Elevating Your Creative
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 into how great creative work that builds sales and the value of your brand is developed. 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.
There is an old saying "Marketers usually deserve the advertising they get." And it is so true. Breakthrough creative is a function of being a great client and having a great agency partner. Great clients create an environment that works to help accomplish their goals; bad clients find ways to damage the extremely sensitive and fragile creative process. This course will highlight how clients become great and how that relationship translates to great creative.
However being a good client is just the first step to great creative. Great advertising requires marketers to be focused, a willingness to take the right risks, as well as an inclination to identify and reduce the number of decision makers. But these actions are not sufficient.
A marketer must also be honest to have any hope of having great, breakthrough advertising: this course will help marketers face that reality. While advertising can improve a company's brand image, it is not a cure-all for every business problem. Participants will explore what advertising can definitely do and what it should not be expected to accomplish.
Who is This Course For?
Any manager responsible for advertising development or agency relationships and for those new to managing advertising, including brand managers, assistant brand managers and senior professionals wishing to refresh their skills.
- Understand the necessity for being single-minded and focused throughout the creative development process
- Know how to plan advertising campaigns
- Understand the necessity of providing the agency with relevant insights to help them produce outstanding creative work
- Provide feedback on creative ideas in a way the continues to motivate the agency and deliver the optimum creative solution
- Involve the agency in your processes.
- Learn to be candid and courageous able to concentrate on the big picture,
- Know what it means to reward excellence
- Realize why Clients are from Mars and Creatives are from Venus.
|Begins:||Thursday, March 20, 2014 at 8:30am|
|Ends:||Friday, March 21, 2014 at 5:00pm|
101 Second Street
San Francisco, CA 94105
|Member Rate||Non-Member Rate|
|Program Registration Fee||$ 1,595||$ 1,895|
Instructor: Jane Maas
Advertising Age recently named Jane Maas “one of the 100 most influential advertising women of the last 100 years.” She has been described as a legend, and is best known for her direction of the “I Love New York” campaign, which revitalized tourism in both city and state.
Jane is the author of MAD WOMEN: the Other Side of Life on Madison Avenue in the Sixties and Beyond. The book tells the true story of what it was like for women in advertising in an era of rampant sex, three-martini lunches and overt sexism. The New York Times called it “a breezy and salty memoir.” People magazine described Jane as “a real-life Peggy Olson.”
As a Creative Director at Ogilvy & Mather, Jane worked on advertising for General Foods, Lever Brothers, S.C. Johnson , 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 her best-selling autobiography, Adventures of an Advertising Women. 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 MA 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 member of the Board of Trustees of the American Architectural Foundation, Bucknell University, Fordham University and 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.
How to Manage, Empower and Inspire Your Agency
To Deliver Even More Effective Creative
- What do YOU want to get from this workshop?
- “The hardest work we in marketing are ever called on to do. But once we get this right, everything else falls into place.”
- Elements of a Positioning Statement
- Difference between Positioning Statement & Creative Brief
- Team Exercise: Writing a Positioning Statement
How to Write a Creative Brief that Turns on the Creative Team
- Elements of a Creative Brief
- Ten Tips for Better Briefs
- The “Insight” Conundrum
- Team Exercise: Writing a Brief
Elements of Effective Communication
- It doesn’t matter whether it’s a television commercial or a banner ad, a poster or a tweet, some rules make it
- Team exercise
The Why and How of Campaigns
- Why Campaigns Make Sense
- Verbal Similarity, Visual Similarity, Similarity of Attitude
- Team Exercise: Extending a Winning Campaign
Evaluating Creative Work & Giving Feedback
- A Good Client’s Important Role
- Is It “On Brief?”
- Is it Effective?
- Guidelines for Giving Feedback
- Team Exercise: Giving Feedback to Your Agency
The Role of Creative in Integrated Marketing Communications (IMC)
- The Special Strengths (and Weaknesses) of Traditional Media
- Old Wives Tales and Half-Truths about Non-Traditional Media
Big Ideas . . . and How to Hatch Them
And the ULTIMATE TEAM EXERCISE: Create a Multi-Media Campaign!