As well as continuing running our popular courses we have added these exciting new courses for 2012:
360˚ Total Communications Planning
What is it?
With the massive growth of media opportunities to engage with our target consumers, there is an increasing need to develop a communications platform that has the ability to extend into all different forms of communication.
Who is it for?
Account Planners and Account Directors who will be involved in developing total communications strategies.
Objectives:
To instil an understanding and confidence in the key skills of total communications planning.
The course will focus on the vital steps necessary to develop a strong communications strategy and what are the key components in creating an inspiring total comms idea.
At the end of the course the delegates will be able to write powerful communications strategies.
The course will be highly participatory, involving both discussion and activities.
Applying Behavioural Economics to Building Brands
What is it?
The way we assumed behaviour was influenced has been turned upside down by major advances in Neuro-Science. With greater pressure on the need to develop communications that deliver hard numbers, it is essential that communication practitioners are cognisant with these principles
Indeed, 78% of all agencies are already well versed in these skills. Without these skills it is likely you will lose out to more effective agencies
Who is it for?
Anyone involved in the development of campaigns – Account Directors, Account Planners and Creatives are all encouraged to attend.
Objectives:
To instil an understanding and confidence in the key principles of Behavioural Economics.
The workshop will encourage every delegate to think of specific examples of how they could apply each principle to their client business, meaning they will come away with at least 3 ways of dramatically increasing growth in their client’s business.
At the end of the course the delegates will be able to successfully apply these principles to their client’s business.
The workshop will be highly participatory, involving both discussion and activities.
Better process for better results
Creating a new dialogue with clients about their relationship and the processes they employ with their agencies
What is it?
The value of any advertising campaign can be determined two key factors: what you do and how you do it. The nature of the client/agency relationship and the combination of the responsibility for outcomes and control over decisions determines these two factors.
This course maps a logical path by which clients and agencies can have a constructive dialogue in advance of campaign development about how they are going to work together. Different ways of working can be designed specifically to solve different kinds of client business problems by using models and illustrations of how responsibility and control work together.
Who is it for?
Senior agency people who are responsible for their client relationships: Managing Directors, Client Service Directors, Group Account Directors senior planners.
Objectives:
Delegates will have a clear understanding of how to design client/agency relationships to better solve client business problems. The second half of the day will include work-shopping different processes in principle, the consolidated outputs of which will be sent to each delegate.
Breaking the Rules in Creativity
What is it?
Creativity is right at the heart of marketing. This course is given by one of the legends of London advertising, and it’s geared to help anyone working in a creative environment to push themselves further.
As clients demand fresher thinking, and as media multiply on a daily basis, the pressure on creative people gets more and more intense. But the key to making the most of this challenging and ever-changing environment is to embrace the whole notion of change.
This course is about that, about the commercial need for this kind of creativity and it gives practical advice on getting to the sort of solutions that your competitors won’t get to.
Who is it for?
This particular course is aimed at creatives, or at those who want to take an active part in creative workshops. These are the people who are the engine-room of any agency, and they have a particular set of pressures.
The course is supportive and exploratory, and given from a perspective of total respect for the creative process. Creative people often reject the notion of “training”, but this course is designed to support their individuality while also helping them with some of the more common problems encountered by creative people everywhere these days.
Objectives
The aim of the course is provide inspiration, support and fresh challenges to people who have the responsibility to come up with creative ideas.
It tackles the huge changes happening in the media market-place and also how to handle client relationships. But above all it is about the need to keep breaking the rules – the worst sin in advertising is invisibility, yet 95% of the work produced falls into that trap.
This course will help you come up with fresher ideas and explore totally new ground. It will also help you to sell that work and make it happen.
Bringing Creativity into the Digital World
What is it?
The media world is changing out of all recognition, and it’s not surprising that approaches that worked in the “old” world won’t translate easily into the new world.
This is particularly true in the area of creative thinking. Many creative people are being accused of being “old-fashioned” when they just don’t know how to adapt to some of the new media. This course is about understanding basic principles of creativity – impact, emotional connection – and applying them to the new world of social media.
It’s also about understanding and applying the fundamental truth in all this – which is that great creativity embraces change. The course provides case histories of great digital campaigns, and gives practical advice to help agencies create truly stand-out work.
Who is it for?
The course is aimed primarily at creative people, but it is useful for anybody involved in presenting creative work in the new media. It provides an understanding that core creative skills that worked in old media can be adapted and applied in the new world, but it also focuses on some of the new skills needed, and it shows practical ways to make this happen.
Objectives
The aim of the course is make people feel empowered in the world of social media and digital innovation. This involves exploring the nature of story-telling for brands, and within this context the course is also helpful for making sure that clients understand how best to use these new media.
