#217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati

#217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati

Author: Startup CPG October 7, 2025 Duration: 58:00
The Startup CPG Podcast
BusinessEntrepreneurship

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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.

Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com 

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


Behind every product on a store shelf, there's a story of risk, innovation, and relentless hustle. The Startup CPG Podcast, brought to you by the community at Startup CPG, digs into those stories where theory meets the messy reality of building a brand. You'll hear founders recount the pivotal moments that nearly broke their company and the breakthroughs that saved it, moving beyond polished success tales. Conversations often turn to the buyer's perspective, offering a rare look at what actually gets a product onto retail floors. The focus is relentlessly practical, dissecting supply chain snags, packaging dilemmas, and marketing strategies that cut through the noise. This podcast operates like a field manual for the trenches of consumer packaged goods, built on the belief that shared knowledge is the best advantage. Tune in for candid exchanges that feel more like a mastermind session than a broadcast, all aimed at demystifying the path to shelf space and sustainable growth.
Author: Language: English Episodes: 100

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