 Hello, I'm Vanessa Moon, CIM Course Director on this popular one-day workshop. This is an intensive, practical and disciplined day that takes you through a proven six-step approach to building your IMC plan. We work through a case study and a variety of examples to see what it really takes to build and deliver a great IMC plan, which is so much more than populating a busy calendar of activity. We move from audience and insight to the hierarchy of objectives to the value proposition and big brand idea to creating your task and tool plan. We also dig into effective IMC briefing, working well with agencies and using the right metrics and measures across the piece. Using a variety of campaign stimulus, you'll see how others brilliantly balance brand building with sales spikes and activations to meet their business objectives via effective integrated communication planning. Thank you.