Taking a Great Brief.
Course Aims
This aim of this course is to train both new and experienced salespeople and creatives on how to take a great brief. It all starts with the brief. A poor brief, written in minutes, will ultimately lead to a poor, underperforming radio advertising campaign. However, spend time on the brief, and you’ll not only unlock important client messages, but you’ll also build better rapport with your clients, and provide your creative team with the building blocks they need to create stand-out radio advertising.
Course Content
The course will cover the following:
- Stop Restricting (Drawing exercise).
- Building Blocks (Lego exercise).
- What is a brief?
- The Creative Partnership.
- Who? What? Why?
- Test the Offers.
- Don’t be Obvious.
- “They haven’t got an offer!”
Trainers
Dave Monk, Monkey Business Creative.
Born in Liverpool, Dave Monk has worked in radio for the past 34 years. He began his career at Radio City as a copywriter and eventually became Head of Creative at the station. He joined UTV/Wireless as Head of Creative in 1999, then left that role to become Head of the Radio Department at Liverpool Media Academy in 2011.
His most recent role was Head of Creative Production for Bauer Media from 2020 to 2023, managing a team of over 40 creatives and producers servicing 80 radio stations across the UK.
Dave has won many radio advertising awards, trained hundreds of account managers and creative writers and producers during his career, and since 2005, has been the sole production provider and radio creative consultant to Liverpool Football Club.
Who is this content for?
This training is aimed at both new and established radio salespeople and radio creatives.
Training Method
This course will be delivered online via Zoom.
