Elevating Your Creative

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Introductions to session & instructor

Session Objectives

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)


 Evaluating Creative

  • 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)



Leslie Ehm

Leslie Ehm is the president and chief fire starter at Combustion, a training and development company. She is also the founder of Three Training, a company devoted to elevating ideation, collaboration, and presentation skills for ad agencies and marketers. A former musician and TV host, Leslie has been working and living in the world of creative collaboration for over 25 years. Leslie’s clients include DraftFCB, Leo Burnett, Disney, PepsiCo, Diageo, JWT, Boston Scientific, AT&T, Nurun, Venables Bell, and more.

Leslie is a member of the ANA Faculty and is on the faculty of the Institute for Communications Agencies (ICA). She 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.