Creating Opportunities by Understanding your Clients’ Business
What is it?
All clients want agencies to be proactive and have initiatives, but they don’t want ideas just for the sake of them. Growing revenue from existing clients and winning new clients is a constant need for agencies to succeed. This course has been created to put the understanding of clients’ business back on top of the agenda and for delegates to appreciate that the key to unlock these opportunities is by having a much clearer understanding of their clients business. We can only hope to do this if we ask the right questions, rather than answer the wrong ones. This will be the spark for creating ideas that really build our clients businesses, brands and reputations.
Who is it for?
Account handlers and planners. People who are brilliant at execution and may well have a good rapport with clients but are struggling to go beyond a good relationship and are becoming frustrated that they are not seen by clients as true business partners.
Objectives:
To give delegates confidence in asking more questions. To put clients’ business issues at the heart of the agency’s proposed ideas. To provide confidence in the power of curiosity and appreciation of why clients’ love nothing more than agency people really caring about their business.
The key objective is for every delegate to walk away from this course with a vigor and mission to know more and more about their clients’ business.
Creativity in Business
What is it?
“Creativity is the number one skill for leadership in the 21st Century. More than rigor, management discipline, integrity or even vision – successfully navigating an increasingly complex world will require creativity”: IBM Global CEO Survey.
Creativity in business is the capacity to develop ideas for the purpose of solving problems and exploiting opportunities. This course will enable you to understand your creative style and improve your personal, team’s and organisation’s creative output.
Who is it for?
Everyone who has any responsibility for solving problems or exploiting opportunities for growth within their organisation.
It’s a common myth that only some people are creative; but everyone has an innate creative capacity and this can be assessed, trained and developed.
All participants will receive a personal report that identifies their overall creative strength and how they perceive their ability to see problems and opportunities, develop a range of ideas and solutions and turn them into reality.
Objectives:
- Understand the creative process and how it drives business performance.
- Discover your creative profile and develop a personal plan to build on your strengths and address your blind spots.
- Learn creative techniques including problem definition, idea generation and evaluation.
- Know what it takes to shape a culture of innovation.
During the course you will have the opportunity to work as a team on cracking a significant business problem or opportunity. You may even come away knowing how you can save your organisation millions of Euros!
“If people are the heartbeat of the organisation, then ideas are our oxygen”: Molson Coors
Emotional Intelligence – the secret to success
What is it?
Research has consistently shown that the primary factor for success is ‘EQ’ not ‘IQ’ – skills and capabilities are less significant than the way we interact with other people. This course will help people master their emotional intelligence.
The five key dimensions of EQ will be covered in the course:
- Self awareness - identify more clearly what your real strengths are, and help you accept your weaknesses.
- Self regulation – Provide skills and strategies to control their emotions better
- Intrinsic motivation – Help you identify your real driving values and vision for your life
- Empathy for others – provide understanding and techniques to understand people better
- Social skills – to increase our ability to build meaningful rapport with others
Who is it for?
The reality is everyone can benefit from such a workshop, but it is recognised that Account Director level people (whether planners or other agency functions) would find this the most rewarding as they move from ‘doing’ to managing others.
Objectives:
To increase our awareness of who we are, how we interact with others and what makes us do the things we do.
The workshop will highlight the different aspects of EQ and through a range of engaging exercises, will help participants recognise their own style whilst giving them a safe place to experiment with more flexible behavioural responses to situations.
Getting Great Creative Ideas and Selling Them
What is it?
Clients are demanding fresher creative thinking from their agencies all the time. This course is aimed at helping agencies get to ideas that their competitors won’t be able to get to – by breaking new ground and exploring new areas. The second half of the course then takes people through the process of presenting ideas and establishing a common agenda with clients. Many agencies are content to just turn up and present great ideas and hope that their clients will buy them – but that doesn’t usually work, unfortunately ! This course looks at the preparation work that is needed in order to make sure that fresh thinking is understood and sought after by all sides.
Who is it for?
All the key personnel in an agency. This course is designed to help everyone in the team appreciate the commercial need for stand-out creativity – and to show them practical ways to get there, across all channels. Then we work to hone presentation skills and make sure that client presentations are focussed, energised and efficient.
Objectives
Most agencies can tell you about lots of “great ideas” they had, which didn’t get bought. But an idea isn’t great unless it is bought and it runs ! This course looks at the whole process of developing and presenting creative work, to ensure a much higher “hit rate”, crucially by coming to understand the importance of a joint agenda. The focus is on the understanding that high-end, break-through creativity is actually the most useful thing that agencies can offer their clients.
