Unlock Real Insights

A myth-busting course unlocking insights, one of the most over-used and least-understood terms in marketing.

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Equip your team with the skills they need to differentiate information from insight, uncover & generate insights, and apply insight to unlock growth.

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WHO'S THIS COURSE FOR?

WHAT YOU'LL LEARN

WHAT'S INCLUDED?

ALL THE DETAILS YOU'll NEED

Who’s this course for?

Brand Manager and Marketing Managers

Any marketers wanting to learn more about insights

People working with, or wanting to learn more about insights

People working with, or wanting to move into, marketing and brand teams, who want to give themselves a head-start by learning one of the core skills required to deliver great marketing activity.

Planners and Analysts

Planners and analysts looking to hone their insight skills

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What you’ll learn on this course

Module 1 – The power of insights

What is an insight?
The key types of marketing insights
Examples of marketing insights

Module 2 – Defining the issue

Why a tightly defined issue is critical
Turning business problems into consumer challenges

Module 3 – Identifying barriers and opportunities

The role of situation analysis
How to identify and prioritise barriers
How to identify and prioritise opportunities

Module 4 – Generating insights

Techniques for generating insights
How to refine insights

Module 5 – Using insights

Understanding the strategic implications of an insight
How to turn insights into tactical activation plans

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What’s included

Two experienced facilitators teaching you the latest theory and best practice
Taught live with flexible classroom hours – this course can be delivered as a training course or an interactive workshop depending on your needs
Course workbook containing tools and templates – opportunity to bespoke with your own tools & processes if you have them
Interactive sessions with group breakouts
Q&A opportunities
A host of exciting guest speakers delivered via voxpops
Support and troubleshooting

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Guest speakers

Learn from brilliant marketing & advertising professionals who are experts in their field, such as …

Andy Nairn

Founding Partner at Lucky Generals

Andy is one of the world’s most respected brand strategists and a founder of one of the UK’s most successful creative agencies, Lucky Generals, which has been shortlisted for Campaign magazine’s Agency of the Year for the last five years in a row. Andy has been named the country’s top strategist for the last 2 in a row, has been listed as one of the top five creative people in world advertising by Business Insider and he has released a book GO LUCK YOURSELF, which provides a series of thought-provoking strategies that will help anyone responsible for building a brand.

Craig Mawdsley and Bridget Angear

Founding Partners at craig+bridge

Craig + bridget is a creative strategy consultancy. The strategic skills they have honed in big agencies over two decades are now available to be used by everyone, especially newborn or misbehaving brands, or those with a troublesome strategic question!

Mark Murray

Founder and CEO Mesa Brand Consulting

Mark has over 30 years’ experience in advertising & marketing, including 10 years at Diageo where he led the company’s shift to ‘Next Generation Marketing’, a set of principles and behaviours for marketers based on the latest thinking from the fields of marketing science, behavioural economics and neuroscience. His remit also included marketing capability – the Diageo Way of Brand Building- and leading the consumer planning on several of the company’s key global brands including Smirnoff, Captain Morgan, Ketel 1 and Zacapa. Prior to Diageo, Mark worked as an advertising planner. He held roles in Johannesburg, London and New York for JWT where he developed strategies and communication for a variety of global and local clients, including Unilever, Kimberly-Clark and Diageo.

Xavier Rees

Group CEO, Havas Creative Network

Xavier Rees is one of the industry’s most celebrated campaigning leaders. His long list of accolades and industry contributions, partnerships and initiatives include Campaign’s Agency Head of the Year; Oystercatchers’ Industry Influencer/Champion of Change finalist; FT Future of Work panellist; Ad Net Zero Steering Group member; BIMA judge; Effies UK board member; IPA iList inclusivity trailblazer’ Creative Equals board member; and UN Women’s Unstereotype Alliance UK founding partner. He joined Havas from adam&eveDDB in 2016, where, as Group Managing Director, he helped lead the agency through its most successful period, including winning Cannes’ coveted global agency of the year accolade, and becoming the first major agency to recertify as a B Corporation, and the first to join the Better Business Act Coalition.