Optimization of your Agency Investment
To enhance the participants skill level in optimizing their marketing communications agency investment by providing knowledge, methods and processes that enhance accountability and increase communication. The objective is to try and develop a positive relationship with your agency.
Learning Objectives:
- To understand the philosophy and methodology behind agency compensation
- To understand the different roles and responsibilities within an Agency
- To understand the methodology of developing an annual scope of work and associated staffing plan
- To understand the value of a Creative Blueprint and Creative Briefs
- To understand how to Benchmark tactical estimates
- To understand how to give creative direction and how to evaluate creative
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