Getting to Great Creativity
What is it?
Creativity is the hardest aspect of marketing for client companies to take in-house. So clients are examining their agencies’ creativity on a daily basis – and this course is designed to raise your agency’s standards of creativity to new heights. Increasingly, clients are complaining that most agencies’ thinking is stale or “samey”. So the pressure is on for agencies to produce ideas that really do stand out. Take pitching, as just one example of this – you have to hit the “sweet spot” of answering the client’s brief but also do it in a way which none of the competing agencies won’t get to. However, they’re full of smart people too !
Who is it for?
All key personnel in an agency. This course is designed to help everyone in the team appreciate the commercial need for stand-out creativity – and to show them practical ways to get there, across all channels. This isn’t just for creatives – it is for everyone in the agency who is part of the process of winning and maintaining client business.
Objectives
The aim of the course is to give people an understanding of the huge importance of creativity across all media, and to give people practical day-to-day tools to help them achieve this. We will work with examples from traditional and non-traditional media to show how to “get to great”. The course also creates a real sense of “common agenda” and team-work across various disciplines, breaking down the barriers that can crop up between different parts of the agency. Innovation is no good without collaboration!
How to be the best Account Handler in the Agency
What is it?
Account Handlers are a positive and competitive lot by nature. But the transition from lively pup to ‘Top Dog’ often seems a difficult and frustrating process. The problem is that ‘on the job training’ is only as good as ‘that particular job’. This course provides an ideal opportunity to really focus on what makes a great account handler GREAT.
A huge chest of great ‘war stories’ and a collection of nothing other than tried and trusted methods of the art of Account Handling, a timely refresher for some, a lifesaver for others
Who is it for?
Account Handlers in the early phase of their career who would benefit from an instructive overview of the skills they need to progress
Objectives:
To give delegates confidence and a solid foundation of actionable skills. The key objective is for every delegate to walk away from this course with a renewed sense of optimism and purpose and a real view of the bigger picture in addition to the importance of the tiniest detail.
How to Develop a 360° Holistic Marketing Communications Plan
What is it?
This 1-day workshop is an interactive programme that enables delegates to gain an insight and practical experience of putting together a strategic marketing communications plan that takes a full 360° view of a brand’s communications needs and delivers a holistic solution. At the heart of the workshop is the SOSTAC® Planning System – a simple aide memoire that covers all the key components that make up a successful plan and can be applied equally well to all types of communications challenges for brands. It is a tried and tested system that is at the centre of the best selling Marketing Communications textbook and is used on a day-to-day basis by over 100 companies.
S - Situation Analysis (where are we now?)
O - Objectives (where do we want to go?)
S - Strategy (how do we get there?)
T - Tactics (the details of the strategy)
A - Action (putting the plans to work)
C - Control (measurement, monitoring and reviewing)
All marketing communications plans must lay out the resources required to deliver the results and within the SOSTAC® Planning System we use the 3M’s:
Men/Women - people resources
Money - budgets
Minutes - time
The workshop will also consider the pros and cons of various proprietary 360° planning models including Ogilvy, Interbrand and DDB.
Who is it for?
This workshop is ideal for all marketing communications professionals, whatever type of marketing services agency they work in, as it stretches their thinking beyond their own comfort area and discipline. It is particularly suited to people in the early part of their career, say with 1-2 years experience.
Objectives.
By the end of the workshop all delegates will have:
- A detailed knowledge of the 30 different tools used in 360° degree communications planning
- An understanding of the proven and successful SOSTAC model of holistic marketing communications planning
- Practical examples of good and bad holistic communications planning
- The benefits and barriers of holistic marketing communications planning
How to Unblock your Creativity
What is it?
A full days training workshop with taking delegates through the 6 stages to unblocking creativity
There is pre-work :
1. Delegates need to come armed with their own Sun Headline (or local tabloid equivalent) based on an experience they have had very recently.
2. Delegates need to spend one Saturday where they don’t spend any money at all.
They need to report back on what happened and how they managed this.
Who is it for?
Account handlers, planners and anyone who thinks they could benefit from this.
Objectives
The premise of this course is to get people to think differently.
- To give them the tools that will allow them to approach a problem in a different way, and unblock the traditional barriers that stop real creative thinking.
- To get people to realise that they all have creative potential.
Impact, Authority and Confidence
What is it?
This course explores what it takes to be an authentic and powerful communicator. It focuses on what it is that both drives and blocks persuasive, punchy and memorable presentations.
This workshop will plug you into your own power source from where you can explore, experiment and discover. No cloning permitted!
Who is it for?
