Elevating Your Creative (Regional Session)

This workshop will help participants get the kind of powerful creative work that builds sales overnight and builds a brand over time. Participants will be guided through the entire creative process, from positioning and the creative brief to judging creative work in rough form and giving the agency compelling feedback. This workshop will use case studies, team exercises, and creative examples to help participants evaluate creative work and hone their feedback technique.

Who Is This Workshop For?

  • Anyone, at any level, who is involved in the development of advertising
  • Those new to the creative process as well as seasoned professionals in need of a refresher


Workshop Benefits

As a result of this workshop, you will be better able to:

  • Inspire creativity and get your agency to do more effective work
  • Develop successful creative briefs and evaluate the elements of effective communication
  • Judge creative work in rough form and give your agency compelling feedback



Dina Shapiro

Dina Shapiro is the founder of Yorkville Consulting, a firm that provides clients with marketing capabilities training and helps them be world-class marketers by developing insightful brand strategies. Dina has worked inside Fortune 125 companies such as Citi and Alcoa, and top global agencies such as BBDO and JWT, at a 50/50 split throughout her career. She has experience across a wide range of industries, including financial services, corporate, retail, consumer packaged good, sports, travel & tourism, business-to-business, and industrials. She looks at a client’s business with curiosity and fresh perspective, to bring clients out of their everyday and open them up to new and relevant insights and connections. 

Dina is a member of the ANA Faculty, and she has received top industry awards such as two Gold Effies, Cannes Lion, and an Honorary Webby. She has judged the Effies twice. Dina holds an M.B.A. from Boston University and a B.A. in Economics from George Washington University.