training practicum

Practicum by Popsop is a series of one-day intensive trainings for the Russian professional audience working in marketing, design and advertising.

The first event on the 10th of April, “Design and Business. Part 1,” targets professionals working in the FMCG sector.

Through a combination of presentation, discussion and practical exercises, delegates will learn:

  • How to create inspiring briefs
  • How to translate great design into big business
  • How design research can be different
Key audience:
  • marketing manager
  • brand manager
  • product manager
  • creative director
  • strategy director
  • design manager
  • graphic designer

popsop.com

Popsop is an online journal on marketing communications across different industries and markets: from FMCG to technology to luxury goods in the U.K., the U.S., Russia and other countries. The English version has a specific focus on sustainability and ethical marketing. The site features daily news, case studies, analysis, interviews with agencies and companies, expert opinions and comments. The Popsop journal has been published online in English and Russian since 2008. Monthly audience of the two sites is 120,000 readers globally. www.popsop.com

PROGRAM Download (pdf, 156 KB)

  • 10:00 am- 10:30 am

    Registration and welcome coffee

  • 10:30 am - 12:00 pm

    How to create an inspiring brief

    Adrian Goldthorpe, Lothar Böhm Associates

    This presentation will help understand how when we often fail to even get the basics right in a brief, we have no chance of elevating this and introducing the magic to the brief. The magic that excites, inspires, ultimately guides the delivery of great work. Those issues that get in the way will be tackled, with real life examples of how and why. As will the search for the all elusive magic in a brief. How do you discover it, condense it into a brief, and provide it as a springboard for the creative talents you work with, rather than just a wish list and a check list. Following the presentation a real life workshop will help the participants realise the pitfalls and perils in writing a brief, before they are asked to respond to a brief created by another team. The summation will be a Q&A where the participants can discuss thoughts and learnings as well as beginning to evaluate what things that they should ‘keep doing’, ‘stop doing’ and ‘start doing’ when writing briefs in the future.

  • 12:00 pm - 12:30 pm

    Coffee break and networking

  • 12:30 pm - 2:00 pm

    How to translate great design into big business

    Jonathan Ford, Pearlfisher

    The workshop and discussion will precede the presentation with all delegates being presented with brand examples before redesign. Delegates will be asked for their views on the design and Jonathan will ask a series of provocative questions about brand strategy, the role of design in branding, attitudes to change.
    The presentation itself will focus on the principles of effective design and will aim to educate and answer the questions posed in the workshop/discussion session. Jonathan will use a series of Pearlfisher design effectiveness case studies of some of the best-known and most successful global brands showing the before/after designs and results of brands transformed by design to put the learning into context.
    The presentation will address such topics as: why innovation and the big brand idea underpins all brand growth and development; why all successful innovation needs to start with a big idea; why design is the most impactful agent of change today; why powerful design equals brand profit and growth. The presentation will be supported by case studies such as Waitrose LOVE Life and Green & Black's.

  • 2:00 pm - 2:45 pm

    Lunch and networking

  • 2:45 pm - 4:00 pm

    How design research can be different

    Stuart Chapman, The Big Picture

    The world’s most successful brands are those that have worked out how to harness the power of design for their brand across multiple platforms such as packaging, identity design, retail design and more. This presentation explains what design research is, how it can help save time and money if you're a brandowner, analyses newest methodologies in qualitative design research on each stage of creative process (pre-design, exploratory, evaluative) and features case studies from a number of major brands such as Cheerios, Caffrey's, Plymouth Gin, McCain and Häagen-Dazs.

  • 4:00 pm - 5:00 pm

    Closing part, afternoon tea and networking

  • No English?

    That is no problem at all. There will be a simultaneous translation service available to all attendees.
  • Full Day Training

    When you register, you will get access to all three trainings during the day. Free lunch and refreshments will be provided.
  • Easy Networking

    You will have enough time during coffee breaks or lunch to meet participants or ask presenters your questions.
  • Practical value

    All trainings are 1.5-hour long and include three workshops to exercise acquired knowledge in real-life scenarios.