This material is suitable for all those who are actively client-facing, regularly delivering presentations, briefings, research findings etc.
Depending on the group, the focus can be both for those with little experience in presenting and need focused guidance and feedback; or for those who have more experience but would like to refresh their skills and sharpen up their style.
Basically it is for all who need some support, inspiration and fun whilst becoming great representatives of their company and valued partners to their clients.
Objectives or What does it deliver?
The key take-out is for each individual to discover their innate and unique gifts for connecting and inspiring.
We will explore:
- the behaviours of great communicators and learn the verbal and non-verbal
skills that lend credibility and gravitas
- strong content and how to get more ‘heart from the chart’
- what holds us back, what scares us and how best we can harness
confidence and belief in ourselves as powerful performers
Learning should be experiential and if it is to linger in the memory long enough to make a difference, having fun always helps, this workshop values courage, humour and having a go!
Lifting the Morale of a Team
What is it?
We have all been finding it tough the past few years. Teams are being asked to climb yet another mountain, under increasing stress and strain – yet with no prospect of a pay rise…
So how do we motivate a team that we have stretched to the limit?
This course is designed to help lift the spirits of a team – to help them find their own internal levels of motivation.
Who is it for?
For any team that is under-functioning.
Objectives:
To re-invigorate a team by helping to align personal objectives and values to that of the team/organization.
The workshop will help the team become more focused on opportunity rather than problems. It will encourage the team to identify the key blocks and empower them to develop workable solutions to the problems.
At the end of the course the delegates will be more self aware and more committed.
The workshop will be highly participatory, involving both discussion and activities.
Make the Connection
Underpinning all great communication is the principle of connecting.
When we connect to ourselves we have mastery over our influence.
When we connect to others we build our relationships and our businesses.
What is it?
This workshop provides a structured exploration into the development of influence, persuasion, emotional intelligence and personal impact.
The key elements are a focused around the principles of NLP (Neuro Linguistic Programming); the identification of each individual’s ‘Zone of Excellence’ and the ways in which behavioural patterns and habits can be fine-tuned to give us requisite choice and maximise our impact.
Equally, to recognize the tired, out-moded habits which no longer serve us.
The opportunity is for a more conscious connection with those we seek to influence, guide or lead and to create a foundation for continued personal development and empowerment.
Who is it for?
This workshop would benefit anyone who has responsibility in representing the company at a mid to senior level who seeks to communicate more persuasively; polish their personal qualities; develop leadership competencies.
Objectives or What does it deliver?
This workshop offers space and time to dig down, look closely at how you are currently connecting with yourself; your work; others. It will address what ‘showing up as your very best self‘ actually means practically and experientially.
It will explore:
- The 5 domains of Emotional Intelligence
- Thinking Errors - unhelpful mental habits
- Tough decisions/conversations – popularity vs. assertiveness (have both!)
- Goal setting and accomplishment
The spirit of the day is enquiry, openness, discovery and support. And fun!
Making Creative Briefs…brief and Creative Briefings…creative
What is it?
Creative Briefs are the key instruction to a creative team. The clearer and unambiguous it is, the more likely the creative work will be brilliant and right first
time. That’s why it’s critical we understand how a great creative brief is written.
In this course we will explore the key parts of a Creative Brief. How to write them in an inspiring way and importantly to identify what information can help
us and which key questions we need to ask. We will also think how we brief our creative partners as this can be as important as the written brief itself.
Who is it for?
Account Handlers and Junior Planners with 1-3 years experience. People who are becoming frustrated that they are not involved enough in writing the Creative
Brief and feel detached from the creative work.
Objectives:
To enable delegates to write and contribute to brilliant and inspiring Creative Briefs.
To recognise that better briefs, better briefing and better work leads to a happier client and a more profitable business.
Managing Multi-Discipline Project teams
What is it?
With the massive growth of media opportunities to engage with our target consumers, we are seeing an increasing tendency of a multitude of agencies being brought together to work on developing an integrated solution.
This brings with it a whole host of issues, which if left unresolved can undermine the effectiveness of the team and the ability to develop strong, effective, consistent communications.
Who is it for?
This workshop can either be run for such integrated team, or can be for any Account Director or Client who is working (and often frustrated) with a multi-agency team.
Objectives:
To provide the awareness, skills and strategies to help improve the effectiveness of running such a team.
The workshop will focus on identifying the issues, blocks, and co-create solutions to address the issues. It will also provide some key skills and belief systems to help improve the way people manage such complex teams.
The workshop’s content is driven by the course leader’s research from interviewing over 30 integrated team leaders and his own experience of running a global team.
Mini MBA – The Fundamentals of Business and Marketing
What is it?
