Book before June 27 and save $25.
Being a client is one of the toughest jobs in the world. You’re often faced with having to make quick judgments about creative concepts and the fine points of writing and design, even though you’re admittedly no expert on creativity, writing, or design.
The second hardest job is being a creative director or supervisor put in the role of evaluating creative work. You’re probably a capable designer or writer yourself, but that’s a far different task than giving useful critical feedback.
Whichever of these two boats you’re in, you’ll find this workshop to be worth its weight in antacids for the grief it will help you avoid at the time of creative decision-making. Here are a few of the topics we’ll cover:
- Setting the stage for getting the very best work out of your creative teams
- The importance of a well-crafted creative brief, and how to use one to assess creative concepts against your business goals
- Approaching a concept from the audience’s perspective, rather than your own (or your boss’s)
- The art of giving clear, precise, unemotional feedback, and the necessity of giving exuberant, emotional praise
- Why telling your creative team to start over isn’t the worst thing in the world
Since this is a workshop on evaluating creative work—not a seven-hour lecture—we’ll do lots of role-playing and have many opportunities to review work.
Who should take this class?
This workshop is for anyone put in the position of critiquing and approving creative work, whether you’re on the client side or a supervisor within a creative services company.