Mastering an Effective Creative Review (Half Day)

Best-Practices for Minimizing Subjectivity
(Half Day Workshop)

Too often the creative review process is marred by personality and subjectively. This makes the review of creative one of the most difficult and time-consuming elements of the creative process. The principal reason for a poor creative review process is the lack of common practices and approaches design to ensure that the best ideas, tied to the brief, are executed.

In this half-day intensive and interactive workshop you will learn reasoned insights into, and best-practice skills for reviewing creative work from your advertising agency or in-house creative department. Led by the author of the critically acclaimed textbooks, How To Write An Inspired Creative Brief and How To Write A Single-Minded Proposition, a former ad agency creative director and corporate advertising executive, this workshop anchors the principles of creative review and critique to the most important part of the creative process itself: The creative brief. You’ll review brief basics, and apply 10 principles to hone your reviewing and critiquing skills that you can put to use immediately.

This engaging, interactive workshop is packed with individual and team exercises, highlighted by the instructor who will model the skills he teaches in 1-on-1 role-playing. This course will introduce you to optimizing the creative review process in order to make improvements to your marketing effectiveness, efficiency, and ROI.

Who is this workshop for?

This workshop is for anyone, at any level, who is involved in the development and review of advertising. It is a great first step for those new to creative briefing and reviewing creative work that comes from the brief, and a welcome refresher for seasoned professionals.

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:

  • Actionable skills to improve the quality of your creative reviewing and constructive critiquing
  • Vocabulary to keep your creative partners on-brief and on-brand
  • How to articulate your brand’s attributes with enhanced clarity within the creative review process

This workshop helps attendees increase marketing efficiency by teaching them:

  • The elements that make the process of reviewing ad creative clearer, while eliminating confusion

This workshop helps attendees maximize marketing ROI by teaching them:

  • What an effective creative review looks and sounds like to inspire better work from your creative teams

Download the full agenda here

 

trainer

Howard Ibach

Howard is the author of two critically acclaimed textbooks on the creative brief: How To Write An Inspired Creative Brief, 2nd edition, and How To Write A Single-Minded Proposition: Five insights on advertising’s most difficult sentence. Plus two new approaches, both of which are required reading in a growing number of undergraduate and graduate programs in the US. He was an award-winning copywriter and creative director at a long list of legacy advertising agencies, notably Hoffman York & Compton in Milwaukee; DDB Direct, Team One Advertising, Direct Partners, Brierley & Partners, Rubin Postare & Associates, OgilvyOne, Grey Direct West (now G2) and Wunderman in Los Angeles; and Carlson Marketing Group and Campbell Mithun in Minneapolis. He also served as the director of advertising and creative services at Asset Marketing Services Inc., a leading collectible coin retailer, in Minneapolis.

He earned his BA from the University of Tampa and an MA from Brown University. He lives in Los Angeles. Since 2012, he has volunteered with InsideOUT Writers, Inc., a public benefit corporation dedicated to assisting incarcerated youth.