For any agency to add real value to their client’s business it is absolutely imperative that they understand, converse and can contribute at the business level.
Furthermore, it is vital that senior members of an agency understand the business of their agency and not just the creative process.
This workshop takes the delegates through the key driving principles of business and marketing, and places communications within this larger framework.
Who is it for?
Senior Directors and Account Directors in an agency who run client business and are involved in the running of their agency.
Objectives:
To instil an understanding and confidence in the key principles that underpins any business.
At the end of the course the delegates will be more aware of the key drivers of a business.
The workshop will be highly participatory, involving both discussion and activities.
More for Less – or how forming higher trust relationships between marketing, procurement and ad agencies can produce better work for less mone
What is it?
The advertising business often finds itself hamstrung because the interests of the client’s marketing department, procurement department and their ad agency find themselves either divergent or even mutually exclusive. Marketers pay agencies by the hour but often feel agencies are inefficient, procurement want to reduce costs overall and want greater transparency and agencies are all too often struggling to make a reasonable margin. Divergent interests create low-trust relationships that stifle both efficiency and value.
Over the last two years David has developed a new engagement model that can create higher trust relationships that can benefit all parties. It includes a robust business case against the heavy-handed procurement negotiation tactics and the high-control practices of marketing.
Who is it for?
Agency people responsible for the commercial health of their agency, CEOs, Managing Directors, Chief Financial Officers, Chief Operating Officers, Financial Directors and Client Service Directors.
Objectives:
The course will provide advertising industry leaders with the means and the business arguments to change the nature of the existing client engagements for more profitable ones that can produce better work for their clients.
Motivating Staff in the Downturn
What is it?
Money is a great motivator, but with this recession dragging on and on, it is imperative for employers to find other ways of rewarding their valued members of staff. Demotivated staff = loss of confidence/lack of interest = poor results. Money isn’t the only way to motivate people and this session is about exploring many other areas that can lead to Motivating staff = building their confidence = aspiring to high standards = strong results to get us out of this recession.
Who is it for?
All staff particularly Generation Y who potentially feel that they are stagnating during this slow down.
Objectives:
The key objective is for every delegate to walk away from this course with a clear action plan and practical tools to go forth and develop and motivate their people.
Motivating Yourself to Achieve Improved Results
What is it?
In an unstable economic time, how do you motivate yourself to continue delivering excellent results and achieve improved results? This course is designed to help you access the best of your abilities when under pressure to preform. It draws on techniques used by professional athletes and those working in high-profile public positions. The interactive session focusses on:
- Mindset Techniques such as the power of self-talk and visualisation
- How changing your physiology affects your mental state
- Managing your response to events in a positive way
- The impact our beliefs have on our behaviour and motivation
- Understanding what really motivates you
- Being clear on what you want to achieve and the outcomes it will bring
- How to focus on what you can control rather than worry about things you can’t
Who is it for?
Those who want to be more in control of how they respond to the challenges of the market and remain realistically motivated to achieve the results they need.
Objectives
- have an increased awareness of what motivates you
- have a range of techniques that will help you access your most resourceful state of mind
- be able to focus on what you can control and stop worrying about the things you can’t
Selling Creative Work
What is it?
The primary role of an agency is to produce creative executions that drive forward their client’s business.
This course explains how to develop, execute and sell creative ideas that get talked about – by the consumer, the client and the industry.
Who is it for?
Either creative teams involved in selling their own work or for account handlers who need to really understand creative ideas and sell them persuasively – first time!
Objectives:
To instill an understanding and confidence in exactly what a brilliant creative idea is, and what are the key elements necessary to create and execute them.
The key objective is for all delegates to leave with the ability and confidence to develop and sell powerful and effective ideas.
The course will be highly participatory, involving both discussion and activities.
Surviving and Thriving with Procurement
What is it?
Procurement people working for your clients have a very clear agenda. To save money. Marketing money. They could be employees of your clients or external cost consultants.
This course explains what motivates them, how they operate with their marketing counterparts, and describes how best to manage them in order to preserve a fair profit margin.
Who is it for?
Anyone employed by an agency currently dealing with and negotiating with Procurement people, or who will be in the coming months. Typically account handlers, heads of production, or finance people.
Objectives
Understanding the commercial motivations of Direct and Indirect (marketing) Procurement and how they negotiate with marketing agencies enables delegates to become more confident dealing with procurement and therefore be better prepared.
- What is Procurement?
- Who are they?
- What motivates them?
