AAAI Prowess Consumer Insights Workshop With Madhukar Sabnavis

Advertising Agencies Association of India (AAAI) under the aegis of the AAAI Prowess initiative announced today a One-day Consumer Insights workshop ‘Mining for Insights’ scheduled for 21st January 2016 in Mumbai at AAAI’s Training Centre at Lower Parel.  This workshop will be led by Madhukar Sabnavis.

Insights and ideas are the most popular words in the world of advertising.  Madhukar will share with participants what an insight is, why is it important in communication, where do you find them and how do you unearth them. He will use real life examples of successful communication to illustrate the same. Five types of insights will be covered- Product, Human, Social, Cultural and Digital and is targeted at young leaders with 5-10 years of experience.

The workshop will be in two parts - In the morning, it will be a class room session explaining the concepts with illustrations; In the afternoon, it will be a workshop- fun and learning- to actually unearth insights using some data. The participants will work in groups to uncover some insights. This will be a learning by sharing session. While Madhukar will share his views, he will also encourage the participants to share their experiences so that learning is enhanced through sharing.

Madhukar Sabnavis is Vice Chairman and Director- Client Relations at Ogilvy and Mather India. He has over 30 years of experience in advertising - 27 of them with Ogilvy. He was an account and business lead for 17 years and then led the planning function at Ogilvy for 12 years from 2002. He has been involved in many campaigns during his career- Asian Paints, Cadbury, Max Life, Unilever, Star, Titan to name a few. He has championed some innovative techniques to understand brands and consumers – Media ethnography, social listening and semiotics decoding of advertising- to name a few. His interests include teaching and writing. He has taught in many business schools and has contributed columns for many business publications

The Advertising Agencies Association of India (AAAI) is the official, national organization of advertising agencies, formed in 1945, to promote their interests. The Association promotes professionalism, through its founding principles, which uphold sound business practices between advertisers and advertising agencies and the various media. The AAAI today is truly representative, with a very large number of small, medium and large-sized agencies as its members, who together account for almost 80% of the advertising business placed in the country. It is thus recognized as the apex body of and the spokesperson for the advertising industry at all forums – advertisers and media owners and their associations and Government.


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