Fabio Buresti, Partner and Chief Strategy Officer at The Monkeys, and Alison Tilling, Chief Strategy Officer VMLY&R AU-NZ, have been announced as Chairs of this year’s Residential IPA Strategic Planning Course, to be held at the Cullen Hotel in Melbourne from October 9 to 11.
The three-day ‘Craft of Enduring Brand Strategy’ IPA program, hosted by Advertising Council Australia, is a unique opportunity for mid-level agency managers to learn how to create brand strategies that last for the right reasons.
Fabio and Alison, two of the most experienced agency executives in the country, will be joined by an outstanding roster of guest speakers who will focus on understanding when to cool off or persist, endurance and the best ways to measure impact and effectiveness.
Fabio said of the upcoming program: “It’s been four years since IPA’s last Residential Strategic Planning Course, and during that time we’ve seen sustainable branding challenged like never before. Usurped by short-term business thinking, tactical marketing strategies, and whatever businesses thought they had to do to survive.
“Now is the time to put the fundamental craft of sustainable branding back on the agenda.”
Alison added: “Over three days we will dive into both the practical and technical aspects of branding, across all dimensions, exploring the art of creating it, the role of data in measuring its effectiveness and navigating the never-ending fight to protect a sustainable strategy.”
“The IPA Strategic Planning Residential course is an incredible opportunity for strategists of all skill levels to spend quality time learning practical skills from some of the best in the business.”
Buresti and Tilling are key leaders in their fields, providing invaluable tools for future agency leaders.