How to apply the principles of growth to brands and business

Dan Izbicki

Dan Izbicki started his career as a strategic planner at the advertising agency WCRS, working on the global launch of Orange and Mini; winning numerous marketing & advertising effectiveness awards.

After spending five years running, expanding and selling the family jewellery business, Dan returned to the world of advertising at VCCP, winning effectiveness awards for his work on O2. More recently he has driven the effectiveness agenda within Unilever, where the Unilever Sustainable Living Plan ensure success is measured both in terms of business growth and social/environmental impact.

Dan founded Ethos in 2018 to focus on creating cultures effectiveness; instilling proven knowledge and behaviours within marketing teams to drive growth

What is it?

A highly interactive two half-day online course, simulating brand-strategy decisions and how they ultimately impact on a brand’s future growth.

How it works

This is a new kind of APG training that simulates a real-life marketing decision making process, using data analysis to drive your decision, learning best practice as you go.

Day 1 (1/2 day)

• You are placed into competing marketing teams” for brand X and allocated a budget.

• Teams are provided with the same brand/market data and market scenario to review.

• Based on their analysis of this data (and their own marketing knowledge), each team must make a series of strategic decisions via an online questionnaire (akin to the decisions made developing a marketing plan), allocating their budget accordingly.

• Once completed, the teams submit their decisions for review and to evaluate their ROI.

Day 2 (1/2 day)

• A presentation, reviewing each decision and the relevant marketing science.

• Essential learning and principles are taught and discussed

• We reveal how each team has performed and ultimately who is the winner with the highest ROI

Who is it for?

Planners and strategists with 1-5 years experience who want to understand and apply the principles of growth to the brands and business they work on.

By showing these laws in action” within a real-life scenario, strategists and marketers learn to make better strategic decisions on their own brands, thus driving growth.

What participants say

I learnt all about the fundamentals of marketing and gained an insight into the different laws for growth. I learnt something at every step of the game”

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It was great to use the data and apply it to a campaign in a safe environment, without the risk of affecting an ongoing campaign. It was very useful to get insight into brand growth and the methods behind it”

I definitely learned a lot in terms of the process a marketing team would go through to promote a brand. It gave me an insight into the kind of decisions needed to be made, and areas of data that can be hugely influential when strategising how to create a new product”

Previously when you just have a speaker come in, it can easily go over your head if you're completely new to the field being discussed. To be involved in a team and learn off them as well as the task itself I think was personally really positive. I think it was also simple to follow and allowed room for creativity!”

Course Details

Hours

Two half days

Cost

£450+vat (APG Membership required)

Venue

This Course will be run online. You will receive details once your booking is confirmed.

(Please note we can’t offer catch-up sessions or recordings if for any reason you can’t attend)

Course Enquiries

If you are interested in attending a Training Course, please e-mail Alison Trotter at alison@apg.org.uk