Welcome! I'm glad you've landed here because I get excited when people have a passion for strategic planning like I do. I want to help you strengthen your brief writing skills, build confidence in your presentation and unique creative style.

Yadira Santana-Dowling, M.A.

Well versed in the areas of strategic communications, having led strategies for over 18 years in the advertising industry. She has worked in the Latino, urban, and general markets, providing expert analysis and consultation for brands such as AARP, Azamara Club Cruises, Leon Medical Centers, Walgreens, Dunkin’ Donuts, Lincoln Motor Company, Olive Garden, Smuckers, S.C. Johnson, Verizon Wireless, Buick, Volvo, Jaguar, Dr. Scholl’s, VESIcare, and many others.

A recipient of the 2005 “Best Understanding of Target” Award from the Institute of Advanced Advertising Studies, and a 2006 “Silver Advertising Ad Award” for the Best Branded Integrated DTC Campaign, Yadira brings a plethora of experience and insight to her work. Having earned her bachelor of science in organizational behavior management from the Miami University of Ohio and a master’s degree in strategic planning from the Virginia Commonwealth University Brandcenter, her keen insight and understanding help broaden her ability to serve her clients effectively.

There are 7 Lessons in this course:

Lesson One: Introduction
Learn more about Yadira Santana-Dowling's experience and what makes her qualified to teach.

Lesson Two: Situational Analysis & Company
Learn how to research clients or potential clients and the the best tools to do so.

Lesson Three: Competitive Discovery 
Learn how to put together a competitive review for new business pitches or current clients. You will also learn about various free and paid tools that are great to use when researching competitors.

Lesson Four: Target Discovery
Learn the many ways of researching a target audience, what to look for and how to mine for insights.

Lesson Five: Culture Discovery
Culture is always around us and impacts how we perceive everything else, including brands. Learn how to include cultural findings and the importance of doing so.

Lesson Six: Writing The Brief
Learn how to include all the research you've done so far into an exciting one page document.

Lesson Seven: The Briefing Experience
Learn how to develop your own planning style as I share how I've infused my creativity into these experiences.

"Let Today be the Start of Something New"

The Four Day Creative Brief


  • 7 lessons delivered in video format by Yadira Santana-Dowling
  • Including an easy to follow example throughout, free and paid resources to make your day to day job easier
  • In-depth lessons into each part of the research discovery, writing and presentation process
  • Actionable and easy to digest lessons to improve your brief writing quickly 

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Sharpening your skills and becoming a more confident strategist is attainable!
Due to digital nature of this course, all sales are final.