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How to Write a Powerful Creative Brief

Save Time and Inspire Creativity Great advertising and communications campaigns start with great creative briefs, but it’s often easier said than done. Mediocre briefs lack the clarity that misdirects creative teams and sends client-side stakeholders spinning out of alignment. With a great creative brief, rework is avoided and the team gets clarity, inspiration and efficiency. In this hands-on workshop, you will master the skills needed to write effective creative briefs, identify great strategy and properly inspire creative teams to produce great work. Key Takeaways Understand the real purpose of creative briefs Optimize your creative development process for less creative rework Learn how to develop the heart of your strategy before writing the brief Learn how to proficiently write each creative brief component See real-world creative brief examples Collect tools, templates and best-practice frameworks to immediately apply   What’s Included 3 hours of live instruction starting at 10:00 a.m. Central Interactive Q&A and hands-on exercises Resources, tips and best practices On-demand access for three months Plus, collect 3 CEUs... read more →

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2022 TCR-AMA Impact Festival: Best Practices and Scholarship for Impact

The TCR-AMA Impact Festival seeks to amplify our field’s capacity to create and celebrate the impact on significant problems in our world. Sponsored by the American Marketing Association, University of Illinois Chicago Business School, and Colorado State University’s Center for Marketing and Social Impact, the format will be a series of short presentations followed by thoughtful questions to prompt audience engagement. Are you interested in attending the AMA Summer Academic Conference right after this pre-conference? Register now. Conference Co-Chairs Chris Blocker, David Crockett, Benet Deberry-Spence, Julie Ozanne and Brennan Davis  Co-hosted by Transformative Consumer Research, the University of Illinois at Chicago, the 2022 AMA Summer Academic Preconference and Colorado State University’s Center for Marketing and Social Impact.... read more →

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Marketing Strategy Meets Wall Street Conference

Indian School of Business (ISB) is proud to host the next installment of the Marketing Strategy Meets Wall Street Conference from August 11-12, 2022. The conference “Marketing Strategy Meets Wall Street” is a very successful conference that attracted approximately 200 researchers from all over the world, beginning with the 2009 conference at Emory University, Atlanta. Subsequently followed by conferences in Boston University (2011), Goethe University Frankfurt (2013), Singapore Management University (2015), American Marketing Association Conference in San Jose (2017) and INSEAD (2019). The major aim of the upcoming conference is to broaden the participation at the conference by bringing together researchers from marketing, accounting and finance and start to close the gap between research in these three areas. In recent years, there has been a renewed emphasis in demonstrating that marketing investments can translate into profitable growth. The challenges in marketing measurement today are not limited to improving marketing mix models, assessing returns to marketing, or examining the right metrics, but creating the right combination of analytics, research and business case-based findings to guide both effective strategy and implementation. At the same time, the rise of new channels, such as the internet and mobile communication, and the increasing importance of […]... read more →

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2022 AMA Summer Academic Conference

Light in the Darkness: Marketing’s Role in Driving Positive Change The unique challenges of the last two years, including the global pandemic, heightened awareness of racial and social inequity, and urgency around the climate crisis, have permanently altered the marketing landscape, consumer behaviors, and firm strategies. Beyond reacting to the ongoing changes and challenges, this evolving environment presents a unique opportunity for marketers to actively influence our post-pandemic world. The 2022 AMA Summer Academic Conference will emphasize research that illustrates how marketing can play a leading role in driving positive change and building a sustainable future. Academic Placement Based on research done across the academic community to better support the evolving needs related to the Marketing PhD job market, AMA recommends moving the job market from Summer to Fall starting in 2022. We encourage you to read the statement from the AMA Academic Council for details on the research, reasoning, and recommendations, including conducting first-round interviews through video-conferencing. Virtual-only sessions take place on August 9.... read more →

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How to Write a Marketing Plan

Build and Implement A Strategic Marketing Plan It can be easy to get wrapped up in the daily grind of executing various marketing tactics and initiatives—especially when new tactics are available to us each and every day. To ensure that the marketing work we do has the best chance of delivering business results, it’s imperative to have a clear and well-thought-out marketing plan that connects your prioritized strategies to tactics that will actually deliver on those strategies. This plan is also integral to aligning key stakeholders and gaining forward progress on marketing initiatives. In this virtual workshop, you will learn how to create a marketing plan that outlines clear objectives and strategies. You’ll learn the components of a great plan and how to prioritize those strategies, as well as gain access to a framework for documenting everything so senior leaders are aligned and support your direction. To get the most out of this workshop, we recommend collecting some basic diagnostic metrics on your current marketing initiatives in advance. For example, what are all of your current marketing tactics, and how effective do you believe them to be? Key Takeaways Learn how to document your Target Profile Discover how to assess […]... read more →

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Core Components of Branding

Learn How To Build a Valuable Brand While most marketers have a general sense of what a brand is, it’s not always clear how to define and document a brand. What does it take to define and build a brand in the context of an organization? How do you bring strategy, design and messaging together in a way that sets clear boundaries and direction? When you know exactly what components are necessary to define a brand and set direction, branding becomes much clearer and more effective at reinforcing core desired equities in customers’ minds. In this virtual workshop, we’ll cover the steps to create and define a brand. You’ll learn what internal and external assets are required to create a new brand or sharpen an existing one. And you’ll leave with visual and messaging guidelines that drive clarity in your advertising, communication and product development. Key Takeaways Understand how to research and document a useful Target Profile Develop a strategic Positioning Statement Learn the steps to create a new brand name See the three most important documents in a Design Strategy Use the basic structure of a Brand Story/Manifesto and see examples Craft a Message Map to help direct advertising and […]... read more →

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2022 AMA Symposium for the Marketing of Higher Education

Mark Your Calendar and Plan to Attend! Connect with visionaries, leaders and up-and-coming innovators in the higher ed marketing community at the 2022 AMA Symposium for the Marketing of Higher Education. We’re building a program of peer-reviewed content that will help you enhance your marketing strategy, build strong brands, improve your reputation, achieve enrollment success and maintain financial strength. We’re excited to gather in person at the Gaylord National Resort & Convention Center, which is steps from the National Harbor waterfront restaurants, entertainment and boutiques, and a quick water taxi ride to Washington DC attractions! If you can’t join us in person, plan to virtually engage with a curated selection of sessions. Check back for registration information.... read more →

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2023 AMA Winter Academic Conference

Marketing During Times of Change We live in times of extraordinary change, warranting firms, consumers and communities to not only adapt but also participate as change-makers. On a social front, there is an increase in activism to promote diversity, equity and inclusion in multiple sectors. On a technological front, advances in automation and artificial intelligence are transforming how firms innovate and engage consumers. On a public welfare front, the pandemic has exacerbated inequalities in income, education and health yet led to many innovative business solutions. And on a political front, polarization has increased the salience of consumers’ political identities and put firms’ political stances at the forefront. Mark your calendar and plan to attend the 2023 AMA Winter Academic Conference in Nashville, TN, which will shed light on how firms, consumers, policymakers and other stakeholders interact, adapt and even thrive during these times of tremendous change. If you cannot join us in Nashville, select virtual programming will be available. More details will be made available this Fall.... read more →