Assessing, Commenting, & Coaching Creative (301) (Half Day) | School of Marketing | ANA

Assessing, Commenting, & Coaching Creative (301) (Half Day)

Maximizing The Creative Development Process
Assessing the Brief Mastery Program 301
(Half Day Workshop)

Workshop Description
The Creative Development Process can be time-consuming and expensive. While it is the Crea-tive Team’s responsibility to craft the message and medium, it is Marketing’s prerogative to pro-vide clear, concise, cogent direction throughout this process. Further, this direction must be pro-vided on a timely basis to keep the process moving expeditiously.

However, the lack of actionable feedback from their Marketing counterparts is one of the most frequent critiques received from Creative teams in the development process. This comment has been consistent whether the creative team is an internal partner or an external agency. Vague, imprecise, and/or tactical commentary retards the creative process, incurs unnecessary ex-pense, and potentially frays Marketing - Creative relations.

This “active learning” virtual program uses interactive exercises throughout. Further, it includes “best practices” examples, concepts, and techniques from a wide variety of industries and disci-plines. Each has been vetted in actual workplace experience. This workshop is not about theory and it is not an academic exercise. This virtual workshop is about learning, applying, and doing.

Additionally, the program provides a Tool Kit of easily applied, yet powerful and strategically rel-evant tools that drive results.

This program is the final installment in the ANA’s 3-part Assessing the Brief Mastery Program. Previous participation in workshops 101 and 201 is recommended.

Who Is This Workshop For?
Marketers responsible for Marketing Communications development, regardless of medium. This work may be with traditional Advertising Agencies or any creative partner, internal or external.

It is also useful for Marketing Management responsible for overall communications – marketing budget, Agency compensation, selection, assessment. Ideally, program participants represent Brand – Agency teams, as well as those in related areas, eg. Market Research, Public Relations, Sales Management, Marketing Communications – Strategic Planning who may be called upon to for Creative Development process input.

Workshop Benefits
As a result of this workshop, participants will be better able to:

Increase marketing effectiveness by:

  • Maximizing the creative development process output with a unique - distinctive message

Improve marketing efficiency by:

  • Optimizing creative assessment, commenting, coaching to eliminate confusion, rework, un-clear direction

Increase marketing ROI by:

  • Shortening overall creative development cycle time

Download the full agenda here


  • Roderick M. McNealy

    Roderick M. McNealy is principal of McNealy Advanced Communications (MAC), whose mission is to provide insight-driven, customer-focused marketing solutions. Rod is a member of the ANA Faculty and is an in-demand speaker. He teaches From Insights to Great Messaging, Customer Centricity, Integrated Marketing Communications, and Marketing Innovation.

  • Mary Czarnecki

    Mary Czarnecki works with brand leaders to apply a customer-centric approach to increase revenue and customer impact. Market-leading brands turn to her to upskill their teams and implement effective marketing strategies. She has worked with clients across numerous industries, including health care, beauty, technology, finance, insurance, and consumer products. She consults with Fortune 500 companies as well as start-ups and entrepreneurs.