The Maldives Association of Tourism Industry (MATI) organized the second edition of MATI Insight on November 17, 2024, at the Crossroads Maldives Event Hall. The event featured a strategy masterclass titled “Sweathead Masterclass: Strategy is Your Words”, led by Mark Pollard, which attracted over 75 participants eager to enhance their strategic and planning skills.

The session focused on providing practical tools for developing effective strategies. Central to the workshop was Mark Pollard’s Four Points Framework, a structured approach that helps individuals transform key insights into actionable strategies. Participants learned to identify important insights, convert them into clear strategic actions, and communicate them effectively. The importance of precise language in shaping successful brand strategies was emphasized, with guidance on crafting compelling creative briefs. The masterclass was highly interactive, featuring over ten exercises that allowed attendees to apply the Four Points Framework to their own brand development.

Mark Pollard, the founder of Mighty Jungle, is renowned for helping leaders, marketers, and agencies break free from conventional approaches through a combination of training, strategic guidance, and writing. His impressive client roster includes major brands such as The Economist, Electronic Arts, Facebook, Twitter, Wall Street Journal, Mozilla, Havas, and TBWA/Media Arts Lab. Pollard has previously led strategy teams at McCann, Leo Burnett, and Big Spaceship, and has served as a judge for prestigious awards such as the Jay Chiat Awards and the Webbys. Additionally, he has contributed to the Australian Account Planning Group (APG) committee.