In the client-agency relationship, there are few processes as fraught with tension, or filled with potential pitfalls, as the briefing process. It can feel like every step from client brief to creative brief to creative output holds an opportunity for disagreement, misunderstanding or worse. But it doesn’t have to be this way.

Using a simple visual analogy – and many years of briefing experience – Trevor Thomas, Head of Strategy at Bleublancrouge Toronto, will discuss the keys to translating client brief into creative brief, and how a simple shift in perspective, from both sides, can help build trust and confidence throughout the briefing process.

Presenter: Trevor Thomas, Head of Strategy, Bleublancrouge Toronto
Date: Tuesday, January 18, 2022
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

Presentation slides

Video recording

If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007

Trevor Thomas, Head of Strategy, Bleublancrouge Toronto

Trevor didn’t break into the ad game until his late 20s, but the experience he gained at the beginning of his professional life in fields like music, radio, sales and digital helped form him into the impossibly curious strategist that he is today. In his 10+ years in the business, he has worked in some of Canada’s most highly respected strategy departments, and has had his work recognized both at home, and on the international stage.

His work on countless categories and brands has given him exposure to a lot of briefs, and the art of briefing has become an area of passion for him. After years moonlighting as a stand-up comedian, he authored “Your Brief is a Joke,” which brought to life his philosophy on briefing and the many similarities between brief writing and joke writing.

Away from work, Trevor is a lover of music and story, and always looking for new influences (from how the Beatles recorded, to how PIXAR designs characters) to bring into his work as a strategist.