IPA and ISBA launch brand strategy training initiative

The Institute of Practitioners in Advertising and the Incorporated Society of British Advertisers are joining forces to provide client and agency training in integrated communications strategies.

A pilot course is due to run from October 15-18 and will be co-chaired by Tim Pile of the Alliance & Leicester and Simon Marquis, Zenith Media’s managing director.

Miranda Kennett, the IPA’s director of training and development says: “IPA research showed that, there is plenty of training on the nuts and bolts of marketing communications, but a dearth of training in total communications strategy.”

She says the objective of the course is to give clients and their agencies new ways to consider the “big picture” of brand communications.

The residential course will include training from leading brand strategy consultants, and case studies covering all major marketing communications disciplines. New media and the rapid expansion of media will also be a key topic.

Other issues to be addressed will include an analysis of where marketing budgets are being spent by different sectors, and an evaluation of what strategies are appropriate for various market situations.

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