This document outlines an agenda and presentation on writing effective creative briefs. It discusses why creative briefs are important, the current state of briefs, and five key elements that make a brief successful. These elements include providing the big picture context, clear business and creative objectives, insights about the target audience, and details on the competitive landscape. The presentation also provides five ways to ensure a brief is effective, such as being written concisely in a compelling manner that allows creative freedom. Exercises are included to help attendees practice writing briefs.