TW571 - Working with and challenging your agency for maximum media effectiveness
11 Nov
Working with and challenging your agency to maximise media effectiveness
Practical insight, guidance and useful tools to start with the right media strategy and actively evaluate agency recommendations to ensure the best for your brand.
Course content
- How media planning and buying work in reality vs. in theory
- Extracting valuable information to write intelligent and inspiring briefs leading to effective agency recommendations
- Tools and techniques to evaluate media plans
- The most important questions to help you constructively challenge your agency to ensure efficiency and effectiveness
What you will learn
- How to brief your media agency – and assess their recommendations
- How to ask the right questions – and be sure you understand the answers
- How to maximise your own contribution – without undermining the agency
Key benefits
- Individuals will improve their understanding of how media agencies really operate, and what motivates them – plus practical tools to work with the agency to effectively and efficiently plan and implement media buys
- Organisations will benefit from improved ability to maximise agency performance and make the most of media investments
Who is the course aimed at?
- An intermediate level course for marketers with responsibility for developing media strategy, media plans, and/or assessing media agency performance. A basic understanding of media terminology is required.
Facilitators
- John Blakemore, Director, The Black Cat Partnership
John is the former Advertising Director of GlaxoSmithKline and Media Buying Director of Ogilvy & Mather. Having escaped the hectic pace of city life, John now runs the Black Cat Partnership – whose motto is Good Advice, Simply Given. His considerable experience – along with his presentation style – makes for an excellent learning experience, balancing theory with practice
- Jeanie Bergin, Creator, Thinking W.I.D.E.
Jeanie is the creator of the Thinking W.I.D.E.™ framework for releasing useful creativity. She is also an emerging leader in the development of effective approaches to evaluating and remunerating agency and client teams.
Next steps
- Magic and Logic – understanding sustainable business practices to optimise ROI
- Evaluating agency performance
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.
