About this Event
What does ‘strategy’ mean? What part does it play in your creative process and how can it be used to validate creative work and enhance the reputation of creative design in your organisation?
To some extent, good designers have always offered ‘strategy’. Understanding the business challenge, the brand, competition, target audience and having a clear rationale for all creative work is part and parcel of any good approach. However, the fact remains that many of us are under-selling our capabilities in these areas. This workshop explores how to more effectively package and articulate your strategic offer.
What you will learn:
- How to define ‘strategy’ within your approach.
- Ways to segment and package strategic services.
- The merits of an integral approach versus bolt-on.
- How to persuade others of its value.
About the trainer
Jonathan Kirk is the founder of Up to the Light, a consultancy that advises creative agencies on positioning and strategy, and all aspects of business improvement and growth, challenging some of the ingrained assumptions that exist in our industry and providing effective, insight-led advice.
Jonathan’s senior roles have included Business Development Director of Fitch, the global brand design group, and New Business Director of Havas EHS (now Havas Helia), one of Europe’s largest agency networks. Jonathan is a founder member of the Design Business Association’s Experts Register and is a frequent conference speaker and trade press contributor.