Successfully Managing the Creative Process - San Francisco

Courtyard San Francisco Downtown
299 Second Street, San Francisco, CA 94105
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Listen to a sneak peek
Successfully Managing the Creative Process podcast by Instructor Dave Hamel, the Founder of Challenger Brand Marketing and Executive Vice President of Marketing Support Inc.

Successfully Managing the Creative Process Brochure>>

The creative process is often free-flowing and loose.  But to be successful in marketing, you need to balance creativity 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 provide effective feedback on creative work, and to more successfully present creative ideas to management.  This program focuses on the underpinnings of effective creative: objectives and creative strategy. You’ll get valuable tools used by leading organizations to develop creative, 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 a 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 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 at least two weeks prior to the event start date. No refunds will be given after March 27, 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 Schedule

Day One

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 Two

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 Hotel Location
Courtyard San Francisco Downtown
299 Second Street
San Francisco, CA 94105 
Phone:  1 415.947.0700
Fax:  1 415.947.0800
Reservations:  1 800.321.2211

Welcome to the Courtyard Downtown San Francisco Hotel by Marriott, an urban Courtyard located just blocks from MOMA, the Moscone Center and the Embarcadero. Experience the Downtown San Francisco hotel which is right at home among the cafes and galleries of the eclectic SoMa (South of Market) district. Union Square, the Metreon Entertainment Complex and AT&T Park are also nearby. The Downtown San Francisco Hotel Package offers the amenities of a luxury hotel such as valet parking, a Starbucks and Whispers Bar and Grill in the lobby, Jasmines Restaurant for breakfast, room service, indoor pool, and complete fitness room.

Rates: $249.00 single/double (plus applicable state & local taxes, currently 16% + $0.11 CA tourism fee, which are subject to change without prior notice)
Includes complimentary high-speed internet.
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.


Or call 1 415.947.0700 or 1 800.321.2211 & reference Successfully Managing the Creative Process to make reservations.

The cut-off date for reservations is March 12, 2014. After March 12, 2014, reservations will be accepted based on availability and at the prevailing rate.

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival.  Cancellations made after 6:00 p.m. on the day of arrival & no-shows will forfeit the initial deposit.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered. 

Area Attractions & Events
Please visit San Francisco Travel Association for additional city information.


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
Tower 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
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
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 & Transportation
From San Francisco - SFO
Distance: 14 miles N
Driving directions: Exit airport heading north on Highway 101 toward San Francisco. Follow 101 North until it intersects with Highway 280. Take 280 North toward Port of San Francisco. Highway 280 will turn into King Street. From King Street, turn left on 2nd Street. Hotel is on the right at the corner of 2nd and Folsom.
Estimated taxi fare: $40.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3.
Please call 1 800 BLUE VAN (1 800.258.3826) for more information.
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK

Distance: 18 miles NW
Driving directions: Exit airport following signs to Highway 880 North. Enter highway heading north following signs toward San Francisco. Cross Bay Bridge into San Francisco and exit the Bay Bridge at the Harrison Street Exit (left side). At the bottom of the ramp turn left on Harrison. Go two Blocks and turn Right on Second. Hotel will be on your right.
Estimated taxi fare: $60.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)

OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Public Transportation

Bay Area Rapid Transit
San Francisco Municipal Transportation Agency (SFMTA)

Parking at the Hotel

Valet Parking is available at the Courtyard San Francisco Downtown
Daily fee: $53.58 (subject to change without notice)
Valet parking includes in & out privileges.
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