We live in a golden age for effectiveness studies – This workshop provides an essential briefing on the key insights from behavioural psychology and (data led analysis) of marketing effectiveness and behaviour change
It covers key marketing effectiveness/behaviour change texts – How brands grow by Byron Sharp, Decoded by Byron Sharp, Inside the Nudge Unit by Ralph Halpern
It addresses foundation questions in effectiveness
· Who to target for brand growth
· How rational or emotional consumers are
· How important influencers are
· Why mass marketing is unlikely to die even in spite of the boom in data led targeting
….And more besides
The aim of the workshop is to enable attendees to identify what is more likely to work and to have better conversations with clients about effectiveness, which is a bedrock of healthy and profitable client relationship
DATE: 26th September 2019
TIME: 9.30am to 1.00pm
VENUE: Central London
TRAINER: Julian Saunders is a trainer, planner and writer
He has been running highly effective seminars and courses for over 14 years since the publication of his book The Communications Challenge (APG 2004), which was pioneering textbook for planners that tried to make sense of the digital revolution. He works in the UK and internationally for agencies and brand owners.
He rose to senior positions in agencies – Planning Director at Ogilvy, Head of Strategy at McCann and CEO of red cell ( a WPP company) before changing course 15 years ago to focus on digital and behaviour change thinking. He has also worked at Good Technology (gt), at Google in the Zoo ( an innovation unit that bills itself as "A Thinktank for brand owners”) and with UK government on behaviour change campaigns.
COST: Member £250 / Non-Member £300