Julian Saunders has worked as a strategist in most disciplines and recently in The Zoo at Google, where his role was to advise clients about effective marketing on digital platforms. He works directly for clients and specialises in running strategic workshops for them. Previous roles include: CEO of Red Cell, Non-Executive Planning Director of Good Technology, Executive planning Director of McCann-Erickson and Planning Director of Ogilvy. He publishes regularly, mostly in Market Leader (the quarterly journal of The Marketing Society), blogs at joinedupthink.com and was editor of The Communications Challenge (APG 2004) a pioneering textbook for planners about the impact of the digital revolution”
Craig is Joint Chief Strategy Officer at AMV BBDO
What will you learn?
You will get to grips with a heap of new skills to give you the confidence to tackle apparently complex or difficult client challenges with new energy. In particular you will learn an approach that takes you through all the key moments in developing and applying your strategy effectively, and using the most up to date digital tools and models to help you do so.
Practical tools and techniques for:
Tackling a business problem or opportunity by asking the right questions
Reframing client briefs as workable and effective comms challenges
Defining the role and opportunity for comms across media using a range of tools and approaches
Defining and locating target audience(s) at their most receptive
Working out when and where they are available and applying that thinking to digital channels
Bringing your ideas and thinking to life on-line using the latest communications and digital tools
Understanding and planning the role for comms across the customer journey and the ‘ecosystem’ of touch points
It will take you through the key questions you should ask at each stage and show you how to turn your ideas into an effective communication plan.
The course will be highly interactive and hands-on with preparation set in advance and team and group work during the day.
Who is it aimed at?
Practising planners and strategists with up to 5 years’ experience who want to develop their skills in turning client briefs into effective strategy and enhance their practical comms planning and digital skills. Whether you work for a ‘creative’, integrated, or other kind of agency there will be plenty for you to get grips with and lots of tools to take away and apply the next day to your job.
*APG Membership is required. Please go here for more information.