 |
Speaker:Steve Lance, Sponsor: |
Date:05/17/2011 Time:11:30am Location:The Rushmore Plaza |
Bright Ideas for Business
Marketers Are from Mars, Creatives from Venus, and How to Solve Your Earthly Problems
How come all 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?” Steve Lance leads a lively discussion about the language disconnect between creatives and marketers. 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. 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. Steve takes you on an entertaining exploration of the creative process. Who knows? It might just transform your relationship with everyone in your organization.
Steve Lance is a multiple Emmy Award winner and co-author of The Little Blue Book of Advertising with his partner, Jeff Woll. As Creative Director of NBC, he established the first copy testing and focus group testing for the network. His tag lines developed with Richie Kahn (“NBC Us” and “NBC Proud As A Peacock”) remain the most memorable lines created for any network as measured by Burke scores, and his work for the premiere of NBC SportsWorld won One Show and Andy Awards.
After working three years in Los Angeles as a television series writer, Steve returned to New York as Creative Director of the entertainment division of Della Femina, Travisano & Partners. His commercials for SportsChannel won One Show and Andy Awards and his work for WBZ-TV won an Emmy Award for Best Station News Campaign. He was asked by NBC’s Community Affairs Division to create a new public service campaign. He conceived the format for “The More You Know,” and wrote the first 17 spots for the campaign.
Steve established Unconventional Wisdom in 1989 with his partner, Norman Siegel, serving the marketing, advertising and communications needs of such clients as The Discovery Channel (“Explore Your World”), TLC (“Adventures For Your Mind”), Animal Planet (“All Animals All The Time”), Discovery Communications, Inc., Food TV, The Travel Channel, The Hallmark Channel (“Where Great Stories Come To Life”), National Geographic Channel (“Start Exploring”), PBS, Hyperion Solutions, Yankelovich Partners, Burson-Marsteller, Citizen Watch, and Crest Toothpaste.
A BIG thank you to Midwest Marketing for supporting AAF-Black Hills by being this month’s program sponsor. At Midwest Marketing, they’re armed with an incredibly talented team of artists, programmers, writers, and consultants who are ready to take your business to the next level with innovative new ideas for business. Click here to find out more about the services offered from Midwest Marketing.
This program is free for AAF-Black Hills members, $30 for non-members, $20 for each additional AAF-Black Hills Corporate Member (Corporate Membership must have three or more individuals within your organization), and $20 for students.
Not certain where the Rapid City Rushmore Plaza Holiday Inn is? Click here for directions and a map.
