Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Advertising continues to be one of the most commonly used and effective marketing communication tools, albeit still one of the most expensive. The marketing communications world is becoming increasingly complex and fragmented. Marketers need to be equipped with the appropriate knowledge to ensure they are using their creative agencies most effectively through the provision of focused and motivating briefs, management skills to guide the creative development process and judgement skills to evaluate the resultant creative work.

The purpose of this course:

The advertising development process is often learnt ‘on the job’. This can mean that junior delegates can spend much time becoming proficient at understanding this process. This course will ensure that delegates return to their job with all the necessary skills to professionally brief and manage agencies and have an understanding how best to judge creative work.

Who this course is for:

This training is best suited to junior marketing staff who have had limited experience of the processes involved in the development of advertising campaigns.

Benefits for your organisation:

Organisations will benefit by having their personnel who attend the course fully trained and capable of managing an agency through the creative development process. This will ensure that individuals new to the advertising development process will be immediately useful and able to contribute to the communication development process in a professional manner.

Benefits for you as an individual:

On completing the course, delegates will understand the content of outstanding creative briefs and be given a template to ensure the agency is given all necessary information prior to developing the creative work. Delegates will be given the confidence to judge creative work and be given a professional edge to motivate and manage their agencies.

You will learn how to:

• Understand the necessity for being single-minded and focused throughout the creative development process
• Plan campaign development
• Understand the necessity of providing the agency with relevant insights to help them produce outstanding creative work
• Write an outstanding creative brief
• Manage and run a creative briefing meeting
• Provide feedback on creative ideas in a way the continues to motivate the agency and deliver the optimum creative solution

Course content:

• What advertising can and can’t do
• What agencies and clients expect from each other in their working relationship
• Who does what in an agency
• The structure of the creative development process and relevant timings
• The importance of insight and single mindedness when developing a creative brief
• Content and format of a creative brief
• The importance of and how to run inspirational briefing meetings with the agency
• How to judge creative work How to motivate and manage the agency through the creative development process

Pre and post learning support:

Delegates will need to bring a selection of advertising with them that they rate as representing ‘excellence’. The delegates should be prepared to discuss this material with their fellow delegates and the course director. These materials can be gathered from newspapers, magazines, radio, internet etc. Delegates should not bring material from their company.

To take away from the course:

Delegates will be given a creative brief template and structured creative critiquing process.

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 our Professional Marketing Standards framework