This in-person course introduces participants to the thinking and tools required to define and demonstrate the value their strategy and creative solutions generate.
Agency brand teams, planners and strategists, client services and creatives – essentially anyone with a vested interest in being able to articulate the true value of the creative work they’re involved in developing or implementing.
This interactive one-day session will give participants the knowledge they need to understand how their creative activities will generate value, and the ability to articulate and demonstrate that value.
The course will introduce participants to the key facets of embedding effectiveness into how they develop strategy and creative solutions. Introducing the concepts of how to relate upstream commercial value to downstream creative activity and introduce the tools and techniques needed to set up an effectiveness process for their business.
You will learn how to set the right objectives on the accounts that you work on. You will discover a powerful framework for effectiveness and learn how to populate it with the right KPIs to demonstrate commercial value from start to finish.
There will be breakouts where you compete in teams to create your own Effectiveness framework on a case study. In a group session, we will look at a typical dataset on a brand and discuss if the brief was right or not. Read more about the benefits of this course in the tutor's blog Better understand and justify the value of our creativity.
This course will run in person at the IPA on Thursday 20 February, 9.30am - 5.30pm
Gurdeep’s 25+ years of experience brings together the technical and strategic aspects of Marketing. Before co-founding The Effectiveness Partnership in 2008, he worked as Head of Effectiveness at Leo Burnett across the agency’s accounts. Since co-founding TEP, he has enabled TEP’s clients to win over 200 Effectiveness awards globally (including Grand Prix at Cannes, the Euro Effies, and Double Golds at the IPAs). He has personally won six IPA Effectiveness Awards and 13 European Effectiveness Awards, including three Gold.
He has judged Effectiveness awards globally, including the IPA and Global and European Effies.
Sharon has over 25 years of experience in marketing and a career that has seen the industry from every angle. She started her career as a marketer at P&G. Still, eventually, the lure of advertising, with its capacity to transform creativity into business results, was too much to resist and she joined the planning team at Leo Burnett. Over the years she built a wealth of strategic experience, also working at MCBD; as well as integrated agencies Elvis and Saatchi & Saatchi X; and branding agencies Lewis Moberly and Identica. Ultimately, it was a fascination with how people think and make decisions that led to another sideways shift when she joined insight and innovation agency C Space.
Sharon has won multiple effectiveness awards including APG, Effie and DBA awards and has worked with a myriad of brands such as Heinz, McDonald’s, Kellogg’s, P&O Cruises, The Body Shop, Nestle, and Philips, Coty, Three, innocent and H&M.