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SCHOOL OF PLANNING
Consumer media usage
Online analytics and competitor audit
Social media monitoring
Case studies and inspiration
Advertising planning/strategy templates
Approaches to advertising planning/strategy
Creating content (wireframes, presentations)
Strategists to follow
#3 Creative development: How to build and not destroy — The Creative’s View
VCCP’s Deputy ECD, Jim Thornton, on how planners should build ideas rather than destroy them. Write-up by Shadi-Sade Sarreshtehdarzadeh.
#2 A bluffer’s guide to writing an awards paper
VCCP's Henry Bilson on the common strategic narratives for papers. Write-up and presentation by Henry.
#2 Speaking to People: The Strategist’s Secret Weapon
Strategist Loz Horner from Lucky Generals giving his perspective on how to develop and sell strategic narratives. Write-up by Lydia Taylor and presentation by Loz Horner.
#3 Creative Development: A planner’s guide to building not bombing
VCCP’s Head of Planning, Cat Wiles, setting out some key criteria of what makes a good planner. Write-up by Shadi-Sade Sarreshtehdarzadeh and presentation by Cat Wiles.
#2 Structuring strategic storytelling
VCCP’s Chief Strategy Officer Michael Lee defines three things your strategic narrative needs to be; interesting, memorable and indisputable. Write-up by Lydia Taylor and presentation by Michael Lee.
#1 Brand building: the different approaches
This presentation covers two sources of authority on brand building: Paul Feldwick and Byron Sharp. Write-up by Gethin James and presentation by Andrew Perkins.
#3 Creative Development: Why Planners Should Love Research
Steve Lacey of SLS making the point that qualitative research should be used to help the work succeed (if used correctly). Write-up by Shadi-Sade Sarreshtehdarzadeh and presentation by Steve Lacey.
#4 Different Schools of Strategy
A whistlestop tour on the different schools of strategy. Write-up by Claire Strickett. Speakers: Gethin James from VCCP, Andrew Von Hirschberg from Blenheim Chalcot, and George Proudfoot from TAB.