Agency Briefing and Management

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.

This course will help individuals to understand how to construct and implement intelligent agency briefs, as well as understanding how to evaluate creative presentations and get the most from the creative development process.

This course will help organisations understand how to select the right agency and manage all their agency relationships in order to get the most from their services.

This course is aimed at all levels of marketers, 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.

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 the creative presentation.

Managing an agency:

• Agency administration.
• Agency evaluation.

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