Briefing part 2 - Briefing and managing agencies for integrated campaigns

Briefing part 2 – Briefing and managing agencies for integrated campaigns.

Getting agencies to work together doesn’t have to be like herding cats.

Course content

• Understanding the difference between an idea and an execution.
• Communications channel planning – developing the right communications connection plan.
• Writing and presenting the master brief – including the importance of the central creative idea and a three-tiered target audience.
• Role Reversal – Writing actual briefs.

What you will learn

• How to write a communications brief and a range of specific activity briefs.
• How to maximise each agency’s contribution in moving from the communications plan to activity briefs.
• Alternative approaches for managing work-in-progress across a range of agencies.

Key benefits

• Individuals will gain valuable strategic and tactical tools in getting quality, relevant, synergistic work from a range of communications agencies.
• Organisations will benefit from improved efficiencies and effectiveness – leading to better marketing ROI.

Who is the course aimed at?
A 3-part course for introductory to intermediate level marketing communications professionals dedicated to inspiring and managing the most effective creative work for their brand. The briefing courses can also be taken individually.

Facilitator
Jeanie Bergin, Creator, Thinking W.I.D.E.
Jeanie started her career with the creators of positioning – Trout & Ries and has held top agency positions in the UK and US.  She is the creator of the Thinking W.I.D.E.™ framework for releasing useful creativity and her work includes consulting, copywriting, public speaking and private coaching.  Jeanie is a leader in developing value based approaches to evaluating and remunerating agency and client teams.  She works in the UK, US and across Europe with such organisations as Coca-Cola, SABMiller, and Heinz – as well as chairing industry events.

Next steps

• Briefing part 1 - Understanding effective briefing for better business results
• Briefing part 3 - Briefing and appraising creative ideas

COST OF TRAINING: £395 (£464.13 inc VAT)

TIME: 9.30am – 5.00pm

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.