What’s this session about?
Most Account Handlers during their first few years are often intimidated by strategic brand planning and often leave it to their more senior colleagues or the agency planners.
They soon realise that without a basic grasp of the key brand planning tools, promotion and confidence can quickly dissipate.
In this short session we will explore some of the key planning tools that will demystify the dark art, long words and odd diagrams that make up the world of strategic brand planning.
What will I get out of it?
Encouragement to engage in more strategic brand debates by having a broader understanding of some of the main strategic planning tools.
An appreciation and confidence to discuss strategy, challenge assumptions, have a point of view and constantly strive for simplicity over complexity.
Understanding of these planning tools and confidence to never assume someone else ‘knows best’.
The Burns Unit tlc
Paul spent 25 very successful and exciting years at Saatchi & Saatchi looking after client business. He became their Training Director and first Director of Knowledge Practices, sitting on the main Management Board of the Agency.
He is recognised to have passion and skill in developing people and won several industry awards for Learning and Development.
He has run accounts across a wide variety of businesses, from the hugely successful bid and launch of the National Lottery, to fast turnaround business on News International. He has led teams on large and complex financial brands and has run countless Blue Chip fmcg brands.
Paul launched The Burns Unit tlc in 2009 and in a few short years it has built up an enviable client list. The Burns Unit tlc works with many of our key trade bodies; IPA, ISBA, AIA, EACA, Clearcast, the 4A’s and also with over 60 leading agencies from traditional above the line agencies, to large and small media agencies, specialist digital and search agencies as well as a number of blue chip client organisations. Paul is also the author of the IPA Foundation Certificate, the award winning eLearning program.
Date/TimeTuesday 06 April 2021 5:00 pm - 6:00 pm