Speaker: Frank Durden
Understanding the client numbers you need to know, what they mean and how to use them to build more effective communications
Planners and strategists know that being able to interrogate client data, and use it to create and sell compelling strategies is more important than ever. But with seemingly mountains of data now available the challenge is to know what you're looking at in the first place, and being able to combine different data sets simply and easily to build credible, authentic communication plans.
This half day workshop is aimed at planners and strategies who already enjoy significant degrees of autonomy within their organisations and are trusted by their clients to interpret their business data to build compelling strategies. Over the course of the session, we will look at:
- How to be a more effective leader by combining data led authenticity with effective communication skills
- Knowing the difference between commercial, marketing and communications data and what each can tell us
- Understanding common financial reports and what they can reveal about a brand
- Using common market data to set better marketing objectives
- Effective data visualisation and storytelling techniques for more memorable presentations
Each topic will be illustrated with case studies and hands-on exercises throughout.
Frank Durden is a brand and marketing communications consultant with over 25 years’ experience of working with blue chip agencies and clients. He has worked in agency account management, planning and strategy in the UK and US, as global CMO for a large consumer electronics company, and in management and brand consultancy.
Each discipline has given him a different perspective on the relationship between strategic rigour and creativity, and he now is regular speaker and tutor on the subject with the APG, IPA, WPP and Oxford Said Business School.