MPA EXPRESS ACADEMY 2014

MPA EXPRESS ACADEMY 2014 1 SCHEDULE ADVERTISING AND BRANDING SPECIALISTS To secure your places please email [email protected] For more information...
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MPA EXPRESS ACADEMY 2014

1

SCHEDULE

ADVERTISING AND BRANDING SPECIALISTS

To secure your places please email

[email protected] For more information call Cindy Simmons on 07831

292 128

THE MPA AND PLANNING EXPRESS ARE PROUD TO OFFER THEIR THIRD SCHEDULE OF TRAINING SESSIONS FOR

advertising and branding specialists in 2014. This season we have one full day session and 6 half day sessions for advertising and branding professionals.

Our schedule has been developed featuring the very best of

HALF DAY COURSES

for all levels of advertising and branding specialists. Each

1. The smart guide to insight mining 2. Idea generation master class 3. Creative briefs from scratch 4. Advanced creative briefs 5. Presenting skills and storytelling for rising stars

the past two years from the MPA Express Academy, plus topics requested in feedback forms and discussions with agencies across the region. Training is based in Manchester city centre, session covers a specific skill that can significantly improve the way you develop and sell great ideas. All are practical, interactive and full of inspirational best practices, models and techniques you can instantly adopt. All sessions will be provided by Liz Bielinska and Rebecca

6. Advanced presenting skills and storytelling

Ashley at Planning Express, well known for training strategic

FULL DAY COURSE

active practitioners in marketing and communications, the

7. Senior strategic planning booster

Planning Express team have honed each of these sessions with

skills in the Manchester creative and media community. As

up to the minute experience of the best traditional and new

How to book

tools. As a result, we understand what you need and design

To secure your places please email

way you work.

our courses so that you get ideas and tips that can change the

[email protected]. You will receive an invoice which must be paid on receipt to secure places throughout the season. Please note cancellation of a place without 14 days’ notice will still be charged. Places are limited so book asap to avoid disappointment. For more information call Cindy Simmons on 07831 292 128.

To secure your places please email [email protected]. For more information call Cindy Simmons on 07831 292 128.

1

THE SMART GUIDE TO INSIGHT MINING

for advertising and branding professionals

 When



Tuesday 24th June 9.00 – 12.30.

 Where



Central Manchester location TBD

  Who for



Account planners and client services in advertising and branding agencies of all levels

 Cost

£160 + VAT per person for MPA members £210 + VAT per person for non-MPA members

With this half day course, you’ll learn: • A series of proven and occasionally unexpected tools that will give you a thorough and organised approach to insight mining. • To feel confident spotting and embracing a bold new insight, and distinguish it from run of the mill facts. • How to adapt time and investment depending upon the budgets available – whether you’ve got half a day to learn as much as possible about a category or brand, or are at the start

Many of the world’s best ideas are borne out of insight and many agencies tell us they are winning and losing pitches on the quality of their insight. Finding great insights isn’t about luck or indeed just perseverance – it’s about having the tools and techniques that mean you know where to look and what to ask. Ultimately, you need to know the difference between a killer insight that acts as a rich springboard from fruitless data that’s unlikely to take you anywhere fast or impress a client.

of the new planning cycle. • A technique for translating the insights into opportunities for your brand or client, helping to shape the long term advertising or branding strategy.

To secure your places please email [email protected]. For more information call Cindy Simmons on 07831 292 128.

2

IDEA GENERATION MASTER CLASS

for advertising and branding professionals

 When



Tuesday 24th June 13.00 – 16.30

 Where



Central Manchester location TBD

  Who for



Account planners and client services in advertising and branding agencies of all levels

 Cost

£160 + VAT per person for MPA members £210 + VAT per person for non-MPA members

In this half day Idea Generation Master Class you will learn: • An innovative, failsafe approach for generating fresh ideas and new thinking that gets solutions quickly – no matter what the task. • How to use it in any size group for any length of time – so you can use it quietly for 20 minutes alone or in a 2 day workshop with a large team of people. • A large number of quick and easy exercises and techniques.

