Academy: Day Two Agenda – 2018-19

Day Two:Strategic Campaign Planning

28 November @ 9:00 am – 5:00 pm

We develop an understanding of what “campaign” means in todays context, how do we plan, strategise and ensure commercial viability.

An entire day focused on strategic campaign planning, from effectively segmenting your audience, reviewing relevant and complementary communication techniques and tools as well as hearing practitioner examples. The day will aim to give key take aways in strategic planning, internal communication and ROI, leveraging research and clearly articulating success stories to inform future marketing and business strategy.


  • 0900 Arrival & registration
  • 0930 Ian Henderson, AML Group. The power of your brand within campaign strategy
  • 0955 Vincent Hooplot, Hooplot AssociatesTraditional campaigning has had its day. The future belongs to targeted, integrated and measurable marketing
  • 1020 Allyson Foster, Janus Henderson. Planning, KPI setting, budgeting, resourcing and reporting on your campaigns to best effect within your business
  • 1045 Main stage debate with morning speakers
  • 1100 Break
  • 1130 Chartered Institute of Marketing
  • 1200 Workshop: Duncan Muir, Standard Life. How to approach segmentation for effective campaigns
  • 1300 Lunch


  • 1400 Workshop: Matt Ball, Ptarmigan.The differing tools of the media mix available to you, when to use them and how
  • 1515 Workshop: Toby Finden-Crofts, RiF. How to use research in informing effective campaign strategy
  • 1625 Panel: Learning objectives – reflection & discussion
  • 1700 Drinks & close

View Day Three Agenda