| Setting The Strategic Direction $199.99 Course Length: 1 hours, 10 minutes Course overview: Today’s marketing communication environment is becoming increasingly complex. In this context, integrated brand communication planning – that is, true strategic integration, not just thematic consistency across parallel marketing communications activities – is more important, and perhaps more elusive, than it ever has been. Crucial to achieving strategic integration and effective brand communication is the Brief and the Briefing Process. This is the most important point in the development and creation of advertising and other forms of brand communication. This is the culmination of all the research and analysis, of all the probing for insight and of all the strategic thinking. This is when you bring it all together. Based on the thinking of a number of expert practitioners, this course introduces a whole new perspective on briefs and briefing, provides some definitions, outlines the key considerations for developing a briefing and finally suggests a number of steps to help manage the briefing process itself. It will help you set the direction for more effective brand communication. Technical Requirements: Computer audio (see Technical Support link for details) About the Sage: Rupert Brendon - Past President & CEO of the Institute of Communications and Advertising - Partner, Ad ROI Inc. (Toronto) Arthur Fleischmann - President & CEO, john st. (Toronto) Andy Macaulay - Founding Partner and President, zig (Toronto) Dr. Larry Percy - Marketing and communication consultant - Visiting professor at several leading international business schools - Author of several leading books in the areas of marketing strategy and advertising theory |
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