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May 9, 2013
8:30 am - 9:30 am
Date: Thursday, May 9th, 2013
Time: Registration opens at 8:00am, Presentation starts at 8:30am, breakfast included
Location: Auto Parts Headquarters, Inc., 2959 Clearwater Road, Saint Cloud, MN 56301
Price: Members (Pro & Student) – $15, Non-members (Pro & Student) – $25
How come most of 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.
In this Mars/Venus discussion, Steve Lance will be exploring one of the most common issues facing marketing and sales teams in companies and agencies. Steve Lance, known for creating some of the most memorable campaigns in advertising including Shark Week for the Discovery Channel and The More You Know for NBC, has co-authored The Little Blue Book of Advertising, The Little Blue Book of Marketing and Breakthrough!
Join the American Advertising Federation Central MN to hear multiple Emmy Award winner, former NBC Creative Director and Advertising and Marketing guru, Steve Lance talk about marketing, management, branding, advertising, and entertainment. We hope to see you there!
Steve Lance
Partner
PS Insights
Three-time Emmy Award winner Steve Lance is co-author of “The Little Blue Book of Advertising” (Portfolio/Penguin July 2006) with his partner, Jeff Woll and co-author of “The Little Blue Book of Marketing” (Portfolio/Penguin December 2009) and Breakthrough! (AMACOM Books January 2011) with his partner, Paul Kurnit.
He has been Creative Director of NBC, Associate Creative Director of Backer & Spielvogel and Creative Director of the entertainment division of Della Femina, Travisano & Partners. His Emmys include his work creating The More You Know for NBC and his ten years marketing Shark Week for The Discovery Channel.
Steve works for Habitat For Humanity and is a member of the advisory board of ShareTheCaregiving, Inc. He has two sons, Max & Dan, and builds houses for a hobby.