In today’s data-soaked, AI-obsessed world, marketing often risks losing its magic. But true effectiveness isn't just about metrics. It's about meaning. To revive both impact and imagination, marketers can tap into what great storytellers did - discover the magic of archetypes. And create distinct strategic roles that great marketing can play to move people and business.

Each archetype serves a different function. But the most magical brands can masterfully combine them - knowing when to move, what to measure, and how to matter. Because effectiveness isn't one-size-fits-all. It's about choosing the right role for the right moment. And when those choices are intentional, bold, and creatively fueled, marketing won’t just perform, it’ll transform. 

This session is a call to all marketers to be intentional, imaginative, and bold because true effectiveness comes from knowing not just what to measure, but how to matter.

Join us for a high-energy 3-hour workshop designed for young marketers eager to master the art of marketing effectiveness and creativity. Led by award-winning strategist and film director Tahaab Rais, this session will cover:

• How to craft powerful creative briefs that drive real impact
• The essentials of campaign measurement metrics for success
• A hands-on live brief challenge with peer feedback

Walk away inspired, equipped, and certified - ready to level up your marketing game!

Let’s face it. Media thinking has become the designated driver at the creative party. Sober. Predictable. Format-driven. Dashboard-addicted. Always arriving on time. But media isn't just a placement game. It's power. It's persuasion. It's the stage, the script, and the surprise. What if it didn’t just drop the work off... what if it owned the party and rewrote the playlist? This talk is a rallying cry to get pissed off - at the box, at the missed opportunities, and the expected role media plays. It’s time to reframe media as a creative weapon, not just a delivery system, and to start demanding more magic, mischief, and meaning from media (and as media).