The brief is the single most-complained-about thing in creative industries.
(“What are we supposed to do with this?”)

Every client, agency, and strategist on earth has a different idea of what makes a great creative brief. So do creatives – and this is one creative’s answer.

Sourcing a wide variety of industry experts, Sullivan will show how to create a brief that doesn’t just lie there, inspiring no one. But a focused brief that crackles with creative possibilities. A brief that doesn’t supply answers but raises questions. And has what he calls “Boingy Boingy.”


  • The brief is the first creative act.
  • Screw facts and research. Start with the fundamental truth.
  • Find a tension and leverage it.
  • What if a brief’s “key message” was replaced with a “key question?”
  • Problem solving vs. Problem finding
  • A sample of a newer form of brief.
  • And what the hell is Boingy Boingy?


  • Strategists, planners, account teams
  • New business team members
  • Anyone who tells stories on behalf of brands
  • And, yes, creatives

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  1. When is your next creative brief webinar?


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Luke Sullivan

Author, speaker, and ad veteran available to recharge, reinvigorate, and refocus marketing, advertising, and branding firms.

I give a hugely energetic series of presentations on innovation, creativity, branding, and marketing. I spent 32 years in the trenches of advertising (at agencies like Martin, GSD&M, and Fallon) and I’ve put everything I learned into my book, Hey Whipple, Squeeze This. But for me nothing beats taking the message out and speaking to living breathing audiences at clients, agencies, and conferences. You can book me on the button below.