8 Week Masterclass in Planning Effectiveness
Advertising effectiveness is at the heart of why marketing and agencies exist and a key priority for Irish clients according to the IAPI Client Census 2015.
However, actually demonstrating effectiveness can be at best a ‘necessary evil’ and at worst a painful, isolating, last minute scramble for AdFx awards.
Who it is for?
Strategic Planners, Account Directors, Media Planners - committed to sharpening their effectiveness skills, & applying them to build on-going client trust and value.
Agencies prepared to invest in improving competence in critical thinking, rigour, measurement and building an effectiveness culture.
How does it work? Particpants work on writing their own effectiness case studies
- The programme is tailored around individual ‘live’ client cases.
- There is advice on setting benchmarks and evaluating campaigns
- Three key elements in effectiveness: the case, the argument and the story.
- Participant homework: deconstructing best-practice cases from IPA Effectiveness Awards
- One-to-one final clinic with each person on client case and next steps.
Who is leading it?
Karen Hand is an independent strategic planner and researcher, working globally with clients & agencies. Previously she worked in brand management in P&G & as a board planning director in BBH, where she won the APG Grand Prix & Gold International for strategic planning.
Karen has trained agencies in planning and effectiveness, and marketers in advanced communications around the world. She has judged the UK APG strategic planning awards and the IAPI AdFx awards three times.
The course requires a signifant amount of commitment and attendance. We've run it 4 times over 2 years. It always books out it's so popular!
The course runs 1 morning a week for 8 weeks, on Wednesdays from 8.30am - 10.30am.
There are only 13 places available so early booking is advised. Preference will be given to IAPI members.