Event Info

Strategic Thinking Skills for Today's Account Leaders, Detroit

PDS
November 4, 2015
8:30 AM - 4:30 PM EST
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With the explosion of channel choices and ever-increasing demands on consumers’ time and attention, agencies need extremely intelligent strategies to help their clients succeed. This is made all the more challenging by the product-centric nature of clients. Since intimate knowledge of their products or services makes it harder for clients to focus on who may actually want to buy, agency talent must serve as the effective and strategic voice of the consumer. 

Marketing realities are always evolving, requiring that virtually everyone working on the client’s business be an on-demand strategic thinker who understands the business objectives behind the work and knows how to develop effective communications strategies to support them.

This hands-on 4A’s workshop is designed to give account managers––as well as anyone else who contributes on a strategic level––the ability to view the client’s business through a strategic lens, lead discussions around it, and design creative briefs that both inspire great work and map back to the client’s objectives.

You’ll walk away with a thorough understanding of what it takes to be an effective strategic thinker, as well as gain practical tools that you can apply in your work the next day.

Workshop topics include:
  • The differences between business, marketing and creative strategies
  • How to lead a strategic discussion about your client’s business
  • Helpful models and frameworks to use when developing strategy
  • Fuel for thought: case studies in great creative brief design and their inspired outcomes
  • Quick and easy methods for getting your brain in the right state of mind for strategic thinking
  • The real purpose of a brief and your role in championing it through the creative process
    (including how to manage the client’s expectations along the way)
  • The good, the bad and the ugly: the right and wrong ways to write a brief
  • Hands-on experience writing a creative brief
  • How to evaluate creative concepts against the brief.

Throughout the day you’ll have the opportunity to reinforce your learning via group and individual exercises, providing you with a highly interactive learning environment.

Who Should Attend
Account managers, project managers and any client-facing agency specialists who want to
develop their strategic thinking skills.

About Your Seminar Leader
Gary Duke is Partner & Chief Talent Officer at Wild Blue Yonder, where he designs and leads training programs for creative companies looking to enhance the leadership, creative thinking, strategic and communication skills of their employees. He applies his 25+ years of ad agency and client-side experience to every training session, infusing learning theory with practical real world knowledge––and more than a few hair-raising stories along the way.

Gary and his business partner, Sheila Campbell, work with many of the industry’s top global agencies––including Havas Worldwide, JWT, the Martin Agency, McCann, Ogilvy, Publicis,  Razorfish, and Y&R––as well as some of the world’s leading consumer brands, including Coca Cola, Marriott and National Geographic.

Before joining Wild Blue Yonder, Gary served as Executive Vice President, Chief Brand Strate-gist at MDB Communications, a leading independent advertising agency whose clients include national and global brands. Gary oversaw the agency’s strategic planning, media and account management disciplines.

During Gary’s 17-year tenure at MDB, the firm earned a spot on Advertising Age’s “Top US Agency Brands by Revenue” list as well as the Inc. 500 list of America’s Fastest Growing Com-panies. Under Gary’s leadership, MDB’s offerings evolved from traditional advertising to market-ing programs utilizing the latest digital and social media best practices.

Before joining MDB, Gary served in several other senior agency and client-side positions for national and regional companies, and has a holistic view of, and appreciation for, the demands imposed on brand marketers today.

Seminar Schedule
8:30 AM                 Registration and Continental Breakfast (included in registration fee)
9:00 AM                 Seminar Begins
Noon – 1:00 PM    Lunch (included in registration fee)
4:30 PM                 Seminar Concludes (approximately)

Event Location
Team Detroit
550 Town Center Drive
Dearborn, MI 48126 / Main# (313) 615-2000

Onsite Contact
Dir# (313) 615-3170 | M# (248) 921-7917

4A's Onsite Contact
Laurie Stearn | lstearn@aaaa.org | M#312-388-7470


Registration is open to both 4A's members and non 4A's members.

Registration Fees
$325 per person, 4A's members & AdCraft members
$425 per person, non 4A's members

How to Register
1.   Login or create an account at the 4A’s Web site, www.aaaa.org.
2.   On the homepage, click the “Events” link, then click on “All Upcoming Events.” 
3.   Locate desired event and register.

Cancellation Policy
Refunds, excluding a $25 processing fee, will be granted only if requests are received by 4A’s in writing by Wednesday, October 28, 2015. No refunds will be allowed after this date; substitutions will be allowed provided arrangements are made with 4A’s.


Questions?

Logistics/Registration:
Contact Cecilia Graham at 212-850-0756 or cecilia@aaaa.org
Programming: Contact Bob Linden at 212-850-0750 or bobl@aaaa.org