# Session title

Strategy Masterclass: Learn and practice the most fun parts of advertising strategy

## Session URL

https://webexpo.net/prague2025/sessions/strategy-masterclass-learn-and-practice-the-most-fun-parts-of-advertising-strategy/

## Session Type

Premium Workshop

## Talk Description

How are you going to help make an advertising campaign get inside people’s heads if you struggle to write words that get into your colleagues’ heads? Words are a strategist’s currency but too many strategies are written in spite of their audience, not for their audience.












https://youtube.com/shorts/YKIkev5Vs9c








In this masterclass, you will:




Work a problem into a creative brief,



Write insights,



Write strategies that get into heads.




What will attendees learn?




The Four Points framework,



Ideas–linear and lateral thinking,



Insights–how to have and write them,



Strategy–how to write it, and



Why brands need you to use words better.




You’ll run through over 10 exercises and make your own Four Points for a brand.



Who is the workshop for?




Advertising and marketing strategists – Professionals responsible for crafting and communicating strategies that drive campaigns.



Brand managers – Individuals ensuring strategic alignment while shaping a brand’s identity and messaging.



Creative professionals (designers, art directors, creative leads) – Those who benefit from understanding the strategic foundation behind campaign briefs.



Entrepreneurs and small business owners – People building brands who need to develop and articulate strategic insights clearly.






## Tags

Business & Growth, Content, Future of Work, Marketing

## Session Focused on

Web Development: 0%, Design & UX: 40%, Marketing: 100%, Business: 100%

## Session Presenter

Mark Pollard

## Session Presenter Bio

Mark is a strategist, author, and podcast host who founded Stealth — the Southern Hemisphere’s first full-colour hip-hop magazine — at age 20. He hosts the Sweathead podcast (1.6M listens) and has consulted for top brands like Meta, Twitter, and The Economist. His book, Strategy Is Your Words, raised $37K on Kickstarter and sold 8,000 copies. With trainings taught in over 25 countries already (and counting), his work reaches hundreds of thousands of people every month.

## Session Details

### Date

May 30, 2025 9:00 am

### Duration

240 Minutes

### Specific Location

MSD, FIVE Office Building (Room 1)

### General Localtion

Lucerna Palace, Prague, Czech Republic