training
New concept
This training is held in German.
Finding the "right" agency is a challenge. Working successfully with the right agency is often just as challenging. This training shows you how to optimize your collaboration with advertising agencies and external marketing service providers and how to make better use of your agencies' potential to achieve your marketing goals. Learn how to find suitable agencies and how they work so that you can manage, measure and optimize agency projects more successfully from briefing to implementation. You will gain insights into how agencies plan and calculate, can optimize the agency contract for you and systematically evaluate agency services.
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 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.
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 for optimizing collaboration with agencies in order to make collaboration productive and efficient and to 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.
Further recommendations for "Successful selection and management of agencies"
Joint online training
Ratings and feedback from our participants
4.7
132
Ratings
training content:
4.7
Content comprehensibility:
4.8
Practical relevance:
4.5
Trainer expertise:
4.9
Participant orientation:
4.9
Method variety:
4.6
Start dates and details
24.11.2025
Live-Online
Booking number:
42115
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Monday, 24.11.2025
09:00 am - 5:00 pm
15.01.2026
Live-Online
Booking number:
42115
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Thursday, 15.01.2026
09:00 am - 5:00 pm
12.05.2026
Live-Online
Booking number:
42115
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Tuesday, 12.05.2026
09:00 am - 5:00 pm
27.07.2026
Live-Online
Booking number:
42115
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Monday, 27.07.2026
09:00 am - 5:00 pm
The next booking ensures this course will take place
Booking number:
42115
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Details
1 day
Limited number of participants
Booking number:
42115
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Details
1 day
Limited number of participants
No suitable date?
You are welcome to be notified by e-mail as soon as new dates are released.
Please note: We use third-party tools for selected events. Personal data of the participant will be passed on to them for the implementation of the training offer. You can find more information in our privacy policy.
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