The Brief – Inspiration and Planning
A strong client brief is essential for crafting impactful media plans. Throughout the day, industry leaders will provide inspiration and practical advice to help you interpret briefs, develop strategic direction, and harness creativity to make your campaigns stand out.
10:00 Coffee & Registration
10:30 Welcome from the Advertising Association
- Sharon Lloyd Barnes, Commercial Director, Advertising Association
- Suzanne Costello, Events Director, Advertising Association
10:40 Welcome from our Convenor
David Grainger, Founder, GraveDanger Ltd
10:45 How to Plan
In this planning masterclass you’ll learn how to tackle business challenges by leveraging audience insights, crafting focused media strategies, and aligning creative solutions with clear KPIs. Gain tools to allocate budgets effectively, embrace ethical planning and deliver impactful campaigns that drive measurable results.
Vicky Fox, Chief Planning Officer, OMG
11:10 Psychological Moonshots. Or Why We Can’t Always Solve the World’s Problems with Logic Alone
Industry legend Rory Sutherland will share his unique perspectives on the role of creativity and psychology in marketing and how tiny changes can have enormous effects on the decisions people make.
Rory Sutherland, Vice Chairman, Ogilvy
12:00 Weirdism
This is a session filled with surprise and ridiculousness as we encourage people to be the weird they naturally are. Amy’s hypothesis is that the weirder you allow yourself to be, the happier and more creative you are, too. Not only will we cover the psychology and science of weirdness, we’ll explore the art of social rebellion for brands – and humans – to make us more original in our everyday lives. Be prepared to embrace the strange, and feel totally energised.
Amy Kean, Founder and Creative Director, Good Shout
13:00 Lunch
14:00 A Tutor’s Guide to Success in the MBC
Join veteran tutor Hamid as he guides you through everything you’ll need to succeed at MBC and have a brilliant time while you’re doing it.
Hamid Habib, Managing Director, Arena Media
14:25 How We Won the MBC
Three members of last year’s winning syndicate will be sharing their tips and tricks on how to win the coveted trophies and get the most out of your time on the course.
- Louis Hawking, Commercial Partnerships Manager, Sky Media
- Nastya Efremova, Senior Customer Success Manager, Spotify
- Jake Moores, Account Manager, Havas Media
14:50 The Client Brief
15:20 Wrap up
15:30 Refreshments and Syndicate Work
19:30 Dinner
View Day 2 agenda here
