Ennis Associates – Marketing Training In Consumer Advertising

Curriculum: Creative Strategy and Execution – Generating “Breakthrough” Advertising

Learning Objectives:

Understand the key principles of generating effective Consumer Advertising
Have developed workable skills in creating Briefs using the template insightfully and in a way that motivates focused creative excellence
Understand the importance of the advertising “Big Idea” and of identifying it before making executional comments
Have developed skills and experience with the 5 step evaluation process
Understand the need for different types of advertising at different stages of category and brand development

Day I - Topics Covered

Characteristics of Great Advertising:
- Key Thrust:
  - Disrupt, Engage, & Convince
- Pyramid of Greatness:
  - On Strategy is no longer good enough
Advertising Development Process
Identify the Core Advertising Team:
- Project & vision meetings
Brand & Category phases and their advertising implications
The Creative Brief:
- Guiding principles on communicating the brands advertising needs
Creative Brief format:
- Step by step review
In-class exercise to develop a creative brief for their assigned brand
Briefing the Agency – Enthuse the Creative’s for the assignment
Evening exercise to develop a piece of creative

Day II - Topics Covered

Creative Development & Evaluation:
- The agency presentation meeting
Evaluating Advertising:
- 5 Step Process:
  1. Have a "Gut" Reaction
  2. Get the "Big Idea"
  3. Evaluate the Drama
  4. Check It’s On Strategy
  5. Make It Have Strong Impact
In-class exercise to find the "Communication Goal" & the creative "Big Idea" for a number of ads
The Approval meeting:
- Ways to bring up issues
- Win/Win communication
In-class exercise to present creative and evaluate agency submissions
Copy testing methodologies
World class Production & Pre-Production meeting
Attending the shoot & shooting the board
Discussion on working with the agency when the advertising is not effective