Curriculum:

Creative Strategy and Execution – Generating “Breakthrough” Advertising

Learning Objectives:

1. Gain expertise in the key principles of generating effective "Breakthrough" Advertising for the Brands target consumer
2. Improve your ability at providing advertising leadership, which builds the Brand/Agency partnership and uses that partnership collaboratively
3. Cultivate effective skills in developing Creative Briefs using the Company's template insightfully and in a way that motivates focused creative excellence
4. Become proficient at identifying the Creative "Big Idea" before making executional comments
5. Develop skills in evaluating Agency submissions with the "5-Step" Creative Evaluation Process
6. Take advantage of a standard process for future development of consumer communications

Day I - Topics Covered

• Best Practices Expectations:
  • Your Companies Expectations and Agency Expectations
• The Purpose of Great Advertising:
  • Pyramid of Greatness
• 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

Day II - Topics Covered

• Advertising Development & Creative Evaluation:
  • The Agency Presentation Meeting & Providing Feedback to the Agency
• Evaluating Creative Submissions:
  • 5 Step Evaluation Process:
    1. Evaluate your "Gut" Reaction
    2. Get the Creative "Big Idea"
    3. Evaluate the "Drama"
    4. Check It’s on Strategy
    5. 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

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