Unlocking creative genius leads to creative work that works harder and pays for itself.
Many start-ups struggle to understand how to work with creative partners to achieve their creative goals and get the most for their time and money. All of this begins with the inability to articulate a clear direction to their creative team and stay true to that direction throughout the review process.
Many entrepreneurs need help translating all of their ideas for potential creative communication into the most important ones and the ones that creatives can act on. And when they see the creative work from their teams, there is often either too much subjectivity around creative review or the feedback is too prescriptive which stifles creative genius.
How do you clearly articulate your communication needs and vision for your brand to a creative team and then provide consistent, meaningful feedback throughout the creative process?
It’s by creating a tight, aligned brief and learning the “art” of providing effective feedback.
The Unlocking Creative Genius sprint will teach the participants how to give great creative direction and how to manage a review process that includes clear, consistent feedback to get great work. Also, get an overview of the typical ways of working with a creative.
Who should take this cohort?
Entrepreneurs that have a creative initiative ahead or have tried to embark on a creative initiative and failed. Creative initiatives include brand logo and visual identity, advertising, social media direction, marketing campaign, etc.
Homework and Outcome
Participants will choose a briefing template, complete it, and get expert and peer review and feedback. Additionally, the experience will identify creative briefing areas which are unknown or weak in direction (e.g. target, key insight, etc.) and need more work to solidify.
This is a highly interactive sprint amongst the experts and other participants.
After completing this sprint, participants will be ready to hire creatives and execute campaigns quickly and cost effectively.
Monday June 7, 2021 10:30am – 12:30pm MT (12:30pm ET – 2:30pm ET)
Wednesday, June 9, 2021 10:30am – 12:30pm MT (12:30pm ET – 2:30pm ET)
Friday, June 11, 2021 10:30am – 12:30pm MT (12:30pm ET – 2:30pm ET)
Meet the Experts
Principal and Chief Collaborator, Added Perk; Co-founder ŪMEWE
Whitny Sobala is a purpose-driven brand strategist, social innovator, marketer and mentor. In her 20+ years of experience, Whitny has built brands, engaged communities and co-created culture for both established CPG companies and emerging startups. Whitny started her career at PepsiCo, where she spent 12 years honing her Marketing expertise through various leadership roles including, brand management, media strategy, sports marketing and innovation for multi-million dollar, joint venture and emerging lifestyle brands, such as Pepsi, Mountain Dew, Lipton Brisk, Sierra Mist and SoBe.
Motivated by her strong entrepreneurial and innovative spirit, Whitny made the move to NYC-based start-up, Quirky.com, where she helped lay the foundation for growth and build marketing launch plans. Passionate about unlocking the potential of people and brands to drive positive social change, Whitny then founded Added Perk, a brand consulting firm that partners and collaborates with social impact ventures and conscious business leaders to create brand affirming workplace cultures and deliver brand “purpose” through culturally relevant brand strategy and business innovation. In this capacity, Whitny has advised and consulted on a number of brands and businesses including, Sambazon, Make it Happy, Rally.co, Do Anything Foods, Merchant’s Daughter Hard Cider, Alex’s Lemonade Stand and Better Spaces.
Whitny is also the co-founder of the public benefit corporation, ŪMEWE (‘you-me-we’). ŪMEWE is a collaboratively-built, locally expressed, lifestyle brand that turns Optimism into action. Among our many products and projects is International Optimism Yellow, a color developed in collaboration with fellow Optimist, artist and (art)repreneur Riley Johndonnell and the Pantone Color Institute, as well as “We Are INTOyellow,” a locally adaptable civic campaign that celebrates Optimism and Resilience in honor of Mental Health Awareness Month.
Principal, Brand Harbors Consulting
Amy Wirtanen is an executive marketing leader and general manager for consumer products and innovation. Amy Wirtanen is an experience marketing leader and general manager with a passion for developing enduring brands, attention-grabbing marketing campaigns, strong businesses, and successful teams. She is currently working as a marketing consultant as Principal, Brand Harbors Consulting and an intrepid entrepreneur. As a marketing consultant she works with start-up companies, advertising agencies, and multi-national companies in projects including brand strategy, culture development, digital and social marketing communications, and trade sales and marketing.
Before becoming a marketing consultant, Amy was the Vice President/General Manager of the Regional Spring Water business at Nestlé Waters North America (now Blue Triton Brands). In this role, she oversaw the business and brand strategy for a $2B portfolio of six, market leading, regional bottled water brands (Poland Spring, Deer Park, Zephyrhills, Ozarka, Ice Mountain, and Arrowhead).
Amy began her career in 1996 at Ernest & Julio Gallo where she worked in international marketing for Europe and domestic marketing and innovation for the Turning Leaf brand. In 2000, she joined Starbucks Coffee Company where she worked on the joint venture between Starbucks and Pepsi and created and launched the Starbucks Doubleshot brand, now a $650MM+ brand.
Prior to her position at Nestlé, Amy spent seven years at PepsiCo where she held positions in innovation, brand strategy, and brand marketing for brands such as Diet Pepsi, Pepsi Max, and Tropicana. Amy’s second act in her career is to pursue her lifelong ambition to be an entrepreneur and to help other entrepreneurs fulfill their vision. She is a Founding Partner and Advisor for Merchant’s Daughter Ciderworks which manufactures and sells its award-winning Merchant’s Daughter Premium Hard Cider throughout New England.
RiseUp sprints are week-long engagements, entirely focused on helping you solve your most head-scratching business problems.
Sprints are led by experts who identify, address, and solve similar issues so frequently, they can quickly understand the source of your problems and offer advice as you create a smart plan that will help your business rise. Each sprint is attended by a hand-picked cohort of founders facing similar challenges, who learn from the expert leading the sprint and each other.
This isn’t like taking a class to learn the basics of running a business. RiseUp sprints drill down into specialized topics, asking “what’s broken?” in your business model, product, organization or execution. Be prepared to roll up your sleeves and be assigned (and complete) homework, while diving deeply into what’s holding back your business. Rise Experts are there to guide you, but they aren’t going to do your job for you. It’s up to you to lead your company to growth as you hypothesize better outcomes and create and execute your plan.
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