Description :

Howard ibach explains that the most important sentence in the creative brief is the single minded proposition also known as the core thought key message key selling proposition or unique selling proposition this should be a succinct expression of the most important idea you want to communicate about your product or service. How to write a killer brief by lynette xanders a creative book to help get you to a better output with less time and energy expended while having more fun in the process lynette xanders 50 out of 5 stars 7. How to write an inspired creative brief is a must read for any aspiring ad professional student intern and above all those who have entered the ad world and thirst for a way to better understand its complexities for me this book will serve as a reference guide and teaching tool as i continue my career. Led by the author of the critically acclaimed textbook how to write an inspired creative brief former ad agency creative director and corporate advertising executive and college writing and literature instructor this workshop guides you through the entire creative brief writing process from articulating your key objectives to crafting an inspired and inspiring single minded proposition to best practices for briefing