ICA and Schulich Executive Education Centre (SEEC) have collaborated on the design and delivery of the MCBC program curriculum, which is inspired by the need to foster branding innovation and creativity in the strategic and communications solutions developed for clients.
Facilitated by thought-provoking industry leaders, leading academics, and proven innovation specialists, MCBC combines best-in-class brand communications theory and practice with vital solution creation methodologies and advanced innovation leadership skills. Dynamic learning sessions facilitate your ability to integrate new skills in to your business right away.
Highlights of the 2011 Instructor Schedule
Module One – January 24-27, 2011
FOCUS: Brand Strategy Innovation
Insight into Brand Innovation: Alexander Manu (OCAD, disruptive business innovator)
Bridging branding and business strategy: Bruce Philp (GWP Brand Engineering, founding partner/author)
Developing intention based leadership skills: Brett Richards (Connective Intelligence, president/author)
Module Two – April 4-7, 2011
FOCUS: Innovation in the Solution Funnel
Insight into Branding Engagement: Nicholas Ind (Equilibrium, founding partner/author)
Facilitating Idea Development: Tim Hurson (ThinkX, founding partner/ author)
Breakthrough Team Innovation: Leslie Ehm (Three Training, ideation and collaboration specialist)
Module Three – May 30 - June 2, 2011
FOCUS: Activating Innovative Ideas
Tapping into the client mindset on innovation: Peter Housley (Red Urban, President/CEO)
Activating branding innovation: Megan Mitchell (Schulich School of Business, Director, Centre of Excellence in Innovation Management)
Activation through effective storytelling: Mark Bowden (Truthplane, communications training specialist)
Carolyn Meacher (MCBC Program Co-Director)
An accomplished branding innovator and certified leadership consultant and coach, Carolyn has developed critical brand-building insight over her 20-year career as an agency management professional and as an internal brand communications leader on the client side. Following progressively more senior branding roles, Carolyn was attracted to the potential of evolving her practice into helping others become great at leadership and innovation. She now practices as a certified coach and consultant in transforming organizations, leaders and brands.
Bruce Philp
An acclaimed brand strategist and award winning creative director, Bruce co-founded GWP Brand Engineering in 1996. (Check out his Brandcowboy blog.) With a 25+ year career in marketing, advertising and branding, Bruce has worked with some of the world’s most enduring brands – names like Honda, Tylenol, Toyota, Roots, Expedia.ca and Bank of Montreal. Co-author of the book The Orange Code about the amazing ING DIRECT brand-building experience, Bruce is a provocative commentator and skilled brand story designer.
John Wright
An exceptional integrated brand marketer and communicator, John has both deep agency and client experience to draw upon. Over a 20+ year career, John has developed a passionate brand activation capability with leading agencies (Wunderman, TBWA Chiat/Day and Ogilvy & Mather). Serving as SVP of Marketing and Communications for the AIR MILES Reward Program at The Loyalty Group, John played an integral role in carving out a successful brand activation model and the CRM success story that this brand stands for in the marketplace today.
Suzanne Filiatrault (ICA Lead Program Designer)
Suzanne is Director, Professional Development at The Institute of Communication Agencies. She has led the creation of the MCBC Program from its inception. With a 25+ year career in advertising and communications, Suzanne is both a student and teacher of branding and is driven by innovation and ideas. She led the development of an experiential brand innovation practice during the Web 1.0 era and has developed a strong appreciation of design thinking as she develops new executive education learning models for direct application to the communications industry.
MCBC 2011 Two tracks: · Certification · Stand-alone Modules
Starting Session: January 24, 2011 Duration: January - June 2011
SHARE THIS
CONTACT US
MCBC Brochure
Share the MCBC Program with colleagues.