Elevating Your Creative

DAY 1

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)

DAY 2

 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)