From Insights to a Great Marketing Mix (Full Day) | School of Marketing | ANA

From Insights to a Great Marketing Mix (Full Day)

Insights’ Critical Role in Breakthrough Communications
(Full Day Workshop)

This workshop enables you to develop a breakthrough marketing mix based on real consumer insights. Specifically, we live in an “Age of Sameness.” All marketers have access to identical quantitative research. What differentiates world-class marketers is a real target insight. In fact, insights are critical to great marketing. Yet, they are often misunderstood, misapplied. Further, insights play a critical role in all marketing mix elements.

Workshop participants learn a clear, direct insight definition, how to differentiate real from “faux” insights, how insights are discovered through a detailed understanding of our target audience, how creative “ideas” are based on insights, and how to assess, comment, and coach creative work to reinforce unique consumer insights. This workshop builds on the ANA half day workshop “From Insights to Great Messaging” by adding content and exercises on how insights drive the marketing behavior objective and how client-side briefs are improved by understanding the critical role that insights play.

This highly engaging and interactive workshop contains numerous team exercises focusing on your unique marketing issues. Participants leave with actionable templates they can immediately apply to real-time marketing situations. This workshop content was developed through extensive work with major global advertising agencies and advertisers, across multiple industries. The workshop was developed considering the global marketing community. Thus, concepts and tools presented are equally applicable regardless of region, industry, or sector.

Who is this course for?

Marketers responsible for brand management and brand building. Marketers responsible for the brand’s marketing mix. This includes elements such as marketing communications, creative development, innovation, etc. Additionally, marketers responsible for overall communications – marketing budget, agency compensation, selection, and assessment. Ideally, program presented to joint marketing – creative teams, plus those in related areas, e.g., field sales, market research, public relations, marketing communications, and/or those considered for rotation into marketing. 

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to go beyond data/information to discover actual customer insights
  • How to ensure that insights are truly insights versus merely data points, needs, and/or wants
  • How to understand insights’ impact on the entire marketing mix

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to understand the critical role that a detailed target audience description plays in insight discovery
  • How to use insights to guide marketing communications and communication processes
  • How to assess, comment, and coach the creative development process to speed development

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to maximize the creative briefing process with “tight” briefs containing real insights
  • How to apply the “idea” process, based on insights, to shorten the creative cycle time
  • How to guarantee that insights are reflected consistently across all brand marketing vehicles

Download the full agenda here


  • 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 is a member of the ANA Faculty and is an in-demand speaker. He teaches From Insights to Great Messaging, Customer Centricity, Integrated Marketing Communications, and Marketing Innovation.

  • Mary Czarnecki

    Mary Czarnecki works with brand leaders to apply a customer-centric approach to increase revenue and customer impact. Market-leading brands turn to her to upskill their teams and implement effective marketing strategies. She has worked with clients across numerous industries, including health care, beauty, technology, finance, insurance, and consumer products. She consults with Fortune 500 companies as well as start-ups and entrepreneurs.