Outcome: Improved ability to judge the true creativity of an idea and its relevance and application to one’s marketing and brand communications.

Skills Taught:

1) The effect - what exactly to look for to ensure the creative (the work itself) accomplishes its objective. What’s good creative - What’s bad creative.

2) Relevance - insights necessary to judge the creative’s impact on the intended audience (buyer).

3) Creative clarity - a Templated Creative Brief will be provided with real examples to demonstrate the specific and definitive components (collective culmination of over 150 award winning brands) necessary to ensure precise Creative Briefs allowing creatives to develop unique and on-strategy ideas.

4) Brand Clarity - a Templated Brand Brief will be provided with real examples to demonstrate the specific and definitive components (collective culmination of over 150 award winning brands) necessary to ensure precise Brand Briefs allowing creatives to develop unique ideas that both bolster and support current brand strategy.

5) Remote presenting - selling in one’s work and ideas through virtual presenting.

5) Creative Briefs - share a creative brief template that’s a combination of the core elements used by over 100 of the most creative agencies globally. (Not intended to replace existing creative briefs - instead - to provide a best of the best comparative guide.)

6) Creative Differences - the differences between what a marketer believes is creative and that of their creative marketing partner - how to avoid the trappings of these differences.

7) Form & Style - their differences and relevant applications between them in creative communications.

8) Correction - how to correct your creative team without affecting their motivation to innovation, driving them into a creative slump.