical way to ensure your campaign is a success, especially from the part of a brand marketer is to ensure all parties have been briefed properly. By defining appropriate ‘swim lanes” for everyone you can support the in doing their best work and getting the best results for your campaign. This hands on workshop puts this approach to the test. You will get the opportunity work in groups to respond to a brief from a brand manager and work through the inherent tensions in conceptualizing a high touch creative campaign with multiple organizations.