Business Case Writing Skills Workshop

Jun 14 - Jul 26, 2017

As clients become ever-more focused on returns generated, it has never been more important for Agencies to compellingly portray campaign results in the clients’ own language: Business Returns presented in a Business Case format.
The need to be able to develop and deliver Consultant-standard Business Cases goes beyond entries to the CASSIES and the Effies; such cases can transform the power and persuasiveness of credentials decks, client pitches and client business updates.
Business Case Writing Skills is a single four-hour course that builds upon existing case-writing skills, demonstrating numerous techniques and tips through simple, memorable exercises that will transform your ability to have strategic business discussions with clients, plus win Effectiveness Awards.
Course Outline:
Each half day course will cover the following:
  • Advertising Awards vs Effectiveness Awards – Understanding why and how Business Cases are used within clients 
  • Know Your Audience – Business Cases (and Effectiveness Awards) are targeted at the very highest levels of management who are used to certain kinds of communication. 
  • Give Yourself a Chance – Avoid the basic common errors that immediately deny your case a hearing and dent your credibility
  • Turn Bronze into Silver, Silver into Gold – How to improve ANY Business Case 
  • The Art of the Killer Chart – Turning data into compelling, memorable visuals 
  • Setting Yourself Up to Win – Learn the secrets of serial CASSIES/Effies/pitch winners 
Who Should Attend:
Group Account Directors, Account Directors, Senior Account Managers, Planning/Strategy Directors, Planners.
The Trainer:
Each course is facilitated by John Bradley, Head of Agency Recognition at the ICA. John spent 25-years client-side with Cadburys in a variety of Marketing and Strategic roles in the U.K., Canada and globally. For the past four years he has been Editor and Judging Coordinator of the CASSIES, during which time he has critiqued over 400 Business Cases.
Institute of Communication Agencies
2300 Yonge Street, Suite 3002
Toronto, Ontario M4P 1E4
Dates to choose from:
Wednesday, June 14 - 1:00 PM to 5:00 PM
Wednesday, June 21 - 1:00 PM to 5:00 PM
Wednesday, June 28 - 1:00 PM to 5:00 PM
Wednesday, July 5 - 1:00 PM to 5:00 PM
Wednesday, July 12 - 1:00 PM to 5:00 PM
Wednesday, July 19 - 1:00 PM to 5:00 PM
Wednesday, July 26 - 1:00 PM to 5:00 PM