95% Shots


Writing a brief that empowers the creatives requires a combination of clear direction and inspiration: the brief must clear enough that the creatives don’t get lost, and yet give them enough room to create fresh and exciting ideas that answer the client’s objectives. The way to achieve this is to lead your creatives to understand the ‘why’ behind the brief, so that they can then channel their skills to create the ‘what’.

Module 1 : What makes an empowering brief
Do you want your creatives to be chefs or waiters?
The value of Framing Problems vs Giving Instructions
Put yourself into it
Module 2 : Clarity of direction
The first step: how well do YOU understand the problem?
Explaining the problem clearly and succinctly
Pointing the way to the solution
Module 3 : Add in some inspiration
Being the catalyst for great work to happen
Exploring your individual ability to inspire
Who should attend : Account Management and Strat Planners
Trainer : Janet Lee
Duration : 1 Day
Time : 9.00am – 6.00pm

Contact Thiva, thiva@95percent.com.my or call 03-7932 3096 to customize it to your company as an in-house program.

For the write up, click here to download.

Testimonials (click to view)

Here are some commendations from our previous participants;

Understand what ‘creatives’ face when they get a brief, focus a lot more on The ‘Creative Spark’ than just data and to highlight the main keyword or focus on the problem. – Jazreen Azman, Junior Planner, Grey Worldwide


To be more thorough and explicit in writing creative briefs – it shouldn’t be vague. It should be just enough info to spark the creative team as well as inspire them. – Athiya Hamid, Brand Manager, McCann


Writing good creative brief to inspire ideas and provide the ability to key people to solve problem. – Charmaine Wong, Brand Manager, McCann