Aligning Expectations and Measuring Results
What is a creative brief? Why do you need one? When do you write one?
As a consultant to creative professionals, Emily Cohen is on a mission to help corporations, designers, marketers, strategists and clients improve how they can collaborate to develop smartly-crafted project initiation documents and creative briefs that achieve results. Creative briefs are typically repetitive, long-winded, over reaching and—at worse—a manifestation of corporate politics and insecurities. The best creative briefs provide a clear set of expectations and define measurable objectives to guide the progress and success of a project. As an added benefit, the creative brief and the development process can express and support the value and power of thoughtful, strategic design in achieving creative and results-driven solutions.
This session will explain the different types of project initiation documents, including the creative brief, and discuss various do's and don'ts involved in generating and utilizing these all-important tools.
Emily has consulted with design firms and in-house corporate creative departments for over twenty years. During this time, she has provided confidential, best-practice insights and advice on staff, client, and process-management strategies, conducting client surveys and writing winning proposals, creative briefs, RFPs , and contracts. She helps
creative teams improve operational effectiveness and helps companies build efficient teams and processes. She served on the board of advisors of InSource, on the AIGA In-House task force and as Secretary for the AIGA/NY Board of Directors.
Emily has also taught classes and conducted seminars for many leading design schools and organizations. Emily is a frequently-requested speaker on business-related issues for the creative industry and has spoken at The Association Of Registered Graphic Designers Of Ontario (RGD Ontario), HOW, MYOB, Design Business Association (DBA) and InHOWse Conferences, as well as at numerous AIGA conferences and events.
Learn more at www.emilycohen.com and www.cohenmillerconsulting.com.