This workshop enables you to develop a breakthrough Marketing Mix based on real Consumer Insights. Specifically, we live in an “Age of Sameness”. All marketers have access to identical quantitative research. What differentiates World-Class Marketers is a real Target Insight. In fact, Insights are critical to great Marketing. Yet, they are often misunderstood, misapplied. Further, Insights play a critical role in all Marketing Mix elements.

Workshop participants learn a clear, direct Insight definition, how to differentiate real from “faux” insights, how Insights are discovered through a detailed understanding of our Target Audience, how creative “Ideas” are based on Insights, and how to assess, comment, and coach creative work to reinforce unique Consumer Insights. This workshop builds on the ANA half day workshop “From Insights to Great Messaging” by adding content and exercises on how Insights drive the marketing Behavior Objective and how client side briefs are improved by understanding the critical role that insights play.

This highly engaging and interactive workshop contains numerous team exercises focusing on your unique marketing issues. Participants leave with actionable templates they can immediately apply to real-time Marketing situations. This workshop content was developed through extensive work with major global Advertising Agencies and advertisers, across multiple industries. Importantly, the workshop was developed considering the global Marketing community. Thus, concepts-tools presented are equally applicable regardless of region, industry, or sector.

This session is available as a member-benefit to ANA client-side marketer members only. Seats are limited and confirmation of attendance will be required in advance of the session.