{"id":11912,"date":"2024-05-07T18:34:48","date_gmt":"2024-05-07T16:34:48","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/marketing-101s-with-the-world-federation-of-advertisers\/"},"modified":"2024-05-07T18:34:48","modified_gmt":"2024-05-07T16:34:48","slug":"marketing-101s-with-the-world-federation-of-advertisers","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-cn\/our-insights\/marketing-101s-with-the-world-federation-of-advertisers\/","title":{"rendered":"Marketing 101s with the World Federation of Advertisers"},"content":{"rendered":"<p>We&#8217;re delighted to be supporting the <a href=\"https:\/\/wfanet.org\">World Federation of Advertisers<\/a> with a series of Marketing 101s during June and July 2024&#8230;<\/p>\n<h2>Marketing Agency Remuneration 101<\/h2>\n<p><strong>Objective:<\/strong> 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.<\/p>\n<p><strong>Outline Content:<\/strong><br \/>\nThis module will provide:<br \/>\n\u2022 An overview of common remuneration structures<br \/>\n\u2022 The value of realistic and fair remuneration<br \/>\n\u2022 The basics of Payment By Results<br \/>\n\u2022 The roles of Procurement and Marketing in the agency remuneration process<br \/>\n\u2022 Key watch outs<\/p>\n<p><strong>Who this module is aimed at:<\/strong> Marketing and procurement professionals, mid-level managers and junior marketing roles.<\/p>\n<p><strong>Date\/Time:<\/strong> Thursday, June 13th 2024 at 9:00 am Brussels | 3:00 pm Singapore\/Hong Kong\/China | 4:00 pm Japan<\/p>\n<p><strong>Presenters:<\/strong> <a href=\"https:\/\/www.observatoryinternational.com\/en-cn\/people\/lucinda-peniston-baines\/\">Lucinda Peniston-Baines<\/a> Observatory International Founder &amp; Managing Partner, London, <a href=\"https:\/\/www.observatoryinternational.com\/en-cn\/people\/rob-foster\/\">Rob Foster<\/a> Observatory International Managing Partner, London<\/p>\n<p>&nbsp;<\/p>\n<h2>Agency Roster Modelling &amp; Transformation<\/h2>\n<p><strong>Objective:<\/strong> Highlight considerations that help determine what\u2019s 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.<\/p>\n<p><strong>Outline Content:<\/strong><br \/>\n\u2022 Considerations that determine the right roster model for your business<br \/>\n\u2022 The impact of a poorly managed agency roster<br \/>\n\u2022 Types of agency model and the pros and cons of each<br \/>\n\u2022 Making it happen &#8211; stakeholder engagement and change management<\/p>\n<p><strong>Who this module is aimed at:<\/strong> Marketing and procurement professionals, mid-level managers.<\/p>\n<p><strong>Date\/Time:<\/strong> Thursday, June 20th 2024 at 9:00 am Brussels | 3:00 pm Singapore\/Hong Kong\/China | 4:00 pm Japan<\/p>\n<p>Presenter: <a href=\"https:\/\/www.observatoryinternational.com\/en-cn\/people\/rob-foster\/\">Rob Foster<\/a> Observatory International Managing Partner, London<\/p>\n<p>&nbsp;<\/p>\n<h2>Agency Performance Measurement 101<\/h2>\n<p><strong>Objective:<\/strong> The business case for agency performance measurement and best practice guidance to ensure strong agency relationships<\/p>\n<p><strong>Outline Content:<\/strong><br \/>\nStrong 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.<br \/>\nThis module will:<br \/>\n\u2022 Reveal the benefits and business case for monitoring agency performance<br \/>\n\u2022 Provide best practice guidance on how to undertake agency performance measurement, when and how to measure, pitfalls to avoid<br \/>\n\u2022 Illustrate proven measures and benchmarks for agency performance evaluation<\/p>\n<p><strong>Who this module is aimed at:<\/strong> Marketing and procurement professionals, mid-level managers and junior marketing roles.<\/p>\n<p><strong>Date\/Time:<\/strong> Thursday, June 27th 2024, at 9:00 am Brussels | 3:00 pm Singapore\/Hong Kong\/China | 4:00 pm Japan<\/p>\n<p><strong>Presenters:<\/strong> <a href=\"https:\/\/www.observatoryinternational.com\/en-cn\/people\/ara-hampartsoumian\/\">Ara Hampartsoumian<\/a> Observatory International Managing Partner, Singapore and <a href=\"https:\/\/www.observatoryinternational.com\/en-cn\/people\/christine-downton\/\">Christine Downton<\/a>, Observatory International Managing Partner, London<\/p>\n<p>&nbsp;<\/p>\n<h2>Marketing Agency Briefing 101<\/h2>\n<p><strong>Objective:<\/strong> 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.