Madhukar Sabnavis to lead ‘Mining for Insights’ workshop in Mumbai

22 Dec,2015

By A Correspondent


Advertising Agencies Association of India (AAAI) under the aegis of the AAAI Prowess initiative has announced a one-day Consumer Insights workshop titled ‘Mining for Insights’. The event is scheduled for 21st January 2016 in Mumbai at AAAI’s Training Centre at Lower Parel. This workshop will be led by Madhukar Sabnavis.


Insights and ideas are the most popular words in the world of advertising. Madhukar will share with participants what an insight is, why is it important in communication, where do you find them and how do you unearth them. He will use real life examples of successful communication to illustrate the same. Five types of insights will be covered- Product, Human, Social, Cultural and Digital and is targeted at young leaders with 5-10 years of experience.


The workshop will be in two parts – In the morning, it will be a class room session explaining the concepts with illustrations; In the afternoon, it will be a workshop- fun and learning- to actually unearth insights using some data. The participants will work in groups to uncover some insights. This will be a learning-by-sharing session. While Madhukar will share his views, he will also encourage the participants to share their experiences so that learning is enhanced through sharing.


Madhukar Sabnavis is Vice Chairman and Director- Client Relations at Ogilvy and Mather India. He has over 30 years of experience in advertising – 27 of them with Ogilvy. He has championed some innovative techniques to understand brands and consumers – Media ethnography, social listening and semiotics decoding of advertising- to name a few. His interests include teaching and writing. He has taught in many business schools and has contributed columns for many business publications.


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