This document describes a digital strategy masterclass that aims to help brands transform their approach to branding and marketing in the digital age. The masterclass teaches blending old school branding thinking with new digital conditions, and having strategic vision integrated across all parts of a brand from a co-creation perspective. It is a bespoke 1-2 day workshop that challenges perceptions and helps participants leverage future possibilities for their brands in this new landscape. The workshop leader, Richard, has global experience working on digital excellence and transformation projects.

1. DIGITAL CHANGES EVERYTHING ABOUT THE WAY WE THINK ABOUT BRANDING
!
THESE RADICAL CHANGES MEAN
WE HAVETO LOOK AT HOWTO ENGAGETHE CONSUMER FROM A DIFFERENT PERSPECTIVE
!
WE WORKTOGETHER AS A CO CREATIONTEAM
TO FINETUNE A DIGITAL STRATEGY FORYOUR BRAND
TRANSFORMATION
DIGITAL STRATEGY MASTERCLASS

2. OLD NEW
OLD SKILLS
NEEDED
BUT APPLIED
TO A DIFFERENT
SET OF
CONDITIONS
IT ISTHE MELDING OF BOTH
TRANSFORMATION

3. TRANSFORMATION 1-2 DAYS WORKSHOP MIXING OLD
SCHOOL THINKING WITHIN THE NEW DIGITAL ERA.
DELIVERING A NEW DIGITAL STRATEGY FORYOUR BRAND!

4. A DIGITAL AGENCY IS NOT AN AGENCY THAT MAKES “DIGITAL”
IT IS AN AGENCYTHAT
TRANSFORMATION
DIGITAL STRATEGY MASTERCLASS
IS ALL ABOUT STRATEGIC VISION

5. !
THISVISION CANNOT BE FRAGMENTED OR STAND ALONE - IT HASTO BE
TRANSFORMATION
DIGITAL STRATEGY MASTERCLASS
CONSISTENT
WITH EVERYTHING AND INVOLVED IN EVERY PART WITHINTHIS NEW ERA OF DIGITAL

6. TRANSFORMATION
DIGITAL STRATEGY MASTERCLASS
AND HAVING STRATEGIC DIGITALVISION
IT IS ABOUT TEAMS WORKING TOGETHER TO CO CREATE NEW ENGAGING
BRAND COMMUNICATION.
NO LONGER FRAGMENTED AND DISCONNECTED - DIGITAL SHOULD BE
INTEGRATED AT EVERY STEP.
IT IS ABOUT.

7. BESPOKE WORKSHOPS CAN BE PUT TOGETHER TO FOCUS ON SPECIFIC ZONES -
MAKING IT MORE RELEVANT FOR PARTICIPANTS WITHIN AGENCY OR CLIENTTEAMS
!
EACH TAILOR MADE WORKSHOP WILL CHALLENGE PARTICIPANT’S PERCEPTIONS
OF WHATTHEYTHINKTHEY KNOW
TRANSFORMATION
DIGITAL STRATEGY MASTERCLASS

8. AFTER THE DISRUPTION STAGE THEY
WILL FACE CHALLENGES &
POSSIBILITIES RATHER THAN PROBLEMS.
!
INTHIS NEW LANDSCAPE, HOW DO
THEY SEE AND MAKE USE OF FUTURE
POSSIBILITIES?
!
HOW DOTHEY MAKETHIS RELEVANT
TOTHEIR BRAND?
TRANSFORMATION
DIGITAL STRATEGY MASTERCLASS

9. MASTERCLASS INTRODUCTION TO DIGITAL THINKING
MINDSET DISRUPTION – PERCEPTION SHIFT
POSSIBILITIES
IMPLEMENTATION – RETURN ON INVESTMENT
CREATIVITY ON DIGITAL ADVERTISING
THE FUTURE - DEVELOPYOUR DIGITAL STRATEGY
TRANSFORMATION
DIGITAL STRATEGY MASTERCLASS

10. AFTER WORKING GLOBALLY THE LAST 12 YEARS FROM STOCKHOLM, SWEDEN.
THE MELTING POT FOR PROGRESSIVE DIGITAL EXCELLENCE.
RICHARD HAS BEEN WORKING ON GLOBAL BRAND PLANNING PROJECTS WITH
A DIGITAL FOCUS WITH SOME INTERESTING FUN CLIENTS.
MASTERCLASS LEADER
RICHARD WATKINSON
CLUB CAPTAIN
STOCKHOLM STOCKHOLMBUENOS AIRES

11. MASTERCLASS LEADER
RICHARD WATKINSON
CLUB CAPTAIN
BEFORE STOCKHOLM RICHARD WAS BASED IN NEW YORK FOR 8 YEARS WHERE
HE WAS A BRAND PLANNER AT CHIAT/DAY AND LATER RAN HIS OWN BRAND
PLANNING CONSULTANCY - PROJECT X WITH CLIENTS SUCH AS:

12. MASTERCLASS LEADER
RICHARD WATKINSON
CLUB CAPTAIN
AS CREATIVE BRAND PLANNING DIRECTOR - DIGITAL AT DRAFTFCB
STOCKHOLM/CRAFT OF INNOVATION CLUB, HE WAS INVOLVED WITH THE
STRATEGIC DEVELOPMENT OF:
!
!
!
!
!
!
ONE OFTHE MOST SUCCESSFUL GLOBALVIRAL FILMS EVER -
14 MILLION UNIQUEVISITS WITHIN 8 WEEKS
WINNING 2 DIGITAL BRONZE LIONS AT CANNES 2010

13. 20LIVES WAS A DIGITAL INTERACTIVE CROSS-OVER BETWEEN FILM & GAME.
NOW BASED IN JAKARTA HE ENJOYS THE CHALLENGE OF TRANSFORMING
PROGRESSIVE THINKING PEOPLE TO HAVE A STRONGER DIGITAL VISION.
MASTERCLASS LEADER
RICHARD WATKINSON
CLUB CAPTAIN
HE WORKED DIRECTLY WITH NOKIA AS LEAD DIGITAL STRATEGY CONSULTANT
ON NOKIA 20LIVES WINNING 2 SILVER LIONS AT CANNES 2006.

14. 1-2 DAYS - TAILOR MADE DIGITAL STRATEGY MASTERCLASS
IFYOU HAVE ANYTHOUGHTS ONTRANSFORMATION DROP ME A LINE:
CRAFT OF INNOVATION CLUB
Thanks,
richard@CraftofInnovationClub.com