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1 day Joint Client- Agency training
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This seminar is aimed at helping agency and client develop a common language for evaluating creative work to ensure that the most effective ideas and work is approved.
By working together to create a common set of evaluation criteria the sessions are designed to achieve agreement about the factors underlying creative & effective ideas.
Special emphasis is placed on understanding what makes a piece of advertising effective as a piece of communication, both from the perspective of the viewer and the client’s brand strategy.
The tangible outcome of the seminar is a practical set of evaluation criteria agreed to by all.
Objectives
- Develop a list of criteria for assessing creative work.
- Assess the value of a creative idea.
- Gain some insights into the factors which transform a creative idea into an effective campaign.
- Overcome common misconceptions in judging creative work.
- Gain first hand insights into the indispensability of a focused, single minded proposition, and the value of a focused brief.
- Provide a common language for constructive feedback for developing creative work.
Expected Benefits
- Better and smoother cooperation between client and agency.
- Increase the frequency of approving the most creative/effective campaigns.
- More efficient and productive internal creative reviews.
- Improvement of the level, the focus and the accuracy of the briefs.
This training program is designed for: a mixed team of both client & agency professionals.
Duration: 1 day.
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Contact Us
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"Over a four year span I invited Yonathan a couple of times to run creative training programs; once for the agency internally and again for a client-specific program. The results were clear – a year after the internal training we were ranked as one of the top creative agencies in the region both at award shows and within our network."
Matthew Stern, Managing Director, McCann-Erickson Prague
Dear Yonathan,
I would like to thank you very much once again for the excellent training session last week!
It was great meeting you and participating in the seminar! The feedback
of the entire Toyota team is very positive and we all felt that the
training was both inspiring and provocative, and at the same time
providing good structure and focused approach to creative evaluation!
Thank you very much indeed!
Nevena Tzekova, Marketing Director, Toyota Balkans S.A.
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Creativity Training Overview