Updated for 2020: with a focus on marketing-communications strategy, you will be led through a process to immediately help your account teams become more effective strategic partners – ultimately generating more business for the agency.
It’s no secret the strategic role of agencies is under full assault. With the continued shift to project-based work, shrinking budgets and reduced timelines, it is difficult to provide the same level of strategic impact. As a result, agency cultures have become reactive, running from one client fire to the next.
Meanwhile, client’s expectations have spiked. They are demanding deeper consumer insights, strategy that cuts across a growing number of channels and immediate business impact. To that end, clients are paying a premium for agencies with more effective strategic processes.
Ultimately, this training will completely evolve the strategic horsepower of your teams and your agency – more client-centric, consumer insight driven, focused on business outcomes, and efficient to deliver.
NOTE: while it is not necessary to have attended the Organic Growth Workshop, it will improve your performance in this second workshop.
Step-by-step, we will break down the key components of each stage of the marketing-communications strategic process.
By understanding and codifying a more effective approach, you will quickly improve the strategic impact of your entire account management department.
Most agencies don’t understand the client’s business to the level they claim. And many are not clear on where to start.
In this portion of the training, we’ll review several exercises and tools you can use to accelerate your understanding of the most critical client KPIs (Key Performance Indicators).
Applying principles from management consulting firms, you will then learn how to better correlate the agency’s work to these important business outcomes.
You’ve probably considered hiring more planners, hiring your first one or bringing in a freelancer.
Now one of the most critical roles, we’ll break down this function and outline how to get the most out of it for your agency (and your clients).
The quality of the client brief is in decline.
In part, this is due to exceptionally busy marketing chiefs delegating their briefs down to lower level marketing managers – who lack the same strategic ability.
Learn how to apply a consultative approach to completely elevate the quality of the client’s strategic thinking.
By using only one internal brief, most end up with a process that consumes too much of the agency’s resources, while providing minimal impact to the client’s business.
Here, we’ll break down all three marketing communications briefs your agency should be using to ensure greater business impact – while increasing the agency’s efficiency.
Business is won and lost on the quality of the consumer insight.
Knowing you likely don’t have large research budgets and extended timelines, we’ll review methodologies that uncover bigger insights – quickly and efficiently.
We’ll take a look at how to do both qualitative and quantitative research. From interviews to surveys, learn how to complete powerful research that will help the agency convert more business from the client.
In this portion of the training, we’ll review how to better package and sell your agency’s strategic recommendation.
This will include a look at how to craft the deck, use insights as a selling tool, and have your team better command the room.
This is designed for those who play a leading strategic and growth role with their clients, including management and senior client services. Most agencies bring several people to sharpen their personal skills and more effectively collaborate – to then improve how the agency will innovate and apply the key learnings. Attendees can join one or both workshops.
Jan 15: 8:00am – 6:00pm
Hosted by R/GA: 450 West 33rd, New York
Jan 16: 8:00am – 6:00pm
Hosted by Anomaly: 46 Spadina Ave., Suite 200, Toronto
Jan 22: 8:00am – 6:00pm
Hosted by DDB Chicago: 225 Michigan Ave, Chicago
Jan 23: 8:00am – 6:00pm
Hosted by 72andSunny: 12101 Bluff Creek Dr, Los Angeles