About the Workshop

A senior client once asked an agency, "Why should I believe that you can write convincing advertising when you can’t write a convincing recommendation?"

This 1½-day seminar is about building your business writing skills so that your writing resonates, your thinking is conveyed persuasively and your effort pays off by effectively producing a successful sales result. It is not a grammar and formats course – it goes much deeper. It is based on real-world successes and failures in agency-client writing and is delivered in a highly interactive workshop approach.

Following the workshop, participants can choose to extend their learning by getting private one-on-one feedback on examples of their writing with the workshop instructor.

Workshop Objectives

• Learn how to focus your writing style based on clearly stated objectives.
• Build skill in understanding context and getting into your reader’s headspace.
• Develop a method to convey your ideas for maximum impact.
• Motivate your reader to take action.

David Rutherford leads the workshop. David is originally from Procter & Gamble and is also a former President of Ogilvy & Mather in Toronto. David has been the editor of the annual CASSIES Awards book since 1997 and is the editor and a contributing author of the ICA book Excellence in Brand Communications.

Who Should Attend

The seminar is ideal for intermediate Account Management, Media and Account Planning people.

The Investment

Member Early Bird*	Member Regular*	Non-Member Early Bird*	Non-Member Regular*
$925	$975	$1,228	$1,295

*Plus applicable taxes

Course Dates/Times/Location

Early Bird Deadline	Registration Deadline	Course Date(s)	Location
March 19, 2007	April 9, 2007	April 23-24, 2007	ICA Office, Toronto

• Course Length: 1.5 Days
• Check-in: 8:30 am, daily
• Classes: 9 am – 4:30 pm (day one) and 9 am – 12 noon (day two)
• Lunch will be provided (day one)

DOWNLOAD THE REGISTRATION FORM

Or call:
416-482-1396, ext. 221
ICA Professional Development Office