The Brief: Road Map to Great Creative - Virtual

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

To be added to the waitlist for this session, please send an email to jgreenan@ana.net with your name, email and phone number.

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.

Download the full benefits here

 

  • Welcome & Overview (10min)
  • Creative Development: Critical Role of the Brief (20min)
  • Brief Components (25min)
  • Target Behavior Objective (25min)
  • Target Insights (25min)
  • Benefit – Reason Why (30min)
  • Media Absorption, Brand Character (20min)
  • Mechanical Brief Elements Review (15min)
  • Closing – Activation (10min)

Instructors

trainer

Roderick M. McNealy

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.