Successfully Managing the Creative Process - 2014 - Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Successfully Managing the Creative Process - October 27-28, Chicago, IL

Listen to a sneak peek Successfully Managing the Creative Process podcast by Instructor Dave Hamel, Principal, Get Better Creative

Download Successfully Managing the Creative Process Brochure >>

The creative process is, by definition, often free-flowing and loosely defined, but to be successful in marketing, you need to balance creatively with structure.  This workshop is designed to give you a solid framework to develop and provide strong creative direction, to guide and steward the creative process, to evaluate whether tactical directions are strong and to present creative ideas to your management. 

This program focuses on the underpinnings of effective creative: objectives and strategies. You’ll get tried-and-true tools used by leading organizations, and hands-on experience in developing and evaluating strategic alternatives.

Successfully Managing the Creative Process – Learning Objectives

  • Understand and practice the development and evaluation of a successful creative strategy
  • Know the right information that leads to strong creative output
  • Be better able to align the team on direction
  • Understand how Brand Personality is used to strengthen creative efforts
  • Learn how to strengthen tactical ideation and results
  • Learn how to better evaluate the creative product and measure its effectiveness
  • Be better prepared to present and sell creative direction and creative output to your management

Successfully Managing the Creative Process - Who Should Attend

This session can benefit both B-to-B and B-to-C corporate and agency-side marketers who would like to see improved results in the quality, effectiveness and value of their internal and external communications efforts.

Successfully Managing the Creative Process – Cancellation Policy

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after October 13, 2014.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Successfully Managing the Creative Process - About the Instructor
Dave Hamel

Successfully Managing the Creative Process Agenda

Day 1

8:00 – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)

8:30 a.m. - Introductions

9:00 a.m. - The manager’s role in the creative process – participant vs. guide

9:15 a.m. - Objectives – the importance of where it all starts

10:00 a.m. - Understanding creative strategy development

10:30 a.m.       Break

10:45 a.m. - Understanding creative strategy development (cont.)

11:00 a.m. - Creative strategy development: class exercise

12:00 p.m.       Lunch

1:00 p.m. - Review of morning, Q&A

1:30 p.m. - Determination of the strongest direction

2:00 p.m. - Brand personality

2:30 p.m. - Creative direction: the creative brief

3:15 p.m. - Examples and discussion of creative directions and creative

4:00 p.m. - Defining and measuring what is success

4:30 p.m. - Q&A and wrap-up day 1


Day 2

8:00 – 8:30 a.m. Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)

8:30 a.m. - Review of strategy development

8:45 a.m. - Case presentation

9:00 a.m. - Team exercises in development of creative strategy per case

                         Break as needed by teams

11:00 a.m. - Team presentations of creative strategies

12:00 p.m.      Lunch

1:00 p.m. - Continuation of team presentations of creative strategies

1:30 p.m. - Identifying appropriate participants in the creative process

1:45 p.m. - The Idea: here’s what we’re doing

2:15 p.m. - Development of tactics

3:00 p.m. - Keeping the process on track

3:30 p.m. - Presenting the plan and the creative

4:30 p.m. - Review, wrap-up and Q&A 

Registration is not available at this time.

Training Series Location 
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)
For individual reservations, click here for the direct booking link.

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)
For individual reservations, contact the hotel directly at 312.601.3400 and ask for the "Summit Executive Centre Corporate Rate".

Comfort Suites
320 North Michigan Avenue 
Chicago, IL 60601 
Phone: 1 312.204.6902
Click here for the direct booking link.

For more information, please visit Summit Executive Centre Accommodations

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

ADA 
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.  

T
ower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.  
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Directions to parking 
Michigan Plaza 205/225 North Michigan Ave.

From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or
West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage. Take the elevator up to the Lobby Level of the building. Proceed to the security desk for your daily pass. Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012  
(subject to change without notice) 
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Helpful Websites
Chicago Transit Authority 
Metra Rail​ 

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