Advertising Financial Management (HALF DAY, ONE DAY)
Procurement leaders are playing an increasingly important role in governing the purchasing of marketing-related services. Often an organization's largest indirect spend category, debates about cost versus value and marketing's intangible nature makes this one of the most complex spend areas to manage. The complexities of marketing services procurement creates a number of challenges but with global marketing spend often running into hundreds of millions, procurement can add real value to the bottom line by implementing new processes, systems, techniques and approaches to tackle this often unmeasured and fragmented area of spend.

Aligning Marketing to Sales (HALF DAY, ONE DAY)
When marketing and sales align, the potential for organizational improvement is enormous, with everything from marketing ROI, to sales productivity, to top-line growth reap the benefits. Marketing and sales alignment offers perhaps the single greatest opportunity for improving business performance. The issue is that Sales and Marketing view things differently. As a result coordination and alignment requires more than just tacking marketing onto the front of an existing sales process. True alignment necessitates coordinating marketing and sales activities, starting from the day you first make contact with a prospect as part of the initial education process through the sale and beyond to the customer relationship and ultimately customer advocacy.

Assignment Briefing (HALF DAY, ONE DAY)
An assignment brief is the document marketers use to give directions for the projects they want their agencies' and other partners to accomplish. The brief should identify your project needs, objectives, target audiences, budget, and timetable and provide relevant background information. The quality of your brief is the key to getting quality work done. Too often, however, the assignment brief is incomplete or simply not done. The goal of this course is to help those giving assignments gain an appreciation for the importance for why and how to draft complete briefing documents.

Brand Management Fundamentals (TWO DAY)
Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. It is not uncommon for a brand manager to be responsible for coordinating activities of specialists in production, sales, advertising, promotion, research and development, marketing research, purchasing, distribution, package development, and finance. Brand managers are therefore seen as the key people behind the success of any brand or product. They are responsible for improving the value of their brands or products, which in turn generates profitable returns for the company and shareholders.

Create a Killer Marketing Plan (ONE DAY)
Whether you're a marketing newcomer or a long-time veteran of countless campaigns, you're always going to be under pressure to produce a smarter, more effective marketing plan-and the sooner, the better. This results-oriented workshop will show you how to build a detailed, fully integrated working plan that positions your product or service above the noise of your competition. You'll see how to assemble all the critical elements of your customer-winning strategy (from financials to research to media selection) in just hours, instead of days or weeks.

Customer Centricity (HALF DAY, ONE DAY)
The consumer has moved to the center of the conversation. When you understand consumers, you have the insight and ability to elevate your marketing ROI. Knowing what consumers buy is important. Knowing why they buy is critical. That's the stuff competitive advantages are made of. This course provides insight into the strategies needed to create and execute consumer-driven marketing efforts. You will learn why changing the conversation from "what should we do" to "how can we satisfy our consumers" is smart and more effective. Participants will address their own consumer-centric challenges and create a blueprint to effectively build a consumer-centric marketing approach for their own organization.

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 Email Marketing (ONE DAY)
Although consumers' communication habits have evolved with the rising popularity of social media and smartphones, brands are still turning to their dependable friend - email - to attract and retain customers and boost their bottom lines. However, because email is showing signs of low returns, savvy brand managers are adapting by combining email, social media and even mobile marketing tactics. Participants will gain clear insight into avoiding email Marketing's biggest pitfalls and ways to break through the inbox clutter.

Elevating Your Creative (HALF DAY, TWO DAY)
With budgets being slashed and the rules of effective communication being broken, the challenges to raise the level of your communication efforts may seem daunting. They are not. Gain an insider's perspective into how great creative work that builds sales and the value of your brand is developed. This refreshed and revised workshop will provide you with the know-how you need to navigate through the complexities of developing a winning, integrated marketing campaign. Led by a seasoned agency creative director, you will be guided through the entire creative process, learning along the way the critical demands of various media, including traditional, non-traditional and digital.

From Insights to Great Messaging (HALF DAY, ONE DAY)
Do you understand what you are trying to communicate? If not, STOP. Start by uncovering insights about your customers; learn what your customer values then worry about how to communicate that value to the customer. Be clear on what value your customer/consumer wants, then think about positioning your brand. Next define the market (who the relevant buyers are) and identify the attributes your buyers want (answering the question - what job does the customer want done?). Finally use this knowledge to write a great assignment brief. Your agency will not understand what's in your head to the degree that you do. You have to take the time to draft an assignment brief that clearly and passionately describes the communications job you want done.

