From Insights to Great Messaging - In Person Only | School of Marketing | ANA

From Insights to Great Messaging - In Person Only

This event is over.

                                            PLEASE READ THIS IMPORTANT INFORMATION                                                                                                                                                                                                                                                             New York City law requires all occupants to be vaccinated against COVID-19 to enter the building. Proof of vaccination is required and must be shown in the form of a paper vaccination card or digital record. By registering for this in-person workshop you are acknowledging and agreeing the ANA may provide your email address to the building for security reasons. Seats are limited and confirmation of attendance will be required in advance of the session. 

Insights provide a portal into our customer’s subconscious. Specifically, real and effective customer insights can dramatically improve your chances for successful marketing communications. Insights go beyond the quantitative research equally available to our competitors and the often superficial findings of qualitative research. Currently, our brands compete in an “age of sameness.” Insights help differentiate them from commoditized products into sustainable brands.

However, insights are often poorly understood, inaccurately identified, and frequently confused with customer needs, requirements, commonly accepted beliefs, and/or facts. In fact, “faux” insights are far more evident in marketing plans than actual customer insights. Thus the lack of effective messaging and real innovation in products, services, and customer communications.

Program 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 highly engaging and interactive workshop focuses on your unique marketing issues. Participants leave with actionable concepts they can immediately apply to real-time marketing situations.

This workshop is an excerpt of the ANA Full Day workshop “From Insights to a Great Marketing Mix.” 

Who is this course for?

This workshop is for marketers involved in brand management and building, marketing communications, and product/service innovation. It is appropriate for all marketing levels. Particular priority should be placed on marketers charged with leading marketing communications, where Insights play a critical role. This course is ideal for those being considered for rotation into a marketing role and/or those who work extensively with marketing, e.g., market research, field sales, public relations, etc.

Download the full benefits here


  • Setting the Stage (20 min)
  • Insight Overview (60 min)
  • Insights and Our Target (45 min)
  • Break (15 Min)
  • Target Behavior Objective (30 min)
  • Brief to Insight-Driven Communications "Idea" (55 min)
  • Closing & Activation (15 min)



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 health care, 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.