Overview of the Creative Fitness Programme for Marketers

Contents

The Creative Fitness Programme

Principles of Creative Fitness

What Delegates have said

Desired Outcomes

Workshop Format

Certification

Facilitators’ Credentials

The Creative Fitness Programme

Communication Strategy

Transformative Insights

Exceptional Brief

writing

Creative process & evaluating

creative work

Better Agency

Management

Optimising Production

Workshops

Interactive sessions with case studies and group work, provides the opportunity to learn through application.

Principles of Creative Fitness

“Creative Fitness” is aimed at assisting marketers to improve their

advertising skills and to enhance their dealings with their ad agencies:

ultimately through upweighting their level of CREATIVE LITERACY in an

engaging and interactive course. The programme is run with senior

executive level expertise from both sides of the Agency/Client

relationship.

The programme is run as a series of one-day workshops, ideally held out

of the office, so people are disengaged from the distractions of daily office

life. The sessions should start at 9.30 (to allow a quick hour in the office)

and aim to finish at 4.30pm.

What delegates have said

The creative intervention delivered by Adtherapy is a positively disruptive approach – which returns participants to the basics, thus enriching the creative development and evaluation process. As a consequence, it sets the groundwork for creative work in the future that is insight-rich and relevant to defined targets

Sizakele Marutlulle, CMO Absa/Barclays Africa

It’s made me see the world through new eyes

Claire Brickett, Brand Manager Barclays Africa

I wish I’d known this years ago.

Brand Manager, Woolworths

I feel such a sense of relief. I’ve

never really known how to do this.

Brand Manager, Ackermans

5

Desired outcomes

Delegates attending the workshops will:

Gain a common understanding of what constitutes “creative” advertising;

Understand how an agency operates and how best to work with them to get the best

possible work from them (this would apply to an internal agency as well);

Develop a series of tools to assist in the effective functioning of their advertising role;

Learn how to develop consumer insights;

Learn about the importance of writing excellent, inspiring creative briefs;

Learn how to evaluate creative and give constructive feedback;

Distinguish between Ideas and executions and how to write ideas for strategic longevity;

Learn about the inputs to communication strategy

Have a higher level of marketing communications capability and capacity

Detailed Agendas are available for each module

Workshop Format

These workshops run as individual full day workshops.

Delegates are given assignments and homework prior to the sessions, which are used in group exercises. The modules also use practical exercises, games, and case studies.

It is our suggestion that there is a break between each of the workshops, to allow on-the-job practical experience with the tools provided.

Due to the interactive nature and group-work assignments in the workshops, the maximum number of participants per workshop is 25 people. A mix of skills levels works fine.

Certification

This programme is currently being evaluated by SETA and we hope to get accreditation soon.

What we currently give delegates is a CERTIFICATE of completion.

Facilitators’ Credentials

The courses are run by Gillian Rightford. She brings in marketing, creative and strategic partners of the highest calibre, all highly respected in the field of marketing and communications.

They offer a senior level of insights and inspiration during the workshops.

Gillian Rightford

Gillian’s CV is a mix of marketing, advertising, and management. She obtained a Business

Science (Honours) degree in Marketing from UCT, worked for Perry & Associates (Marketing

consulting), then headed into the creative world, doing account management, and strategy for

below and above the line agencies.

She co-founded and was Managing Director of Hercules/DMB&B/D’Arcy (a member of the

Jupiter Group). Following that she was Managing Director of the merged Lintas and Lowe Bull

companies in Johannesburg and then Group Managing Director of Lowe Bull, responsible for 9

Group companies, and the African region.

She started Adtherapy in 2007, and also lectures Integrated Marketing Communications at the

School of Management Science at the University of Cape Town to Business Science and Post-

grad students. In addition, she runs an online programme in the Foundations of Advertising

through UCT and GetSmarter.

For more information and a detailed proposal, please contact us:gillian@adtherapy.co.za | 0832659099 | www.adtherapy.co.za