Murphy Gilson, SVP of brand and creative at Pivot, is on board to lead the next edition of the PromaxBDA Master Class series on Friday, December 12. Gilson’s class, “The Creative Weapon” will focus on the importance of good, memorable creative in a world where the points of contact with our audiences are dwindling by the day. Successful marketing plans are no longer just about click-thru and tune in; they also require content that stays with the viewer long after they’ve clicked away.

Gilson spoke with Brief about what viewers can expect when they sign on for the Master Class on December 12.

BRIEF: What are you hoping people take away from your master class?

GILSON: I hope people see the effectiveness of good creative in their marketing plans. That people need to understand how good creative can extend the value of their media plan.

BRIEF: What makes for good creative?

GILSON: Therein lies the meat of the master class. A lot of good creative shares similar qualities. One of the most important qualities that all good creative work shares is an authentic emotional reaction. People need to have an emotional reaction to content of any kind in order for it to be memorable.

BRIEF: What will viewers be seeing when they tune in for the master class on Dec. 12?

GILSON: We’re going to be showing the value of creative. I’m hoping they will see and appreciate the value of this asset that we can use and take advantage of. We’re in a unique space when it comes to television—so much of our content is so good now. Everyone understands and appreciates the value of good content and that appreciation should extend into the [marketing and promotion] work we do as well.

PromaxBDA members can register for the December 12 Master Class, “The Creative Weapon,” at promaxbda.org.

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