Agency Briefing and Management

Overview

Great marketing communications come from great agency relationships and if you're a client you want to set the pace and demand outstanding work from agency partners. This course provides guidelines and practical tips on how to work efficiently with agency partners, to develop effective creative campaigns and ultimately gain the associated business results.

Benefits to you and your organisation

This course will help you understand how to construct and implement intelligent agency briefs. You will also learn to how to evaluate creative presentations and get the most from the creative development process.

Organisations will benefit from an understanding of how to select the right agency, how to manage all their agency relationships in order to match their needs and get the most from their services.

Who this course is for

This course is aimed at all levels within a marketing department, where there is a desire to get the maximum from their agency partners. It is not specific to one sector and is applicable to advertising, design, digital, DM, PR, promotions, events, B2C and B2B, local and international agencies.

What you will learn

• How to understand agency partners.
• How to write an effective agency brief.
• How to get the maximum out of the creative process.
• How to build long term mutually beneficial agency relationships.

Course content

Choosing an agency:

• Agency search and selection.
• Agency structure and the creative development process.
• Building a client agency relationship.

Agency briefing:

• The brief.
• The briefing.

Creative presentations:

• Evaluating creative presentations.
• Giving feedback.
• Beyond creative presentation.

Managing an agency:

• Agency administration.
• Agency evaluation.

Learning approach

Best practice theory, real world case studies and interactive practical exercises.