From Insights to Great Messaging

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In an age of sameness, insights are critical to great marketing. This workshop enables participants to develop breakthrough marketing messaging based on real consumer insights. This highly engaging and interactive workshop contains numerous team exercises focusing on participant’s unique marketing issues. Participants leave with actionable templates they can immediately apply to real-time marketing situations. Workshop content has been developed through extensive work with major global advertising agencies and advertisers, across multiple industries.

Who Is This Workshop For?

  • Marketers responsible for creative development and the agency relationship
  • Marketers responsible for overall communications: marketing budget, agency compensation, selection, and assessment 



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 healthcare, 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.