In this hands-on workshop, the president of MEA Digital leads you through the steps for developing a strategic brief.

Measure twice, cut once. It's this kind of sound, strategic thinking that makes a marketing campaign successful. We all talk about strategy because it's intuitive. But it's something that is preached far more than it is practiced. In this hands-on workshop, you will learn from a seasoned agency veteran the steps required to develop a strategic brief through a comprehensive study of a brand, service, competition and target audience. You'll learn how to set realistic objectives and explorative tactics that are clearer, smarter, more efficient and more focused than the competition. A checklist for defining your brand roadmap will be supplied and reviewed. The process will be fully realized through a series of companion case studies, all in an attempt to remind ourselves that we're carpenters first.

Allison Arden, general manager, interactive and custom programs, The Ad Age Group, introduced the speaker.

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Presenter: David Herscott, President, MEA Digital

Format: PDF