Strategy in the Age of Google

Jun 13, 2017

This new ICA strategy course is aimed at senior account handlers, delivering basic tools to create better business connections with clients.

How brand strategy has changed in the digital age is the master theme of this course, which combines classic brand planning and the new behavioral big data led planning associated with Google - all in one day.

The course is practical, packed with useful planning tools and features some of the very latest examples of creative work from around the world as well as short films with industry leaders.


Course Outline:

Module 1: What is strategy?

• The roles of the strategist in the digital age

• The power of ideas Session


Module 2: Defining the client problem

• What is the problem, really?

• The essential research questions


Module 3: Understanding motivation

• Techniques to uncover motivation


Module 4: Understanding behaviour

• Starting with the user- Google thinking


Module 5: Latest thinking on effectiveness

• Interruption model

• Engagement model

• Content model


Who should attend?

The course is specifically designed for Account Directors and Senior Account Managers who are looking to take more strategic leadership of their accounts. It recognises that account people are very busy and short of time and so need fast ways to get to the strategy and ways of having better and more strategic meetings with clients.



• Confidence: to take strategic leadership on accounts

• Fast Strategy: workshop techniques to use with the team to get quickly from client brief to solution

• Practical & Useful: planning tools covering such issues as the problem, insight, brand definition & media neutral planning, all of which can be used in meetings

• Inspiration: the latest and best creative examples from around the world courtesy of Directory and The Big Won

• Concentrated Learning: delegates receive a selection of the best articles on brands effectiveness and communication that have been published


The trainer

Julian Saunders was as a Strategist in The Zoo at Google UK and was previously a Planning Director at Ogilvy and Executive Planning Director at McCann-Erickson.

This course blends the best of classic brand planning with the latest thinking engendered by the digital revolution. He has a front-line seat in the latest thinking about effectiveness from his role at Google.