Elevating Your Creative

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ELEVATING CREATIVE

How to Manage, Empower and Inspire Your Agency

To Deliver Even More Effective Creative

DAY 1

Introduction

  • What do YOU want to get from this workshop?

Positioning

  • “The hardest work we in marketing are ever called on to do.  But once we get this right, everything else falls into place.”  
      David Ogilvy 
  • Elements of a Positioning Statement
  • Difference between Positioning Statement & Creative Brief
  • Team Exercise: Writing a Positioning Statement

How to Write a Creative Brief that Turns on the Creative Team

  • Elements of a Creative Brief
  • Ten Tips for Better Briefs
  • The “Insight” Conundrum
  • Team Exercise: Writing a Brief

Elements of Effective Communication

  • It doesn’t matter whether it’s a television commercial or a banner ad, a poster or a tweet, some rules make it 
    more effective. 
  • Team exercise

The Why and How of Campaigns

  • Why Campaigns Make Sense
  • Verbal Similarity, Visual Similarity, Similarity of Attitude 
  • Team Exercise: Extending a Winning Campaign  

DAY 2

Evaluating Creative Work & Giving Feedback

  • A Good Client’s Important Role
  • Is It “On Brief?”
  • Is it Effective?
  • Guidelines for Giving Feedback
  • Team Exercise: Giving Feedback to Your Agency

The Role of Creative in Integrated Marketing Communications (IMC)

  • The Special Strengths (and Weaknesses) of Traditional Media
  • Old Wives Tales and Half-Truths about Non-Traditional Media

Big Ideas . . . and How to Hatch Them

And the ULTIMATE TEAM EXERCISE: Create a Multi-Media Campaign!

Instructors

trainer

Jane Maas

Jane Maas is the author of Mad Women: The Other Side of Life on Madison Avenue in the Sixties and Beyond. It is the story of her experience in advertising in an era of rampant sex, three-martini lunches, and overt sexism. Advertising Age recently named her “one of the 100 most influential advertising women of the last 100 years.” She is best known for her direction of the “I Love New York” campaign, which revitalized tourism in both city and state.

As a creative director at Ogilvy & Mather, Jane worked on advertising for General Foods, Lever Brothers, S.C. Johnson, American Express, and Cunard Lines. At Wells Rich Greene, in addition to the New York campaign, she headed the creative group on Procter & Gamble.

She is co-author of the classic How to Advertise, and is a member of the ANA Faculty. Jane is a graduate of Bucknell University and has received honorary degrees from St. John’s University and Ramapo College.