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When you are trying to crack a client brief – this is one of the most important questions.

Get it wrong and you can waste a lot of time. Get it right and you can win pitches, develop creative work quickly and put in place the right measures of success.

We cover

  • Inspiring examples of how defining the problem clearly or differently led to effective and creative work
  • Key questions to ask when tackling a brief – including a checklist
  • Collaborative planning methods to include the whole team to get buy in
  • How to set objectives for successful evaluation

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 and Planners. If you are a key person on the pitch or the project.

DATE: 29th September 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 29 September 2020 10:00 am - 11:30 am

Location

Zoom Webinar
Online

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