<\/p>\n<p><strong>Outline Content:<\/strong><br \/>\nThe role of the creative brief in delivering great work:<br \/>\n\u2022 Key principles of great briefs and how to brief<br \/>\n\u2022 The nuances between briefs for different agency specialisms and tasks<br \/>\n\u2022 How to turn insights into compelling propositions to inspire your agency briefs<br \/>\n\u2022 Watch-outs for brief writing<\/p>\n<p><strong>Who this module is aimed at:<\/strong> Marketing professionals, mid-level managers and junior marketing roles.<\/p>\n<p><strong>Date\/Time:<\/strong> Thursday, July 25th 2024, at 9:00 am Brussels | 3:00 pm Singapore\/Hong Kong\/China | 4:00 pm Japan<\/p>\n<p><strong>Presenters:<\/strong> <a href=\"https:\/\/www.observatoryinternational.com\/en-cn\/people\/ara-hampartsoumian\/\">Ara Hampartsoumian<\/a> Observatory International Managing Partner, Singapore and, <a href=\"https:\/\/www.observatoryinternational.com\/en-cn\/people\/lucinda-peniston-baines\/\">Lucinda Peniston-Baines<\/a> Observatory International Founder &amp; Managing Partner, London,<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;re delighted to be supporting the World Federation of Advertisers with a series of Marketing 101s during June and July 2024&#8230; 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 &hellip; <a href=\"https:\/\/www.observatoryinternational.com\/en-cn\/our-insights\/marketing-101s-with-the-world-federation-of-advertisers\/\">Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[251],"tags":[81,82,84,86,93],"class_list":["post-11912","post","type-post","status-publish","format-standard","hentry","category-news-en-cn","tag-agency-relationship-management-en-cn","tag-agency-roster-modelling-en-cn","tag-marketer-capabilities-en-cn","tag-performance-measurement-en-cn","tag-remuneration-en-cn"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing 101s with the World Federation of Advertisers - The Observatory International<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.observatoryinternational.com\/en-cn\/our-insights\/marketing-101s-with-the-world-federation-of-advertisers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing 101s with the World Federation of Advertisers - The Observatory International\" \/>\n<meta property=\"og:description\" content=\"We&#8217;re delighted to be supporting the World Federation of Advertisers with a series of Marketing 101s during June and July 2024&#8230; 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 &hellip; Continued\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.observatoryinternational.com\/en-cn\/our-insights\/marketing-101s-with-the-world-federation-of-advertisers\/\" \/>\n<meta property=\"og:site_name\" content=\"The Observatory International\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-07T16:34:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/07\/observatory.png.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"576\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Christine Downton\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@observatoryint\" \/>\n<meta name=\"twitter:site\" content=\"@observatoryint\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/our-insights\\\/marketing-101s-with-the-world-federation-of-advertisers\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/our-insights\\\/marketing-101s-with-the-world-federation-of-advertisers\\\/\"},\"author\":{\"name\":\"Christine Downton\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/#\\\/schema\\\/person\\\/f0d2ffe1c42e38cae6347a35d208c6ad\"},\"headline\":\"Marketing 101s with the World Federation of Advertisers\",\"datePublished\":\"2024-05-07T16:34:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/our-insights\\\/marketing-101s-with-the-world-federation-of-advertisers\\\/\"},\"wordCount\":615,\"publisher\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/#organization\"},\"keywords\":[\"Agency Relationship Management\",\"Agency Roster Modelling\",\"Marketer Capabilities\",\"Performance Measurement\",\"Remuneration\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-CN\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/our-insights\\\/marketing-101s-with-the-world-federation-of-advertisers\\\/\",\"url\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/our-insights\\\/marketing-101s-with-the-world-federation-of-advertisers\\\/\",\"name\":\"Marketing 101s with the World Federation of Advertisers - 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