Creative Production: What Marketers Need to Know (Virtual Open Enrollment)

Maximize Your Content Creation by Reimagining Production
(Virtual Half Day) – Open Enrollment

Workshop Description
The growing need for content means it's more important than ever to understand how to make a real impact in the creative process. Today, it's all about pushing the boundaries of marketing production, exploring fresh ideas, and making smart choices to get the most out of your production budget. In this workshop, you'll discover:

• 360 Campaign Planning: Discover how to create impactful storytelling content that works across multiple platforms, the importance of a 360-campaign brief, best practices for budgeting and scheduling, and production approaches.
• Live-Action Production 101: Explore the basics of the Director/Photographer-led production process, from creative development to bidding, shooting, and post-production through to final delivery. Learn where AI is being used throughout the production process and how it plays a role in shaping efficiency, decision-making, and creative outcomes.
• Content at Scale and Generative AI: Learn essential strategies and production approaches for producing content at scale. Uncover where to gain the most benefit from AI and understand time and cost efficiencies, along with how best to navigate compliance and governance challenges.
• Working with Influencers and Content Creators: Discuss strategies and challenges of working with influencers and content creators who are becoming the fastest-growing "agencies," often working directly with brands.
• Move from Chaos to Clarity: Learn how to protect creative intent where it matters most, while ensuring holistic production decisions are efficient, agile, and aligned with brand values.

Who Is This Workshop For?
This workshop is best suited for those accountable for creative production, including brand marketers, advertising managers, in-house producers, and production specialists, as well as those in marketing procurement and category sourcing roles.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• How to navigate the 360-production process with greater confidence, making timely and informed decisions
• How to communicate more effectively throughout the production process with agencies, production partners, influencers, and other collaborators

This workshop helps attendees increase marketing efficiencies by teaching them:

• How to plan and budget more effectively across multiple channels
• How to navigate the budgeting and bidding process with a stronger understanding of what drives costs
• How AI can affect production planning, budgeting, and execution

This workshop helps attendees maximize marketing ROI by teaching them:

• How to make better production and budget decisions that support stronger outcomes across channels
• How to apply practical production knowledge immediately in their respective roles
• How to use a stronger understanding of the production process to improve collaboration, reduce inefficiencies, and support more effective marketing investments

 Download the full agenda here