Presented as a showcase of effective campaigns and case studies, Lynn wove the challenges of the students’ written assignment into her talk, encouraging the participants to make connections between the workshop and their own objectives; to think differently about radio briefs beyond the 30” spot.
Some of the topics touched on included: frequency versus destination listening, the value of live reads and promotions, the effectiveness of branded storytelling and the vital need to integrate on air, online and on the ground communication elements. Lynn also emphasised the importance of strategy being essential for good creative, and the utmost importance of quality in the production process.
Creatrix is passionate about mother tongue campaigns and the group discussed why South African languages are imperative to communicate to our target markets on their terms, on their turf and in their language.
The group benefitted massively from the Creatrix experience. Some of the comments included:
“This whole experience made me realise how lucky I am to work so closely with this remarkable woman.” Katleho Marole
“I love the way Lynn presents her work, her causality makes us understand better.”
“I have learned so much, especially about the media industry. You opened my mind when it comes to my assignment.”
“An iconoclastic approach to the industry that I really enjoyed.”