The local branch of The Chartered Institute of Marketing recently invited members of the Isle of Man’s marketing community to 'unlock the black box' at a presentation given by Terry Van Rhyn, Managing Director of Ashgrove Marketing.
At the presentation, which took place at the Claremont Hotel, Terry unlocked the metaphoric 'black box' in sharing his experiences and beliefs on the art of effective communication between companies and their creative agencies in order to facilitate the best creative output possible for a brand.
As well as examples and case studies, the presentation concentrated on the important things that marketers need to know before they communicate to advertising agencies in order to gain a greater understanding of the inner workings of the creative mind, and ultimately get the results they want.
There was also discussion on how to frame the creative brief effectively and how to set objectives with clear expectations.
Local branch chair, Cathy Cowin said, "This was a fascinating event for those new to marketing and still very interesting and relevant for those who have been involved for a long time.
"We were reminded that we partner with our creative agencies to create and deliver a message to our audience. It is important for us to understand the creative process and appreciate how the quality and depth of the creative brief influences the end result.
"Delegates left the event re-focused and inspired by Terry’s presentation and I’m sure doubly pleased to be taking home some Davisons chocolates – packaged in the ubiquitous black box!"
The Isle of Man branch of The Chartered Institute of Marketing has a schedule of future events open for all to attend, including a presentation by Malcolm McDonald, the UK's pre-eminent academic authority on marketing strategy and author of more than 40 best selling marketing books, on 20th May 2010.
Pictured (l-r): Ashgrove Marketing Managing Director Terry Van Rhyn, CIM Isle of Man Branch Chair Cathy Cowin and Ashgrove Marketing Executive Assistant Natalie Donegan.
Further details can be found at www.cim.co.uk/isleofman
