1

Setting the Stage

Learn

:30M

• Welcome and Introductions
• Summary of ANA Member benefits
• Review L.E.A.D. learning approach
• Learn agenda, framework and workshop objectives

2

How To Be A Better Client

Learn

:10M

• Learn how creative people label clients (lemons, plums or plumons)
• Who are you? Who do you want to be?
• How difficult is it to be a better client?

Experience

:15M

• Best Practices: Discuss the 10 guidelines for being a better client.

Apply

:20M

• Exercise: Break into teams and re-order the list of good clients’ best practices. Then indicate the degree of difficulty in achieving them. Choose A spokesperson and present to class.

3

 Brand Positioning

Learn

:05M

• Learn the importance of brand positioning, facts vs. insights

Experience

:15M

• Study the brand positioning framework and look at best examples
• Look at Big Creative Ideas spawned by strong brand positions

Apply

:40M

• Exercise: Write a brand positioning for a new product. Choose a spokesperson and present to class.

Break

:15M

4

The Creative Brief Part 1

Learn

:45M

• Why do we write them?
• What are the elements of the Creative Brief?
• What are the 6 deadly sins we ALL do?

Working Lunch

:45M

The Creative Brief Part 2

Experience

:10M

• Look at the difference between a lazy creative brief and an inspiring one.

Apply

:50M

• Exercise: Teams will write a brief for an assignment and present it to the group.

5

Effective Communication

Learn

:10M

• What is effective communication?
• What are the elements of effective communication?

Experience

:10M

• What do we have to learn from babies?
• The Power of Relevant Surprise

Apply

:25M

• Exercise: Class will look at diverse examples of creative and evaluate them. Did they deliver on the elements of effective communication?

Break

:15M

6

Evaluating Work and Giving Feedback

Learn

:10M

• Learn how creative people think and what they hear when you talk to them.
• Learn from the Client/Creative Translation Guide
• Learn critical tactics for giving feedback: Honesty, Clarity, Diplomacy

Experience

:10M

• Killing Work Without Killing Creative People
• 4 Options Anyone Can Master

Apply

:40M

• Exercise: Facilitator will present a Creative Brief and work that resulted from it. Each team will decide what if any work they will approve, how they would revise it or kill it.

7

Learning, Reflection and L.E.A.D. Action Plans

Discover

:30M

• Group reflects on leanings
• “Discover More” resources
• Create L.E.A.D. action plans