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Successfully Managing the Creative Process: Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601-5922
1/29/2013 8:00 AM - 1/30/2013 5:00 PM

Details Schedule Registration Travel Exhibitors

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

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.
 
Event Sponsored By:
 
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

Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.


Successfully Managing the Creative Process Instructor
Dave Hamel
 

  

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

 

Hotel Air Travel Rental Car Ground Transportation

​Conference Center 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)

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)

Hotel Monaco Chicago
225 North Wabash
Chicago, IL 60601
Phone: 1 312.960.8500 
Walking Distance to Summit (3 Minutes)

Hotel 71
71 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.346.7100
Walking Distance to Summit (less than 2 Minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601 
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)

For more information, please visit Summit Executive Centre Accommodations

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

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

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
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.
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​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 
Approx. $29.00 one way (subject to change)
Train: $2.00 (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 
Approx. $24.00 one way (subject to change)
Train: $2.00 (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

For more information on the sponsor, please select their logo to visit their website.

Sponsor:



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