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Moments that matter is an ideation method developed in The Zoo at Google that uses consumer behaviour to inspire creative thinking in any medium. By understanding when and where people are receptive to communication you can develop relevant and or inspiring ideas. “Start with the user and all else follows” as they say at Google

We cover

  • Inspiring examples of how understanding consumer receptivity led to great work
  • The different types moments that matter: Micro moments/ Regular moments/Life change moments and how they inspire innovation and ideas
  • Using data and other research methods to uncover moments that matter
  • How to use these moments to develop ideas

What you will learn in this session can be run on zoom or face to face.

It includes Zoom breakouts so you can familiarise yourself with methods.

All delegates receive a digital record

DELEGATE LEVEL: Account Directors, Senior Account Managers, Planners and Creative People. If you want to develop ideas beyond the obvious through teamwork

DATE: 15th December 2020

TIME: 10am to 11.30am

TRAINER:

Julian Saunders is a strategist, trainer and writer, who has had three careers.

In advertising, he was Planning Director at Ogilvy, Head of Strategy at McCann-Erickson and CEO of Red Cell Advertising, a WPP agency dedicated to challenger thinking

In 2004 he produced a textbook for planners about the coming impact of digital technology. (“The Communications Challenge” APG 2004)

Then he focussed on design thinking and the application of Behavioural psychology to behaviour change. He was Non-executive Planning Director of Good Technology (gt), ran The Big Thinkers program for UK government (COI) and helped set up an Innovation team at Google (called The Zoo).

He teaches courses for strategists and brand owners in the UK and internationally- and most recently, of course, he has been trying to master how to do this well on Zoom.

The Alliance members may be familiar with Julian as one of the tutors on The Diploma

Date/Time

Tuesday 15 December 2020 10:00 am - 11:30 am

Location

Zoom Webinar
Online

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