CAANZ has engaged UK advertising effectiveness expert Peter Field to present a practical, interactive half-day workshop in Auckland on Wednesday 22 March.
It ain’t cheap ($495+gst) but it’s bound to be useful – this, after all, is the man universally known in the adbiz as The Godfather of Effectiveness.
Field has co-authored many highly respected marketing texts, including: Marketing in the Era of Accountability, The Long & The Short of it and Brand Immortality.
He is also an author of the world’s leading online qualification for advertising effectiveness, the IPA Eff Test, available exclusively in New Zealand as part of the CAANZ professional development programme.
The workshop will cover updates around the principles of effectiveness – including strategy development, accountability, how to demonstrate your campaign is working, and a review of social media evaluation and how to improve it.
Key learnings include:
1. The principles of effectiveness:
– Getting the right objectives
– Effectiveness in a changing media landscape – are the rules changing?
– How established and new media work best
– How brand-building and sales activation differ and how to balance them
– Why emotional and fame campaigns build long-term success
– The power of creativity
– How short-termism is undermining effectiveness and what needs to be done about it
– Getting the right metrics
– The dangers of ROI
2. The principles of evaluation:
– Constructing the framework
– Evaluation without econometrics
– Improving social media evaluation
– Common mistakes and weaknesses
– Seminal examples of evaluation
Peter Field will offer a combination of content, case studies, Q&A, plus interactive exercises over 4.5 hours.
Who should attend? Strategic planners, senior account managers/directors – and curious types from all agency disciplines with at least four years’ experience looking to add value to client relationships. Plus brand/marketing managers looking to improve the effectiveness and ROI of their marketing and comms.
This course is a must for anyone who has completed or is currently studying the IPA Eff Test. CAANZ acknowledged TVNZ for providing the venue and catering for this workshop.
Date: Wednesday 22 March
Time: 8.30am-1pm
Venue: TVNZ, 100 Victoria St West, enter through reception
Parking: On-site parking not available. Closest parking is at Sky City, taxis are recommended
Cost: $495+gst (CAANZ members), $695+gst (non-members)
- More here
- For further information contact CAANZ industry development manager Marlen Smith at marlen@caanz.co.nz.
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