Elevating Your Creative
This event is over.
DAY 1
Introductions to session & instructor
Session Objectives
Understanding the Creative Mind
- What is creativity?
- Marketer’s role in the creative process
- The triune brain
- Empowering creative partners to success
Defining Advertising Objectives, Criteria and Success
- Understanding what advertising can and can’t accomplish
- Developing a ‘single-minded objective’
- Applying strategy across campaigns – what will work where and for who?
- Developing credible criteria
- What will success look like and how will it be measured?
Demystifying Positioning Statements
- What is a positioning statement and what is it used for?
- Examples of good brand positioning
- The 4 elements
- The difference between a positioning statement and a brief
Developing a Great Creative Brief
- Questions to ask and answer to inform any Brief
- Getting past the ‘template’
- Targets: From demographic to psychographic
- Going from insights to action
- Balancing information & inspiration
- How to write a Brief that makes the creative team say “I get it!”
- Interactive Exercise(s)
DAY 2
Evaluating Creative
- How to assess creative work
- Marketer’s role in creative presentations
- Using the Brief
- Evaluation and assessment tools
The Art of Feedback
- What is effective feedback?
- How to deliver it
- Interactive Exercise(s)
What’s The Big Idea
- What defines a Big Idea?
- Big Ideas vs Loud Ideas
- Recognizing campaignable ideas vs. one-offs
- Applying Communication strategy in idea selection
- Interactive Exercise
Ideas in Action - Integrated Marketing Communications (IMC)
- What and why of Integrated Marketing Communications
- Elements of a good IMC campaign
- Testing the theories
- Interactive Exercise (The Idea Satellite)