Mary Olivieri is the EVP, Executive Creative Director of the fully-integrated agency – CBD Marketing, and student of the Second City Training Center. With more than 25 years of copywriting experience under her belt, she has led scores of communications professionals and creative writers in delivering materials designed to truly resonate with business and consumer audiences of all types. Through custom-created, improvisational-based exercises and interactive workshops – her approach to the craft of writing has often been called “zen-like” and “groundbreaking”. Mary has created award-winning advertising and marketing communications, and has given voice to many brands, including Pringles, Firestone, Harley Davidson and even Dos Equis’ Most Interesting Man.

Mary Olivieri’s Session(s):

9:45 a.m.–10:30 a.m. Pacific Time — Thursday, February 24, 2022

How to Use Data to Inform Creative and Copy Decisions

Ever find yourself wondering if there was something more you could do to your content to increase its impact? As a writer you have learned to rely on your gut, and though that reliance has merit, that’s just the beginning. There’s also data – and it’s a real gift for those of us who are expected to create engaging campaigns and content day after day.

Mary Olivieri, EVP and Executive Creative Director of CBD Marketing, will share the secrets of leveraging data in all its forms to boost your content in order to meet your objectives and KPIs.

In this session, you'll learn how data plays a key role in copy development and get answers to:

What are the best approaches for getting our audience to engage with our content?
Which creative executions will be most effective and how do I go about determining that?
How do I know if my content is hitting its mark?
What difference does a single word make?

Plus, we’ll feature examples from Blue Diamond Almonds, Whirlpool Corporation and other leaders in their fields.

Check out our early bird ticket prices!