Professional Development

Price includes full board, tuition and course materials

Level: Advanced

Key issues:

Much of the communications budget will be spent through the agencies we employ, so understanding and getting the best out of these agencies will make your communucations budget work harder for you and deliver the desired results.

The purpose of this course:

In the increasingly fragmented media landscape there is a need for insight of both target customer and key message we are delivering. The agency plays a pivotal role in helping to select the right medium and deliver the appropriate message. This course is designed to give practical insight into this agency-client relationship to optimise the value for both parties.

Who this course is for:

This course is designed for anyone who works in the communications industry on the client, agency or media side who needs to know how to get the best out of their agency or client.

Benefits for your organisation:

 The benefits are a better understanding of how an agency works, including selecting apprpriately and ensuring you get excellent levels of service. This will mean better briefs to your agencies and improved creative work whish is on brief; which means less time wasted in amendments and a more committed agency who are contributing to the acheivement of your marketing objectives.

Benefits for you as an individual:

Each delegate will gain an insight into the workings of an agency which will improve selection, briefing and reviewing the agencys output. Knowing the roles of agency personnel and understanding their requirements will improve the quality of the work you get from your agency. A review of the best remuneration method enables delegates to appraise the best payment methods.

You will learn how to:

• Select an agency
• Brief an agency effectively
• Decide on the best payment terms for your agency
• Understand the value of an agency agreement
• Undertake an agency appraisal
• Critique the agencys creative output
• Improve the relationship with your agencies
• Set action plans where improvements are needed
• Build relationships between agencies

Course content:

• Selecting the right agency
• Briefing the agency
• Reviewing creative and media proposals
• Agency remuneration - a review of the options
• Agency appraisal - a practical guide
• Building better relationships with your agencies
• Understanding the laws and codes of practice relating to agencies

To take away from the course:

• Templates for agency selection
• Guide to conducting an agency appraisal
• Copy of The British Code of Advertising, Sales Promotion and Direct Marketing
• Reference Sources online, books and directories

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review ourProfessional Marketing Standards framework