Ad Agency short workshops: Presenting Creative, Creating Happy Clients, The Business of Advertising


We run a number of short courses for Agencies. How to present creative, how to think like an MD, the business of advertising, how to make clients happy. And anything else you need – just ask us.

Here are some examples:

Presenting Creative
Duration: 1  x Full day
Overview and aim

  • A one-day workshop for Creative and Account Management on how to present Creative to clients.
  • This includes handling conflict and negotiation skills.
  • It also highlights understanding body language, defining your own self and agency brand, and the importance of preparation and rehearsal.
  • It gives a window into what the client is thinking and feeling and suggests tips for helping them reach a favourable conclusion.
  • It also addresses the internal sale – helping your client sell into the organisation.

The outcome must be for each attendee to understand how to plan a key creative presentation, how to prepare, how to deliver, how to read the responses in the room, how to handle rejection/criticism, how to close the sale.

Pushing the right buttons: Musts for a happy Client
Duration: 1 x half-day/ 1 x full day
Overview and aim

  • A 1 x half day or 1 x full day workshop for Strategy and Account Management (and Creative) on really understanding your Client’s business and what makes them tick, including ~
  • Knowing your Client’s business, including
    • Corporate Objectives; Sales Objectives; Profit Objectives;
    • What is their mission/vision/value statement?
    • Product knowledge, product development plan;
    • Sales cycle and process
  • Understanding the politics of the company – getting trust and co-operation at all  levels
    • Who makes the decisions?
    • What is the hierarchy?
    • Knowing the politics of the Marketing department
  • Influencing the decision makers
    • Which buttons to push (and which not to)
    • Making your Client look good within the company
  • Ensuring your client has professional confidence in you
    • Are you seen as a business advisor, or an advertiser?
  • Pro-activity
    • Spotting the gaps by understanding the business
    • What it is, what it isn’t
  • Some basic do’s and don’t’s to make a successful relationship possible

The outcome must be for each attendee to understand how sensitive these relationships are, and how to avoid stress and frustration. They must understand the point of building strong relationships, and how to resolve issues and conflict whilst delivering a top notch professional solution.

Thinking like an MD: Short Course for Account Management
Duration: 1 day
Overview and aim

  • A One day workshop that is premised around the fact that most Agency MD’s come out of Account Management, and teaches the skills required to become an MD.
  • It encourages participants to bring that level of leadership (Managing and Directing) to their portfolio of clients.
  • To create a higher level of strategic input and understanding of running a business into all levels of their work, so that they optimize relationships, reputation and profit.
  • This will require a greater understanding of excellent briefing, insights and overall understanding of Client business, agency business as well as the nuances of managing Client relationships, building the business, managing projects and managing internal and external relationships/processes.
  • The role must be seen as a leadership role, internally and externally, not simply as a process role.

The outcome must be for each attendee to understand and apply the principles of Strategic Account Management within an agency, with reference to agency profitability and reputation, getting and selling great work and building strong client relationships.

The Business of Advertising
Duration: 1/2 – 1 day
Overview and aim

  • To help Management, Account Management, Strategy, Traffic, Production, Creative and anyone involved in any type of agency how an agency makes (or should make) money.
  • It deals with the pressures the agency world is under, and the challenges agency leaders have between profit and craft.
  • It looks at various remuneration models and then looks at how an agency could achieve organic growth through thinking differently.