Elevating Your Creative
This event is over.
How to Manage, Empower and Inspire Your Agency
To Deliver Even More Effective Creative
INTRODUCTIONS (9:00 – 9:30)
- Attendees introduce themselves, tell what they most want to get out of this session.
- Instructor introduces self, outlines workshop goals, overall topics, team exercises, importance of interactivity.
HOW TO BE A BETTER CLIENT (9:30 – 10:15)
- How to inspire creativity and get your agency — whether internal or external — to do more-effective work. We discuss nine guidelines, such as “Cultivate honesty,” “Be willing to take risks,” and “Create an environment for BIG IDEAS.” Participants, in their teams, then select which rule is most important, which is hardest to follow, and write their own Rule #10. Presentations, discussion.
ELEMENTS OF EFFECTIVE COMMUNICATIONS (10:15 – 11:00)
- Whether you are dealing with a television commercial or a banner ad, there are some guidelines that make any communication more effective.
- For instance:
- It must be single-minded.
- It must be simple.
- It must offer a BENEFIT that is important to your Target Audience.
- Discussion of these elements, and others, with examples.
- TEAM EXERCISE: Teams view a reel of television commercials and select which ones best exemplify various elements, as assigned by the instructor.
BREAK (11:00 – 11:15)
POSITIONING AND THE CREATIVE BRIEF (11:15 – 12:00)
- What is a Positioning Statement? (Example)
- Creative Brief Format
- Rules for Great Creative Briefs
- MAKE THE CREATIVE TEAM SAY “I GET IT!”
- Objective: Doable, measurable
- Target Audience
- Who are you talking to? What do they want or need? If you try to talk to everyone, you end up not talking persuasively to anyone
- Demographics or psychographics or both
- Key Consumer Benefit – the heart and soul of the Brief
- Important versus differentiating
- Climb the benefit tree
- Rational versus emotional?
- Reason to Believe
- Avoid multiple supports
- Tone and Manner
- Forge and protect your brand/corporate personality
- Insights: a HUGE competitive advantage
- Beware the “non-insight insight”
LUNCH (12:00 – 12:45)
CREATIVE BRIEF TEAM EXERCISE: (12:45 – 1:45)
- Teams write a Creative Brief based on “client input.” NOTE: this exercise can be customized or instructor can provide input from a non-entertainment category, such as Nationwide Insurance Teenage Drivers project.
INTEGRATED CAMPAIGNS (1:45 – 2:30)
- Why campaigns are even more essential today.
- What makes a campaign: Verbal Similarity; Visual Similarity; Similarity of Attitude.
- We analyze examples of successful integrated campaigns that use both traditional and nontraditional media, including event marketing, sales promotion, public relations, etc.
BREAK (2:30 – 2:45)
EVALUATING CREATIVE AND GIVING FEEDBACK (2:45 – 4:00)
- The three questions to ask yourself:
- Does it fulfill the Creative Brief?
- Is it effective?
- Is it as effective as it can be?
- The three directions you can give: go, no go, ask for revisions
- Tips on more-effective feedback techniques, how to get revisions faster/better
- Evaluating emotional advertising
- TEAM EXERCISE
- Instructor presents Creative Brief and either storyboards or print ads of two different campaigns. Teams decide which (if either) of the campaigns they will produce and for which they will give feedback, including request for any revisions.
BIG IDEAS AND HOW TO HATCH THEM (4:00 – 4:45)
- Thought starters like “Search the world and steal the best,” “Take a TERRIBLE idea and turn it upside down,” “Pre-empt the truth.” Examples and discussion.
RECAP AND WRAP (4:45 – 5:00)
Jane Maas is the author of Mad Women: The Other Side of Life on Madison Avenue in the Sixties and Beyond. It is the story of her experience in advertising in an era of rampant sex, three-martini lunches, and overt sexism. Advertising Age recently named her “one of the 100 most influential advertising women of the last 100 years.” She is best known for her direction of the “I Love New York” campaign, which revitalized tourism in both city and state.
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.
She is co-author of the classic How to Advertise, and is a member of the ANA Faculty. Jane is a graduate of Bucknell University and has received honorary degrees from St. John’s University and Ramapo College.