Course Description

How To Write A Creative Brief

Marketing Institute of Ireland (MII)

Briefing the agency is a critical part of developing effective and engaging Market Communications. The work shop simplifies this sometimes complex task.



Ever popular, this workshop focuses on the practical skills of crafting effective agency briefs and how to ensure key messages are clearly defined and communicated. Translating marketing speak into a clear proposition can be challenging and the workshop looks at ways this can be achieved.
Effective spend of marketing budgets is critical to any business and the guidelines can aid in an improvement in the overall creative process with agencies and greater accountability.


What We’ll Cover


• Practical skills of writing and assessing great creative briefs

• The importance and value of great briefs to agencies

• Key skills on how they should be developed effectively

• The importance good briefs play in enhancing the creative development process

The workshop is ideal for those directly responsible for developing brand and tactical communications and for managing the client and agency relationship.


Course Trainer

Brian Sparks

Brian Sparks

Owner, Agency Assessments International

Marketing and Advertising Consultant



Brian started his career with Irish Distillers before moving to Irish International, now part of BBDO. He returned to the client side and worked in Guinness, now Diageo, in Ireland and abroad.

He then took charge of McCann Erickson Dublin. Since joining Agency Assessments International as Managing Partner in 2001, Sparks has numerous agency reviews in Ireland and overseas.

College Name Marketing Institute of Ireland (MII)
Course Category Business, Marketing
Course Type Classroom Based
Course Location Westmeath, Dublin, UK
Location Postcode Dublin 18
Course Start Date 9th October 2019
Course Fee Member Rate: €250 - Non-Member Rate: €500
Course Duration One day
Course Times 9:15am - 5:00pm
For information about Marketing Institute of Ireland (MII), please visit our college page on by clicking here.

Course Provider

Marketing Institute of Ireland (MII)

Marketing House, South County Business Park, Dublin, Ireland

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Marketing Institute of Ireland (MII)
Marketing House
South County Business Park, Dublin
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