Elevating Your Creative
This course will help you get powerful creative work that builds your sales overnight and your brand over time. Led by a seasoned agency creative director, this seminar guides you through the entire creative process, from positioning and the creative brief to judging creative work in rough form and giving the agency compelling feedback. You’ll also learn guidelines for making all your communications more effective, whether you are dealing with a 30-second television commercial or a tweet.
This engaging, interactive workshop is packed with individual and team exercises, creative examples and case histories. You will also have lots of opportunities to evaluate creative work and hone your feedback technique.
Throughout the session, you will discover what inspires and motivates creative people and what turns them off. Quite simply, this course will help you to inspire great creative work and be a better client.
Who Is This Course For?
This workshop is for anyone, at any level, who is involved in the development of advertising. It is a great introduction for those new to the creative process and a welcome refresher for seasoned professionals.
- Discover the elements that make any communication more effective (i.e. be single-minded; be simple).
- Learn how to write a creative brief that makes the creative team say “I Get It!”
- Dig into insights; where to find them, how to spot them.
- Develop your skill in judging creative work in rough form and giving the agency compelling feedback.
- Find out why it pays to focus on BIG IDEAS — and where they come from.
- Understand how to construct an integrated campaign.
|Begins:||Monday, October 22, 2012 at 8:30am|
|Ends:||Tuesday, October 23, 2012 at 5:00pm|
708 Third Avenue
New York, NY 10017
Instructor: Leslie Ehm
President & Chief Fire Starter, Combustion / Founder & Principal, Three Training
Leslie Ehm has been working and living in the world of creative collaboration for over 25 years. A former musician and TV host turned advertising Creative Director, she founded Three Training – a company devoted to elevating ideation, collaboration and presentation skills for ad agencies and marketers. In addition to Three, Leslie is also President and Chief Fire Starter at Combustion – a training and development company that sets organizational productivity on fire through applied creativity.
Leslie’s valued clients include DraftFCB, Leo Burnett, Disney, Pepsico, Diageo, JWT, Boston Scientific, AT&T, Nurun, Venables Bell and more.
In addition, Leslie delivers workshops across the USA for the Association of National Advertisers (ANA), is on the faculty of the Institute for Communications Agencies (ICA), is certified by the Creative Problem Solving Institute, a Guild Member of the Creative Education Foundation, a columnist for the Creativity Post, and a sought-after keynote speaker
Introductions to session & instructor
Understanding the Creative Mind
- What is creativity?
- Marketer’s role in the creative process
- The triune brain
- Empowering creative partners to success
Defining Advertising Objectives, Criteria and Success
- Understanding what advertising can and can’t accomplish
- Developing a ‘single-minded objective’
- Applying strategy across campaigns – what will work where and for who?
- Developing credible criteria
- What will success look like and how will it be measured?
Demystifying Positioning Statements
- What is a positioning statement and what is it used for?
- Examples of good brand positioning
- The 4 elements
- The difference between a positioning statement and a brief
Developing a Great Creative Brief
- Questions to ask and answer to inform any Brief
- Getting past the ‘template’
- Targets: From demographic to psychographic
- Going from insights to action
- Balancing information & inspiration
- How to write a Brief that makes the creative team say “I get it!”
- Interactive Exercise(s)
- How to assess creative work
- Marketer’s role in creative presentations
- Using the Brief
- Evaluation and assessment tools
The Art of Feedback
- What is effective feedback?
- How to deliver it
- Interactive Exercise(s)
What’s The Big Idea
- What defines a Big Idea?
- Big Ideas vs Loud Ideas
- Recognizing campaignable ideas vs. one-offs
- Applying Communication strategy in idea selection
- Interactive Exercise
Ideas in Action - Integrated Marketing Communications (IMC)
- What and why of Integrated Marketing Communications
- Elements of a good IMC campaign
- Testing the theories
- Interactive Exercise (The Idea Satellite)