A strong foundation in brand management skills, suitable for all levels up to Marketing Manager.
Marketers of all levels up to Manager
Business leaders looking to enhance their brand management skills
People wanting to move into, or progress within, brand management
Agency account managers, strategists and creatives who want to gain a deeper understanding of client-side brand management
The concept of brand-centricity
The role of marketing
What makes a great brand?
Introducing key marketing thinkers, including Byron Sharp, Binet & Field
What is an insight?
How to develop insights
How to use insights to drive growth
How to integrate Business Plans and Marketing Plans
A template for an annual marketing plan
The importance of the consumer challenge
How to prioritise marketing activities
A framework for KPI setting
How to write best-in-class briefs
Best practice for delivering creative feedback
Tips for agency management
What is media planning vs comms?
Best practice Media Planning process
How to measure Media Planning effectiveness
The role of data
How to measure and communicate marketing effectiveness
Writing a high impact evaluation
With 30+ years of experience leading on marketing for huge brands like Heineken, Sainsbury’s, Lovehoney and MoneySuperMarket, Sarah is a Marketing Guru with a special knack for finding the sweet spot between what customers want and what will make a sustainable profit.
Nicola is a commercial marketing specialist with 8 years’ experience in the consumer goods (food & drink) industry working for a mix of challenger brands like Tony’s Chocolonely and blue chip companies like Diageo.
From Nestle to Happen.com, Sarah is a seasoned innovator with over £250m of product launches behind her, including a market-changing healthcare innovation, carving out the future of healthy snacking, and creating a new retail experience to support women in China. Her company, Posse, partners with businesses to unlock their potential through innovation.
Paul has had an impressive 20+ year career working for some of the world’s top ad agencies, from DDB to BBH, where he spearheaded strategy, creative idea development, multi-channel execution and integrated agency management for huge global clients like McDonalds, Budwieser UK, Nestle, Department of Work & Pensions, Johnson & Johnson, Weetabix & Alpen, Barclaycard, Google and SoundCloud.
Margot is an experienced Business Director with a degree in Global Communications and two masters in Branding. Margot’s experience spans the entire communications sphere from journalism to digital design, meaning she brings a comprehensive understanding of entire brand worlds to her projects.
Billy has over 10 years in graphic design, with a varied background spanning advertising, retail and TV, and an impressive roster of clients including Ogilvy & Mather, BBC and AllSaints.
Charlie is an innovator, marketer, strategist & small business owner with over 15 years working for global beauty and spirits brands throughout Europe & Latin America. Most recently, he moved to America where he has been running Perry’s, Provincetown’s finest wine & liquor store.
Richard is a global marketing specialist who spent over twenty years at Diageo, holding a variety of senior roles spanning commercial, category, innovation, consumer and customer marketing.
“Locksmith have been fantastic in helping to upskill my team and myself. Chris and team carefully tailored their curriculum to our needs, prepared very thoroughly and went an extra mile to deliver to the brief (or a few thousand extra miles in case of Bangkok!).”
“The content was excellent across all modules using a mix of academic thinking, practical tools, and great case studies from a range of brands – often which Alex or Chris have worked on – to bring them to life. If you have ever met Alex or Chris – you won’t need me to tell you how engaging they both are and put them together in a room and they deliver their materials with oodles of fun & energy. My team are already asking when they are coming back...”
“The programme elevated the knowledge of the 90 strong team, and we all returned to the office inspired to step up and with a better understanding of each-others roles in making great work happen.”
“I can’t recommend Chris and Alex O’Rourke highly enough. The Marcomms training they provided for UKTV through Locksmith was rich, impactful, educational and entertaining all rolled into one. They perfectly pitched the three day training course to march the culture of the company and it was thoroughly engaging. They are experts in their field and you’d be hard pressed to beat them.”
“By far the best training course I've ever done. Chris and Alex are such engaging and passionate teachers and created a lovely, supportive atmosphere too. The course covered everything I hoped it would and has provided me with an invaluable toolkit to help me day-to-day and given me confidence to face future challenges with.”
“The things I learn from Alex and Chris each week are invaluable and I have been able to put them to use at work straight away. They make the sessions so engaging and create such a warm and collaborative atmosphere, I genuinely look forward to doing two hours of study after a full day’s work!”
