Optimizing Agency Relations (HALF DAY, ONE DAY)
How to be your agencies’ client of choice and get more, better, faster from your agencies without paying more
The best advertising and marketing communications is always created in the spirit of partnership with our agencies. If clients could create all their advertising themselves, why would agencies be necessary? Too often we forget that clients and agencies are co-producers. Wouldn’t it be great if we could reduce costly and time-consuming agency reviews and work more effectively and cost efficiently with our current agency partners?
Achieving this goal requires:
- Deep understanding of motivating agencies to ensure you get the agency A-team.
- Knowledge of process and costs.
- Understanding how to orchestrate multiple agencies: general, media digital, PR and other specialists.
- Recognition of the client’s roles and who is the leader.
This highly interactive course is designed to help you develop the skills of an effective client leader of agencies. It provides insights, tips, tools, exercises, handouts and ample real-life examples on how to produce excellent collaborative work with one’s agencies. Hands-on exercises cover agency differences, motivations, rules for success, effective briefs, successful creative feedback and orchestrating multiple agencies. We also provide tips and tools for agency evaluations, scopes of work, agency compensation and contracts.
Who Is This Workshop For?
Marketers responsible for managing agency relationships or the financial relationship, such as procurement, strategic sourcing and purchasing managers. This workshop is extremely valuable for a manager new to agency management and a great refresher for senior professionals.
- You score a client-to-agency brief to better harness the power of effective briefing.
- You have the chance to participate in a creative role play to learn more-effective feedback practices.
- Learning how to orchestrate managing multiple agencies -- general, media, digital, PR, and other specialists -- to better integrated marketing.
- Learning how to conduct better financial and contract management.
- If retaining your current agencies isn’t an option, you learn how to conduct a more-effective agency review.