Supersize Agency Workshops

Has your Agency got a big appetite?

28/04/2010

SUPERSIZE your direct marketing skills on Wednesday 28 April with HUGE helpings of world class case studies, DOLLOPS of direction on generating ideas, EXTRA expertise and insights, MORE marketing analytics & campaign management insights

The An Post Mail Media Unit is delighted to bring together two Supersize Workshops specifically developed and tailored to Agencies:

1. DM Masterclass

A full day DM workshop tailored for Account Managers and Executives in Agencies who are looking to learn how to implement a direct mail campaign from the briefing stage, to sourcing data right through to presenting concepts back to the client. Find out more.

2. The Business of Ideas Creative Workshop

A half-day creative workshop tailored for anyone in a creative department who wants inspiration and know-how from one of the UK's leading creative directors. Find out more.

DM Masterclass

The DM Masterclass is a full day tailored for Account Managers and Executives in Agencies who are looking to learn how to implement a direct mail campaign from the briefing stage, to sourcing data right through to presenting concepts back to the client.

The day will be lead by three top direct marketing experts who each have an area of expertise to focus in on. You will arrive back in the office fully equipped with the skills, tools and contacts to roll out an impactful direct mail campaign for your clients.

Wednesday 28 April
Guinness Store House
9:30am - 5pm
€100, including Breakfast, tea, coffee & lunch

Agenda
DM & Other Media	This section sets up the role of DM in a broader MarComms and strategic context: When does DM work well? How can it make other media work harder? How much mail are Irish consumers getting and how much of it is being read?
The Client Brief	The Client brief is the cornerstone of a successful campaign and this section examines this, giving tips and techniques to ensure the best brief is provided: What does a good brief look like? The difference between a DM brief and that of other media. Dissecting the brief, is anything missing? Briefing meetings and how to push back on clients. Using the brief to develop other briefs.
The Data Brief & Data Protection	Whether the client has their own data, wants to build data or rent data, defining the target audience will provide key insights for the creative team. This section outlines how to use data analysis to develop creative direction: Target audience profiling and segmentation. Finding the right audience through list rental and Publicity Post. Key insights from data. Data budgeting.
The Creative Brief	The creative brief is key to capturing the imagination of the creative department, ensuring they understand the client objective and context and the key insights into the target audience: Creative development and concepts. Evaluation of concepts. Artwork and studio briefing. Cost implications and keeping clients in the loop.
Pitching Creative	Presenting creative and getting buy in from clients is a complicated process and no-one wants to go back to the drawing board at this stage: Selling creative concepts. Common mistakes and how to avoid them. Buy in and next steps – allocation of roles and responsibilities.
Production	Depending on the campaign, any number of suppliers may be involved and keeping a tight rein on budgets and timings is important at this stage: Managing and briefing printers and fulfilment houses. Sourcing additional materials, envelopes and inserts. Managing the critical path.
Mailing Services	Understanding the mailing options available to clients will help reduce costs, improve responses and ensure creative integrity is maintained: Understanding the range of discounts available Data sorting and presentation to mail centres. Ceadunas options and licensing. Creative approval and lead-times. Common Issues: entrapment, envelope design etc
Campaign Roll Out	Unlike other media, for DM this is often the most critical stage and requires close management: Seeding. Managing returns. Monitoring call volumes. Responding to issues as they arise. Conversion process for inbound enquiries.
Measurement & Analysis	As DM is such a measurable medium, measuring and tracking response and ROI is critical: Control groups and response analysis. A/B splits. Measuring ROI and LTV. Setting up continuous testing programmes.
Panel Discussion	The close of the day will be an interactive Q&A style panel discussion with all speakers

About our DM Experts:

Yvonne Cassidy, Managing Director, Yvonne Cassidy Marketing Services

Yvonne has developed marketing campaigns for everything from military satellite systems to mobile phones. In 2002, Yvonne managed the Digifone to O2 rebrand campaign and her integration of direct marketing with ATL channels resulted in the highest brand recognition scores across the O2 group and her becoming Marketing Communications and Planning Manager for O2 Ireland. Yvonne has since set up her own consultancy, Yvonne Cassidy Marketing Services, where she works on marketing planning, strategy and execution with some of Ireland’s leading brands including Diageo, Ulster Bank, The Irish Times, Chevron Texaco, Intel, O2, Tesco and An Post.

Patrick Collister, Managing Director, Creative Matters

Patrick founded training company Creative Matters in 2003 and today works with both some of the UK’s leading agencies and biggest clients to improve their creative output. He is author of The Big Won, an analysis of the world’s best communications, from advertising to direct marketing. He has been a Cannes juror twice and sat on the executive committee of D&AD until 2006…and with good reason! Patrick has more than 30 years’ experience in the industry and has won a string of awards including Cannes Gold, Creative Circle Gold, British TV Awards, Campaign Press Awards and a Silver from the ILR Radio Awards.