In the communications and media industry, you regularly hear “idea is king”. You need to come up with new ideas, or think about problems differently and more creatively. Additionally, you may enjoy the idea of running brainstorming workshops, but can sometimes find yourself going round in circles and don’t feel satisfied with the output.

• How to make light work of any complex problem to solve. After completing this course you will be confident about your ability to generate new ideas of any kind in a new and interesting way that will ensure you always reach a solution.

To secure your places please email [email protected]. For more information call Cindy Simmons on 07831 292 128.

3

CREATIVE BRIEFS FROM SCRATCH

for advertising and branding professionals

 When



Tuesday 1st July 9.00 – 12.30

 Where



Central Manchester location TBD

  Who for



Account managers and executives, account planners starting out in the industry or have contributed to briefs but are now ready to step up and be responsible for their own briefs

 Cost

£160 + VAT per person for MPA members £210 + VAT per person for non-MPA members

With this half day course, you’ll learn: • How to think about each of the core sections of a brief in a more insightful way. • How to identify what matters about the audience, beyond the obvious demographics. • In particular, how to make the proposition as strong as possible, with tools for proposition and message development and how to evaluate them. We will also undertake ‘live’ examples during the session which will be evaluated on the day.

This hands-on course will give you a thorough understanding of the role of creative briefs – and how to write a great one. The course covers both creative brief writing and the creative briefing process, ensuring that the two work together to maximum effect. In this half day course we use a classic brief format so that you can fit the learning to your agency’s brief.

You will leave the course with good habits that will act as a solid foundation for your future creative brief writing, that can be applied with instant results.

To secure your places please email [email protected]. For more information call Cindy Simmons on 07831 292 128.

4

ADVANCED CREATIVE BRIEFS

for advertising and branding professionals

 When



Tuesday 1st July 13.00 – 16.30

 Where



Central Manchester location TBD

  Who for

Senior client services, account directors and account planners

 Cost

£160 + VAT per person for MPA members £210 + VAT per person for non-MPA members

We’ll give you: • A fast track into “insight mining”- including how insights can be used to maximum effect within a creative brief and some new and improved resources. • Some new ways to think about the audience, and bring them to life. • A focus on how to develop a strong proposition; teach you a number of tools for proposition generation, and also how to evaluate alternatives.

You’re a senior account planner or account handler who is regularly writing briefs and in need of inspiration or wishing to upgrade your creative brief writing skills. This half day course will give you the opportunity to refresh your approach to creative brief writing, reminding you of basic good practice but also spending much more time focussing on those areas that can distinguish a good brief from a weak one.

• A look at a range of creative brief formats in case you’re thinking your brief is dull. The course is full of live examples to ensure you apply the skills learned throughout the session. You will leave with improved skills and confidence to write even more inspiring creative briefs.

To secure your places please email [email protected]. For more information call Cindy Simmons on 07831 292 128.

5

PRESENTING SKILLS AND STORYTELLING

for rising stars in advertising and branding agencies

 When



Tuesday 8th July 9.00 - 12.30

 Where



Central Manchester location TBD

  Who for



Anyone in advertising and branding agencies new to presenting formally to colleagues and clients

 Cost



£160 + VAT per person for MPA members £210 + VAT per person for non-MPA members

Presenting for rising stars is a half day full of techniques and examples for people who don’t have much experience but are keen and ready to be thrust into the spotlight. It will help you: • Structure a presentation well – preparation and organisation of the story you want to tell are vital. We include two very popular and foolproof techniques to help you construct your

We all know how important a great presentation is. It’s one thing knowing our specialism and trade well. It’s very much another being able to eloquently express that in a stand up presentation.

story and we dissect a famous speech. • Select the right method – standard powerpoint may have become the weapon of choice but there are other options to help support your compelling story. • Be confident as a communicator – we discuss personal delivery styles and tips, handling nerves, being ‘you but a bit bigger’ and play famous eye contact and drama games. • Learn from the best in the world – we deconstruct as many world famous presenters’ styles as we can cram in the time! The course is as interactive as we can make it in half a day. There are plenty of examples, techniques and a few exercises and chances to have a go. You will leave equipped with techniques to make your content concise and compelling, and you convincing and engaging.

