Objective
To inspire delegates about the challenging industry they have recently joined and to provide them with a broad understanding of how media works within the marketing context and how each of the major channels are used to best effect.
Benefits
• Delegates will gain an understanding of the marketing and advertising context within which media decisions are made – what are clients trying to achieve?
• They will gain knowledge of the major media channels and how they can be used to best effect.
• They are exposed to and will learn from the thinking of senior media industry figures.
• They meet their peers from both agencies and media owners, often forming working relationships which they will hold throughout their media career.
• Right at the start of their media career, delegates will be shown the importance of great client servicing.
Content
Across nine evening sessions the following is covered:
• Week 1: Communications Planning
A highly experienced agency planner sets the context for the media decision process:
- understanding and connecting with consumers
- marrying consumer insights to client’s business strategy
- communications strategy
- multi-channel integrated approach to planning
- how lateral thinking influences planning
• Week 2 – 8: Understanding the channel opportunities
Each evening a presentation on one of the major media channels (Television, On-Line, Newspapers, Out of Home, Radio, Cinema, Magazines) will be given by a senior media owner and agency specialist. These highly experienced practitioners give insights into their area of expertise, importantly covering the medium from both agency and media owner perspectives.
Delegates will come away with a top line understanding of:
- when would you use this medium and when not?
- how do you know who you’re reaching and how many?
- how do you go about buying/selling it?
- how do you get the most from it and maximise your communication effectiveness?
Following the presentation the delegates are split into teams and set a related team challenge. This helps embed newly acquired knowledge through interactive application and also ensures the delegates all get to meet one another - a great networking opportunity early in their career. It's also a lot of fun!
• Week 9: Fantastic Client Relationships
Richard Longworth, (one time Client Services Director of Lowe and now a communications consultant), covers the golden rules of great client relationship management built on trust and respect.
Target
The Introductory level course is aimed at new starters to the media industry, including graduate recruits. We recommend that delegates should have up to 6 months experience, and no more than a year's experience in media or advertising.
Typically delegates are from Media Agencies, Media Owners, Industry Bodies and Media Auditors/Consultants.
Also welcome are Account Planners and Account Executives from Creative Agencies who wish to extend their media understanding.
Format
The course is held twice a year in central London, starting in late March and late September, and runs for one evening per week for 9 consecutive weeks. Typically we have over 100 delegates participating on each course.
Facilitators
Each week the course has different speakers, senior figures from media and advertising who are well known within their field and can give real insights into their area of expertise.
Delegates’ comments
“I have found this course fantastic. I have looked forward to coming each Wednesday to meet new people and learn loads about this industry”
“The course covered a great range of topics - a really great introduction to the industry to complement all that I am learning in my new job”
“Very useful – will be helpful in the workplace and with clients”
“Good insight into how different media channels can both compliment each other and compete”
“Learnt that consumer insight and understanding of strategy is key to deciding which media to choose”
“A great range of presenters and tasks, a really good way to meet peers in the industry and learn about other areas outside my speciality”
“The course has been very useful. I would strongly recommend it to future generations”
“Fun, insightful and engaging course. Well worth the time and effort. Learnt a lot and feel enlightened!”
CPD Value
14 hours