TW557 - Magic and Logic - understanding sustainable business practices to optimise ROI
18 Sep
Magic and Logic - understanding sustainable business practices to optimise ROI
Magic and Logic is a cross-industry initiative focusing on modern sustainable business practices that enable marketing, procurement and agency teams to optimise creative excellence and financial efficiency.
Course content
- The marketing supply chain – and the roles and responsibilities of each link in the chain
- The hopes and fears of stakeholders and participants
- The pounds and pence of creative communications
- Effective change transition process – evolution vs. revolution
What you will learn
- Managing the money without killing the goose that lays the golden egg.
- Determining precisely where your organisation is, and what to do next.
- How marketing and procurement can work together to get outstanding communications, while managing financial resources effectively.
Key benefits
- Individuals will gain an understanding of the crucial links between cost and value, and practical knowledge of the soft and hard skills that lead to success.
- Organisations will benefit from improved marketing supply chain relationships, leading to greater marcomms ROI.
Who is the course aimed at?
- An advanced level course for marketing communications and procurement professionals working directly with external agencies and production resources.
Facilitators
- Charles Kirchener, Chairman, Marketing Supply Chain International
Charles is an experienced career marketer (having held key client, agency and consultancy positions) and founder of MSc International – the independent consultancy designed to help clients optimise their marketing investment and achieve demonstrable savings, with no loss of marketing quality. MSc’s clients include Shell, Diageo, O2, BAT, Absolut, SABMiller and others. MSc‘s proprietary “Magic & Logic” framework is credited with inspiring the high profile cross industry initiative of the same name.
- Jeanie Bergin, Creator, Thinking W.I.D.E.
Jeanie is the creator of the Thinking W.I.D.E.™ framework for releasing useful creativity. Her current projects range from consulting to copywriting to teaching. She is also an emerging leader in the development of effective approaches to evaluating and remunerating agency and client teams. She has worked extensively in the US, UK and Europe with such organisations as Coca-Cola, Heinz, SABMiller and GSK.
Next steps
- Agency selection, management and remuneration
- Integrated marketing communications – what it’s really about
- Understanding agency finances and their impact on commercial arrangements
COST OF TRAINING: £395 (£464.13 inc VAT)
TIME: 9.30am – 5pm
VENUE: ISBA, Langham House, 1b Portland Place, London W1B 1PN. Nearest tubes are Oxford Circus and Great Portland Street
FURTHER INFORMATION: Please contact Elvira Bagge at elvirab@isba.org.uk or call 020 7291 9020
Terms & Conditions
- All workshop bookings must be made in writing, by email or through our website.
- You will receive confirmation of your booking from ISBA. If you have not received confirmation of your booking by the day before the event, please contact the Events Team on 020 7291 9020.
- The cost of the course will be invoiced once your booking has been confirmed. Make all cheques payable to ISBA. We also take credit cards.
- Course fees must be paid in full prior to the date of the workshop.
- All cancellations must be made in writing.
- If a booking is cancelled within 14 days of the workshop date the fee will be payable in full and is not refundable.
- Cancellations received in writing more than 14 days before the workshop will receive a refund minus 20% of the workshop charge for administration.
- The full course fee will be charged if the delegate does not turn up on the day of the workshop.
- ISBA reserves the right to cancel, alter or reschedule any workshop. In the event of this happening you will be offered a full refund of your course fee.
