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, September 9, 2013 at 8:30am|
|Ends:||Tuesday, September 10, 2013 at 5:00pm|
Reed Smith LLP
101 Second Street
San Francisco, CA 94105
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
- What do YOU want to get from this workshop?
- “The hardest work we in marketing are ever called on to do. But once we get this right, everything else falls into place.”
- Elements of a Positioning Statement
- Difference between Positioning Statement & Creative Brief
- Team Exercise: Writing a Positioning Statement
How to Write a Creative Brief that Turns on the Creative Team
- Elements of a Creative Brief
- Ten Tips for Better Briefs
- The “Insight” Conundrum
- Team Exercise: Writing a Brief
Elements of Effective Communication
- It doesn’t matter whether it’s a television commercial or a banner ad, a poster or a tweet, some rules make it
- Team exercise
The Why and How of Campaigns
- Why Campaigns Make Sense
- Verbal Similarity, Visual Similarity, Similarity of Attitude
- Team Exercise: Extending a Winning Campaign
Evaluating Creative Work & Giving Feedback
- A Good Client’s Important Role
- Is It “On Brief?”
- Is it Effective?
- Guidelines for Giving Feedback
- Team Exercise: Giving Feedback to Your Agency
The Role of Creative in Integrated Marketing Communications (IMC)
- The Special Strengths (and Weaknesses) of Traditional Media
- Old Wives Tales and Half-Truths about Non-Traditional Media
Big Ideas . . . and How to Hatch Them
And the ULTIMATE TEAM EXERCISE: Create a Multi-Media Campaign!