JANUARY 9, 2019 – 1⁄2-day Workshop
They have different demands and expectations from their parents – forged by a combination of empowerment through technology and constraint through lack of cash & opportunity. They feel invincible as they navigate their world with their smartphones- yet there are countervailing forces that can make them feel less so
This is “the big tension” at the heart of their lives. Understanding this tension and responding to it is also the big opportunity for brands and organisations for be relevant to and trusted by the next generation.
This course explores that opportunity and identifies practical actions and communications for brands, which know they must evolve to meet changing expectations.
WHAT TO EXPECT:
This half day course develops a framework for thinking about how brands need to develop based on the application of design thinking principles. We put personas the centre of the process and explore the different ways that brand can help customers both manage and maximise their lives
We look at examples of brands & services that really “get it”- how they are playing a dynamic role in shifting expectations and what we can learn from them
At the end of the session, we will have developed a model and a framework for brand development that covers ethics, design, and communication.
WHO SHOULD ATTEND:
This course is ideal for strategists, creative teams and client leads who need to think about and create for digital natives.
Julian Saunders BA, MIPA, FRSA
Julian Saunders was as a Strategist in The Zoo at Google and was previously Planning Director at Ogilvy and Executive Planning Director at McCann-Erickson.
He has had a front-line seat in the latest thinking about effectiveness from his role at Google and a training in classic account planning from his time at leading London agencies.
He has also been Executive Planning Director of Good Technology, where he worked on the BBC digital account and has worked with the UK Department of Health on the application of Behavioural Economics to behaviour change.
|8:30 am to 9:00 am||Registration & Breakfast|
|9:00 am to 12:00 am||Session|
|12:00 am to 12:30 pm||Lunch|
|12:30 pm to 2:30 pm||Session|
Lunch is not provided.
CA$495 – CA$750
Institute of Communication Agencies
2300 Yonge Street, Suite 3002
Toronto, Ontario M4P 1E4