AAI Training & Coaching Course topics can include:
Agency selection - in four easy stages
• Confirming scope of work and selection criteria
• Trawling candidate agencies to produce a long list
• From long list to short list
• The home straight: pitch, contract, terms of business
Understanding how your agency works
• How agencies are structured
• Roles and responsibilities of key departments
• Agency systems and procedures
• Agency Culture and Philosophy
• Agency proprietary tools
• Account team structures
The advertising management role
• Active control of the relationship
• Driving efficient process
• Becoming a more effective client
• Motivation
Agency briefing (case study)
• Establishing measurable business goals
• Identifying core target audience
• Single-minded strategic benefit
• Consumer insights
• Writing a decisive brief
• Inspiring the Agencies
Evaluating creative work
• Alignment in expectations
• Understanding and assessing the 'big idea'
• Evaluating the Execution of that big idea
• Campaignability
• Constructive Feedback to the Agency
Agency contracts
• Guided tour of best practice
• "Musts"
• Common pitfalls
Remuneration
• An overview of the options
• Tips and possible difficulties
• How to negotiate the most appropriate terms
• Leveraging terms of business - incentives, bonuses,
payments by results
Evaluating the agency's performance
• Setting kpi's
• Running regular performance reviews
• For balance, an agency's point of view on client/agency
relationships and remuneration
