Advertising: The Art & Science of Executing Creative Content
What you'll learn
- The end-to-end process for executing creative content for ad campaigns to sell products and services
- Key stakeholder roles and responsibilities for marketing clients, agency partners, and third-party production partners
- Required phases of the creative content execution process
- The tasks and actions to be performed in each phase of the process
- No prior experience or prerequisites required.
Every year companies spend billions of dollars to raise awareness of their products and services in the marketplace. In 2021, Advertisers spent over $297 billion in the United States alone. To increase their chance of success, advertisers need to have the right team of people and the optimal process to achieve their marketing goals. Why do advertisers invest billions of dollars to develop and execute creative content?
Simply put, they need to:
Sell their products or services
Create brand awareness
Differentiate their brands from competitors
And build brand loyalty
In this course, you’ll learn the fundamentals of executing creative content to sell your products or services, including identifying key stakeholder roles and responsibilities, exploring the optimal end-to-end process, and mastering the required tasks within that process.
The creative content execution process has three cornerstones. First, there must be collaborative planning before production begins. Second, all parties must be aligned to ensure that every piece of content to be executed embodies the approved campaign strategy. Third, all parties must understand the ins and outs of the production execution process, which includes what needs to happen when and the subsequent implications that can hinder the process.
Who will benefit from this course? Anyone involved in executing marketing campaigns, such as Brand Managers, Marketing or Product Managers, Advertising Operations Managers, Creative Services Managers, producers, and more.
"This course is a great way to help clients and agency teams understand the full process to create advertising content from start to finish. It’s incredibly detailed but executed in a way that is easy for anyone new to advertising film production to understand and follow along with. It also does a tremendous job of touching on the right details throughout the process to help create a base knowledge that can ultimately be built on later. Taking this course and gaining such an understanding will not only benefit those who take it, but also the people around them who rely on the entire team to be knowledgeable and familiar with this process."
- Endy Hedman
Former Production Executive, Wieden+Kennedy, amsterdam
“I really liked this course! Very professional, well put together. I was impressed with the finish of it and just the general overall quality. It was great!”
- Gary Doyle
Group Creative Director / Sr Vice President, Cramer-Krasselt
Who this course is for:
- This course is intended for Entry level Brand Managers, Junior Level Agency Account Managers, and Marketing Students
Caroline is a veteran in the Marketing Industry. She spent 25+ years leading award winning creative executions and has worked with world-renowned creative teams across all brands for The Coca-Cola Company.
Caroline also led marketing productivity initiatives and is an expert at operational effectiveness and bringing teams together toward common goals.
She has a passion for mentoring and inspiring others. She currently consults for Samsung Electronics, Ltd.’s Global Mobile Marketing Division.
Caroline holds a B.A. in Psychology from Georgia State University and an M.A. in Broadcast Design from Savannah College of Art and Design.