Key topics for an agency training program

A prototype for an effective foundational training program.

Our surveys and interviews show that while most agency professionals say they would like more training, most find themselves “too busy” to avail themselves of the wealth of professional development opportunities available from associations and industry organizations.

This is why Ignition advocates that every marketing communications firm adopt the same approach to professional development found in the accredited professions (law, medicine, accounting). In most states attorneys are required to complete over 100 hours of professional development every year. Would it be too much to expect agency professionals could do a third of that? And why not make it a requirement of every associate in the firm.

The best practice is to offer a “menu” of training opportunities, delivered in a variety of ways ranging from agency cross-training sessions to online webinars. No matter the delivery method, we recommend that every firm have a “core curriculum” that compliments the firm’s business strategy. The curriculum can and should vary by function and discipline, but here are some of the topics we find useful in most agency environments.

Topic Audience
Cross-Training
Understanding digital marketing All major functions
Understanding database marketing All major functions
Understanding public relations All major functions
Product
Conducting the brand audit Brand planning, brand strategy, brand management
The brand development process Brand planning, brand strategy, brand management
Understanding account planning Brand planning, brand strategy, brand management
Developing briefs Brand planning, brand strategy, brand management
Developing non-traditional solutions All major functions
Moving from media planning to channel planning Brand contact (media)
Growing current clients Brand strategy, brand management
Presenting agency work and recommendations All major functions
Generating better, stronger creative concepts Brand messaging (creative)
Managing the online reputation of the brand Brand reputation (public relations)
Measuring client success Brand planning, brand strategy, brand management
People
Effective time and priority management Everyone
Conducting effective performance reviews Senior managers
The art of hiring smart Supervisors and function heads
Promotion
Marketing the agency as a brand Function heads
Developing successful new business presentations Function heads and other senior managers
Process
How agencies make money All major functions
Managing agency and client profitability Brand management
Pricing for value Brand management
Place
Leveraging technology for effectiveness/collaboration All major functions

Questions or feedback? Contact us.

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