It’s a good thing many creative people are often cynics and eye-rollers. It’s their well-tuned B.S. detectors that make them effective communicators. But motivating cynics and eye-rollers in an industry full of B.S. is tough. How do you manage people who don’t like to be managed? Can a ship of pirates be turned into a navy?

While some of the answers are common sense, surprisingly most aren’t. As with most advertising insights, the best answers come from a deep understanding the target market–creative people.

Sourcing a wide variety of industry studies, Sullivan will show how to manage creative people and the whole creative process more effectively. You’ll leave the session with ideas on how to get more work and better work out of creative people in ways that actually build department morale.