Fundamentals of Marketing (TWO DAY)
The goal of this workshop is to help those new to marketing become more dynamic marketing professionals by being able to develop their own marketing strategy and marketing plans. Thus the workshop will help participants understand the entire marketing management process, be comfortable developing marketing strategies and preparing an effective marketing plan, and be able to make sound and timely decisions based on the market information on hand. Attendees will be exposed to the practical marketing tools and techniques needed to create usable, implementable marketing strategies and plans. Our interactive workshop and team-oriented learning process will reinforce key points and importantly, give you hands-on experience.

Integrated Marketing Communications (HALF DAY, ONE DAY)
Studies including ANA sponsored papers, show that the single biggest barrier to the development of successful Integrated Marketing Communications (IMC) strategies are cultures in organizations that don't tolerate inter-departmental communication and information sharing, or the development of plans that require a shared common objective. Despite the fact that the communications tools at a marketer's disposal work better if managed together in harmony rather than in isolation. Their sum is greater than their parts - providing they speak consistently with one voice all the time, every time. So while integrated marketing is more essential than ever because the power has shifted from the marketer to the consumer, marketers are still struggling with entrenched, parochial structures that inhibit these efforts from achieving their enormous promise.

Marketing Innovation

Marketing Innovation (ONE DAY)
In today's rapidly changing marketplace, innovation and product development are increasingly important. Marketers in fact must find ways to develop innovative products faster and more efficiently than ever before. Companies simply cannot afford to continue doing business as usual. We are in a either "evolve or die" world.

Maximize Ad Production Spending (TWO-DAY)
The goal of this newly formatted course is designed to take the mystery out of the production process, clarifying cost structures and defining the cost implications of new production technology. 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. From TV commercials to still shoots, this seminar provides the tools necessary for effective and efficient management of your ad production. You will leave this course with an understanding of the basics of budgeting, the workflow and stages of the production process, and the roles and responsibilities of the advertiser during each phase. You will gain a deeper understanding of production cost-drivers, including factors that can quickly send a project over-budget and learn innovative techniques to stretch production dollars without compromising creative quality. And you will learn how to communicate effectively & efficiently throughout the production process addressing time-sensitive decisions and ensuring your needs are met.

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, TWO DAY)
Marketers face a changed environment. Consumers are now media producers, programmers, and distributors. The convergence of media and technology is affecting the connection between marketers and consumers in unprecedented ways. Marketers capabilities therefore need to change as new technologies transform the media value chain. In this course, you will learn about effective strategies that can engage the consumer in a conversation with your brand and maximize the value of your media budget. Most importantly, participants will have time to address their own consumer and competitive challenges to better understand how to develop the most effective and impactful media plans for their organizations.

Mobile Marketing (HALF DAY, ONE DAY)
Mobile technology is transforming personal communications driving increased interest in social media resulting in digital communications becoming accessible anytime, anywhere. This dramatic change is obviously having a significant impact on how organisations, businesses and brands connect with their consumers.

Optimizing Agency Relations (HALF DAY, ONE DAY)
The best advertising is created when client and agency teams mutually respect each other, they utilize their collective intelligence and they regularly collaborate. This course outlines why attaining this level of partnership is difficult. And why the major reasons for agency shifts or terminations still hinge on several critical factors; a new CMO is put in place, the agency team is seemingly uninterested or disengaged in their client's business or business strategy and the creative product no longer seems closely aligned.

Social Media (HALF DAY, ONE DAY)
Social media vehicles are big and growing. New social outlets are emerging all the time. Harnessing the power of social media is exciting, enticing and necessary. So what are the social media? How do they work? How can they best be put to use to advance brands and businesses? And what kinds of strategies are necessary to guard against social initiatives that denigrate or even hijack brands? This course will provide insight into how social media works, it will uncover how brands must authentically engage with consumers in the new social context, and outline some successful social media do's and don'ts to increase brand engagement.

Strategic Marketing (HALF DAY, TWO DAY)
Customer-centric and competitively dominant marketing strategies are vital to business success. This workshop will give participants tools for developing an effective marketing strategy by examining how firms can profitably create and sustain customer value. The focus of this workshop is therefore on go-to-market programs as well as designing integrated, strategic marketing plans. Participants will learn insight into the process of value creation and methods for sustaining that value for their consumers.

The Art and Science of Brand Building (HALF DAY, TWO-DAY)
While Brand equity is an intangible asset, it is the single largest component of your market capitalization. Brand equity is the added value that a brand brings to a product or service beyond the functional benefits provided by the product itself. Consumers love brands because they offer an extra value - that is, one in addition to the core product or service. That value becomes the major motivation for consumers to buy or use the product. Major asset categories are: brand name awareness, brand loyalty, perceived quality, and brand associations. However, many companies have no process or plan for building brand equity.