1
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Setting the Stage
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Learn
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:30M
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- Welcome and Introductions
- Summary of ANA Member benefits
- Review L.E.A.D. learning approach
- Learn agenda, framework and workshop objectives
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2
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How To Be A Better Client
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Learn
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:10M
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- Learn how creative people label clients (lemons, plums or plumons)
- Who are you? Who do you want to be?
- How difficult is it to be a better client?
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Experience
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:15M
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- Best Practices: Discuss the 10 guidelines for being a better client.
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Apply
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:20M
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- Exercise: Break into teams and re-order the list of good clients’ best practices. Then indicate the degree of difficulty in achieving them. Choose A spokesperson and present to class.
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3
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Brand Positioning
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Learn
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:05M
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- Learn the importance of brand positioning, facts vs. insights
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Experience
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:15M
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- Study the brand positioning framework and look at best examples
- Look at Big Creative Ideas spawned by strong brand positions
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Apply
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:40M
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- Exercise: Write a brand positioning for a new product. Choose a spokesperson and present to class.
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Break
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:15M
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4
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The Creative Brief Part 1
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Learn
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:45M
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- Why do we write them?
- What are the elements of the Creative Brief?
- What are the 6 deadly sins we ALL do?
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Working Lunch
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:45M
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The Creative Brief Part 2
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Experience
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:10M
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- Look at the difference between a lazy creative brief and an inspiring one.
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Apply
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:50M
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- Exercise: Teams will write a brief for an assignment and present it to the group.
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5
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Effective Communication
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Learn
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:10M
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- What is effective communication?
- What are the elements of effective communication?
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Experience
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:10M
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- What do we have to learn from babies?
- The Power of Relevant Surprise
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Apply
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:25M
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- Exercise: Class will look at diverse examples of creative and evaluate them. Did they deliver on the elements of effective communication?
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Break
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:15M
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6
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Evaluating Work and Giving Feedback
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Learn
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:10M
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- Learn how creative people think and what they hear when you talk to them.
- Learn from the Client/Creative Translation Guide
- Learn critical tactics for giving feedback: Honesty, Clarity, Diplomacy
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Experience
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:10M
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- Killing Work Without Killing Creative People
- 4 Options Anyone Can Master
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Apply
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:40M
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- Exercise: Facilitator will present a Creative Brief and work that resulted from it. Each team will decide what if any work they will approve, how they would revise it or kill it.
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7
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Learning, Reflection and L.E.A.D. Action Plans
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Discover
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:30M
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- Group reflects on leanings
- “Discover More” resources
- Create L.E.A.D. action plans
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