ISBA/IPA – The Good Brief Week Events –
2nd-6th November

Recognising the marketing world is evolving very quickly and that everyone’s briefing skills could do with a little polishing, ISBA & IPA have created a week-long series of six different inspiring events, debates and discussions designed to focus on sharing great briefing practices.

An opening debate on “Whose Brief is it Anyway! “ with clients and agencies sharing views, will set the scene for the week; Leading ‘real-time’ marketing experts will share their thoughts on the new skills required for briefing “real-time reactive content”; With every client company utilising a roster of agencies we have created a session on “how to brief to achieve integrated ideas and encourage greater agency collaboration”; We will also be looking at how to create briefs that inspire CEO’s, the special more depth requirements for CRM pitch briefs and finally will be taking a deep dive into how a leading client created an “all agency brand immersion briefing day” as part of their pitch process.

There will be a number of outputs created from the events and we will capture the debate and discussion in a daily blog which will be published on www.thegoodpitch.com, www.isba.org.uk and www.ipa.co.uk

The sessions are for both clients and agencies; you can attend all six, or choose those most appropriate to you. Be sure to book ASAP as places are limited and please note all the venues are different.

Choose from the following events and click on the links to book:


Monday 2nd November

“Whose Brief is it anyway?”

Time: 6:30pm-8:00pm
Venue: Saatchi & Saatchi  - 80 Charlotte Street, London, W1A 1AQ


There is a view in our community that ‘the agency will sort the brief out, just leave it to them’ – this view leads to disenfranchisement of campaign/brand managers who feel they don’t own the brief; as a consequence they focus less time on it, leading to a paucity of skills in briefing. Our panel of agency and marketing heads will discuss their views on briefing, the process and what they believe the role in briefing is for today’s campaign and brand managers.

Chair: Debbie Morrison: Dir. Of Consultancy & Best Practice / ISBA
Panellists: Ben Rhodes: Marketing Dir. / Royal Mail
Henry Daglish: Managing Dir / Arena Media
Richard Huntington: Chief Strategy Officer / Saatchi & Saatchi
Piers Newson-Smith: Head of Brand and Marketing Planning / Direct Line

Want to attend?
It’s free for ISBA members. ISBA members, email Elvira stating the event name & date: elvirab@isba.org.uk
IPA members, email Philippa stating the event name & date: phillipairving@ipa.co.uk


Tuesday 3rd November

Briefing for Real–time Reactive Content

Time: 8:30am-10:00am
Venue: ISBA / 12 Henrietta Street, London WC2E 8LH


‘Content’ is the word on every marketers lips these days, add in agile and you are swiftly into a real-time marketing world, a very different proposition to briefing a traditional campaign. But what different skills do you need to utilise to brief for more reactive, real-time content?  Conor and Jon, both experts in this field,  will share the tools and tips they have successfully utilised working with clients and agencies over the last few volatile and fast moving marketing years!

Presenters: Conor McNicholas: CEO – All Together Now
Jon Burkhart Founder, TBC London,  Content Marketing Consultant,  Author and Speaker

Want to attend?
It’s free for ISBA members. ISBA members, email Elvira stating the event name & date: elvirab@isba.org.uk
IPA members, email Philippa stating the event name & date: phillipairving@ipa.co.uk


Wednesday 4th November

Briefing to achieve integrated ideas and encourage maximum Agency Collaboration

Time: 8:30am-10:00am
Venue: Karmarama / 20 Farringdon road, London EC1M 3HE

Many clients complain that their agencies do not collaborate or play well together, claiming there is always one agency that wants to take the lead, when clients believe that great ideas can come from any discipline.  In an era where integration of ideas across multiple touchpoints and platforms has never been more important, come and hear some top briefing tips for encouraging integration and collaboration from the energetic Darren Woolley a marketing consultant who travels the world sharing his thoughts on how to manage relationships in a smarter way.

Presenter: Darren Woolley / Founder and Global CEO / TrinityP3 Marketing

Want to attend?
It’s free for ISBA members. ISBA members, email Elvira stating the event name & date: elvirab@isba.org.uk
IPA members, email Philippa stating the event name & date: phillipairving@ipa.co.uk


Wednesday 4th November

Creative Briefing to inspire your CEO

Time: 4:30pm-6:00pm
Venue: Saatchi & Saatchi / 80 Charlotte Street, London, W1A 1AQ

There is one type of brief more important than any other. One for truly transformational ideas that inform what an entire business does, not just what the brand says. That inspire the CEO, not just the marketing department. In this session, we’ll share what organising ideas are, why they are powerful, how to brief for them, how to know when you’ve got a good one, and how to use them.

The Marketing Director from ‘GAME’ will share how he and his agency 101 reached an idea that became so influential within their business that it was put on the front cover of the annual report within 100 days.

Speakers: Fred Prego: Insight & Marketing Director, GAME
Clare Hutchinson: Head of Strategy, 101
Mark Elwood: Creative Director, 101

Want to attend?
It’s free for ISBA members. ISBA members, email Elvira stating the event name & date: elvirab@isba.org.uk
IPA members, email Philippa stating the event name & date: phillipairving@ipa.co.uk


Thursday 5th November

New dynamic Briefing Processes for CRM Pitches

Time: 8:30am-10:00am
Venue: IPA / 44 Belgrave Square, London SW1X 8QS

CRM is by its nature a complex marcoms area and differs considerably from creative services, applying the same pitch processes, principles and briefing practices does not necessarily deliver the best results. In this session  Liz and David, leading CRM specialists, will share some newly IPA developed, more dynamic, lines of questioning and processes for any organisation looking to pitch their CRM business or improve the briefing of CRM projects.

Speakers: Liz Barnsdale, MD, AIS
David Yates, Planning Director, Elivs
Andre Johnstone, Head of Digital and Loyalty, Wagamama

Want to attend?
It’s free for ISBA members. ISBA members, email Elvira stating the event name & date: elvirab@isba.org.uk
IPA members, email Philippa stating the event name & date: phillipairving@ipa.co.uk


Friday 6th November

How Molson Coors created an ‘all agency’ brand immersion pitch briefing day

Time: 9:00am-11:00am
Venue: ISBA / 12 Henrietta Street, London WC2E 8LH

How and why would you brief all of the agencies pitching for your business at the same time?  Well, say Molson Coors, it creates a level playing field so all agencies get the same brief and allows them to deep dive into your organisation and culture on a single day. How and why would you involve your incumbent agencies in the process? Come and hear from Molson Coors and the winning agency about their experience of this new progressive way of briefing for a pitch. 

Time: 9:00am-11:00am
Venue: ISBA / 12 Henrietta Street, London WC2E 8LH

Speakers:
Laura Mitchell – Head of Media & Digital, MCBC
Mark Atherton – Head of Graphics, MCBC
Louise de Ste. Croix – Founding Partner, Brandopus (winning branding agency)
Paul Taylor – Executive Creative Director, Brandopus

Want to attend?
It’s free for ISBA members. ISBA members, email Elvira stating the event name & date: elvirab@isba.org.uk
IPA members, email Philippa stating the event name & date: phillipairving@ipa.co.uk