Patricia Ryan, Customer Insights and Marketing Database Manager

With over 10 years experience in Insight generation and Marketing Intelligence, she is currently focused on customer and marketing analytics, marketing database management and customer relationship management within the Mail Media Unit of An Post. Before joining An Post, Patricia worked for a major International Consumer Electronics company in a variety of R&D, Business and Marketing positions. She also holds masters degrees in both Marketing and Technology Management and undergraduate degrees in Mechanical Engineering and Mathematics.

Book your place now:

DM Masterclass

Wednesday 28 April
9:30am - 5pm
Guinness Store House
€100, including breakfast, tea, coffee & lunch

Register your place at mail.media@anpost.ie or Emer McDonnell at 705 7494
Places are strictly limited, book your place today to make sure you don't miss out.

The Business of Ideas Creative Workshop

This half-day workshop is designed to be both inspirational and practical. It will provide all attendees two specific tools they can use immediately in their day-to-day jobs which will help them have more solid ideas faster. It will also help them distinguish different sorts of idea from each other in order to be better able to sell their ideas more easily.

Illustrated with dozens of inspiring examples, the workshop is run by Patrick Collister, editor of Directory, the quarterly showcase of the world’s most interesting DM. As the former Executive Creative Director of Ogilvy & Mather and of EHS Brann, Patrick has seen the line from above and below.

The tools are:

The hierarchy of ideas – disentangling the three ideas present in every piece of paid-for communication
The 7 Ideas – how a list can set the creative mind of in new ways.

What attendees will learn is

Creative is too important for a department
While an idea may start in just one mind, great work comes from collaboration

To make the workshop relevant as well as fun, attendees might like to bring with them a simple brief. They can choose to explore new ideas privately or within the group as the session unfolds.

Agenda
Every picture's worth a thousand words	Left-brain right-brain: I ask people to draw a picture and then explain that it was the entire advertising process reduced to 10 minutes: a brief, a response, a presentation! Also, it illustrates the first major confrontation point in agencies – when a long WRITTEN brief, the result of left-brain activity, turns into something people see, judging with the right-brain.
What is creativity?	You are a creative person in a creative business. But what is it you do that your clients need, and that they can’t do themselves? The diagonal brain: In this section we look at what makes creative people different – and at what it is that clients are buying. Creativity is a synonym for competitive – and agency people, irrespective of which department they belong to, are fiercely competitive. It is why they are often more ambitious for their clients’ brands than their clients are themselves.
What is an idea?	How does the mind construct ideas? And why are ideas important? Especially in the business of branded communications? From Archimedes to Lars van Trier – the bigger the obstruction the better. We use the word ‘idea’ a hundred times a day. Unfortunately we often use it to mean completely different things. I set everyone an exercise: ‘The Ten Minute Millionaire’ invites attendees to become fabulously wealthy by to think up two words and using them to create a new product or service. I show attendees what their brains are doing in order to be able to come up with something. Also we look at how this exercise really does exercise genuinely creative people.
The Hierachy of Ideas	What is the difference between a brand idea; a strategy; and an execution? Understanding the hierarchy helps you answer the brief faster; present better; and prevent expensive mistakes. In every piece of communication, be it ATL or BTL, there are three ideas woven together. Being able to deconstruct advertising to see its component parts is an invaluable tool in working out strategic directions in competitive markets; and in presenting ideas to clients in such a way that makes them want to buy.
Meaning and Expression	What is the meaning of your idea? Once you understand that, you can express it countless ways. The secret of thinking simple. Idea and execution are not the same. Sometimes you may have a great idea but a poor execution. Or, the other way round, you can sometimes have a brilliant execution and a not very good idea. Again, learning to deconstruct your own thinking helps clarify issues of creative direction and makes presenting work easier.
The 7 Ideas	There are only 7 ‘master’ ideas. What are they? And how each can help trigger a new chain of thought. Illustrated with examples from Directory, we brainstorm ideas that adhere to the seven ‘master’ ideas: 1. Who’s the dude 2. Show me, don’t tell me 3. What’s the problem? 4. What’s it like? 5. Flip-flop 6. Observation 7. Homage to Hollywood

Book your place now

The Business of Ideas Creative Workshop with Patrick Collister

Wednesday 28 April
9:30am - 1pm
Guinness Store House
€75, including breakfast, tea, coffee & lunch

Register your place at mail.media@anpost.ie or Emer McDonnell at 705 7494
Places are strictly limited, book your place today to make sure you don't miss out.