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The logic behind the magic

How can agencies and clients overcome the fear of breakthrough creativity in order to create better brand communications ideas

This program presents some of the most effective creative ways for brands to successfully engage with consumers in the new communications reality. While responding to some of the fears, barriers and crucial questions marketers have on the subject. The Mindscapes methodology and thinking tools have a proven record of helping agencies and clients reduce the uncertainty and ambiguity while developing creative ideas, by providing a solid process for understanding, developing and evaluating creative ideas. Thus, helping ignite a better cooperation between agency & client when cultivating brand communications campaigns. After each thinking tool is presented, it is implemented by participants on actual briefs & tasks, so as to provide them with a tangible real-life test drive for each tool.

Training goals

Gaining new insights into the creative thinking patterns behind recent award winning campaigns in brand communications. While learning a structured process for developing new effective creative ideas based on these patterns
Acquiring a structured process for presenting and discussing creative ideas, demonstrating their rational and potential
Understanding how agency and client can be on the same page when pursuing innovative thinking and effective ideas in brand communications

Topics

1

How to utilize different approaches and platforms in brand communications today, so as to create optimal engagement between brands and consumers

2

Showcasing the power and efficiency of these approaches and platforms. Learning the success factors behind them so as to understand how to structure similar success in the future

3

Realizing the difference between a “conventional campaign” and “engagement projects” which help the brand become more meaningful and relevant to people’s life

4

New ways of understanding creative briefs and evaluating creative work, based on a common and agreed set of criteria and guidelines

5

How to apply a common language for the agency and client to use while developing creative ideas in brand communications

6

How can marketers embrace change, overcome fear and benefit from new possibilities open to their brand

Designed for

A mix of participants from the client’s marketing / communications / sales department & agency representatives from relevant disciplines (accounts, planners, creatives, PR, media etc.)

Duration : 2 days