- What drives Procurement people mad
- Negotiation tactics and counter-tactics
- Tricks of the trade
- How to get Procurement onside
- Procurement and new business
- The deadly e-auctions
- Straight-talking and interactive confidence building
Team Purposing for Optimal Performance
A conscious and engaged team will flow effortlessly through the stages of its development and evolution, delivering optimal performance and attracting the right people for the right jobs.
What is it?
This is a structured facilitation which offers an opportunity for a team to take valuable time away from their daily routine to share and connect with nothing more on the agenda than how best they can co-create a great environment, meaningful relationships and optimal business practices. It is a time to discuss visions for the future and also address what may currently be blocking the success or health of the team.
Who is it for?
Any team… of long-standing or newly formed, local or across different geographies, small or large. It is for teams who would like to both consolidate relationships and inter-communication and for those teams who struggle with focus, results or cohesion.
Objectives or What does it deliver?
This workshop offers knowledge, sharing, practice, and support. From knowing how to re-evaluate professional boundaries (mate or manager?), to active listening, delivering powerful and motivational feedback, to structuring a team charter.
Modules included in the program are:
- Situational Leadership - how to assess the levels of competence and flex leadership style in order to partner effectively
- Co-active coaching – establish powerful goals
- EQ – Daniel Goleman’s self-assessment questionnaire
- Micromanagement and undermanagement - how to avoid both
Managers leave this workshop inspired and confident and always keen to adopt their new skills.
Techniques and Mindsets to Open up Creative Thinking
What is it?
Creativity does not just sit in the creative department. Indeed these days we are all under greater pressure to deliver more from less. Classic logical thinking can no longer resolve the complex problems we are faced with. It needs a new level of thinking to be apply to ALL areas of our work – not just developing creative work.
The truth is creativity is not a genetic gift – but a series of processes. Know those processes and anyone can become more creative.
This workshop introduces the delegates to 12 of these creative techniques.
Who is it for?
Any person in an agency who believes they could benefit from being more creative.
Objectives:
To instil an understanding and confidence in the key skills of creative thinking.
At the end of the course the delegates will be able to develop more creative solutions to any problem they or their clients are faced with – in any area of their professional or personal life).
The workshop will be highly participatory, involving both discussion and activities to help embed the techniques. It is recommended that delegates work on real-life issues to realize its full impact.
The power and magic of storytelling in business
Naked truth sat alone, sad and unattired.
“Why are you so miserable?” Parable inquired.
Naked truth replied, “I’m not welcome anymore.
No-one wants to see me. They chase me from the door.”
“It is hard to look at naked truth”, Parable explained.
“Let me dress you up a bit. Your welcome will be gained.”
Parable dressed Naked Truth in story’s fine attire,
With metaphor, poignant prose and plots to inspire,
With laughter and tears and adventure to unveil,
Together they went forth to spin a tale.
People opened their doors and served them their best.
Naked Truth dressed in story was a welcome guest.
What is it?
Our success as a manager/leader is directly related to our personal ability to inspire others to help us make things happen.
Storytelling is an invaluable skill that engages people emotionally and convinces beyond logical reasoning.
Who is it for?
Account Directors/Manager and Planners
Objectives:
To instil an understanding and confidence in the key skills of business storytelling.
The workshop will focus on identifying the different roles of storytelling in a business. It will explore the different types of stories that exist, and the key components that make up any story. Each person will be encouraged to take a real business/management issue they face and explore it through story.
At the end of the course the delegates will be able to more successfully use story to help convince others of their point of view.
The workshop will be highly participatory, involving both discussion and activities.
Understanding What Our Clients Really Want
What is it?
To retain and build business in a difficult economy, we need to ensure that we understand what our clients really need and bridge any gaps in communication that would stop clients buying from us. This interactive 1—day course focuses on:
- What motivates our clients to buy from us
- How to adapt our communication style to different clients so that they want to buy from us
- How to have a clear structure to the client conversation to ensure objectives are met
- Positioning solutions using persuasive messaging tailored to the clients needs
- A planning tool to help prepare for meetings and give you great confidence and control
- The do’s and don’ts of body language during the meeting to reduce miss-communication
- Enhanced questioning and listening techniques to help you recognise client needs
- Managing difficult conversations and objections, bridging the gap between two differing viewpoints
Who is it for?
Anyone who is in front of clients, Account Handlers and Planners with existing client relationships
Objectives
To give all participants:
- greater flexibility and confidence in client conversations
- tools to help tailor meetings to focus on the needs of the client and what will motivate them to buy
- increased awareness of your personal communication style and the impact on your clients
Winning in New Business
What is it?
This workshop explores some key lessons, tips and ideas to help agencies create more new business opportunities, pitch better and win more often (new business is a critical source of new revenue in hard economic times).
