Assessing the Brief Mastery Program | School of Marketing | ANA

Assessing the Brief Mastery Program

The ANA Marketing Training & Development Center’s Mastery Programs advance your marketing team’s capabilities in key disciplines by addressing strategic talent needs, sharpening skills, and putting new ideas to work immediately.

Our Mastery Programs are designed to be flexible and fit your team’s needs and budget. These programs can be delivered over multiple days or as a series of independent half- and full-day workshops.

In this program, participants have the opportunity to assess and score their briefs using a proprietary assessment tool, and learn the critical elements needed for giving effective feedback on the resulting creative.

101
The Brief: Road Map to Great Creative (In Person) (Virtual)

  • Learn how to craft effective briefs that serve as roadmaps for the creative process
  • Enhance Brief components to reduce ambiguity, minimize revisions, and provide clear direction

201

Coaching The Brief: Putting Theory into Practice (In Person)

  • Learn to write a brief that achieves brand goals
  • Write a brief for immediate implementation

201
Pressure-Test Your Brief: Putting Theory into Practice (In Person)(Virtual)

  • Learn how effective creative briefs align campaigns with audience preferences
  • Understand the use of a metric-driven tool to assess and pressure-test existing briefs
  • Using the proprietary assessment tool to access and score your own brief and receive coaching for revisions

301
Assessing, Commenting, & Coaching Creative (In Person)(Virtual)

  • Learn to maximize the creative development process
  • Shorten the overall creative development cycle time, ensuring a more streamlined and effective process
  • Learn effective delivery methods for providing feedback that gets the results you want

Download the full agenda here


Faculty:


  • 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.

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  • 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.

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