Planning for strong integrated ideas

Nowadays, the question is not so much "How can I use my advertising budget?"  but more likely "Can I use communications to solve my brand problems and if so how?"    Whatever terminology you use -- media-neutral, integrated, media-agnostic or just plain planning -- you have to think more broadly to do your job.
 
This is a one-day seminar where you'll discuss and learn techniques for looking for that elusive strong integrated idea.  Or simply refresh your existing skills.  The seminar is equally about learning from each other as it is learning from the tutor - be prepared to come along with examples and ideas of your own.
 
What you will do:
-- learn how to recognise a big idea and its characteristics
-- learn from other planners what they think big ideas are, and why
-- see some great examples
-- learn how to think more broadly about the briefs the client gives you and the briefs you give your colleagues - what’s the real problem?
-- focus on looking for a bigger idea rather than just a message or proposition
-- try out new and different techniques for finding integrated ideas
 
Who the course is designed for:
-- planners from any type of agency with 2-4 years experience, especially if you've worked in only one discipline
-- anyone who wants to develop their media-neutral thinking skills
 
The agenda:
-- What is a strong integrated idea - group examples and discussion.
-- What do we mean by integration - different models.
-- The planning cycle - looking for insight and building the idea.
-- The engagement approach to planning.
-- An integrated approach to briefing.
-- A short project worked on throughout the day.
 
Your tutor is Janet Grimes, ex-chair of the APG and an experienced planner who has worked across many different disciplines.