Getting to Great Briefs is designed for teams who want a clearer, more consistent way to develop and deliver strong comms briefs.

The focus is on improving the thinking that sits behind a brief, not just the words on the page. Participants learn how to clarify the problem to solve, define the objective and task, identify the audience and customer benefit, and be explicit about success measures before writing begins.

The emphasis is on distilling what matters most up front, so briefs provide clear direction and set work up for success.

The intensive focuses on the core components that drive effective comms briefs, including:

1. What a strong comms brief is, and what it is not

2. The role of briefing in setting direction and aligning stakeholders

3. Clarifying the problem, objective and task to be solved

4. Defining the audience, customer benefit and success measures

5. Distilling what matters most to provide clear creative direction

6. Delivering briefs in a way that aligns teams and agency partners

All content is practical and applied, with participants working through examples and exercises throughout the day.

Participants leave with:

• Clearer thinking and structure when developing comms briefs

• Greater confidence in both writing and delivering briefs

• A shared understanding of what “good” looks like

• Practical thinking tools that can be applied immediately

• Reduced rework and faster alignment with agencies and partners

This program is well suited to:

• Marketing and brand teams responsible for briefing agencies or partners

• Practitioners looking to improve the quality and consistency of briefs

• Teams working across multiple stakeholders or agencies

• Organisations experiencing rework, misalignment or slow decision-making

It works particularly well when run as a team session to build shared expectations and language.

Getting to Great Briefs is delivered as a one-day, in-person intensive.

The session is highly interactive and applied, combining short inputs, practical exercises and group discussion using a shared case study and light pre-work.

Leader alignment sessions are included to ensure shared understanding of the tools, language and expectations, and to support consistent reinforcement after the workshop. Optional follow-up coaching can be used to embed learning further on live briefs.