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Scott
is an entrepreneur. He co-founded Richter 7, and has actively
participated in its management for the past 17 years. Over
the years, he has worked with a multitude of clients in various
industries including American Express, Beneficial Life, Schreiber
Foods, Mrs. Fields, CBS, National Public Radio, Disney, Intermountain
Health Care, Novel, and the Utah Transit Authority.
Scott’s work has received recognition in the most prestigious
national and international creative competitions, including
The One Show, Communication Arts, Art Directors International,
the CLIO awards, and the Gold Lions. Print magazine described
him as one of two recently “discovered” art directors
in America, and Adweek featured his agency in their article,
“Twenty Agencies to Watch.” Feature articles have
also been written about Richter 7 in Communication Arts and
Creativity magazine.
Scott earned a bachelor’s degree in fine arts from
Utah State University.
The
Role of Market Research in Creating a Branding Strategy
(Morning Session)
During his first presentation, Scott will cover the key
issues you should focus on when using market research
to develop a branding strategy. He will discuss the emotional
issues that motivate behavior, and he will define the
sources of brand equity as well as how to measure them.
Scott will use case histories to illustrate market research
tactics, and explain how you can use them to grow brand
equity. |
The
Role of Creativity and Aesthetics in Advertising
(Afternoon Session)
During his second presentation, Scott will explain why
creativity and aesthetics should matter to marketers.
He will talk about the power of “art” in building
brand equity. He will also display examples of creative
advertising for both large and small companies, and analyze
what has made these creative campaigns strategically smart. |
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Scott
Rockwood