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Brief Writing Training

A better brief increases your chances of success.

 

The accuracy of a brief shapes the outcomes of your project. It's hard to create impactful work with a mediocre brief. The stronger the brief, the more effective the work. This course teaches you HOW to brief agencies better.

Course Modules 6 modules Course content  
Course Q&A 2 hours Live Q&As  
Course hours 6 hours Course commitment  
Course length 3 weeks Course duration  
Next course starts 09 February 2026.
Buy course US$695
For group purchases (> 5 seats)
Request course brochure

Content overview

We believe briefs are like puzzles.

You need all the pieces in the right place to solve them.

No matter if you refer to it as the creative brief, campaign brief or client brief, you'll learn how to brief agencies better.

The course is designed to be practical. It is full of tools, frameworks, tips and examples how to get to better briefs.

By the end of this course you will:

  • Know how to construct strong briefs.
  • Avoid the pitfalls of poor briefs.
  • Appreciate the components good briefs are built on.
  • Leave armed with key tools and exercises required for writing impactful briefs.


Course modules:

Starting at the beginning we learn how briefs originated and the crucial role they have in the creative process.

Good briefs have a clear focus because they are built on strong decisions. We zoom in what these key decisions are and why so many briefs go wrong.

Without the right objectives briefs are useless. We identify the different types of objectives, the importance of linking them and how objectives can become more meaningful.

Defining the target audience sharply is a crucial component of every brief. We learn how to define them best through the considered use of demographics, psychographics, usage and beyond.

The million dollar question for many marketers: how do I write a strong, single-minded message? Learn how to do it and how to underpin them with supporting evidence.

A brief is not a briefing. Learn the critical role the briefing has beyond the brief.

Frequently asked questions

Who is the Brief Writing Course designed for?

The course is designed for anyone who writes, approves or receives a marketing brief (the brief that goes from brand into agency).

For marketers, both B2C and B2B, this course is a foundational skill of the profession and will make you a better marketer overnight.

If you work in an agency (external or internal), this course is a great way to learn how to challenge poor briefs when they come in from your clients and how to ask the right questions.
How much experience in brief writing do I need?

Some prior experience in briefs is important. This is a course that goes deeper than the basics, so it helps to have at least three years experience.

Mid-level through to CMO will all get value out of the concepts and examples presented in the course.
What skills will I gain by doing the course?

From the day after you finish the course you will be able to apply what you’ve learned instantly. You’ll understand how to:


  • define a problem or opportunity statement
  • set linked objectives
  • paint a rich picture of a target audience
  • write a single-minded message underpinned by reasons to believe
  • brief the brief (aka learn how to deliver a great briefing)
How is the course structured?

The course is self-paced which means you can access the video-based content when it suits you best during the four weeks that the course is open. 


There are 6 different content modules plus 2 live Q&A sessions during the course as well as a final graded assignment.
How is the course assessed?

There are quizzes and knowledge checks throughout the course, the main assignment is a multiple choice exam.

Successful demonstration of the core concepts of the course through this exam will ensure a pass.
What do I get when I complete the course?

Other than being a world-class brief writer (!), you will get lots of brief writing resources as well as a fully verifiable digital certificate of completion once you pass your final exam.
Can teams go through the course together?

Whilst the course is an individual learning experience, lots of organisations find a lot of benefit in putting groups of people through the course to encourage the development of a shared language between brief writer, approver and recipient.


We also offer weekly progress checks to leaders of teams or those responsible for learning and development to track the progress of each person as they go through the course.
What types of briefs does the course focus on?

This course focuses on marketing briefs; the document that a marketer or brand writes to request creative thinking and ideas from agencies.

Terminology note: While this document is also called a 'creative brief', 'client brief', 'campaign brief', or 'agency brief', we use 'marketing brief' consistently throughout this course.

What our customers say

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I couldn’t be more impressed. Pieter-Paul and Matt have created a practical and transformative guide that has already enhanced the way I approach briefs—making them clearer, more focused, and easier to execute.

 The insights from contributors like Mark Ritson, Orlando Wood, and Peter Field resonated deeply, building on research and ideas I’ve already applied. If you’re in marketing and want to elevate your briefing skills, this course is a must!

Michaela Cuprova, Marketing Campaign Leader, IKEA
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I'm an in-house creative who wants marketing to write better, clearer briefs. 

I wanted to better understand what good looks like (and I'm quietly thrilled it's everything I hoped). 

I wasn't sure if maybe marketing briefs are supposed to be 17 pages long and indecipherable. Very glad to know they're not.

Kate Lightfoot, Creative Lead, Belong
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Loved the pre-recorded modules and integrated quizzes. Overall the format was great for someone as time poor as myself.

Chief Marketing Officer, Tech Company
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I did not appreciate how challenged the team collectively was at developing and articulating outcomes. It was eye-opening for me as a leader and has significantly shifted the way we think about further learning, development, and workflows for our team to focus on building this muscle. I don't think we would have identified this gap without BetterBriefs!

Marketing Director, Tech Company
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I appreciate the insightful course. It was valuable to reflect on how briefings are conducted and to gain a better understanding of the perspectives of stakeholders involved in the process.

 

Brief Writing Course Student