Communication Skills: Communications Agencies - How to Get the Best from Communications Agencies

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Course Overview

The course is intended to provide an insight into the workings of a communications agency to enable client and agency partners to achieve results that benefit both parties. The programme follows the relationship from selection through creative development to annual appraisal.

Audience

You should be in a position where you are managing the relationship with an agency, having the responsibility for approving the creative and media output. This course would be beneficial to anyone on the client or agency side of the business, responsible for planning or implementing the marketing communications spend.

Skills Gained

Your organisation will develop an improved agency/client relationship while operating better budget control. There will be improved coordination between agencies with your style of briefing improved to increase the quality of response. Better agency selection and appraisal will ensure that your organisation uses the most appropriate communication tool.

Your agency selection skills will be greatly improved through your ability to prepare a thorough brief and strict creative evaluation. You will be confident when preparing an agency contract, when conducting an agency appraisal or when integrating agencies to gain maximum synergy.

Course Outline

• Manage agency selection
• Understand what makes an effective relationship
• Give constructive feedback to agency creative work
• Negotiate agency terms
• Coordinate agencies to gain maximum synergy
• Integrate new media into the plan

Communication Skills: Communications Agencies - How to Get the Best from Communications Agencies / 0049