Trendology 2017: Mining, Interpreting & Utilizing Cultural Trends
November 23, 9:00am - 1:00pm, Toronto
The essence of strong creative strategy is the ability to tap into cultural forces to find
fresh sources of consumer connection potential.
Un-tabooing Womanhood, Chimerican Entertainment and Post-Hipster Visual Irony are all examples of emerging trends that are affecting consumer attitudes and behaviours today. Tapping into such cultural forces offers brands a powerful new lens to communicate and connect with consumers. Identifying and utilizing emerging cultural trends is a critical skill for all communication practitioners.
This workshop offers hands-on experience in trend identification and application. Explore how to identify category-relevant trends, better predict category evolution and craft more powerful communication strategies. Learn how to use digital tools to stay on top of internet inspired pop culture and cultural movements while also surfacing the difference between the fleeting moments and the right moments for better alignment of brand and consumers’ values on social and web channels.
Seats are limited so register early.
What to expect:
- Appreciate what to watch for in the macro-trends that will shape 2017 and beyond.
- Learn how to use digital tools to identify the right moments for your brand and consumers in order to win at social and web interaction.
- Build skill in predicting and identifying emerging cultural and category trends that can help produce stronger solutions.
- Recognize the difference between a powerful, relevant trend and a 'flash-in-the-pan' fad, allowing you to focus on what really matters in insight development.
- Leverage trends to breathe new life into 'dusty' target audience or category definitions.
- Amplify marketing and communication initiatives using fresh trends as exploratory stimulus.
Who is this workshop for?
The workshop is specifically designed for experienced communication practitioners (agency planners, creatives, account managers, market researchers & clients) seeking new sources of creative strategy insight, fresh perspective on target audience definition or a new way to talk about an established brand. Ideally you have creative strategy development experience and are looking for ways to advance your solution development approach.
About the Workshop Leaders:
The workshop will be led by Dean Foerter, Chief Strategy Officer, JWT. Also featuring co-facilitators, Matt Ball and Tanvi Swar.
Dean Foerter - Dean leads the Strategic Planning group for J. Walter Thompson Canada as well as its Chicago office.Having been trained in Account Planning via Ogilvy, Publicis and BBDO, Dean also honed his consulting skills for several years in market research and innovation. His portfolio of work includes award-winning and business-building campaigns for leading clients in virtually every category including airline, retail, CPG, automotive, telecom and technology. Most recently, Dean led Strategic Planning at one of the world’s leading digital agencies, SapientNitro, where he worked on social and content strategy for Jeep’s global business, Abbott Laboratories’ global business, and Porter Airlines.
Matt Ball - Strategic Planning Director at JWT Canada. Currently Matt leads strategy on the Mazda Canada business. Prior to JWT, Matt has worked in planning roles at BBDO and Union. His experience spans multiple categories including CPG, alcohol, automotive, banking and retail. Matt prides himself on crafting strategies based on the potency of the solution, regardless of the channel.
Tanvi Swar - Digital and Social Strategist at JWT Canada. Tanvi is building communities and content for Splenda USA, Mazda Canada, Walmart Canada and Children's Tylenol Canada. She takes a UX approach to social strategy, always putting the user first. She has worked with brands like Scotts Miracle-Gro Canada, Diageo, Canada Bread, ConAgra Foods, Purina Canada and GlaxoSmithKline, helping them create work that is welcomed into newsfeeds. She also works with the APG Canada Training team. In her free-time, she likes to cook, paint and argue with strangers online.
Pricing (ON DISCOUNT until November 1, 2016)
- Join APG to unlock a special promo code for a further discount!
- APG & ICA Members: Starting at $200 per person before fees/taxes
- Non Members: Starting at $250 per person before fees/taxes
The Small Print
- Registration is not refundable but is transferable.
- Please notify the event host if you plan on transferring your registration ticket to another attendee.
- ICA reserves the right to cancel this program should enrolment levels fall short of guidelines.
When & Where
Institute of Communication Agencies
ICA is the not-for-profit association for Canadian communication agencies, representing 75%+ of all national advertising. Our mission is to champion commercial creativity, amplify the industry’s economic impact, and to embrace and drive change. ICA promotes higher standards and best practices, and serves as the largest source of information, advice and training for the industry.