Creative Concepts

What’s this course about?

Today, we hear a lot about content marketing, social marketing, email marketing, programmatic display, linear TV, ad-tech and a bunch of other things that have zero impact on the essential problem – creating ideas that impact consumer behavior.

In this class you will learn the art of persuasion expressed through creativity. We will discuss what works, what doesn’t and why through trial and error. Advertising is a contact sport and it can only be learned by doing.

You will be given assignments in the form of a creative brief and each week you will present your concepts. Together we will explore avenues of thought, technique and execution to develop great ideas that belong in a portfolio.

Classes will meet once a week in the evening for two hours over a period of eight weeks.

Guest speakers will be invited to share their wisdom.

Who will be teaching the course?

Paul Schauder

VP of Brand

LogMeIn

Paul started his career in advertising at Mullen where he worked on the Timberland, Very Fine, Polartec and BayBanks accounts, as a Media Planner. After several of his helpful suggestions were ignored by Mullen’s CCO, Paul put his book together and got a job writing at Hill, Holliday, Connors, Cosmopulos.

Working for clients like Fidelity Investments, Dunkin’ Donuts, TopFlite and the Washington Capitals, Paul’s very first ad made the One Show and his very first TV campaign was shortlisted at Cannes.

Stints at Braingem, a start-up focused on digital marketing, his own consultancy – Visual Republique, and freelancing followed.

In 2005, Paul joined Arnold where he quickly rose to the rank of Creative Director producing and overseeing award winning work for clients McDonald’s, Goodyear, RadioShack, Royal Caribbean and Babies R’ US.

Paul currently serves as VP of Brand at LogMeIn where he built the creative and UX departments and is responsible for the creation of the world’s fastest growing meeting software product – join.me

Paul’s work has earned him RACIEs, EFFIEs, Hatch Bowl’s, Yahoo’s Purple Chair, whatever Show South gives out and recognition from One Show and Cannes.