A lot goes into a successful campaign.
Audience insight. Clear brand positioning. Bold creative and tailored messaging.
AI is making it faster and easier to bring it all together. But only if you know how to steer it.
In this future-focused marketing course, you’ll learn how to harness AI to elevate every stage of a campaign – from first brief to final cut.
Discover how to map your brand equity, write brilliant briefs, judge creative against the right frameworks and develop messaging that adapts across channels. Along the way, you’ll learn how to manage the agency relationships that bring it all to life.
This is campaign leadership for the AI era.
What you’ll learn
MODULE 1: COMMUNICATING ON BRAND
- The pillars of great advertising: on brand, on brief and impactful.
- How brand positioning defines the space your advertising should occupy
- The role of brand equity in shaping how customers perceive and experience your brand
- How distinctive brand assets drive recognition, memory and attribution
- How to ensure every campaign consistently reinforces the brand
MODULE 2: BRILLIANT BRIEFING
- How to define clear campaign objectives linked to real business problems
- The role of briefing in translating strategy into creative direction
- The essential elements of a strong, effective campaign brief
- How to deliver and align briefs with agencies to set campaigns up for success
MODULE 3: LANDING CREATIVE
- What makes an idea impactful and how to assess creative strength
- How to evaluate ideas against brand and brief requirements
- How to give structured, effective feedback while ensuring compliance
- Approaches to pre-testing and de-risking campaign ideas
MODULE 4: THE CHANNEL CHALLENGE
- How to land your communication message with maximum impact
- How to develop a clear media and channel strategy based on audience and objectives
- The role different channels play across reach, engagement and action
- The role of performance media in converting campaigns to action
MODULE 5: FULL CIRCLE CAMPAIGNS
- The client role in the media process
- How to adapt a single idea across multiple channels effectively
- How to design connected omni-channel experiences that feel seamless to customers
- The use of performance data to manage campaign performance in flight
MODULE 6: COMMUNICATING ON BRAND
- What defines a strong, effective client-agency relationship
- How to manage the production process from idea through to execution
- The role of feedback and collaboration in improving campaign outputs
- How to be a master campaign leader in bringing together brand, brief, channels and performance in delivery
Why choose ADMA?
Always future-focused
Marketing never stands still, and neither do we.
Our courses prepare you for what’s now and what’s next, with practical strategies you can apply immediately in your role.
Trusted by market leaders
As Australia’s leading authority on the future of marketing, we’re a trusted voice in a fast-moving industry.
Our members include marketing trailblazers and world-leading brands.
Created by industry, for industry
Our courses are written and led by powerhouse industry professionals.
Which means you’ll get up-to-date insights and direct access to an expert working in the field.
Any questions?
Get access to the classroom
AU$2,990.00 PER PERSON
*Including GST
Member AU$2,190.00 PER PERSON
Course Details
02-09-2026 | 09:00 AM - 03-09-2026 | 05:00 PM
In-person
Your instructor
Anthony Toovey
Marketing and Strategy Consultant
Anthony Toovey has over 20 years of international marketing and commercial leadership exper...