How to use communication as a creative engine

This session is about evolving communication from its past as an organization’s mouthpiece to its future as an organization’s creative engine. It’s about reshaping perceptions of our profession. Communication has earned its seat at the decision-making table. But another meeting happened before it arrived. Each time a team readies itself for a launch, the company’s product or service has already been determined, developed and often packaged.

Communicators can do better. We can invent newsworthy offerings from the ground up. Through internationally award-winning case studies, participants will learn how to apply invention at the beginning of the communication planning process. The material encourages an entrepreneurial approach to communications and covers creative problem-solving, selling an unconventional idea internally, packaging it, getting stakeholders buzzing, integrating social and untethering ourselves from the usual suspects at launch time. With communication under pressure to evolve, uncover how to harness invention and the methods to tap into creativity.

By the end of this session, participants will be able to:

  • Use their communications skills to take regular products/services, reshape them into something newsworthy and inject them into national news.
  • Construct campaigns that cross multiple industries–and even continents–with strategies and tactics tied directly to business outcomes.
  • Blur the line between pixels and print and merge the digital with the physical by introducing multi-sensory components into content distribution.
  • Reinvigorate their passion for communications by pushing it beyond existing definitions and turning seemingly impossible communication challenges into some of the most fun they’ll have in their careers.

Track: Creativity, Technology & Design

Presenter / Adam Ritchie / U.S.  is a true innovator, pioneering unique approaches and uses communication to invent and transform. He has worked on more than 40 brands including Perrier, Timberland, Jiffy Lube, Magic Hat Brewing Company, Evenflo and Jacuzzi. His award-winning campaigns have appeared in international media, and his range of capabilities is respected among his colleagues. He has spoken about brand development at South by Southwest and has appeared on NPR, MarketWatch and The New York Times. Ritchie holds four Silver Anvils from the Public Relations Society of America, a Best in Creative Excellence distinction from PRWeek and a degree from the S.I. Newhouse School of Public Communications at Syracuse University. He is a Holmes Report Most Innovative Marketing Communications Professional, American Business Awards’ Communications Executive of the Year, PR News Professional of the Year, PR Daily Professional of the Year and Bulldog Reporter Professional of the Year.