4 Ways to Write an Effective Creative Brief with Howard Ibach, Creative Brief Workshops: Show Notes & Transcript

Welcome back to Marketing Smarts! From brand-building and marketing veterans Anne Candido and April Martini (that’s us) comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. We deep-dive into topics most would gloss-over, infusing real-world examples from our combined 35+ years of corporate and agency experience. We tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

In this episode, we’re talking creative briefs with guest Howard Ibach, The King of Creative Briefs That Sell. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – follow and leave a 5-star review if you’re exercising your Marketing Smarts!

• Episode Summary & Player
• Show Notes
• Marketing Smarts Summary
• Transcript

Marketing Smarts: 4 Ways to Write an Effective Creative Brief with Howard Ibach, Creative Brief Workshops

The creative brief is the spark to a fantastic campaign – or an underwhelming one, if you’re not careful. Effective creative briefs truly fit with your brand, are created collaboratively, are a single page, and keep the idea the deliverable. We wanted you to hear from “The King of Creative Briefs That Sell,” so we welcomed on Howard Ibach. He’s a creative brief expert, the Founder of Creative Brief Workshops, an author, trainer, and former creative. This episode covers everything from sales funnels to house-building metaphors. Here’s a small sample of what you will hear in this episode:

• How do you write effective creative briefs?
• Was the NyQuil brief 1 page?
• How many times have you seen a great creative brief in the past year?
• Why do you need to know your brand?
• What does collaboration have to do with briefs?
• How long should a brief be?
• What should the deliverable be?
• How do you come up with a great tagline?

And as always, if you need help in building your Marketing Smarts, don’t hesitate to reach out to us at: ForthRight-People.com.

Check out the episode, show notes, and transcript below:

Show Notes

• 4 Ways to Write an Effective Creative Brief with Howard Ibach, Creative Brief Workshops
  • [0:00] Welcome to Marketing Smarts
  • [0:30] Anne Candido, April Martini
  • [0:34] How do you write effective creative briefs?
  • [0:38] P&G (Procter & Gamble)
  • [1:52] Client vs. Agency
  • [1:55] Learn more about Howard at CreativeBriefWorkshops.com and on LinkedIn
  • [2:32] ANA (Association of National Advertisers)
  • [2:57] The Brief Bros., Henry Gomez
  • [3:32] Direct Marketing
  • [6:42] Make sure you know your brand
  • [8:31] Podcasts, Netflix, Amazon Prime, The Wire
  • [9:34] Albert Einstein
  • [9:54] Apple, iPhone, Nike
  • [12:17] Tide
  • [12:51] Sir John Hegarty
  • [18:36] Build in the amount of time you need for real collaboration
  • [19:52] KPIs (Key Performance Indicators)
  • [22:05] How many times have you seen a great creative brief in the past year?
  • [30:19] Marketing Smarts is sponsored by ScottMautz.com. Scott Mautz is a popular keynote speaker and #1 bestselling author whose latest book and talk Leading from the Middle helps middle managers dramatically increase their influence up, down, and across their organization. Want your company’s middle managers and leaders equipped to foster a high-performing organization? Want them inspired to drive the change and transformation that’s a challenging necessity moving forward? Go to ScottMautz.com to check out Leading from the Middle and all of Scott’s keynotes, trainings, courses, and books
  • [31:09] The brief should be a single page
  • [32:01] Demographics
  • [34:05] Leo Burnett, Tony the Tiger, NyQuil
  • [39:52] Was the NyQuil brief 1 page?
  • [40:53] Mad Men
  • [42:57] Target Audience
  • [43:25] Got Milk?
  • [44:26] A Technique for Producing Ideas by James Webb Young
  • [46:37] Make the deliverable of the creative brief an idea
  • [47:28] TikTok
  • [47:54] QR Code Super Bowl Ad
  • [49:00] Upfronts
  • Final Thoughts
  • [57:18] What are Howard’s final thoughts?
  • [58:22] Product vs. Service
  • [58:42] M&M’s
  • [1:00:07] Learn more about Howard at CreativeBriefWorkshops.com and on LinkedIn
  • [1:01:15] Recap: How do you write effective creative briefs?
  • [1:01:46] Make sure to follow Marketing Smarts on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
  • [1:01:57] Learn more at ForthRight-People.com and connect with us on Facebook, Instagram, and LinkedIn
  • [1:02:01] Sign up to view all the ForthRight worksheets & tips for FREE!
  • [1:02:07] Shop our Virtual Consultancy

What is Marketing Smarts?

From brand-building and marketing veterans Anne Candido and April Martini comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. They deep-dive into topics most would gloss-over, infusing real-world examples from their combined 35+ years of corporate and agency experience. They tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

How do I exercise my Marketing Smarts?

Thanks for listening to Marketing Smarts. Get in touch here to become a savvier marketer. 

Transcript