The Brief: Road Map to Great Creative (Virtual)
The Critical Role of the Brief in Communications Development
(Virtual Half Day Workshop)
The Brief is the Roadmap for the Creative Process. The output may be a commercial, print campaign, convention display, detail aid, digital campaign, or a totally integrated Marketing Campaign. Regardless, a well-crafted, “tight” Brief provides the required clarity and direction to focus efforts, minimize frustration, and accelerate the entire development process. Marketing Communications development is part art, part science. There is no guarantee that the output of our process will be brilliant. However, the presence of a well-crafted Brief at the outset of the process will provide us with the greatest chance for success in this highly competitive marketplace.
This is an “active learning” program. The workshop includes “best practices” examples, concepts, and techniques from a wide variety of industries and disciplines. Each has been vetted in actual workplace experience. This workshop is not about theory and it is not an academic exercise. This workshop is about learning and doing.
Additionally, the program provides a Tool Kit of easily applied, yet powerful and strategically relevant tools that drive results.
Target Audience
Marketers responsible for Agency relationship and those charged with Marketing Communications development, regardless of medium. The term “Agency” refers not merely to traditional Advertising Agencies, but any creative partner, internal or external.
Further, Workshop is appropriate for Marketing Management responsible for the overall communications – marketing budget, Agency compensation, selection, assessment. Ideally, program presented to joint Brand – Agency teams, as well as those in related areas, eg. Market Research, Public Relations, Sales Management, Marketing Communications – Strategic Planning.
Virtual Workshop Benefits
As a result of this workshop, participants will be better able to:
Increase Marketing Effectiveness by:
- Understanding the critical components required in a well-crafted Brief
Increase Marketing Efficiency by:
- Optimizing Brief components to eliminate confusion, rework, unclear direction
Improve Marketing Return On Investment by:
- Shortening overall Creative Development Cycle Time
Download the full agenda here
Mary Czarnecki is a co-founder of MAC Marketing Partners, the customer-centric marketing agency for market-leading brands. Mary has 20 years of experience driving revenue and customer impact growth for Fortune 100 companies and is no stranger to the "virtual environment," having delivered consulting and training services "remotely" since 2015. She is a regular advisor to market-leading brand teams and in addition to her work with MAC Marketing Partners, she applies her expertise in brand building and social media strategy to develop personal brand platforms for high-impact female entrepreneurs and executives to accelerate both career and business success. Mary has been acknowledged as a top instructor for the ANA’s Marketing Training & Development Center and has developed several online courses for business leaders and entrepreneurs. She also leads live virtual group coaching programs for executives and entrepreneurs on topics such as virtual leadership, brand development, and online business growth. Mary received her M.B.A. and M.E.M. from Yale University and B.A. from Princeton University. Workshops: Marketing Innovation (Full Day) From Insights to a Great Marketing Mix (Full Day) From Insights to Great Messaging (Virtual) From Insights to Great Messaging (Half Day) Modern MarTech: Harnessing Technology to Enhance the Customer Journey (Full Day) Leveraging Social Media for Brand Building (BURST) Clarifying Your Marketing Message (Virtual) Time Management & Productivity Skills for Remote Professionals (BURST) The Brief: Road Map to Great Creative (Virtual) Strategic Customer-Centric Marketing (Full Day)
Mary Czarnecki
Modern MarTech: Harnessing Technology to Enhance the Customer Journey (Half Day)
Modern MarTech: Harnessing Technology to Enhance the Customer Journey (Virtual)
Leveraging Social Media for Brand Building (Half Day)
Leveraging Social Media for Brand Building (Virtual)
Mastering Your Mission Statement (Virtual)
Personal Branding for Marketers (BURST)
Personal Branding for Marketers (Virtual)
Strategic Business Communications for Marketers (Virtual)
Strategic Customer-Centric Marketing (Half Day)
Strategic Customer-Centric Marketing (Virtual)
Roderick M. McNealy is principal of McNealy Advanced Communications (MAC), whose mission is to provide insight-driven, customer-focused marketing solutions. Rod’s 38-year career has focused on marketing and advertising, and he worked in a variety of marketing leadership roles at Johnson & Johnson for 31 of those years. Rod has conducted management training and formulated implementation strategies for companies located in the United States, Europe, and Asia. He has consulted with health care, public and private sector organizations, and the U.S. Navy. Rod is a member of the ANA Faculty and is an in-demand speaker. He conducts marketing and advertising courses at Princeton University, the Yale School of Management, and Mount Holyoke College. He is the author of two books: Making Quality Happen and Making Customer Satisfaction Happen. Rod is a Princeton University graduate, with a Bachelor’s degree in American History. He received his M.B.A. from the Harvard University Graduate School of Business Administration. Workshops: Marketing Innovation (Full Day) From Insights to a Great Marketing Mix (Full Day) From Insights to Great Messaging (Virtual) From Insights to Great Messaging (Half Day) The Brief: Road Map to Great Creative (Virtual) Strategic Customer-Centric Marketing (Full Day)
Roderick M. McNealy
Strategic Customer-Centric Marketing (Half Day)
Strategic Customer-Centric Marketing (Virtual)