Understanding Marketing Briefs and Responding

Neil Wilkins shares how to use AI to expand creative thinking, develop stronger campaign concepts and explore more possibilities without losing originality.By the end of this recording, you should be able to:Use AI to explore creative territories rather than generate generic listsApply proven creative-thinking models with AIMove from audience insight to campaign conceptGenerate genuinely different alternativesEvaluate ideas systematicallyProtect brand distinctiveness and originalityUse AI responsibly in creative developmentMoe webinars like this at Cambridge Marketing College http://marketingcollege.com/events

CIPD defines evidence-based practice as using the best available evidence from multiple sources, combined with critical thinking, to improve decisions. Strategic focus: Use evidence to justify priorities, budgets and commercial decisions.Tactical focus: Show how daily data work leads to useful action.By the end of this video, you should be able to:Distinguish data, evidence and insightBuild stronger evidence for recommendationsLink insight to actionAvoid weak, biased or vanity evidenceCommunicate findings clearlyDemonstrate data and insight capability at workMore webinars like this at Cambridge Marketing College http://marketingcollege.com/events

How to make your brand easier to understand, easier to remember, and easier to choose.Competitive markets are noisy. Customers are busy. Many brands sound similar. Positioning helps people understand: Who you are for; What you help them achieve; Why you are relevant; Why they should choose you.Harvard Business School describes positioning as creating competitive advantage in customers’ minds. By the end of this webinar, you should be able to: Understand positioning and differentiationIdentify competitive alternativesDefine meaningful valueUse distinctiveness to improve memorabilityBuild a practical positioning statementTurn positioning into marketing activityMore content like this at Cambridge Marketing College http://marketingcollege.com/events

This episode is sponsored by Superside, the world's leading AI-first creative partner for enterprises. Creative demand keeps growing and headcount does not, so the shortfall lands on the same few people. Superside is how you scale creative capacity without burning your team out. Creative directors and designers who work as an extension of your in-house team, on ad creative, video, social and presentation design. AI-first, not AI-only. Get the backup your marketing team deserves. Visit superside.com to find out more.Doug Katz is Founder of NULU Knives and NULU Navigator. He is a West Point graduate, disabled veteran, inventor, and entrepreneur. His work focuses on alignment between human capability and the systems we operate inside. So today, we are going to discuss How to Fix a Broken Customer Journey with AI.Neil and Doug explore: - What a truly broken customer journey looks like and what it takes to rebuild it from scratch- How AI can function as a commercial tool for reaching underserved markets that traditional marketing can't convert- What building a product category from nothing teaches you about entrepreneurship that conventional markets never will- The hard lessons from building both a physical product and a technology layer simultaneously as a solo founderConnect with Doug Katz https://dougkatz8.wixsite.com/douglasmkatz Visit NULU Knives http://nuluknives.com More episodes like this at Neil Wilkins Online http://neilwilkins.onlineThanks to today’s sponsor Superside, the world's leading AI-first creative partner for enterprises. Scale creative capacity with Superside: ad creative, video, social and presentation design. Visit Superside for more information.

How to interpret briefs, ask better questions, and deliver work that meets expectationsWhy briefs matter :A brief gives direction before work begins.It should clarify:- What needs to be achieved- Who the work is for- What must be delivered- When it is needed- How success will be judgedKey point: Good execution starts with good understanding.Session aims :By the end, apprentices should be able to:- Understand the purpose of a brief- Identify missing information- Ask useful clarification questions- Confirm expectations professionally- Turn a brief into a practical action planMore webinars like this at Cambridge Marketing College http://marketingcollege.com/events

Caroline Hodson, is the Founder and CEO of marketing technology consultancy Woolf Hodson. Her perspective is simple: current sales processes were built for a world that no longer exists.She argues that in a world shaped by AI tools, peer forums and self-serve content there is little or no footprint in the CRM. By the time a buyer reaches out, they're often 80% through their decision cycle and so the traditional "nurture, qualify, nurture" route doesn't apply.Caroline calls this the "dark funnel" and she has a framework for how organisations can adapt: from ditching gated content to building the the right infrastructure for the future.With 30 years of experience across consulting and leadership roles, Caroline offers a grounded and thought-provoking perspective on how organisations can adapt to the reality of modern buyer behaviour.Visit Woolf Hodson https://www.woolfhodson.com/More content like this at Neil Wilkins Online http://neilwilkins.online

By the end of this session, you should be able to:Identify where AI can support market researchTurn research questions into better promptsUse AI for desk research, synthesis and analysisAvoid weak synthetic insightValidate findings before actingBuild a practical insight workflowMore content like this at Cambridge Marketing College http://marketingcollege.com/events

Vladimer has over 15 years of international experience, and is regarded as one of the world’s top digital transformation and AI thought leaders. He is a sought-after keynote speaker, futurist, Fortune 500 consultant, startup advisor, and C-suite mentor. His career has been defined by driving success for leading brands, mentoring the next generation of innovators, and shaping the future of digital transformation and AI.- Cutting-edge insights into digital transformation, AI, generative AI, and agentic AI applications in business- Proven strategies for brand growth, startup success, and C-suite innovation- Actionable expertise in entrepreneurship, career growth, and leadership development- Expert analysis on emerging technologies and market disruption- Examples from a global network of top executives, thought leaders, and innovators for collaboration and growthConnect with Vladimer http://www.vladimerbotsvadze.com/Subscribe to the Neil Wilkins Podcast https://podcasts.apple.com/us/podcast/neil-wilkins-podcast/id1327913887More content like this at Neil Wilkins Online https://neilwilkins.online/category/ai-marketing/

Sheldon Wolf is the founder of Intellitary, an AI-powered transaction origination platform that is redefining how consumers, agents, lenders, and businesses connect. For more than 35 years, he has built companies across real estate, finance, fintech, e-commerce, and artificial intelligence—transforming ideas into revenue, scaling businesses from scratch, and consistently staying ahead of major industry shifts.Sheldon invites investor listeners to visit Intellitary.com/investors to learn how artificial intelligence is transforming real estate, finance, and customer acquisition.Subscribe to the Neil Wilkins Podcast https://open.spotify.com/show/2MrtPAmJjZFK7vrXBY0RsvMore content like this at Neil Wilkins Online https://neilwilkins.online/category/ai-marketing/

Creating Piece of Mind with AI, with Jordan RobinsonJordan Robinson built the app your kitchen didn’t know it needed. Anxin is the only platform that scans your grocery receipts, tracks what’s in your fridge, and alerts you the moment something you already bought gets recalled by the FDA. It also pulls real-time restaurant health inspection scores, checks ingredient safety, monitors medication interactions, and builds a household risk profile for your entire family. One app replaces the guesswork across food recalls, restaurant safety, and home inventory — so you know before you eat, not after the headlines.Check out Piece of Mind https://pieceofmind.fyi/recallsSubscribe to the Neil Wilkins Podcast https://open.spotify.com/show/2MrtPAmJjZFK7vrXBY0RsvMore content like this at Neil Wilkins Online https://neilwilkins.online/category/ai-marketing/