Optimizing the Creative Process | School of Marketing | ANA

Optimizing the Creative Process

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This session is available as a member-benefit to full ANA members only. Seats are limited and confirmation of attendance will be required in advance of the session.

Download the full benefits here

 

  • Setting the Stage (30 min)
  • Best Practice Process Overview (10 min)
  • Brief Best Practices to Create Effective Communications (40 min)
  • Break (15 min)
  • Differences Between the Client's and Agency's Briefs (15 min)
  • Write an Actionable Client Side Brief for Your Agency (60 min)
  • Lunch (45 min)
  • Evaluate and Optimize Your Agency's Creative Brief (60 min)
  • Break (15 min)
  • Provide Effective Feedback to the Agency's Creative Concepts (60 min)
  • Sell Creative Internally to Executives and Colleagues (60 min)
  • Pilot an Optimized Creative Process (40 min)
  • Closing (30 min)

Instructors

trainer

Dina Shapiro

Dina Shapiro is the founder of Yorkville Consulting, a firm that provides clients with marketing capabilities training and helps them be world-class marketers by developing insightful brand strategies. Dina has worked inside Fortune 125 companies such as Citi and Alcoa, and top global agencies such as BBDO and JWT, at a 50/50 split throughout her career. She has experience across a wide range of industries, including financial services, corporate, retail, consumer packaged good, sports, travel & tourism, business-to-business, and industrials. She looks at a client’s business with curiosity and fresh perspective, to bring clients out of their everyday and open them up to new and relevant insights and connections. 

Dina is a member of the ANA Faculty, and she has received top industry awards such as two Gold Effies, Cannes Lion, and an Honorary Webby. She has judged the Effies twice. Dina holds an M.B.A. from Boston University and a B.A. in Economics from George Washington University.