*NEW WORKSHOP* Business Transformation Leadership for CMOs
This business transformation leadership workshop will provide participants with a clear understanding of the overarching tectonic shifts and an action plan to transform their organization into one poised for success.
*NEW WORKSHOP* Capability and Talent Leadership for CMOs
This engaging and interactive talent leadership for CMOs workshop features a panel of forward-thinking CMOs, and will help participants develop a practical action plan to transform their organization’s talent and capability.
*NEW WORKSHOP* Digital Leadership for CMOs
This immersive digital leadership workshop is designed especially for chief marketing officers and business heads to help them make the right decisions in leading their companies into the digital future.
Aligning Marketing to Sales (HALF DAY, ONE DAY)
In this marketing and sales alignment workshop, participants will learn that alignment offers the single greatest opportunity for improving business performance. Participants will learn how to coordinate marketing and sales objectives, strategies, activities, and goals.
Assignment Briefing (ONE DAY)
This assignment brief workshop will help participants gain an appreciation for the importance of this oft overlooked document while learning exactly what content is necessary to generate world-class creative from their agencies.
Big Data for Marketers (HALF DAY)
This big data workshop uses case studies of how big data is captured, created, analyzed, and applied in product development, customer experience enhancement, new customer acquisition, channel management, and the creation of new business models.
Brand Management Fundamentals (ONE DAY)
This brand management workshop will cover planning, developing, and directing the marketing mix. The workshop will take participants beyond the basics to the practical skills needed to coordinate the efforts and responsibilities of others.
Bridging Digital and Traditional Marketing (ONE DAY, TWO DAY)
Marketing is an integrated, holistic set of solutions, and one in which digital technologies are increasingly woven into every marketing activity and every point along the consumer’s decision process. A brand’s TV commercial may spark a consumer to use their tablet to learn more about the product; a shopper may see a point of purchase sign that encourages them to use their mobile device to help them choose which brand to buy; a gift recipient may love the product so much that they tell all their Facebook friends about it or write an online review; a brand’s public relations campaign responding to a disaster results in folks around the world becoming aware of the brand and donating using a phone. The digital channel has become essential to the way that consumers make choices about where to shop and what to buy; they use digital devices as their primary vehicle for communicating with and about brands. Consumers expect consistent messages and experiences with brands whether it’s on TV, in a store, on a web site, or through their social networks. To meet and exceed the consumer’s expectations, all marketers must have a solid understanding of the digital landscape and how brands can leverage digital channels to attract and influence consumers.
Business Acumen- How to Get the C-Suite to Listen (HALF DAY, ONE DAY)
This business acumen workshop teaches participants the language and big picture perspective they need to better interact with executive management. Participants will learn how businesses operate and how marketing fits into various business models.
Content Marketing (HALF DAY, ONE DAY)
This highly interactive, content strategy workshop will take participants through the process of creating a content strategy that will be immediately actionable once they are back at the office.
Customer Centricity (HALF DAY, ONE DAY)
This customer centricity workshop provides participants with insight into the strategies needed to create a customer-driven organization as well as an understanding of the techniques and skills needed to execute consumer-centric strategies.
Customer Experience Design (HALF DAY, ONE DAY)
This customer experience workshop offers participants practical advice, tools, and tips on how to leverage journey mapping in their customer experience activities to drive differentiation, earn alignment, and generate valuable word of mouth.
Digital Innovation Lab: Organizing for Marketing in a Digital Age
This digital innovation workshop will help participants develop a practical action plan to adapt essential dimensions of their operating model. Participants will able to implement agile processes that lead to predictability, quality, and efficiencies.
Digital Leadership Masterclass (TWO DAY)
This two-‐day interactive workshop empowers organizational leaders to understand the impact of digital on business and unlock the potential of digital within teams.
Digital Marketing (HALF DAY, ONE DAY)
As broadcast and print media undergo dramatic shifts alongside the growing prominence of digital platforms, companies are often reacting to new marketing needs with one-off "quick fixes." Such actions often separate digital marketing from the overall marketing efforts rather than bring them together as one strategic entity. Measured thinking is needed when considering how a brand should build its communication platform across multiple media formats versus utilizing each communication channel as an individual medium. This session will focus on how to create a consistent yet strong story that is told across multiple media forms, both traditional and digital, in ways that leverage the strengths of each medium.
Effective Writing For Any Platform (HALF DAY, ONE DAY)
In this writing workshop, participants will explore and engage in writing across a range of platforms: classic print (ads and collateral material), digital (web and emails) and social (Twitter, Facebook, and blogs).
Elevating Your Creative (HALF DAY, ONE DAY)
This creative workshop will guide participants through the entire creative process, from positioning and the creative brief to judging creative work in rough form and giving the agency compelling feedback.
From Insights to Great Messaging (HALF DAY, ONE DAY)
This highly engaging and interactive insights workshop will enable you to develop breakthrough marketing messaging based on real consumer insights. Participants will leave with actionable templates they can immediately apply to real-time marketing situations.
Innovation in Marketing (HALF DAY, ONE DAY)
This innovation in marketing workshop will help participants understand and drive innovation in their marketing programs. Utilizing team exercises and brainstorming sessions, participants will develop a strategy for a real marketing challenge.
Integrated Marketing Communications (HALF DAY, ONE DAY)
This integrated marketing communications workshop will demonstrate how big consumer insights can become inspired creative ideas. Participants will gain a perspective on the real-world challenges when developing a fully integrated marketing communications plan.
