From Insights to Great Messaging

This event is over.

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Module

Length

Takeaway / Content Summary

1

Introduction

0H:10M

  • ANA Introductions
  • Agenda presentation
  • Participant Goals – why attending?

2

Roles – Responsibilities,

Insights Introduction

0H:50M

  • Client – Agency Roles, Responsibilities,
  • Insights Quiz
  • Insight Definition, Examples
  • Insights Application Across Marketing Mix

3

Insights, Detailed Application

1H:00M

  • Insights,  Best in Class Examples
  • Insight application Case Studies
  • Insight Inference Workshop:
    • What product/service
  • What Insight

4

Break

0H:15M

 

5

Insights Discovery – Start with Target Audience

1H:00M

  • Insight Discovery – Starts with Target Definition
  • Target Audience Definition – 7 Components
  • Behavior Objective – 5 Options
  • Target Media Absorption

6

Lunch

0H:45M

 

7

Target Audience Workshop Presentation

0H:30M

  • Teams select specific Client Targets
  • Create 7 Component Definitions
  • Consider Behavior Objective, Media
  • Class Presentations

8

Creative Idea Process

0H:45M

  • Idea Process Presentation.
  • Examples of Campaign Ideas, Key Copy Words, Core Visuals
  • Impact on Creative Cycle Time
  • Workshop on Inferring Creative ideas

9

Communication Assessment

0H:45M

  • Creative Assessment Process
  • Five Critical Questions
  • Ideas and BIG Ideas
  • Strategy, Idea, Insight, Campaignable
  • Strategic Triangle for Linkage Check

10

Break

0H:15M

 

11

Commenting On and Coaching Creative

0H:45M

  • Optimizing Agency Relationship – Productivity
  • Effective Commenting and Coaching
  • Becoming the “Client of Choice”
  • Advanced Creative Assessment
When
Begins:Tuesday, June 16, 2015 at 8:30am
Ends:Tuesday, June 16, 2015 at 5:00pm
Where

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Roderick M. McNealy

Roderick M. McNealy is principal of McNealy Advanced Communications (MAC), whose mission is to provide insight-driven, customer-focused marketing solutions. Rod’s 38-year career has focused on marketing and advertising, and he worked in a variety of marketing leadership roles at Johnson & Johnson for 31 of those years. Rod has conducted management training and formulated implementation strategies for companies located in the United States, Europe, and Asia. He has consulted with health care, public and private sector organizations, and the U.S. Navy. 

Rod is a member of the ANA Faculty and is an in-demand speaker. He conducts marketing and advertising courses at Princeton University, the Yale School of Management, and Mount Holyoke College. He is the author of two books: Making Quality Happen and Making Customer Satisfaction Happen. Rod is a Princeton University graduate, with a Bachelor’s degree in American History. He received his M.B.A. from the Harvard University Graduate School of Business Administration.