|
- Gain expertise in the key principles of generating effective "Breakthrough" Advertising for the Brands target consumer
- Improve your ability at providing advertising leadership, which builds the Brand/Agency partnership and uses that partnership collaboratively
- Cultivate effective skills in developing Creative Briefs using the Company's template insightfully and in a way that motivates focused creative excellence
- Become proficient at identifying the Creative "Big Idea" before making executional comments
- Develop skills in evaluating Agency submissions with the "5-Step" Creative Evaluation Process
- Take advantage of a standard process for future development of consumer communications
- Best Practices Expectations:
- Your Companies Expectations and Agency Expectations
- The Purpose of Great Advertising:
- Key Thrust of Great Advertising:
- Disrupt, Engage, Convince
- The Creative Advertising Development Process:
- Principles of Effective Copy Development
- The Core Advertising Team & Their Roles
- Project & Vision Meeting(s)
- The Advertising Strategy:
- Four Critical Elements of the Advertising Strategy
- The Creative Brief:
- Guiding Principles on Communicating the Brands Advertising Needs
- The Creative Brief Format – Step by Step How to Prepare
- Effectively Working with Both the Account & Creative Teams:
- Ensure Complete Understanding of the Assignment
- Communicate, Enthuse & Inspire
- In-Class Exercise to Develop a Creative Brief and Briefing the Agency Role Play
- Evening Case Exercise to Develop a Piece of Creative for the Brief they Created
- Advertising Development & Creative Evaluation:
- The Agency Presentation Meeting & Providing Feedback to the Agency
- Evaluating Creative Submissions:
- 5 Step Evaluation Process:
- Evaluate your "Gut" Reaction
- Get the Creative "Big Idea"
- Evaluate the "Drama"
- Check It’s on Strategy
- Make it Have "Strong Impact"
- In-Class Creative Exercise to Evaluate a Number of Ads for Various Categories
- The Approval Meeting:
- Ways to Bring up Issues
- Planning the Meeting and the Agenda
- Win/Win Communication
- In-Class Exercise to Review Agency Creative From Previous Day
- World Class Production & Pre-Production Meeting:
- The Basic Steps
- Pre-Production Meeting
- Discussion on Working with the Agency When the Advertising is not Effective
- Questions to Ask When Looking To Hire a New Advertising Agency
|
|