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Planning an IC Campaign the Adland Way: Virtual Learning

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Event Starts
11:00 am on 21st Sep 2020
Event Ends
1:00 pm on 25th Sep 2020
Standard Price
£350.00 + VAT
Members Price
£280.00 + VAT

Charlotte Dahl



Want to know adland’s inside secrets to creating winning communication campaigns?

Ads have the power the move people, bring people together, improve lives even save lives. They change behaviour, engaging customers on an emotional level. Wouldn’t it be amazing if you could harness some of that power inside your own organisation?

This course will take you through the steps planners and creatives go through to create an ad campaign. You’ll then work on a ‘real’ brief for an internal communications campaign applying the same principles. Have your paper and felt tips at the ready as you’ll be teaming up with a virtual team-mate to work on the brief together. Everyone will then get back together to present their campaigns.

The programme consists of:

  • Chapter 1: Introduction to planning, the concept, approach and examples, as used in the ad industry, Monday 21st September: 11:00am - 12:30pm
  • Chapter 2: The importance of the creative brief and how to write one, plus mock brief assignment, Tuesday 22nd September: 11:00am - 12:30pm
  • Interim – Virtual groups work on the assignment and their response
  • Chapter 3: Live presentation of the work, feedback and peer review, Friday 25th September 11.00am – 1.00pm



At the end of the course, participants will:

  • Understand what planning is and why the planning process is so key
  • Understand what goes into a creative brief and know how to write one
  • Have worked on a mock brief for a comms challenge, writing the brief, developing and ‘pitching’ responses
  • Have gained practical and applicable experience to improve the quality, effectiveness and audience engagement of their own internal comms

All participants will also gain: 

  • Pre and post course access to Canvas, the IoIC's online learning environment, where they will find all course materials and be able to engage with their fellow participants
  • The opportunity to try things out in the workplace before coming back together as a group for discussions and feedback
  • A network of like-minded professionals to connect with and learn from


About the trainer

Charlotte Dahl is Woodreed’s Creative Planning Director.  She has responsibility for the strategic planning of client programmes in terms of brand positioning and communication, including the format and consistency of all supporting communications and development of brand-centred behavioural frameworks. She creates and facilitates workshop programmes and writes all Woodreed’s thought pieces and other marketing content. She is a regular on the speaker circuit having been invited to speak for CIPD, IoIC, Engage for Success, BQF events as well as attending and speaking at Client events.

Charlotte’s worked in advertising and marketing for 20 years, on brands as diverse as Honda, FHM magazine, Selfridges, M&S, Volkswagen, Guinness World Records, The National Trust and The NHS.


“That was probably the best course I have ever been on” 

Please note our training terms and conditions before booking your place.

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