Advertising Council Australia
Tue, 06 Sep 2022 23:33:15 GMT
Fabio Buresti, partner and chief strategy officer at The Monkeys, and Alison Tilling, chief strategy officer VMLY&R AU-NZ, have been announced as chairs of this year’s IPA strategic planning residential course, to be held at The Cullen Hotel in Melbourne from 9 - 11 October.
The three-day IPA “Craft of Enduring Brand Strategy” program, hosted by Advertising Council Australia, is a unique opportunity for mid-level agency directors to learn how to create brand strategies that endure for the right reasons.
Fabio and Alison, two of the country’s most experienced agency leaders, will be joined by an outstanding lineup of guest speakers who will focus on understanding when to refresh or persist, crafting endurance, and the best ways to measure impact and effectiveness.
Fabio said of the upcoming programme, "It has been four years since the last IPA strategic planning residential course, and in that time, we've seen enduring brand strategy challenged like never before. Usurped by short-term sales thinking, tactical marketing strategies, and whatever businesses thought they had to do to survive.”
“It’s now time to get the fundamental craft of enduring brand strategy back on the agenda."
Alison added, "Over three days, we are going to dive into both the practical and the technical aspects of brand strategy, through all dimensions, exploring the craft of creating it, the role of data in measuring its effectiveness, and navigating the never-ending fight to protect an enduring strategy."
"The IPA Strategic Planning Residential course is an incredible opportunity for strategists of all levels to spend quality time learning practical skills from some of the best in the business."
Buresti and Tilling are key leaders in their fields, ensuring invaluable tools for future agency leaders.