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 has over 20 years’ experience in brand management, strategic planning, communication plans, campaign activation and agency management, as well as training and capability. Abigail is a chartered marketer, Fellow and course director at the CIM and founder and director of Labyrinth Marketing, a strategic marketing and capability agency. She is on a personal mission to improve the collaboration between agency and clients, to get them to work together as true partners to deliver commercial, brand and business goals.


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

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