Professional Enrichment: Deconstructing Great Work

Description

In this class you'll collaboratively investigate and dissect the strategic, concepting, media insights and choices behind real-life work. We'll have a particular focus on target audience - mindset, behaviors, psychographics, and touchpoints that drive the work we see in market. This class is helpful for those who are looking to get a better understanding of the elements that drive creative and media campaign development.

This class is taught by Catherine Sheehan.

For 20 years Catherine has developed strategic positioning, messaging, and go-to-market plans for brands that cater to both consumer and B2B audiences. Catharine loves distilling simple, compelling, soulful stories that captivate an otherwise distracted audience and driving sales for my clients. She has been able to do that successfully for ad agencies in both Boston and New York, including A&G, McGarry Bowen, Hill Holliday, and Arnold.

Catherine’s developed brand strategies for Progressive Insurance, Toast, ADP, Blue Cross Blue Shield, Merrill Lynch, Chevron, and Zildjian, among others. She led user engagement and product go-to-market strategy for a healthcare technology startup. And she’s written more Effies submissions than she cares to remember, and won a few of them.