Loading

How to Buy a Gorilla – Master Class


May 17, 2018

How to Buy a Gorilla – Master Class


It has become widely recognised that the interests of marketing, procurement and agencies can often be at odds with one another. As demands are made of all three to do more for less, the heat and pressure in this triangular relationship rises. And, much like the apocryphal story of the frog in increasingly hot water, the advertising business and the brands it services are suffering as the temperature rises and damage is being done to brands and businesses. By the end of 2016 more than half of the Fortune 500 showed declining revenues and it’s doubtful 2017 will have been much better.

The How to Buy a Gorilla Master Class is a pioneering one-day training course developed both to shine a critical light on the problem and to chart a new way forward. By defining and building shared interests between marketers, procurement and agencies we can improve their collective effectiveness and ultimately the client’s business results. At its core, the HTBAG Master Class delivers an objective, actionable framework that clients and agencies alike can understand and use to improve their marketing communications and its return on investment.


WHAT TO EXPECT:
  1. How to Buy a Gorilla, key principles – setting out the common context of client/agency transactional and working relationships and the differing interests of marketing, procurement and agencies. 
  2. Establishing greater trust in the triangle – what are the qualities of trust, how can we create it and protect it in client/agency relationships? Defining the legitimate business interests of marketing, procurement, and agencies.
  3. What are we trying to achieve? – What is “value” in marketing? Creating a shared language for the breadth and depth of client business problems, their appropriate risk profiles, investment strategies and what they mean to marketers’ businesses.
  4. Agencies – How agencies operate as businesses, how talent operates in agencies. How clients are perceived and prioritised and how clients can better access the kind of talent they need to help achieve their business objective.
  5. Marketing – Examination of working behaviours and processes, in particular, responsibility and control between client and agency in the development of campaigns. Examining clients’ control levels throughout the process and how they should relate to their specific business objectives.
  6. Procurement – Becoming familiar and confident with procurement business models and tools. Understanding the difference between time, effort and value in the way agency value is assessed. Working with buying strategies for marketing services including value-based pricing and remuneration. Applying buying strategies across the marketing mix.
  7. Working with the HTBAG framework – Case study exercises in groups, using the principles and tools from the day to design new relationships that will better solve specific client business problems.
  8. Change plans – Summary of the workshop and answering the big question: what will you do differently tomorrow?

WHO SHOULD ATTEND:
Senior marketing, procurement, and agency leadership – those responsible for the client/agency relationship at a high level within the client and agency organisations.

For this to be truly effective we need everyone to bring their unique perspective and point of view: agency, marketing & procurement leads. Agencies: reach out to a client marketing and/or procurement lead and attend the HTBAG Master Class as a team for maximum benefit. This is a rare & progressive Master Class and relationship building opportunity.

For special team pricing please reach out to leah@theica.ca.
















INSTRUCTOR:
David Meikle, Founder, How to Buy a Gorilla
David is an innovator and a problem solver. He has worked on some of the world’s biggest brands in an advertising career spanning more than two decades including Grey, O&M and latterly as Group MD of Ogilvy Russia. A consultant and trainer since 2009, David’s business, The How to Buy a Gorilla Company, helps all corners of the marketing, procurement, agency triangle create greater value for the advertiser through marketing transformation, pitch management, training, and workshops.


SCHEDULE:
8:30 a.m. to 9:00 a.m. - Registration & breakfast
9:00 a.m. to 12:00 a.m. – Session
12:00 a.m. to 1:00 p.m. – Lunch
1:00 p.m. to 4:30 p.m. – Session


LOCATION:
Institute of Communication Agencies
2300 Yonge St. (Yonge/Eglinton)
30th floor
Toronto, Ontario M4P 1E4

 

 



Link