Fabio Buresti, partner and chief strategy officer The Monkeys, and Alison Tilling, chief strategy officer VMLY&R AU-NZ have been announced as chairs of this year’s IPA Strategic Planning residential course, to be held at The Cullen Hotel in Melbourne from 9 – 11 October.
The three-day IPA “Craft of Enduring Brand Strategy” program, hosted by Advertising Council Australia, is a unique opportunity for mid-level agency directors to learn how to create brand strategies that endure for the right reasons.
Buresti and Tilling, two of the country’s most experienced agency leaders, will be joined by an outstanding lineup of guest speakers who will focus on understanding when to refresh or persist, crafting endurance, and the best ways to measure impact and effectiveness.
Says Buresti: “It has been four years since the last IPA Strategic Planning Residential course, and in that time, we’ve seen enduring brand strategy challenged like never before. Usurped by short-term sales thinking, tactical marketing strategies, and whatever businesses thought they had to do to survive.
“It’s now time to get the fundamental craft of enduring brand strategy back on the agenda.”
Says Tilling: “Over three days, we are going to dive into both the practical and the technical aspects of brand strategy, through all dimensions, exploring the craft of creating it, the role of data in measuring its effectiveness, and navigating the never-ending fight to protect an enduring strategy.
“The IPA Strategic Planning Residential course is an incredible opportunity for strategists of all levels to spend quality time learning practical skills from some of the best in the business.”
Buresti and Tilling are key leaders in their fields, ensuring invaluable tools for future agency leaders.
IPA STRATEGIC PLANNING RESIDENTIAL COURSE CONTENT: DAY 1-3
Day 1: ENDURING BRAND STRATEGY
- What is brand strategy
- Why endurance matters
- Mastering the frameworks
Day 2: CRAFTING ENDURANCE
- Bringing people along for the ride
- When to refresh, when to persist
- Having the tricky chats
- Bring out your bias session
- From enduring to enjoying brand strategy
Day 3: ENDURING PARTNERSHIPS
- Knowing endurance when you meet it
- Measuring impact and effectiveness
- How to separate your brand’s enduring centre of gravity from aspects and assets that can change over time
IPA residential courses are informative, with interactive sessions featuring industry leaders and challenges that require delegates to work collaboratively. IPA Strategic Planning is highly recommended for strategic planners, account management and brand managers with at least five years experience.
The full line-up of speakers will be announced in the coming weeks. Places in the course are limited therefore delegates are urged to book as soon as possible to avoid missing out.
Full course details and registration information can be found here.