Target Audience: NGen members with 2-5 years industry experience

Spaces Available: 40

Details:
As a first for NGen, you will have the opportunity to hear from some of the industry’s most senior Strategy Directors on the thinking that goes into creating a great strategy. This session will be led by Brett Dawson – Agency Director from IKON Communications, David Trovell – Strategy Director from Starcom, Angela Feruglio – Director, Business Planning from Mindshare and Justine Bloome, Group Strategy Manager from PBL, who collectively have over 45 years of experience.

Understanding the Brand, the Market and the Consumer are crucial in determining insights that lead to choosing the best channels to connect the message to the consumer. This session will take you through those steps, and there will be a short workshop to determine “how to get an insight”. If you want a Career in Strategy, this session will provide you with the knowledge of what is required.

Content
This 3 hour session will be delivered by 4 Senior Industry Directors, covering:

Demystifying the role
What is Strategy
Where it fits in the mix
Brief summary of all the different job titles
Evolution of Strategy i.e., 5 years ago versus now

Strategic Toolbox
1. Brand Knowledge – Brett Dawson - IKON
Information and intelligence that is critical to understanding the solutions that the communication program should address.

2. Research into insight – David Trovell - Starcom

What is an insight?
Highlighting various types of research and analyses required
Demonstrating some examples of how to generate insights from the data
The influence of an insight across all communication and creative
Workshop – how to get an “insight”

3. Channel Expertise and measureable outputs - Justine Bloome - PBL
Master of all or specialist of one
The communication options
Learning to understand the attributes, relevance, effectiveness, efficiency
What can be measured aside from sales? I.e., impact, effect, awareness, consideration etc

4. Tell a Story – Angela Feruglio - Mindshare
The core idea that the communication plan will hang its hat on. The story that will provide the direction for all implementation.
Getting in shape
What a Manager looks for in a great strategist


Please register your interest to attend by Thursday 2nd of September. We will confirm after registrations have closed on whether you have secured a place.
Members are advised to have received confirmation with direct managers to attend any NGen workshops prior to registrations of interest.

Contact details



contact@ngen.org.au