EXCELLENCE TRAINING : Excellence in Smart Strategy (London)

This course has been specially designed for a fast-moving world where you have to think but don’t have much time. It covers the daily practical challenges of Alliance members: a) analysing and better understanding your client brief and business challenge b) developing a creative strategy that inspires great work c) making better decisions and having better informed discussions about what will work for your client

The course therefore goes to the heart of a healthy and productive client relationship based on mutual understanding, partnership and trust.

THE COURSE WILL COVER

• What a good creative strategy looks like –- based on award winning case histories
• Techniques for analysing the client brief and working out the answer to the key question – what’s the client problem, really?
• Collaborative methods for working with teams and clients to build partnership
  • Creative thinking techniques and methods to generate ideas quickly
  • Smart use of AI platforms to both analyse and generate fresh angles
• The session will be split 50/50 between case histories and breakouts to use methods.
• The session will be packed with inspiring examples of effective creative work and will be highly interactive

DELEGATE LEVEL

• The course is specifically designed for anyone who is looking to take more strategic leadership of their accounts.  It recognises that account people are very busy and short of time and so need fast ways to get to the strategy and ways of having better and more strategic meetings with clients.
• This course is also good for strategist looking to hone their skills and learn new techniques
• Group size 12 delegates maximum

DATES AND TIMES

29th April, 9am to 5pm

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.  He took a sabbatical in 2003/4 to edit a textbook for The Account Planning Group on the 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 joined an Innovation team at Google (The Zoo).

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