Webinar Invitation: How to Write Good Concepts for Use in Research

March 5, 2013

by Marina Cozzika

Thousands of concepts are being written every day, but 95% of them will fail.
Some concepts, no matter how hard they try, just don’t work, while others come along, have the look, say the right things, pull the right moves…swoop in & woo the consumer.
Great concept writing is all about mastering the art of seduction.
In this ESOMAR webinar, Trudi Binion and Ben Wood will reveal their top 10 tips, the dos & don’ts, to win over the consumer with effective and seductive concepts.
Listeners will walk away with some practical advice on both content and process, to keep in mind during concept development and research stimuli preparation.

This webinar will take place on March 28th, from 17:00 – 18:00 CET and will be followed by a Q&A session.
Click here to register.

About Trudi Binion
Trudi’s passion for concept writing started over 15 years ago. She specialises in creative workshop facilitation and transforming idea nuggets into seductive concepts. Since joining Added Value in 2007, Trudi has led multiple international projects and generated concepts for the likes of Unilever, Pepsi Lipton International, Pernod Ricard, Colgate Palmolive, Mars, Cadbury Schweppes, Pepsico, LVMH… She also has 10 years of brand management experience at Unilever (in both France and Australia) where she developed innovations and brand activation across several food and beverage categories.

About Ben Wood
Ben is passionate about innovation and leads AV’s innovation offer and R&D: ‘Controlled Chaos’. The approach integrates key precepts of design thinking and uses magic and logic to drive disruptive innovation. Ben also masters other skill sets to inform brand strategy and stimulate growth including brand positioning, market segmentation and channel strategy. His main clients include L’Oréal, Unilever, Clarks, Ford, Levi Strauss, IKEA and LVMH. Ben is a regular speaker on these subjects at marketing and innovation conferences.

For more information, please contact Marina Cozzika.

Image source: Added Value

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