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:||Tuesday, September 9, 2014 at 8:30am|
|Ends:||Tuesday, September 9, 2014 at 5:00pm|
599 Lexington Avenue
New York, NY 10022
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
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)