Before design and content comes the creative brief. That's where the real magic happens. The presenters of this session will draw on their experience at marketing agencies to demonstrate how to weave creative strategy and user experience design into the world of trade shows and events. In this session, you will:
• Define creative brief strategy-and discuss why it's important
• Explore how to create a creative brief that is relevant to trade shows
• Challenge the legacy concept of "traffic flow" and other measurement tactics
• Learn how to foster more strategic thinking from your suppliers
Leave with tools and templates to share with your team.
James Doucette James Doucette, director, client services at Access TCA, describes himself as a marketer first. Having originally started at Access in 2010, James also spent three years with an advertising and digital marketing agency working on integrated campaigns for global customers. James relishes the opportunity to sit at the table with brand teams, and advocates including events as part of the greater communications mix. James holds a bachelor's degree from Stonehill College.
Corinna Chan For two decades, Corinna has managed large trade show programs for Fortune 500 companies. She keeps her clients' goals and objectives as the drivers of strategy. Corinna has worked in Europe and the Americas as well as in the APAC region where marketers are coming to a new appreciation of trade shows. While traveling across continents and cultures, she has consistently maintained her clients' brand integrity. She holds a BA from San Francisco State University.
Connect with Corinna Chan:
Bill Smith With a BA (Hons) Architecture from South Bank University, London, Bill has been responsible for developing strategies and content for the entire range of face-to-face opportunities including global trade show programs, user events, retail environments, mobile marketing, product launches, and social media toolkits. In addition, he possesses significant expertise in interactive technologies, lighting, AV, and communications platforms within event environment forums.