Leadership Program: The Future of Advertising-NOW
We simply cannot continue advertising and marketing as usual. This intensive, hands-on ANA School of Marketing Leadership Program workshop delivered in partnership with the Wharton Future of Advertising Program, (@whartonfoa, #whartonfoa), will give you, the marketing leaders, the tools needed to prepare yourselves and your teams for the future.
Marketing Matters: Managing the Tools and Techniques to Take Brands to the Next Level (ONE DAY)
This practical, real world course helps participants enhance their marketing knowledge and skills to better direct the overall marketing function and effort to drive corporate growth more efficiently and effectively. The course covers the importance of brand positioning; the role of brand management; how to bring a campaign to life; the creative brief and strategy; developing a great marketing plan—and more.
Marketing Plan in a Day: A Better, Faster, More Effective Method (ONE DAY)
You no longer have the luxury of taking weeks—or even months—to create an annual marketing plan. Today’s marketing environment continues to unfold at a faster and faster pace. Marketing plans need to be created in a timely, effective manner; often revisited and revised on a quarterly or monthly basis. This results-oriented workshop will show you a new way to build a fully integrated plan in a matter of hours. The key is to bring your key stakeholders to the table. By building a plan collaboratively—as a silo-busting team in one simple planning session—you create a blueprint for action with timetables and milestones, responsibilities and accountability to produce more efficient, revenue-driven plans.
Measuring and Managing Marketing Performance (ONE DAY)
No CEO or CFO wants to hear that their marketing investment was a gamble, which makes marketing accountability one of the biggest issues facing the marketing community today. As a result Marketers must prove marketing ROI by demonstrating the impact marketing dollars have on revenue, then and only then, will Marketing stop being treated as a cost center and become a respected part of a company's revenue process.
Media Strategy (HALF DAY, ONE DAY)
This digital media strategy workshop will elevate participant’s comprehension and understanding of current digital media topics in a manner that, if applied to their brand or service, should become part of their brand’s marketing DNA.
Mobile Innovation Lab: Transforming Your Mobile Marketing Customer Experience
In this mobile innovation lab, participants will build innovative mobile experiences for their customers, learn best practices, and integrate measurement approaches to be able to quantify the full value of mobile across the path to purchase.
Mobile Marketing (HALF DAY, ONE DAY)
This mobile marketing workshop is designed to give participants a no-nonsense introduction to the fundamentals of mobile marketing, and is focused on providing practical how-to tips and techniques, rather than simple theory.
Multicultural Marketing- Marketing to the New Majority (HALF DAY, ONE DAY)
This multicultural marketing workshop will show participants how to identify, formulate, and implement effective strategies and integrated marketing campaigns to effectively connect with Hispanic, African-American, and Asian-American audiences.
Optimizing Agency Relations (HALF DAY, ONE DAY)
This workshop guides participants through the nuances of client-agency management. Participants will learn about agency differences, what motivates an agency, collaboration and orchestrating multiple agencies, and effective briefing and feedback.
Optimizing Your Ad Production Spend (ONE DAY, TWO DAY)
You’ll go behind the scenes for an insider’s look at the latest processes, best practices and cost efficiencies for getting the most value out of your ad productions. With a focus on integrating broadcast, print, and digital, this seminar will provide the tools necessary for effective and efficient production management. In addition to learning the flow of content creation across all mediums, you’ll also review the roles and responsibilities for each partner during the integrated production process. You’ll learn strategies for procuring the best deals within the ad production supply chain, including leveraging your creative assets, making the most of production incentives, setting up preferred vendor deals, and much more. You’ll also hear about what drives the costs of producing content for TV, print/OOH, web videos, websites, etc. and explore areas of how to optimize your production spend in these areas.
Procurement Beyond Savings (HALF DAY, ONE DAY)
This marketing procurement workshop will provide participants with the fundamentals required to explore the efficiencies of agency management in order to create cost savings, higher return on investment, and better value from their advertising expenditures.
Social Media Strategy (HALF DAY, ONE DAY)
This social media workshop provides a deeper understanding of social as it pertains to business. The goal is to not just see examples of how other companies use it, but align your team to social strategies.
Sports Sponsorship: How to Play Smart and Win Big (ONE DAY)
This sports sponsorship workshop will help participants think about and win in this complex and expensive world. Participants will be empowered to think practically as to how to strike deals and implement programming.
Strategic Marketing (TWO DAY, ONE DAY, HALF DAY)
This strategic marketing workshop provides tools for developing an effective marketing strategy by examining how firms can profitably create and sustain customer value. Learn ways to drive long-term customer value by delivering above and beyond expectations.
The Art and Science of Brand Building (HALF DAY, ONE DAY, TWO DAY)
This brand building workshop provides an understanding of why brands are important to customers and companies, how brands can make emotional connections to buyers’ minds, and how to build and communicate a brand strategy.
ThinkLab (TWO DAY)
The ThinkLab™ workshop is the foundation of the combustion process for igniting organizational productivity, thinking, and innovation through creativity. This internationally proven process will enable participants to utilize creativity to attain business goals.
Winning Email Marketing Strategies (HALF DAY, ONE DAY)
This email marketing workshop will reveal both the strategic roadmap and specific tactics for successful email marketing that drives sales, builds brand awareness, nurtures leads into new customers, and directly produces revenue.