The Advertising Means Business programme
The Advertising Means Business programme consists of five one-day training modules and can be customised to your company’s specific needs and budget*.
This programme offers valuable insights, practical tools, and models to drive tangible change and measurable success. Each course includes hands-on group exercises, engaging case studies, and features a recommended reading list, workbooks, and other materials.
*All modules, except the HTBAG Masterclass, also work as stand-alone courses, allowing you to pick and choose the ones that best suit your needs.
Module One:
The Client’s View
Clients’ most common complaint is that agencies don’t fully understand their client’s business, but often agencies don’t understand their clients’ roles and pressure points either.
This module covers:
- Understanding your client’s role
- Client business pressures
- Brand life cycle and risk profile
- From ads to business solutions
- Engaging with clients at higher level
Module Two
Procurement Whispering
With over decade of success, the Procurement Whispering course has been delivered to creative, media, digital, content, PR agencies, as well as for trade associations.
The course covers:
- Setting the context for negotiation
- Negotiation processes
- Preparation strategies
- Using procurement models
- Tackling typical procurement challenges
- Psychology techniques and tactics
This module can create almost immediate positive commercial benefits.
“Very good day. Enjoyable and full of useful, applicable advice. Thank you.”
Director, the7stars.
“The interactive elements were excellent”
CEO, Wunderman Thompson, Ireland
“Really good session – lots to take away and use moving forward. Very engaging.”
Director, Brands2Life
Module Three
Tuning Up
Strong client relationships result in better work, satisfied clients, and long-term partnerships, ultimately benefiting agencies.
Whether it’s maintaining great client relationships or improving difficult ones, effective client management can transform even the most challenging clients into long-term assets or elevate already treasured ones.
This module covers:
- People and power
- Understanding trust and how to nurture it
- Aligning objectives
- The intersection of responsibility and control
- Balancing responsibility and control
Supported by Tuning Up book
Module Four
Under the Agency Bonnet
Agencies often spend more time teaching and training their people on their clients’ businesses than they do on their own.
This module explores how agencies can and should:
- Prioritise clients
- Allocate talent effectively
- Generate revenue…
- …and make profit
- Understand their competition
- Compete more effectively
Module Five
The How to Buy a Gorilla Masterclass
The How to Buy a Gorilla Masterclass integrates the models from the four previous courses into a comprehensive strategic framework for managing client relationships. This framework is adaptable to any brand, regardless of size or market.
The HTBAG framework re-engineers key relationship dynamics, including:
- Brands’ risk profiles
- Client prioritisation within agencies
- Agency remuneration methods and incentives
- Campaign development processes
- The role of creativity and innovation
- Client-agency behaviours
Supported by HTBAG book
Some of the agencies we have worked with so far…
