Elevating Creative Development

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

Upcoming Class Schedule