How to Create it, How to Judge it

The time-tested techniques of direct mail copywriting apply to every channel in the marketing communications mix. Today's marketers need to understand how to brief, evaluate and create effective copy from the perspective of integrated marketing communications and multi-channel messaging.

In this one-day interactive seminar, participants will be asked to examine the copy development process within their own organizations and re-evaluate the roles of team players in marketing, client services, production and creative.

As part of the creative development process, participants will learn about the principles of developing great copy, what works, what doesn't work and how to effectively assess copy that will win in the marketplace.

This seminar will be a combination of instruction and workshops to help you quickly put this critical learning into practice.

Participants Will Learn

Participants will come away with skills that will help them play a more valuable role in the copy development process. They will also have an understanding of how to evaluate effective copy.

Who Should Attend

Great Direct Marketing programs require teamwork. Anyone who participates in the process of creative development will benefit from learning how to add value in more effective, creative ways.

Participants who should attend include: ad agency account management, marketing managers, creative people who will be developing direct marketing campaigns, as well as anyone involved in either assigning direct marketing projects or evaluating and critiquing direct marketing creative.

Seminar Instructor

Mona Sharkawy
Senior Partner
KISP Sales and Marketing Solutions Inc.

Mona Sharkawy's choice of a double major in Finance and Marketing at York University proved an ideal starting point for a career that has spanned nearly two decades working with, and ultimately becoming one of, Canada's strongest solutions-oriented marketers. Mona started her marketing career at Harlequin Enterprises and, over the next 15 years, she honed her marketing skills at some of the world’s top agencies and client side organizations: JWT, BBDO, FCB Direct, Reader’s Digest and CIBC. Her client roster is impressive, including top brands such as CIBC, Scotia Bank, Manulife Direct, Merrill Lynch, Pfizer, TELUS Mobility, Lavalife and Dove.

In the summer of 2004, Mona founded KISP (Keeping It Simply Profitable) Sales & Marketing Solutions Inc. Mona's new initiative coincides well with her entrepreneurial spirit. Importantly, KISP allows Mona to work toward her vision of being an "actionable" marketer:

Mona’s passion, motivation and savvy for the field of marketing is not only reflected in the obvious success she has enjoyed in her career, both as an entrepreneur and academic lecturer, but also in her generous contributions - business, academic and philanthropic - to various boards, committees and associations. Mona is an instructor for the CMA Professional Direct Marketing Certificate Program. At the end of the sessions, the CMA conducts a survey as to student satisfaction. As evidenced by survey results, Mona over-delivers to her students just like she over-delivers to her clients. A full 100% of respondents rated Mona a 5 out of 5!

As well, Mona is a member of the Executive Committee for the CMA Integrated Marketing and Customer Experience Council. It is that same commitment to excellence in marketing that finds Mona again volunteering her time and expertise as a Senior Judge for the CMA Marketing Awards. Celebrating results-based marketing, the CMA Awards is the biggest and most prestigious marketing awards event in Canada. It is therefore no surprise that Mona herself was the recipient of the CMA Gold Award in Marketing of Consumer Products and Services for a program she led for Pfizer Canada.

In an effort to continue building the marketing community and provide mentorship to future marketers, Mona also volunteers her time as a guest lecturer at her Alma Mater, York University. Additionally, she recently increased her contribution to marketing and education through her creation of the “Austin Award”, a financial scholarship named after her son.

A true believer in sharing, Mona is also involved with various charitable organizations, including The United Way, WAMS (Women Against MS), CEA (Crescent Entrepreneurial Association)and The Nelson Mandella Children’s Fund. When she is not servicing her clients, teaching or volunteering, you will find Mona enjoying her garden in the summer or in one of the numerous hockey arenas in the winter cheering on her son, Austin-Charles, who aspires to become one of Canada’s future marketing leaders.