Mentor Details
Debarpita Banerjee
CEO – FCB Ulka
Duration 40 Mins
Title: Integrated Communication planning Masterclass
Integrated Communication planning Masterclass - In a VUCA world where there’s constant flux to be able to plan effectively is both an art and a science. There’s no one size fits all formula but there is an approach and planning framework that Debbie has mastered over the years from here vast experience of working with brands across categories that create a secret sauce. She blends both theory and years of practical experience into this Integrated communication strategy & planning masterclass. This session is a must for any communication professional irrespective of experience and title. In this session you’ll learn how to:- Decode cultural shifts and how they impact the brand storytelling
- Unearth consumer insights using simple research tools
- Get under the skin of your audience and create unique personas
- Develop a customer journey that fits today’s constant shifting behavior
- Think and plan from a media agnostic view
- Understand how and where to position the brand from competition
- Build a sustainable core brand proposition
- Understand the core difference between house of brands and a branded house approach
- Use a laddering mechanism to evaluate multiple brand territories
- Develop your own brand Essence Wheel to answer the who, what, how and why
- Plan for customer loyalty & retention the much-ignored side of brand building
Debarpita A.K.A Debbie in the Ad biz has over 25 years of building brands and businesses and is currently CEO – FCB India.
Her core focus is driving growth for FCB India. She’s a winner of various integrated and digital marketing awards in India and SEA and core function is to build a culture of strategic thinking and creative solutions.
At FCB Debbie leads two business units - FCB INDIA & FUEL CONTENT.
Building strong brands, driving sustainable profitability, helming an organisation of 100 people.
In her past avatar Debbie was Vice President Marketing & Communication at National Geographic & Fox International Channels.
She Conceptualized and launched Fox Traveller India's leading travel and lifestyle channel. Also, established digital supremacy for NGC in India- the most followed television channel on social networks.