BEYOND PRODUCT FEATURE: BUILDING TV BRANDS IN DECLINING MARKETS

There are some TV programmes that audiences just adore. They remain dominant with fans, who describe them more like a friend than a media outlet. In this example-filled session, Graeme Newell shows you how to build true viewer relationships that go beyond mere product features. See how some of the best marketers in the world get inside the heads and win the hearts of their customers by tapping into their values and priorities.

THE MOST EFFECTIVE HABITS OF BREAKTHROUGH CREATIVE

When most of us create advertising, we write a creative brief, then sit in a quiet place and wait for lightning bolts of creativity to move our soul. But what can you do when you get stuck? Commercial advertising pros typically utilize more than 45 different creative themes, but television taps only about 10 of these powerful audience movers. How can you break out of your creative rut and use the best of the tested creative approaches? In this session packed with examples, Graeme will show you a simple three-step process for ditching a tired creative approach and expanding your creative toolbox to use the most sophisticated techniques.

BUILDING EMOTIONAL BRANDS FOR FRAGMENTED AUDIENCES

It's one of TV's biggest challenges - forming an emotional bond with an audience that's all over the demographic map. If only your audience was more uniform, you could relate to them in just one way. In this example-packed presenation, Graeme Newell shows you how to use core emotional drivers to unify your splintered audiences. You will learn how to build a powerful brand connection even if your programming doesn't have the best audience consistency.