The Startup CPG Podcast #217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati
In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Janice Greenwald, CPG marketing consultant fractional CMO for emerging food and beverage brands, and Kat Karpati, co-founder of Flock Creative, to explore how brands and agencies can work together more effectively through the briefing process.
The discussion covers the essential elements of a strong packaging creative brief, including defining the business challenge, clarifying the target consumer, establishing a clear positioning statement, and prioritizing messaging. Janice and Kat also provide insights into aligning internal stakeholders, setting realistic guardrails, and navigating the RFP process with agencies of different sizes.
Whether you are launching a new brand, refreshing your packaging, or managing a large-scale rebrand, this episode offers practical guidance to help you communicate your vision clearly and achieve stronger results with your creative partners.
Listen now to learn how to create briefs that drive alignment, inspire agencies, and position your brand for long-term success.
Listen in as they share about:
- Purpose & Role of a Creative Brief
- Core Components of a Brief
- Understanding the Consumer
- Messaging & Design Priorities
- Channel & Retail Strategy
- Shelf Context & Real-World Testing
- Agency–Client Dynamics
Episode Links:
Website: https://www.handelfoodlaw.com/
LinkedIn: https://www.linkedin.com/in/lauren-handel-food-lawyer/
Website: flockcreative.com
LinkedIn: linkedin.com/in/kat-karpati-339bb31a
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (20K+ members and growing!)
- Follow @startupcpg
- Visit host Daniel's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics