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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

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