Agencies who are an active part of their clients’ planning process are more likely to succeed as long-term partners versus agencies who work on a project basis. Executing strategic marketing plans can support your agency’s position as a thought leader and contribute to long-term billings and profits. This session will help you learn how to embrace the planning process and sell strategic marketing plans to prospects and clients. Plus, we'll complete a sample planning exercise as a group so you can see how it all works!

Topics include:

• What is account planning
• Why agencies should offer planning
• What is an account planner
• The planner's role in the process
• The importance of research
• Pinpointing and understanding insights
• Elements of a good plan
• Bringing it together in the plan
• Ensuring clients embrace the plan

This session will also include plenty of time for group discussion and Q&A. Come ready to interact, share and learn!