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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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Making Virtual Events and Webinars the Best Performing Marketing Channel in your Arsenal

Virtual events and webinars enhance convenience, enable compelling customer experiences and have the potential to deliver engagement data of enormous value. But is this opportunity being fully exploited? Are marketers missing out on ways to unlock new forms of value from these critical customer engagements? How can marketing and sales work together to maximize opportunities as buyer needs continue to evolve? Glisser founder and former multi-time CMO Mike Piddock will explore how marketers can optimize the audience experience from virtual events and webinars to maximize lead and revenue generation, improve pipeline and enhance customer insight. You’ll learn: How virtual attendee behavior and expectations have shifted – and how event formats must respond How to incorporate webinars into an end-to-end demand generation program Examples of how enterprise companies are improving engagement levels (and as a result) ROI from their virtual events The future of virtual events, meetings and webinars – embedded into a brand’s own digital environment... read more →

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How to Design an Effective Brand Tracker, with Procter & Gamble

Do you know how consumers feel about your brand, at any given time? Do you know what effect your marketing and advertising campaigns are having on the perceptions of your brand? Successful brands use tracking research to monitor brand performance, product usage and attitudes, and consumer behavior over time to make informed decisions that guide marketing strategies in the future. Join quantilope and Procter & Gamble for an in-depth discussion on the benefits of brand tracking, a framework for how to design an effective brand and campaign tracker, how you can leverage automation for a more efficient approach to gathering and analyzing your data, and how Proctor & Gamble leverages tracking insights to drive business strategies.... 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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Key Principles of a High-Converting Landing Page

Is your website underperforming in conversions compared to its traffic? If you’re not seeing the results you expect and want to improve your Conversion Rate Optimization (CRO), start with this virtual training to help you understand user behavior, the importance of optimizing your landing pages and the most effective tactics to achieve a higher CRO. Key Takeaways Understand why people convertFollow the 3 steps of conversionProperly assess and improve your key landing pagesAnalyze and mine competitors’ key landing pages for ways to improve your ownApply conversion rate optimization best practices effectively What’s Included 3 hours of live instruction starting at 10:00 a.m. CentralInteractive Q&A and hands-on exercisesResources, tips and best practicesOn-demand access for six monthsPlus, collect 3 PCM® CEUs... read more →

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The Complex World of Data

Understanding the Crucial Role of Data – Developing a Cohesive Data Strategies to Evolve and Grow Your Business Ever wonder what’s missing from your business strategy that’s generating less-than-stellar results? It could be as simple as identifying the right combination of data assets to suit your specific business needs. While this may sound complicated, it doesn’t have to be. You just need to know how to simplify the complex world of data to generate the right solutions for your business. With more than 25 billion gigabytes of data produced every day, data sources and signals continue to increase EXPONENTIALLY year over year. As the data world becomes increasingly complex, there are several key trends that are shaping the marketplace that could impact your organization. Structured data, unstructured data, online, offline, geolocation, ecommerce, domestic, global, social media, enhanced B2B and B2C buying intentions, exhaust data, IoT – the list goes on and on…. In this webinar, you will learn how to identify these key trends and develop a cohesive data strategy to grow and evolve your respective business. Join Alesco Data’s Stacey Girt and Think Data Group’s Mike Valant who will discuss these key trends, the critical value of data, and […]... read more →

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Future-proofing your MarTech Stack

Looking to upgrade your marketing tech stack, but don’t know where to start? In this session, we’ll break down the foundations of modern martech strategy, including: How martech can be used to advance numerous goals across your product lifecycle Pros & cons of common tech stack types Top use cases across a few of the top martech categories for digital transformation – including attribution, UA platforms, marketing automation, product analytics and CDPs... read more →

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AMA SF Summer Social

Spark Social - Look for the AMA SF Sign at the “The Porch” 601 Mission Bay Boulevard North, San Francisco, CA, United States

Kick off a gorgeous summer at Spark Social in the heart of San Francisco’s Mission Bay with fellow marketers and AMA SF Members.What better way to enjoy the San Francisco summer than to come together with local marketing professionals for an evening of food trucks, beer and fun!Join the American Marketing Association San Francisco (AMA SF) and friends on Thursday, August 18th for an in-person summer social.Meet us at “The Porch” in the center of Spark Social’s food truck and beer garden scene. $10 Tickets or FREE for members with pre-registration.Consider joining AMA SF to take advantage of special member pricing! Buy your ticket today!... read more →

Free