Tangrams Effectiveness Academy @ Spikes

This programme gives young marketers, brand managers and strategists everything they need to successfully deliver brand marketing strategies with effectiveness at their core.

26 - 28 September 2018

The Tangrams Effectiveness Academy @ Spikes offers young marketers, brand managers, and strategists essential preparation for a successful delivery of effectiveness through every step of their work.

Alongside exclusive in-class presentations from industry leaders, participants have access to relevant seminars from the main Festival programme and exhibitions of the region's most innovative and creative work.

For any enquries about the Academy, please contact Ryhn Lee at RyhnL@spikes.asia

The Programme

This is a comprehensive and intensive course designed to give young marketers, brand managers, and strategists the tools they need to deliver successful effectiveness.

Generating disruption, differentiation and growth

Through smart consumer targeting, segmentation and insights

Designing business and marketing strategies

How to create an action plan for growth.

Developing effective creative work

Developing, evaluation and optimising effective creative work.

Progressing effective strategies

Effective media and engagement strategies.

The impact of effectiveness

Measuring and demonstrating effectiveness.

Who is it for?

It is an essential immersion for those who wish to adopt a strong effectiveness culture throughout their agencies. The academy is especially tailored for Young Advertising Managers, Brand Managers, Communications Managers, Marketing Managers, Media Planners, Planners, Project Managers, and Strategists.

How does it work?

The course is designed to share best practices and trade secrets for delivering brand and business growth throughout your agency.

The Tutors

ShuFen Goh 

ShuFen Goh is the co-founder and Principal of R3 - a global marketing consultancy working with 8 of the top 20 global marketers, with offices in Asia, North and South America, and Europe. With over two decades of experience in the creative industry and with corporate brands, she is a pioneer in advancing the practice of marketing effectiveness through optimisation of agency partnerships and measurement, working with companies such as Coca-Cola, Johnson & Johnson, Unilever, Visa and MasterCard. She has consulted and facilitated multiple successful digital transformation and benchmarking for companies from partnerships to capability building. ShuFen is President of the Institute of Advertising Singapore, an industry association for the marketing and communications sector, championing talent development and regional initiatives to position Singapore as the marcoms hub of Asia. Under her leadership, IAS has launched several breakthrough initiatives supported by the Singapore Economic Development Board, including the Upstart graduate training programme, mentorship for young executives by industry veterans and the only careers fair dedicated to marcoms.

Elfrida Szeto

Elfrida Szeto

Elfrida Szeto left the agency world after a decade working with companies that include Microsoft, HP and P&G. She joined R3 in 2008 and has worked with marketers like AB InBev, BMW, Cathay Pacific, Fonterra, Suntory, Standard Chartered Bank, Unilever and Visa. While the R3 Principal Consultant isn't working, she's busy planning her next holiday after conquering the Seven Wonders of the World and over a hundred UNESCO sites.