In this session you will learn how to develop winning pitches and retain clients by understanding your clients brand or business challenges.  The quality of the briefs that are received into agencies vary in their quality and level of detail. In this session you will gain practical advice on what to look for when receiving the brief, questions you could and should ask to close knowledge gaps and how to use this understanding to set up your response in the proposal or pitch.

YOU WILL LEARN

• Clarity on the quality of brief that should be receiving an example of inputs that go into briefing template that you can share and request from your clients
• Client-side perspective of what the brief you receive may be indicating and what you can interpret about the author based on the information given.
• ‘Red pen’ methodology to interrogate brief and draft questions for Q&A across the key components
• How to draft ‘Push back’ questions to ask the client in Q&A ensure you are getting all the information you need to develop a robust proposal or brief
• How to structure your proposal to ensure that you demonstrate understanding of the brand or business challenge.
• Empowerment on the questions you can and should ask in order to gain the clarity you need to develop a robust proposal and response
• Structure and flow to use to demonstrate understanding and proposed approach

CONTENT

We will be reviewing the key information we need to extract from briefs and need to request to enable us to define the Market and Business context and challenges, Brand and Consumer task and the Marketing and Campaign objectives for you to help address. We will also review how you can use this understanding to form basis of proposal and structure in your responses.

DELEGATE LEVEL

Account Manager, Business Development and Planners