BBC Worldwide Advertising, like all media owners, has seen the nature of its advertising business change – particularly in the shift from demand for ad space to content partnerships.
This change in the market meant that expertise in responding to creative briefs moved from being the preserve of a few to fundamental to all.
True & North analysed the BBC’s brief response process together with media sector best-practise, we identified the need for a flexible approach and so brought together the innovation tool kit of Design Thinking and the rigour of great Media Sales to design a tailored four-step, failsafe strategy to deliver the biggest possible impact creative brief responses.
Over 90% said
“Nail the Brief” has helped me provide better brief responses.
Over 85% said
They were working more collaboratively with their colleagues after attending the workshop.
Executive Vice President of Advertising, BBC Worldwide