Marketing objectives with specific outcomes help resource groups generate relevant ideas. In this tip, we explore new ways to use marketing facts to clarify the marketing objective. View post

Every day you help resource groups generate ideas that are cool to the target, custom to a client’s brand and effective in accomplishing the marketing objective. Explore how Verizon’s Super Bowl commercial stacks up against those three standards. View post

Inspire your resource group to think differently about the marketing objective. In this tip, we explore how changing the word “persuade” to a different verb can help your resource group generate fresh ideas. View post

Energize your resource group by infusing a sense of play. Declaring it "Opposite Day" will shake things up and help inspire participants to think differently. View post

Persuasive campaigns have messaging that will convince the target that the product has value in addition to rewarding them for taking action right now. In this tip, we explore detour techniques to help you add activation ideas to your development list. View post

Like a GPS for facilitators, the mantra of “whenever you make a list, always be sure to make a choice” is explored as a way to navigate the nuances of facilitating the Creative Resources Process. View post

The Development Step gets a jumpstart when the facilitator begins by engaging the resource group in naming the campaign. Making a quick list of names and asking the client to choose one can help participants offer ideas with relevant communication tools and cohesive messaging. View post

Creative Facilitators know that thoughtful casting of the resource group sets the stage for productive sessions. We explore using cool, custom and effective detours to help you think it through. View post

The expertise and domain knowledge of the resource group can have a profound impact on what comes out of a session. In this tip, we explore how recruiting specialists as participants for a particular step of the process is similar to arranging and orchestrating a hit song. View post

Here’s a little “back to basics” refresher that includes ten timeless tips that will go a long way to help you run an effective session. View post