Marketing 101s with the World Federation of Advertisers
We’re delighted to be supporting the World Federation of Advertisers with a series of Marketing 101s during June and July 2024…
Marketing Agency Remuneration 101
Objective: Demonstrate that well-constructed, results-orientated and mutually beneficial remuneration packages can have a constructive, motivational impact on the relationship between clients and their agency partners. Guidance to help navigate different remuneration schemes. Illustrate how constructive management of the financial aspects of the relationship ultimately deliver great work and brand growth.
Outline Content:
This module will provide:
• An overview of common remuneration structures
• The value of realistic and fair remuneration
• The basics of Payment By Results
• The roles of Procurement and Marketing in the agency remuneration process
• Key watch outs
Who this module is aimed at: Marketing and procurement professionals, mid-level managers and junior marketing roles.
Date/Time: Thursday, June 13th 2024 at 9:00 am Brussels | 3:00 pm Singapore/Hong Kong/China | 4:00 pm Japan
Presenters: Lucinda Peniston-Baines Observatory International Founder & Managing Partner, London, Rob Foster Observatory International Managing Partner, London
Agency Roster Modelling & Transformation
Objective: Highlight considerations that help determine what’s the right agency roster for your business. Help you identify the pros and cons of different types of roster, including issues with your existing roster. Make the case for change and how to go about making it happen.
Outline Content:
• Considerations that determine the right roster model for your business
• The impact of a poorly managed agency roster
• Types of agency model and the pros and cons of each
• Making it happen – stakeholder engagement and change management
Who this module is aimed at: Marketing and procurement professionals, mid-level managers.
Date/Time: Thursday, June 20th 2024 at 9:00 am Brussels | 3:00 pm Singapore/Hong Kong/China | 4:00 pm Japan
Presenter: Rob Foster Observatory International Managing Partner, London
Agency Performance Measurement 101
Objective: The business case for agency performance measurement and best practice guidance to ensure strong agency relationships
Outline Content:
Strong and enduring client and agency relationships are proven to deliver great work. Regular agency performance monitoring is a core component to support strong client : agency relationships. It should be beneficial and constructive to all parties. The investment in good agency performance measurement will be more than offset by the benefits it delivers over time.
This module will:
• Reveal the benefits and business case for monitoring agency performance
• Provide best practice guidance on how to undertake agency performance measurement, when and how to measure, pitfalls to avoid
• Illustrate proven measures and benchmarks for agency performance evaluation
Who this module is aimed at: Marketing and procurement professionals, mid-level managers and junior marketing roles.
Date/Time: Thursday, June 27th 2024, at 9:00 am Brussels | 3:00 pm Singapore/Hong Kong/China | 4:00 pm Japan
Presenters: Ara Hampartsoumian Observatory International Managing Partner, Singapore and Christine Downton, Observatory International Managing Partner, London
Marketing Agency Briefing 101
Objective: It all starts with the brief. This module will reinforce why great marketing brief writing is arguably the most important skill a Marketer should master. It will provide the key components of a great brief and demonstrate how good briefing saves time and money by enabling the communications process to operate efficiently and effectively.
Outline Content:
The role of the creative brief in delivering great work:
• Key principles of great briefs and how to brief
• The nuances between briefs for different agency specialisms and tasks
• How to turn insights into compelling propositions to inspire your agency briefs
• Watch-outs for brief writing
Who this module is aimed at: Marketing professionals, mid-level managers and junior marketing roles.
Date/Time: Thursday, July 25th 2024, at 9:00 am Brussels | 3:00 pm Singapore/Hong Kong/China | 4:00 pm Japan
Presenters: Ara Hampartsoumian Observatory International Managing Partner, Singapore and, Lucinda Peniston-Baines Observatory International Founder & Managing Partner, London,
