Great marketing communications are driven by collaborative agency partnerships. This course provides guidelines and practical tips on how agency management and briefing can lead to effective and efficient working relationships.

Topics covered include:

• Role of agencies in delivering marketing and corporate goals
• Agency search, selection, appointment and remuneration
• Understanding agency dynamics and agency structure
• How to effectively write and deliver creative briefs
• How to evaluate and respond to creative concepts, pitches/proposals
• How to build a collaborative long-term agency and client relationship

Who should attend?

This course is designed for Senior Marketing Professionals responsible for agency partnerships. Whether you are about to embark on appointing a new agency or looking to get the best out of an existing agency, this course will provide you with the tools and techniques to achieve your objectives.

Learning outcomes

• 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 Dates

Start Date Duration Location
No Course Dates Available

Course Director

Abigail Dixon

Abigail Dixon is an award-winning marketer and consultant, course director and capability consultant, Chartered Marketer, and fellow of the CIM. Founder and Director of award-winning marketing and capability consultancy Labyrinth Marketing. She is author and podcast host of The Whole Marketer, which aims to empower marketers to not only have a successful but fulfilled career in marketing and their lives. Abigail is passionate about supporting and empowering the marketers behind the brands and business; her purpose is to help others to grow. Abigail draws on her 20 + years’ experience as an award-winning marketer, working on and consulting for many household brands to step change the brands’ growth. She utilises her unique position to draw on her wealth of experience from having coached, mentored and trained 1000s of marketers across multiple sectors, industries and brands to define what skills marketers need to possess to not only be successful at what they do but also understand how and why. In addition to Abigail’s marketing credentials, she is also an accredited ICF coach – a business and life coach empowering people with the clarity and motivation to pursue their goals. Abigail’s support and personable approach is widely praised from her coachees.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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