A Marketer’s Perspective

Adtherapy collaborates with many of SA’s top marketers and can bring you the world view according to marketers who have been there and done that.
Graham Pfuhl has had considerable marketing experience and has developed a number of workshop themes. Contact him if you’re interested in him talking to your team about any of the themes below. Equally, if you have any other marketing issues, skills gaps in marketing, you need so
me wise advice or a group workshop – give him a shout.

Choosing an agency

  • What to look for: The right fit.
  • The do’s and don’ts.
  • Am I looking for an employee or partner?
  • Is bigger always better?
  • Defining what I need from the agency.
  • Payment options.

Working with an Agency

  • The ground rules.
  • What is required of me as a Marketer to make this relationship work?
  • My Brand or their Brand?
  • Who strategises?
  • 360º or advertising only?
  • How close do I get to the creatives?
  • How do I inspire to keep the great work for me?
  • How do I measure them?

What’s right for my Brand’s different needs?

  • Long term Brand building.
  • Awareness.
  • Short term tactics.
  • Education.
  • Hard sell.

The Creative Process

  • The effective brief.
  • Costings.
  • Creative brilliance.
  • Results measurable advertising (Use of Research).

The use of Emotions in Advertising

  • Excitement
  • Nostalgia
  • Awe
  • Humour
  • and more…

Making your Company into a Marketing-driven Organization

  • Internal communication of your strategies, and why you are following them.
  • Show the work.
  • Get the Company excited about the work, proud to be associated with it.
  • Show the results.
  • Get buy-in / trust from the top.