Welcome to Virtual Academy On-Demand
This exclusive on-demand training offers you access to six-hours of content, split into three engaging sessions. Designed to enhance your skills at your own pace and convenience, you'll be able to download resources, see the trainer's contact information and earn a certificate upon course completion.
Overview
Years of storytelling has helped us create better reports. But it has not created the impact and salience we need to ensure the voice of the customer resounds around our organisations. We are still drowning in data and confusing our stakeholders. What good is a well-told story if no-one opens or reads it?
This masterclass goes beyond storytelling to focus on how to create compelling communications that your stakeholders will love.
What will you learn?
After completing this training, you will be able to:
Use a creative brief to frame your campaign and brief creative agencies
Focus on a key overriding message to align your activities
Understand how journalists work to frame a story
Use frameworks for segmenting your audience
Use design principles to create and assess creative work
Write compelling headlines, subject lines and short copy pieces
Control the narrative about what you do
Programme Overview
In this course we are covering:
What is good communication?
What is an insight?
Controlling the narrative
Using a brief
Creating impact
Who should attend?
Mid to senior level insight professionals
What is the Virtual Academy?
This exclusive virtual training offers you access to six-hours of content, split into three engaging live sessions. Designed to enhance your skills at your convenience, you'll be able to download resources, see the trainer's contact information and earn a certificate upon course completion. The training will also be available on-demand for up to 12 months for paid delegates.
Trainer
Lucy Davison
Founder & Managing Director at Keen as MustardLucy is the Founder and Managing Director of Keen as Mustard Marketing with over 30 years of experience in B2B marketing, strategy and communications. She is a sought after keynote speaker and has written extensively for The Financial Times, The Independent, Marketing Week and Retail Week and judged the AQR and Market Research Awards. She is also a former Council Member of ESOMAR.
Iosetta Santini
Account Director at Keen as MustardIosetta is a creative and enthusiastic professional in the B2B marketing industry. With a decade of experience, she has supported international clients across multiple sectors, and knows how to transform complex messages into engaging stories. At Keen as Mustard, Iosetta has expanded and deepened her expertise in the insights sector, working strategically with both brands (Sanofi, BIC, Adobe) and supplier-side companies (Mintel, System1, Nepa). As an active thought leader, she contributes to the “Mastering Insights Communications” blog on Greenbook, presents at international events, and has been shortlisted for prestigious industry awards, including the Greenbook Future List andSignificant Insights’ 30 under 30.
Simon Dunn
Creative Director at Keen as MustardSimon is the Creative Director at Keen as Mustard and has worked as a design director in the market research industry for over 15 years. He is responsible for creating several leading insights brands including, most recently, Aspen Finn and InsightsNow. His work for clients such as Nestle Purina, Coca-Cola, Merck and Shell has been proven to deliver impact for insights teams globally. Before Mustard, Simon was the Graphic Design Leader at TNS/Research International for over 7 years. Simon is an expert in all things graphical – design, print, websites, and data visualisation, particularly in the research and B2B field. He owned his own design company before joining Mustard as Creative Director in 2012.