Successful selection and management of agencies
Efficient pitches - successful briefings - transparent costs
4.7
Contents
Finding the "right" agency
- Tasks: Specify your need for agency services.
- Tender & pitch: preparation and selection of agencies.
- Quality: Criteria for evaluating agency services.
Working with your agency
- Agency cosmos: What types of agencies are there? What suits our company?
- Agency services: What can and should agencies do? And what not?
- Agency insights: How do agencies think, plan, and work?
- Agency calculation: What influences fee and remuneration models?
- Agency contract models: How should contract terms be structured?
Control your agency
- Agency briefing: Communicating expectations clearly - including the possibilities of AI in the briefing process.
- Agency collaboration: briefing & re-briefing, timings & deadlines, implementation & performance measurement - including insights into AI tools in the context of creation and campaign management, among others.
- Agency management: promoting and challenging agencies.
- Agency evaluation: Objective evaluation of agency services.
Learning environment
In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.
Your benefit
- You know how to work efficiently with agencies and successfully manage agency projects from briefing to implementation and performance measurement.
- You can evaluate the agency's work and performance in a comprehensible and objective manner and provide appropriate feedback.
- You will receive recommendations on how to optimize collaboration with agencies in order to make the collaboration more efficient and optimize output accordingly.
- You will receive valuable tips (including on the use of AI tools on the client and agency side), checklists and practical instructions for your own marketing and business practice.
Important: You are welcome to bring along relevant topics from your business and marketing practice for discussion.
Methods
Trainer input, practical cases from the attendees, best-practice examples, to-do lists, checklists, exchange of experience.
Recommended for
Specialists and managers from marketing, communication, PR, advertising, product management, marketing controlling, sales, CRM as well as specialists from purchasing/procurement who are responsible for the purchase or procurement of agency services.
- Customized training courses
- Direct application in practice
- Efficient use of time and resources
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Start dates and details
Monday, 27.07.2026
09:00 am - 5:00 pm
Thursday, 05.11.2026
09:00 am - 5:00 pm
Thursday, 18.02.2027
09:00 am - 5:00 pm
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