The workshop looks at the key new business tools and gives new ideas on how to use them to generate new opportunities. The workshop will also explore some ideas for significantly increasing agencies’ pitch success rates especially in the area of pitch content and pitch strategy.
Who is it for?
Everyone who works in an agency that is actively committed to winning new business or for people who want to help their agencies become more focused on winning.
Objectives:
To enrol everyone in the “business of new business”, to explore and try out the tools used to create new business opportunities, the course will also show what clients buy at the pitch and how agencies can deliver better as decision time approaches.
The course will help individuals be more tuned into new business opportunities and convert more of the chances they get.
The course is energetic, fun and will undoubtedly bring new business to the heart of agency’s agendas.
Navigating Brands in the Digital Landscape
What is it?
Embracing innovation and engaging with customers and clients on a level playing field is a must for any Advertiser and their Brand.
This one day digital trends workshop takes a look at how leading brands are successfully navigating the ever-changing digital landscape and using the latest technological developments to their advantage.
Rapid developments in digital communications has empowered the masses and brought about significant changes. These changes are not only in consumer behaviour but also how organisations have to operate internally and externally.
Who is it for?
This workshop is ideally for agency staff at all levels, especially those required to:
- Create innovative solutions to complex client requirements
- Client-facing and those wanting to learn more about our 365, always connected environment
Objectives
- To provide delegates with latest online, mobile and social media trends along with examples of cutting edge campaigns by leading global brands that can be utilised on a daily basis
- Experience of application of new knowledge in a team focused, time-constrained competitive environment.
Better Business in the Digital World
Trainer: Dietmar Dahmen
What is it?
With the massive change in consumer behaviour and media use, we see new opportunities in e-commerce.
This brings with it a whole host of issues, ranging to completely new points of contact, new decision processes (ROPO) to new seamless ad- to purchase trends (noline).
Who is it for?
This workshop is designed for senior account handlers and clients who are interested in developing or improving e-commerce on a conceptual and marketing oriented level. Hard core back office solutions will not be taught in this class.
Objectives:
We will learn the basis of digital markets and digital behavior. We will be informed about current and upcoming trends and view some best practice cases.
We will explore the new fields of the customer journey- and will learn how to minimize decision to action friction and how to increase ease of purchase.
The course ends with an outlook into the near future of e-commerce and digitally enhanced purchasing options and decision.
Developing 360° Campaigns
What is it?
Digital media changed our lives, our behavior, our decision processes. It dramatically uprooted the traditional role of advertising and threw us into a storm of change.
This brings with it a whole host of issues, ranging from the role of bought/own/earned media to completely new points of contact and a paradigm change in the way of the consumers journey.
Who is it for?
This workshop is designed for creatives, account handlers and clients who develop, evaluate, sell and / or execute modern 360° campaigns.
Objectives:
We will learn about the killer apps of web 1.0 – web 4.0 and the 4 digital points of contact.
We will explore the powers of ad-vertising, use-vertising and my-vertising.
We will get to know new points of sale, new ways of the customer journey and new trends in customer behavior.
We will explore digital emotions and digital reasoning.
We will learn how to think digitally and how to create campaigns that employ ever-new ways of high quality – interactive contact.
In the workshop part of the day we will put our new knowledge to the test and, in small groups, create outstanding concepts for digitally centered campaigns.
Examples, cases and spirit of this course are absolutely cutting edge.
Digital Enhancement
What is it?
Many clients need to enhance existing campaigns and existing brand promises with digital communication.
In this course we concentrate on precisely how to do this, but NOT by simply adding on digital media (as an appendix), but rather by creatively growing existing values into the digital realm.
Who is it for?
This workshop is designed for senior creatives, senior account handlers and clients who develop, evaluate and / or execute 360° campaigns.
Objectives:
We will learn about the waves of the web and the 4 digital points of contact.
We will explore the new fields of targeted communication, two steps beyond the point classical advertising.
We will get to know new points of sale…. and new trends in customer behavior.
We will explore digital emotions and digital reasoning.
We will learn how to think digitally and how to grow existing campaigns/brand promises to employ ever-new ways of high quality – interactive contact.
In the workshop we will put our new knowledge to the test and, in small groups, create outstanding concepts for digitally centering existing campaigns of the participants’ choice.
We will end the day with an educated evaluation of the concepts and ideas developed.
Digital Ideas
What is it?
Most modern concept and idea finding methods are media neutral. Yet the digital reality of today often demands an adaption of existing methods.
This course will teach the new demands for effective, digitally centred campaigns and how to develop ideas accordingly.
Who is it for?
This workshop is ideal for both copywriters and art directors of all levels.
