ARF Workshops: From Present to Future
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From Present to Future: A Workshop for Understanding and Leveraging Change

ARF Workshops

The industry is buzzing about the rapid pace of change. About how short product cycles are now “micro-cycles.” And that consumer behavior is changing by the minute.

We also hear about brands’ inability to harness change and harmonize their business strategies and actions as change requires. Through the ARF’s From Present to Future Workshop, understanding and incorporating change is straightforward to learn and can readily be made a part of everyday work.

ARF’s From Present to Future Workshop

This workshop is grounded in proven approaches and practices in five areas that will enable you and your organization to:

  • Understand patterns of change—there’s a predictable sequence.
  • Challenge mental models based on your understanding of change—use or modify existing ones, or replace outdated ones to modernize your understanding of how things work.
  • Identify the consequences of change and think through the implications in a systematic way.
  • Propose and explore business opportunities and develop strategic options from the implications.
  • Incorporate change continuously—after the strategies go live, brands need to adapt and adjust to myriad new changes that are big or small.

Boston Members! Click here to register for the special members-only workshop on August 7, 2012.

Session Formats

From Present to Future Workshops are offered in three formats, depending on your specific goals:

1. Express two-hour session

  • Best for: introduction and overview
  • Topics: all topics, with a focus on explanation and key concerns
  • Experience: lecture, with a short hands-on component
  • Outcomes: familiarity and high-level learning

2. Half-day Training

  • Best for: training staff who are, or will be, tasked with managing change in a specific department, or who belong to a cross-functional team
  • Topics: all topics, presented with more detail than the two-hour session
  • Experience: workshop, combining lecture with several integrated hands-on exercises, breakouts, reports, and critiques
  • Outcomes: working understanding and ability to do work under supervision

3. Full-day customized strategy workshop

  • Best for: brands that have committed to managing change and have resources in place
  • Topics: customized to specific brand needs
  • Experience: deep involvement of brand and/or cross-functional team on specific issues with internal information
  • Outcomes: identification of business opportunities, basic evaluation, and a plan to explore these more fully
  • Fees to be determined by the scope of engagement


For More Information and Scheduling:

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The AD Club of New York and Yahoo will host the first two breakfasts in an ongoing series of strategic conversations featuring client executives as they take a deep dive into the latest trends impacting their companies and specific business sectors. Cheryl Guerin and Ben Jankowski of MasterCard will tackle Finance on 7/16 and Bonin Bough of Mondelez will delve into CPG on 7/30.

Coverage will include: campaign success stories, challenges and how they were overcome, the next big thing on the horizon, moderated Q&A and audience Q&A.  For more information and to register, click here or call Sydney at 212.533.1929.

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Graeme Hutton, Universal McCann