This session will teach you how to use simple techniques to find the most important thing in any brief – the core question. Whether that brief was given to you verbally, as a single line on an email or you have hundreds of pages to wade through, the challenge is often the same: to understand what the most important question you are being asked to solve really is.

YOU WILL LEARN

By the end of the workshop, participants will be able to: 

• Build a clear picture of what a client wants in a pitch response, using a clear and repeatable process built on years of real world pitching experience
• Examine any brief, however large or small, and think critically about its content, what is contained within it and find what is most important to the client, covering key elements like what the clients like to see as individuals through to any initial ideas emerging for you
• To scan the wider context in which a brief is delivered, including the end consumer, category, brand and client business
• How to prepare for a Q&A call with the client (which is sometimes your only opportunity to get further clarity on the brief) and how to balance talking and listening for maximum benefit

CONTENT

On the day, we will cover;

• Five categories of questions to help delegates interrogate the pitch brief in hand, using a simple mnemonic (P.O.L.E.N. – Parameters, Owner, Landscape, Existing Ideas, and New Ideas)
• Perspectives and tools from marketing, philosophy and critical thinking and real world pitching to give depth and greater certainty to your view
• We also discuss how you can use your initial thoughts, instincts and ideas at this early stage to guide the response, while allowing room for creativity

DELEGATE LEVEL

This course is suitable for all levels, but ideal for Account Managers and upwards. Anyone who is required to respond to client briefs or pitch as a part of their job will find new and valuable ways to enrich their existing toolkit.  

DATE & TIME

12th February, 10am to 11.30am

TRAINER:

James Appleby has spent almost 25 years working in world class media and technology agencies, leading client relationships and comms strategy for top tier clients including Sainsbury’s, CompareTheMarket.com, Oatly and McVitie’s.

Coaching teams to crack a brief and respond with a performance that is both entertaining and informative in equal part has been a career long passion, hence his chairmanship and mentoring as part of NABS charity pitch course Fastforward for nearly a decade.

Following a spell as Managing Director of Assembly Media, he founded his own consultancy and training business Conquis, and works with a range of businesses in the marketing, media, advertising  and technology spaces to sharpen team skills in pitching, collaborative working, and comms and media planning.