Account Planning: Understanding Consumers

During this workshop you’ll learn about account planning and research techniques. 

You’ll dig deeper into understanding your target audience, and you’ll reimagine your approach to insights and strategy. The work of an account planner or brand strategist is only as good as what can get passed around and talked about at the client side after the agency is gone. Data is critical. So are insights. But equally important is the "theatre of research". Bringing your consumer to life and getting closer to your audience than ever before. That's where the true, provocative insights are discovered. 

Who should attend:  junior to mid-level planners looking to be inspired and learn new skills.

Key learning objectives: 

• The ability to incorporate real-world learnings into strategy development. 
• The development of a functional toolbox for observational research and insight mining. 
• The infusion of emotion and energy into the creative brief development process.
• The use of storytelling to truly wow clients and sell ideas.
• The true understanding of the consumer journey and path to purchase
• The integration of insights into the brand journey
• The ability to identify sparks of opportunity during the planning phase that lead to brilliant creative solutions and engagement tactics