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Skill School: In Praise of the Creative Brief (and Briefing)

March 3, 2023 @ 10:00 am - 12:00 pm


The Agency (3rd Floor of the Lincoln Children’s Museum)
1420 P St., Lincoln, NE 68508
Lincoln, NE 68508 US
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Join us and co-founder of Sparrow Strategy (Portland, OR) Jen Urich to learn what makes a great brief.


Wieden+Kennedy decided that a quote from George Orwell would be the essence of their brief for Nike’s approach to the 1996 Olympics. That, and a book of photographs showing athletes suffering for their sport.

“Serious sport has nothing to do with fair play. It is bound up with hatred, jealousy, boastfulness, disregard of all rules and sadistic pleasure in witnessing violence. In other words, it is war minus the shooting. -“The Sporting Spirit”, Tribune, GB, London, December 1945

The result, prize-winning, attention-grabbing, campaign with the slogan: “Sport is war, minus the killing.”

Key Learning Takeaways

If you are a first time brief writer, or you have come to consider them a box to check or a mere form to fill out, in this skills workshop you discover/rediscover:

  • Why briefs matter. Now more than ever.
  • What makes a great brief—for an advertising campaign, product, website, etc.
  • How to turn brief into a verb: briefing!

Speaker Bio

Co-founder of Sparrow Strategy, a boutique consultancy based in Portland, Oregon, Jen Urich’s 35-year career spans industries, countries, and cultures: from management consulting Bain + Company to US Peace Corps/Philippines, and from marketing at Cummins Engine in Latin America to advertising at J. Walter Thompson/Mexico, Crispin, Porter and Bogusky, The Community, and Wieden+Kennedy.

She has helped grow Fortune 100 companies, nurtured micro-enterprises in the developing world, and revolutionized social marketing, winning awards (Jay Chiat Account Planning Gold for the anti-tobacco TRUTH campaign) and admiration along the way.

A proud Canadian-American, fluent Spanish speaker, and inveterate traveler, Jen has a world-wise perspective. She brings the rare combination of Yale’s academic rigor (BA in economics and MBA), deep business experience, sincere interest in all people, and boundless energy to every engagement. When not working you’ll find her on her bike — in rural Oregon or on the Tibetan Plateau.

Connect with Jen



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