The second part of this commercial course is designed to challenge your thinking when it comes to managing your margin. Protecting profit is not just about sharpening operational effectiveness (see Part 1), it is also about deploying the right commercial strategies to help you achieve your target profit margin.
The course identifies what brands value from their communications partners and how to translate that into the right pricing strategy for the brand you are targeting. It also covers some simple tips on negotiation, helping you demonstrate the value you are bringing and secure the right level of remuneration.
Finally, this course explores how to evaluate brand relationships internally and externally (with your brand/procurement), how to identify risk / growth areas and how to plan for future growth from that brand business.
The course contributors have years of commercial experience in managing the brand/agency relationship from both perspectives. There will be an opportunity to submit questions either during or after the session and the course presentation will be made available afterwards.