From Gift Wrapper to Strategic Partner: How Creatives Can Shift the World’s Perception of Their Work

  • Room: 207
  • Session Number: MTB1
Tuesday, May 01, 2018: 11:15 AM - 12:00 PM


Douglas Spencer
Spencer Brenneman


“We can’t use yellow. It was my mother’s favorite color and she was a B****.” Familiar? The best work of Creatives is sometimes thrown into tailspins by uninformed directives from clients. How can we shift peoples’ perceptions of the Creative team, from gift wrapping content to turning it into strategic, lead-generating, and brand-building work? This presentation will explore where these attitudes come from by traveling inside the heads of those with seemingly irrational points of view. (Don’t worry. It will be a quick trip. You’ll be home before you know it.) We will walk through a case study that demonstrates how using both the brand strategy and hardcore data can help you create the collaborative relationship with colleagues and clients that you know is in everyone’s best interests. Attendees will:
•    Learn the most effective means to defend their design choices
•    Better understand their clients’ priorities
•    Have the tools to speak to them in the language of data


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