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Session Information

DMA06 Conference and Exhibition

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Creative Masterclass

Track : Creative Strategy and Execution

Program Code: F281

Date: Monday, October 16, 2006

Time: 11:00 AM to 12:15 PM

Location: 134

SPEAKER :

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Herschell Gordon Lewis, President, Lewis Enterprises

"Herschell Gordon Lewis is former chairman of Communicomp, a full-service direct marketing agency absorbed into Interpublic. He now heads Lewis Enterprises, through which he writes and consults individually for clients in the U.S. and a number of other countries. He is arguably the best-known direct response writer and consultant in the United States.

Mr. Lewis's background includes more than 20 years as adjunct lecturer to graduate classes in Mass Communications, Roosevelt University, Chicago. His thirtieth book is Hot Appeals or Burnt Offerings, an exploration of effective fund raising methods. Mr. Lewis’s recent books include the wry Asinine Advertising and Marketing Mayhem, published by Racom Books (Racom also is the publisher of a new third edition of Open Me Now and On the Art of Writing Copy); and Effective E-Mail Marketing, published by the American Management Association. " "Herschell Gordon Lewis is former chairman of Communicomp, a full-service direct marketing agency absorbed into Interpublic. He now heads Lewis Enterprises, through which he writes and consults individually for clients in the U.S. and a number of other countries. He is arguably the best-known direct response writer and consultant in the United States.

Mr. Lewis's background includes more than 20 years as adjunct lecturer to graduate classes in Mass Communications, Roosevelt University, Chicago. His thirtieth book is Hot Appeals or Burnt Offerings, an exploration of effective fund raising methods. Mr. Lewis’s recent books include the wry Asinine Advertising and Marketing Mayhem, published by Racom Books (Racom also is the publisher of a new third edition of Open Me Now and On the Art of Writing Copy); and Effective E-Mail Marketing, published by the American Management Association."

Description

Updated for 2006, the dynamic Masterclass condenses a full day's 'refresher' tips into a single 75 minute session. Structured on an advanced level and unique to the Annual Conference, it's the perfect way for the professional copywriter, creative director, or executive to hone creative skills. Emphasis is on the selling power of words, geared to today's vibrant and extraordinarily competitive demand for attention.

Learning Points:

-Simple word choices generate huge differences in response

-The psychological impact of statements, questions, exclamations

-Professional tool: 'Word expansion'

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