Svetlana Maybrodskaya, BBDO Moscow

Posted: September 19th, 2010 | Filed under: Speakers | | No Comments »

Svetlana Maybrodskaya graduated from Lenin Moscow Pedagogical State University (Faculty of Philology). She is a specialist in branding, BTL and advertising. Senior copywriter of BBDO. Founder of the most successful advertising school Wordshop BBDO which prepares creative staff for advertising industry (copywriters, art directors, producers). In 2009 the school received the status of Academy of Communications, and Svetlana became its director. She leads workshops and trainings in copywriting, naming, and creative technologies in Moscow State University, Higher School of Economics, Russian State University for the Humanities, Peoples’ Friendship University of Russia, Moscow University for the Humanities, Moscow State University of Culture and Arts, at the festivals Idea, Moscow and Kiev advertising festivals (KMFR and Red Apple), ADCR, social festivals MIR and RSFSR. Her clients are: Coca-Cola, Nestle, Pepsi, Wimm Bill Dann, Transmark, VTB, Avon, Fritolay, Talosto, Crysler, Kelly Services, Procter and Gamble and others. Awards: News Outdoor grand prize for the best outdoor advertising (2006), 2nd place in Red Apple festival and 3rd place in ADCR festival for radio advertisement of Festival of Special Theatres Proteatr (2007), 3rd place in Effi festival for pelmeni brand Sam Samich, 2nd place in ACDR festival for advertising campaign (2006), grand prize for corporate style of Future Summit festival (2007), award of Russian Academy of Advertising for the best communications project of the year – creating school of advertising Wordshop BBDO (2008).

Slogans creation: techniques of working with a word

What do you do if you are given a boring brief, something like “tasty yogurt”, “individual approach”, “freshness 24 hours a day”, “new bottle shape”, “organic control”? How to join two or even three points from the brief in one slogan, such as not chocolates + pleasure + women’s world? Or technology + naturalness? And most importantly, how do you fit into the brief, especially several times (with no less than 5 variants), and each time successfully? Creating slogans means art and inspiration. But, on the other hand, copywriting also means craft, and techniques (professional tricks) play a big role, allowing to save time and increase efficiency. One of these techniques is the search and exploration of key words. The workshop will be dedicated to the methods of creating slogans and will be of interest to everyone who wants to create slogans and titles, and also to those who are afraid: “What if I can’t come up with anything”…