Optimizing the Client/Agency Relationship

Length: One-day

Your agencies can be your greatest marketing allies or your biggest headaches. Learn how to get the best agency people on your account, be your agency’s best client, and motivate your agencies to deliver big ideas to build your business profitably. Take the mystery out of managing agencies and learn how to balance great agency work, remuneration practices, and client behavior from this interactive workshop also providing best practice exchange with other clients attending.

How You Will Benefit

At the end of the course, you will have new ideas to apply to client/agency relations immediately. Including:

• How to strengthen relationships with client marketing and procurement and the agencies
• How to provide more-effective briefings and approvals
• How to get better work from the agencies
• How to improve agency work review process
• How to work better with multiple agencies
• How to demystify agency economics and fees
  

Key Topics

• What Clients and Agencies Want and Need
• The 20 Rules for Success Exercise
• Service and Relationship Contracts
• Best Practices for Strategic Briefs
• Strategic Exercise
• Best Practices for Evaluating Creative Work
• Creative Critique Exercise
• Agency Evaluations
• Agency Economics/Compensation/Audits
• Scopes of Work
• Managing Multiple Agencies
• How to Repair a Damaged Agency Relationship
• Agency Selection

Who Should Attend (Members Only)

• Marketing and advertising management
  
• Procurement/strategic sourcing/purchasing management
• In-house agency management
• If you’re a pro in working with agencies, this is a great refresher with some new ideas
• If you’re new in your job, it’s an excellent survey course.

Instructor

This course is taught by Joanne Davis

Upcoming Class Schedule