Creative Development

Register

Please login to register online.
You may also register without login or register another person.

Dates & Times

Start Date/Time:  Monday, September 13, 2010 at 8:00am
End Date/Time:  Tuesday, September 14, 2010 at 5:00pm

Add this event to your calendar.

Venue/Location

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Registration Fees

Early-bird pricing is in effect for this event through 09/03/2010:

Course Description

With budgets being slashed and the rules of effective communication being broken, the challenges to raise the level of your communication efforts may seem daunting. They are not.  Gain an insider's perspective on how to get creative work that  builds sales and the value of your brand. 

This refreshed and revised workshop will provide you with the know-how you need to navigate through the complexities of developing a winning, integrated marketing campaign. Led by a seasoned agency creative director, you will be guided through the entire creative process, learning along the way the critical demands of various media, including traditional, non-traditional and digital.  You will also learn the components of any successful advertising campaign:

-        Developing an important and differentiated position.
-        Writing a Creative Brief that galvanizes the team.
-        Identifying a BIG IDEA and moving it from concept to execution(s).
-        Evaluating rough creative and giving your agency compelling feedback. 

A blend of lecture, discussion, hands-on team exercises and dozens of examples, will give you the tools for being a more effective, successful partner in the always messy, but crucially important, creative process.

Who is This Course For?

This course is for any manager responsible for advertising development or agency relationships, whether you are a senior professional wishing to refresh your skills or someone new to the creative process.

Key Takeaways

•        Recognizing the importance of a clear, consistent positioning based on consumer insights.

•        Have the ability to craft a Creative Brief that avoids the most common pitfalls.

•        Understand how to evaluate creative work: what works, what doesn't and why.

•        Learn how to give effective feedback, creating win-win situations.

•        Understand the special strengths (and weaknesses) of traditional media.

•        Explore the newest and best ideas in digital and non-traditional media.

•        Discover ideas and techniques you can put to work immediately.

•        Hear perspectives from peers as to what works and what doesn't.

Instructor

This course is taught by either Jane Maas or Richard Holt

Class Agenda

DAY ONE – 8:00am – 5: 00pm

Continental Breakfast  & Registration – 8:00am – 8:30am

• Introductions, Creative Strategy, Group Exercise

Break – 10:15am – 10:30am

• Creative Strategy (cont)

Lunch – 12:00pm – 1:00pm

• Basic Elements of Effective Advertising - Group Exercise
• What Makes A Campaign

Break – 3:15pm – 3:30pm

• Evaluation & Feedback to Agency
• More Effective Print - Group Exercise

DAY TWO – 8:30am – 4: 00pm

Continental Breakfast – 8:00am – 8:30am

• More Effective Television

Break – 10:15am – 10:30am

• Radio
• Out-of-Home

Working Lunch – 12:00pm – 1:00pm

• Strategic & Creative Assignment: Airline Case Study

Break – 3:15pm – 3:30pm

• Groups Present Strategies & Creative
• Wrap

Class Instructors

Jane Maas
Chairman Emeritus
Earle Palmer Brown Advertising & Public Relations

Jane Maas is one of the most-respected names in advertising. She is best known for her direction of the “I Love New York” program, which changed the image of New York City and revitalized its tourism economy.

As a creative director at Ogilvy & Mather, Jane worked on advertising for General Foods, Lever Brothers, Johnson Wax, American Express, and Cunard Lines. At Wells Rich Greene, in addition to the New York campaign, she headed the creative group on Procter & Gamble. In 1989 she became president of the New York office of Earle Palmer Brown.

Jane Maas is co-author of the classic How to Advertise, which has sold over 150,000 copies and been translated into 17 languages. She is also the author of Better Brochures and her best-selling autobiography, Adventures of An Advertising Woman. Jane has been New York Advertising Woman of the Year, a winner of the Matrix Award from Women in Communications, and a member of the board of directors of both the American Association of Advertising Agencies and Advertising Women of New York. She is listed in Who’s Who in America.

Jane attended Bucknell University, where she was elected to Phi Beta Kappa in her junior year and graduated summa cum laude. She spent a year at the University of Dijon as a Fulbright Scholar, then received an M.A. from Cornell. Jane’s involvement in the arts and education has continued throughout her career. She served as a public director of the American Institute of Architects, and was made an honorary member by the AIA in 1996. She has also been a board member of the American Architectural Foundation, Bucknell University, and Fordham University. Jane now serves on the board of the William E. Simon Graduate School of Business at the University of Rochester. She has received honorary degrees from St. John’s University and Ramapo College.

Currently, Jane serves as a strategic and creative consultant to a number of international corporations and travels across the country and around the world conducting seminars on more effective advertising for the Association of National Advertisers.

Jane is also the co-author, with her late husband architect Michael Maas, of Christmas in Wales: A Homecoming, published by St. Martin’s Press.

View this instructor's schedule