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Savage Communications

ACCOUNT DIRECTOR
MINDSET

WE ARE LIVE IN

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DATE

09.30-17.00

THURSDAY 11 APRIL

Globe Room

Floor 1, Bankside 3

PREPARATION

DEADLINE

THURSDAY 28 MARCH

This workshop teaches valuable techniques for operating as an excellent account director. You will learn how to move from tactician to strategist, from supplier to consultant, in the eyes of your clients. 
  
By positioning yourself as a trusted advisor, you will be able to influence important business decisions and unlock client budgets. You will be able to build long-term, mutually beneficial relationships with your stakeholders. 

MODULE 1:

CONFIDENT QUESTIONING

  • Interrogate briefs and ask the right questions 
     

  • Play the role of the trusted advisor to help the client find out what they really need 
     

  • Conduct regular health checks to pre-empt any issues 
     

  • Identify SMART objectives that actually make a difference  

MODULE 2:

VALUE-BASED RELATIONSHIPS

  • Demonstrate commercial value and return on investment 
     

  • Use the NOSE (needs, outcome, solution, evidence) model to structure a persuasive business case 
     

  • Answer the ‘so what’ and the ‘why’ 
     

  • Understand and use the latest evaluation tools 

MODULE 3:

STRATEGIC PLANNING FRAMEWORKS

  • Appreciate the difference between objectives, strategy and tactics 
     

  • Expand the SWOT to deliver insight and originality 
     

  • Use PESTLE analysis to identify opportunities and threats 
     

  • Run a strategic brainstorming 

MODULE 4:

BUDGETING & PROFITABILITY

  • Introduce budget conversations
     

  • Know your leverage in negotiations 
     

  • Avoid over-servicing by having assertive conversations 
     

  • Learn how to push back, positively 

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Prep

PREPARATION

In order to get us in good shape for the training, please send your responses to these questions to Sarah by Thursday 28 March.

  1. From the workshop overview, what are your objectives for the sessions?
     

  2. Please schedule 15 mins with your manager to agree your learning objectives and arrange a time, following the training, to feed back to them on your progress.

WHAT PEOPLE SAY

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STARLIZARD
 
CFO

I’ve been on many courses over the years and can honestly say this was right up there with the best. Not only was the content good but all of the sessions were engaging and you went at a great pace.

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PHIPPS
 
ACCOUNT EXECUTIVE

Izzy was absolutely fantastic and allowed us to speak our minds and walk out feeling confident. The workshop was not only super useful, but cathartic and empowering.

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 BABEL
 
CAMPAIGN MANAGER

Isobel is an excellent trainer; she delivered the session with enthusiasm and a wealth of knowledge. It was practical and gave us useful strategies that we can implement in our day-to-day work. Would recommend to anyone! 

ISOBEL CAMIER

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Isobel is an expert trainer, facilitator and communications professional. She has been delivering bespoke workshops to marketing agencies, in-house teams and individuals for a number of years. Her talent is in tailoring training sessions to clients' specific objectives, and her style is known for being energetic and engaging.

She is rated extremely highly by her clients, which include Unlimited, FleishmanHillard, Four Communications, Lansons, Persimmon Homes and National Grid ESO.

She is licensed in Insights Discovery and has the privilege of being an accredited trainer for the Chartered Institute of Public Relations, where she runs training on a range of topics.

Before becoming a trainer, Isobel worked in the marketing industry for over 15 years, working both agency-side and as Head of Communications for Williams F1. As such, she brings deep understanding of communication, audience engagement, and influence and persuasion to all of her workshops.

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