Most campaigns get judged after they launch

By then the money's gone, the media's booked, and the only thing left to change is the next campaign.

This session flips that. In one hour, we'll walk a campaign from the first look at your brand to the launch button, with the people who live and breathe each stage. You'll leave knowing how to prepare a campaign so you can back it with total confidence, and how to avoid finding out the hard way.

What you'll walk away with

• Know the job before you write the brief. How to read your brand's health, spot where you're losing people, and decide whether this campaign is about being remembered or driving sales.
• Write a brief your agency can do brilliant work from. One page, one problem, and plenty of room for the idea.
• Pressure-test your creative without killing it. How to hear what consumers actually take from your idea, in their own words, in 48 hours or less. Before production. Before media.
• Back your idea properly. Why half-hearted campaigns feel safer but aren't, and how evidence helps you protect your idea in front of the CFO.
• Know whether it worked. How to read short-term sales and long-term brand growth without mistaking one for the other.

Who you'll hear from

• Anna Henwood, CEO, Stickybeak. Anna leads the team helping FMCG marketers test their campaigns with real consumers and launch with more confidence.
• Tom Westgate, Tracksuit. Tom helps brands understand how they're really performing, and what their next campaign needs to do about it.
• Maria Devereux, Head of Innovation and Executive Creative Director, Accenture Song. One of the top 40 Executive Creative Directors in the world, with 400+ awards across 25+ years. Maria brings the view from the agency side of the table.

This is for you if…

• You're a brand or marketing manager planning next year's big campaign
• You're about to commit a large share of next year's budget to one idea
• You work with an agency and want to brief better and back creative with more confidence
• You've ever watched a campaign launch and thought, "I wish we'd known that earlier"

The details

• How long: 60 minutes per session, including 20 minutes of Q&A
• Can't make the session? Register anyway and we'll send you the recording.