To secure your places please email [email protected]. For more information call Cindy Simmons on 07831 292 128.

6

ADVANCED PRESENTING SKILLS AND STORYTELLING

for advertising and branding professionals

 When



Tuesday 8th July 13.00 - 16.30

 Where



Central Manchester location TBD

  Who for



Experienced presenters in advertising and branding agencies who seek a refresher to spruce up their style and approach to storytelling, in particular those responsible for pitching

 Cost



£160 + VAT per person for MPA members £210 + VAT per person for non-MPA members

In this half day course you will learn: • New ways to structure your presentation – We may have got wedded to one way to tell a story. Here we’ll cover two very popular and foolproof techniques to look at it in a refreshing way, plus dissect a famous speech. • New visual techniques – new powerpoint techniques, how infographics and illustrations are being used, and the resurgence of boards. • Techniques for you as a communicator on your feet – we discuss personal delivery styles and tips, play famous eye contact and drama games.

You’ve got where you are through being able to communicate well. You know your style works but you feel that you could do with some inspiration, ideas on how others are doing it these days, and some advanced techniques.

• How to present like Obama – we deconstruct a number of world famous presenters’ styles to form our own personal checklist of techniques to try. • Team presenting – as you are often responsible for the whole pitch team, we will cover team dynamics and techniques on how to inspire and help them all present to win.

To make the most out of an advanced course, this session has been designed around one particular type of presentation – the pitch to clients. As a result, there’s an opportunity to also cover management of the entire pitch team, not just the individual’s presentation.

The course is interactive even though we get through many subjects, and there are plenty of examples, techniques and a few exercises and chances to have a go. You will leave with inspiration on how to step it up and try something new next time you present.

To secure your places please email [email protected]. For more information call Cindy Simmons on 07831 292 128.

7

SENIOR STRATEGIC PLANNING BOOSTER

Full day course for advertising and branding professionals

 When



Wednesday 2nd July 9.00 - 16.30

 Where



Central Manchester location TBD

  Who for



Senior advertising and branding agency execs looking to extend their brand and marketing strategic skills, client services people wanting to do more ‘planner-type’ work, and bright budding planners

 Cost



£420 + VAT per person for MPA members £470 + VAT per person for non-MPA members

With plenty of examples, cases, easy to remember models and opportunities to have a go, you will get: • How to turbo-charge your insights - a brief grounding in what distinguishes a true insight from just info along with new, unexpected and quick resources for finding those killer insights. • A selection of quick-fire idea generating techniques you can use yourself or while facilitating a session to boost the output of your team. • Ways to upgrade your creative briefs and briefing process. • Techniques for developing outstanding positionings and propositions.

A hard working full day course designed to up your strategic planning skills for communications in all areas from finding better insight, to better ideas and briefs, to better presenting of strategies. The course leader will be Liz Bielinska, ex-board member of full service agencies in UK and USA, with over 20 years’ experience as an account planner, and active planner and trainer in the Manchester agency community.

• A quick and easy technique for critiquing strategies and creative work. • A guide to presenting strategy – featuring simple techniques for organising the story, ways to instantly impress, and the latest pitching techniques. • A bibliography (and some book summaries so you don’t have to read them all yourself). This course offers a snapshot of skills from the half day course programme, so is best used as an energetic caffeine shot of inspiration across the whole strategic planning process, and a way to find out about the latest and greatest ideas, techniques and resources. You will leave with plenty of practical models and techniques to use day to day, as well as ideas on how to improve your current process.

To secure your places please email [email protected]. For more information call Cindy Simmons on 07831 292 128.

MPA EXPRESS ACADEMY 2014

To secure your places please email

[email protected] For more information and the full list of training schedules being offered by the MPA Express Academy in 2014 – including courses tailored specifically for agency type and discipline - please contact Cindy Simmons on 07831

292 128.