SPEAKERS

Adrian Goldthorpe

Managing Director at Lothar Böhm Associates

Adrian Goldthorpe joined Lothar Böhm Associates just over 2 years ago as the Managing Director following over 8 and a half years at the global brand agency FutureBrand, where he was most recently the European Head of Strategy & Innovation and led the development of the global consumer branding practice.

Adrian has worked across most product sectors and countries including Brasil, Mexico, Japan, USA, Ukraine, China and Russia as well as most of mainland Europe and the Middle East. Some of the signature clients include: AB InBev (Brahma, Beck’s, Leffe and Stella Artois); Brown-Forman (Jack Daniel’s, Finlandia, and Southern Comfort); Unilever (Skip, Omo and Via); Cadbury/Kraft/Mondelez (Hall’s, Trident, Chiclets, Dentyne and Cadbury Roses, Mini Eggs, Crème Egg, and Dairy Milk); Nestlé (Nesquik, Nescafe and Nestlé Purina Friskies, Felix and Pro-Care); Russian Standard; Klinskoye, Korkunov and many others.

Adrian has also led training and development programmes for a number of key clients, including Brown-Forman, Nestlé, Mondelez, and Reckitt Benckiser.

Adrian has also been invited to guest lecture and present at a number of academic and professional institutions including SciencesPo Paris, London Business School, and the D&AD (Design & Art Directors Associaton).

Prior to the world of work Adrian ‘hid’ in academia gaining first a BA (hons) in Business Administration, followed by a Post Graduate Diploma in Marketing and an MSc in Strategic Marketing. Public profile in LinkedIn.

In Russia, Adrian has done projects for such brands as Russian Standard Vodka, Megafon, Klinskoye, Stariy Melnik, Korkunov, Faberlic, P&G and Unilever.
The Big Picture specialises in design research in FMCG, in alcohol and pharmaceutical industries in particular, and has collaborated with such global companies as GlaxoSmithKline, Unilever, AkzoNobel, Pernod Ricard/Chivas Brothers, SABMiller, Bacardi Limited.

Stuart Chapman

Associate Director at The Big Picture

From a background in architecture, Stuart turned his attention from design to design strategy at The Big Picture.

The Big Picture is an independent qualitative market research agency that makes design work more effectively for major global brands such as GlaxoSmithKline, Unilever, AkzoNobel, Pernod Ricard/Chivas Brothers, SABMiller, Bacardi Limited. The company learns consumer insight to test design across packaging, identity design, retail design and more.

Public profile in LinkedIn.

Jonathan Ford

Co-founder and Chief Creative Officer at Pearlfisher

Jonathan is renowned for being one of the most inspiring and forward-thinking creative and business minds and is famed for championing the art of brand design through all aspects of his profession including his role as Haller Foundation Board Director.

An award-winning designer and advocate of the power of creativity to inspire change, Jonathan has been responsible for creating some of the world’s most loved Challenger and Iconic brands, and leading a successful series of #challengersandicons interviews featuring the leading business and creative entrepreneurs. Jonathan has extensive experience working in Russia and CIS countries with clients including Pfizer, Stary Melnik, Essa, Umnitsa and Lucky Spirits.

In 2012, has launched a special project to mark studio's 20th anniversary — Challengers and Icons — a series of audio interviews with people behind the most loved admired , iconic or challenger brands.

Jonathan continually provokes and questions the world, presenting his ideas on the global business, innovation and creative stages including PSFK and the World Future Trends Summit.

Public profile in LinkedIn.

Being an outstanding businessman who has created one of the world's most respected and strongest design companies with offices in London and New York, Jonathan Ford is also a philanthropist, sustainability enthusiast and environmental activist.

VENUE

British Higher School of Art and Design

Moscow, ul. Nizhnyaya Syromyatnicheskaya, d.10, str. 3

Registration

A standard price for attending Practicum is 15 000 RUB.

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