Event Info

Defending Creative Work Without Sounding Defensive

Webinar
November 5, 2015
1 - 2 PM EST
Promo Code
Cart
My Cart
There are 0 items in your cart.
Cart subtotal: 0

The event has completed.

Getting a client excited about an idea is an important step in getting a concept accepted. But nearly all creative work will elicit some observations or "suggestions" from a client or prospect. How a creative or account person handles that suggestion goes a long way toward whether or not that concept will be accepted by the client.
 
Agency staff can sound defensive or even argumentative when defending a concept which creates a divide between the agency and the client. This webinar is designed to help bridge that gap.  
 
On November 5, join Mark Schnurman, Filament, Inc., as he helps agency staff understand how to articulate their ideas and answer client objections in ways that helps build agreement and rapport with the client while keeping the core idea intact.
 
Highlights:
 
•Dealing with the creative “wannabe” client
•Helping client understand not only what the creative staff did in the concept but why they did it
•Understanding what part of the concept is crucial and what part (if any) is up for discussion
•Building a rationale for a particular concept or executional detail
•Recognizing questions and objections that are masked signs of client interest  
•Understanding the client’s motivations behind a question
•Identifying trigger words that will make a client defensive
•Understanding how to support the creative AND support the client relationship
•Leveraging issues to appear cooperative yet maintain critical components
•Learning communication tactics to diffuse tension during Q&A.
 
About Your Webinar Leader:
 
Mark Schnurman, President of Filament Inc., has spent the last 16 years working with agencies throughout the world,. helping them better articulate their ideas to their clients. Because Filament Inc. works in the advertising industry exclusively, Mark has a keen understanding of the challenges that face agency staff when they are trying to sell creative ideas to clients who may not be the most enthusiastic audiences.  
  
Pricing

Member

Single Registrant: $129
Full Conference Room: $349*
Unlimited Individual Access for the Agency: $999**

Non-Member
Single Registration: $239
Full Conference Room: $699*
Unlimited Access for the Company: $1499**

* Full Conference Room provides one link to use in a Conference Room. No limitation on number of viewers.

** Unlimited Access gives each employee the chance to view the webinar from his or her own computer. A special link will be sent to one person that can then be forwarded to the rest of the agency. At the conclusion of the webinar, a link to the recorded webinar will be sent to the agency or company that signed up for the Unlimited Access option. This link is available for 2 weeks.

Cancellations
A cancellation fee of $25 will be applied to any cancellation.

Questions?
Please contact webinar@aaaa.org | 212-850-0750