In this session...
Over the last decade of unprecedented channel fragmentation, the communication industry has spent most of its time focussing on the road ahead and scoping the opportunities presented by the new tech landscape. This means we have neglected to introduce those newer to the industry to the philosophies and methodologies of our past. This session will offer a fast-paced whizz through the key theories of how brands work in order to add value to our clients' businesses.
Drawn from the content of the IPA's lauded one day Fundamentals training this course offers an antidote to this ignorance of our accumulated wisdom and sets out to ensure this knowledge is being passed on today, starting with the exposition of various communication theories espoused over the last 100 years or so.