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| Marketers Are From Mars, Creatives Are From Venus and How to Solve Your Earthly Problems |
How come all the great advertising you like isn't yours? Is it the fault of your company? Your agency? Your suppliers? Or does the answer lie in the processes that go into making great ads. Are your marketers "creative meddlers?" Are your creatives "strategy ignorant?" The language disconnect between creatives and marketers is the #1 roadblock to getting great work the first time and every time.
There's always been tension between marketers and creatives. That tension is one of the secrets to creating great advertising. The key is to harness those forces for good - instead of engaging in a battle neither side can win. Whether it's between creatives and marketers in an ad agency; the marketing department and sales department at a corporation; the marketing department and their agency - this language disconnect corrodes those relationships and undermines the work.
The conversation starts with a simple, powerful question: How would your life change if more than 70% of the work you did got approved the first time you did it? From there, we go to exploring the dynamics that contribute to the tensions between creatives and marketers. What are the processes that you can put in place that can resolve those conflicts - and how would that impact the work you're doing. Marketers will learn why they can't live with creatives (and certainly can't take them to lunch). Creatives will learn why they've never wanted to take a marketer out for a beer.
Available as a 45-minute talk or a half-day session, Mars/Venus is a powerful exploration of the most common issue facing marketing and sales teams in companies and agencies. It's recommended for Advertising, Sales, Marketing & Management.
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