Objectives:
This course provides the awareness of what digitally centred campaigns are, what touch-points today’s consumers expect to see and how to come up with ideas and concepts that fulfil these expectations and ideally go beyond.
The workshop will first focus on today’s demand of the digital costumer.
It will then turn to digitally centred idea-generation (even if the methods used are often “traditional” at the core).
In the workshop the participants will get to apply the methods to come up with a digitally centred campaign aided and coached by the trainer.
Evaluating 360° Campaigns
What is it?
Evaluating creative work is never simple. Unimaginative evaluation can kill a creative breakthrough… unchallenging evaluation might result in premature satisfaction with the good, rather then striving for the best.
What makes evaluating creative work even harder today is the immense variety of modern media touch points, the re-evaluation of the influence of advertising on the purchase decision and the need of many clients to save money and/or shift marketing budget/advertising spending.
Who is it for?
This workshop is designed for creative, account handlers and clients who need to understand (the often digital) current consumer behaviour in order to evaluate the creativity, power and efficiency of ideas while simultaneously keeping a team motivated.
Objectives:
We will understand todays MUST haves in digital communication, considering social, technical and personal trends and standards. (Level 1)
We will than explore how to motivate the team to deliver a unexpected, more challenging solutions for clients (Level 2) and finally how to aim for game-changers (Level 3).
This class teaches cutting edge thinking in the field, show benchmarks and best practice for honest, challenging and motivating evaluation.
In the workshop part of the class we will test our new skills in small teams and/or individually.
Full Contact Campaigns
What is it?
With the massive change in consumer behaviour and media use, we see a strong need to fully understand new opportunities of contact at every stage of the “consumer journey”.
This brings with it a whole host of issues, ranging from the role of bought/own/earned media to completely new points of contact, such as virtual presence of brands, products and services in games, on phones, even in non-virtual (high street) stores.
Who is it for?
This workshop is designed for senior creatives, senior account handlers and clients who develop, evaluate and / or execute 360° campaigns.
Objectives:
We will see best practice cases and jumpstart the participants’ understanding of full contact advertising.
We will learn how to find a media-neutral core of a brand and communicate that promise in situation based media touch points.
We will explore the new fields of the customer journey and will see how to come up with, create and deliver the expected…and the unexpected (game changing) solution.
We will get to know the new rules of evaluating the creative solutions, putting “360°” in the center of our campaign strategy.
Jumpstart Digital
What is it?
Digital media changed our lives, our behavior, our decision processes. It dramatically uprooted the traditional role of advertising and threw us into a storm of change.
This brings with it a whole host of issues, ranging from the role of bought/own/earned media to completely new points of contact and a paradigm change in the way of the consumers journey.
Who is it for?
This workshop is designed for senior creative, senior account and clients who develop, evaluate and / or execute 360° campaigns.
Objectives:
We will learn about the waves of the web and the 4 digital points of contact.
We will explore the new fields of targeted communication, two steps beyond the point classical advertising.
We will get to know new points of sale…. and new trends in customer behavior.
We will explore digital emotions and digital reasoning.
We will learn how to think digitally and how to create campaigns that employ ever-new ways of high quality – interactive contact.
In the workshop part of the day we will put our new knowledge to the test and, in small groups, create outstanding concepts for digitally centered campaigns.
We will end the day with an educated evaluation of the concepts and ideas developed.
The Persuaders
What is it?
Advertising people are under pressure to make compelling presentations. People mistakenly put their faith in their visual aids – and sometimes, these overshadow both the argument and the presenter. The Persuaders is designed to help presenters make persuasive presentations with no or few visual aids – lifting both content and style to new levels.
Who is it for?
Account Planners and Account Directors involved in regularly presenting for new business and client meetings.
Objectives:
To help presenters construct presentations that muster compelling arguments
To help presenters use visual aids correctly
To improve the persuasiveness of presenters in terms of content and style
The course is intended for groups of 6 people, is intensive and highly interactive.
Never Ending Stories
What is it?
People love storytelling in books, films and TV. Can advertising people learn to tell better stories by adopting some of the techniques
and structures from these other forms of communication? This course opens up new thinking on how brands can tell exciting, never-ending, stories with active consumers in our digital age.
Who is it for?
Creative, Account Planners, Account Directors and Media Planners involved in planning and creating brand building campaigns.
Objectives:
To learn how screenwriters approach storytelling in a way relevant to the brand creation process.
To marry these techniques and structures to the needs of brand building, creating brand stories in a time when communication is becoming a two way street.
To apply some practical tools to enable groups of participants to create brand stories.
The course is best completed by up to 20 participants, who will apply this approach in groups of 5 people.
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