Media Strategy (Full Day)
Channel your Energy to the Important Tasks that Drive Meaningful Brand Value
(Full Day Workshop)
Marketers are experiencing an increasingly fragmented consumer media landscape compounded by an expanding universe of media vendors, solutions, platforms, measurement systems, and agency support models. Marketers are not expected to have the depth of media knowledge that subject matter experts possess, but they are expected to guide and ensure that all decisions made as it relates to media are optimal.
This workshop is designed to elevate the participant’s comprehension and understanding of media in a manner that, if applied to their brand or service, will become part of their organization’s marketing DNA. Through the use of group exercises, real life examples, and case studies, participants will learn how to more tightly connect all aspects of the media planning process to their marketing. All while improving their overall comprehension of media language and concepts.
Who Is This Workshop For?
- Executives who participate in the media decision-making process
- Junior- to mid-level marketers looking to solidify or create a foundation of media acumen
- Mid- to senior-level marketers who might not have had exposure to consumer media decision-making
- Marketing-related personnel from departments such as insights, consumer promotion, digital marketers, and public relations, as well as procurement, finance, and technical personnel who have some media support related responsibilities
Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, and increasing marketing efficiencies.
This workshop helps attendees improve marketing effectiveness by teaching them:
- To build sharper brand strategy through exercises
This workshop helps attendees increase marketing efficiency by teaching them:
- How to see the optimization of media as an extension of brand marketing strategy
- How to solve media issues, challenges, and questions
Note: The description above represents an example of the workshop content for this topic. There may be various faculty that train on this topic and workshop outlines may vary slightly. Your School of Marketing regional manager will help to select the appropriate faculty based on your needs and requirements.
Steve Palmisano is the founder of AdElevate, a media consulting company he launched in 2012 that leverages his deep experience for clients who do not possess in-house, senior-level media expertise. Steve began his career in media planning at Y&R in 1981, moving to the client side after launching Advil, then the largest Rx-to-OTC launch. Promoted to advertising director for Whitehall Laboratories in 1987, he went on to have many operational responsibilities within the company’s in-house media buying agency. In late 2010, at what was now called Pfizer Consumer Healthcare, Steve reshaped the company’s marketing services vision, which included reporting responsibilities for the Customer Contact Center, Medical Marketing, and a Promotional Review team. Steve is a member of the ANA Faculty who brings with him a long history of collaboratively driving strong dominant brands in both general and multicultural markets. 
Steve Palmisano