The Brief – Inspiration and Planning
A good client brief is key to creating and delivering outstanding media plans. Over the course of this day, the most experienced planning minds in the business will both inspire you and give you practical advice on how to interpret a client brief and unlock the right strategic direction. We have a great brief for you to respond to. By the end of the day you should be equipped with all the tools you need to tackle it.
10:00 Coffee & Registration
10:30 Welcome from the Advertising Association
- Sharon Lloyd Barnes, Commercial Director, Advertising Association
- Suzanne Costello, Events Director, Advertising Association
10:45 The Art of Planning: The 3 Cs
In this practical session, Kat and Adam will explain how to understand and harness the three Cs – Culture, Commerce and Community to drive your media planning and strategy.
- Adam Morton, Chief Product Officer, UM London
- Kat Bozicevich, Managing Director, Manning Gottlieb OMD
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 Weird Séance
Amy believes that the weirder you are, the happier and more creative you are, too. Not only will this session cover the psychology and science of weirdness, you’ll explore techniques to take you outside of your everyday life. Be prepared to feel very strange, and totally energised!
Amy Kean, Author & 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, Deputy MD, Havas Entertainment & Chief Experience Officer, Havas Media Group
14:25 How to Win in the MBC
Two members of last year’s winning syndicate will be sharing their tips and tricks both on how to win the coveted trophies and how to get the most out of your time on the course.
- Sarah-Jane May, Account Director, Ocean Outdoor
- Ollie Stokes, Agency Partner, TikTok
14:55 The Client Brief
The client brief, which will only be revealed on the day, will be presented, followed by Q&A
15:30 Refreshments and Syndicate Work
19:30 Dinner
View Day 2 agenda here
