Value often lies beneath that which we can see, in the structure, the process, relationships, and human capital skills, knowledge and competencies – these are the most valuable assets a creative business is built on.
Take your agency to the next level and create new revenue streams by identifying innovative opportunities within your business.
This webinar will explore the topic of :
Opportunities – Proprietary assets – what has value?
Sharon Toerek is the former President of the American Ad Federation (AAF) Cleveland, and serve on the American Association of Advertising Agencies (4A’s) Legal Consultant panel. In the advertising and communications industry, writes and lecture frequently on the topics of intellectual property protection, marketing agency relationships, and legal implications of social media.
An intellectual property and marketing law attorney, with a national Firm based in Cleveland, Ohio. She devotes her legal practice at Toerek Law in helping creative professionals protect, enforce and monetize their creative assets.
Nicola Mansfield is one of Australia’s leading brand and experience strategic creative thinkers.
Over her career, Nicola has pioneered numerous agency services for customer experience, retail strategy, workplace strategy and brand for place. She has built offerings in professional service consultancies, led agencies, created client-side brand functions and founded startups. She has worked across most sectors including place, retail, property and financial. She has worked extensively in Australia, Asia and Europe.
In response to emerging business needs in a pandemic world Nicola founded TheDesignThinkers helping you to create customer-first business solutions for brand and experience in a lean, agile way.
#2 Webinar | Negotiate your worth – don’t leave money on the table
Culturally, in Australia we are programmed not to raise taboo topics during a negotiation with our clients, from money, intellectual property, to direct questioning. As a result, we are often left with ambiguity and leave money on the table.
It doesn’t have to be that way – conquer those uncomfortable conversations, and build stronger relationships with your clients, by shifting your whole team’s thinking so that they approach deal-making from a different perspective – to one of clarity and confidence when discussing impact and success metrics to drive growth.
Build strategic presentations, to communicate what success looks like to your marketing client, and to their procurement, CEO, and CFO stakeholders.
Be crystal clear about your profit margins – articulate your value proposition, and go beyond the hourly rate, to give your client choice of compensation models.
Sam Trattles has built a career around negotiating – through marketing, brand, and sponsorship roles over the last 20 years.
In her business, Other Side of the Table, she builds negotiation capability and confidence in your people, by creating negotiation strategies that deliver positive business results. Unlocking the value in all your deals.
As a Commercial Deals Negotiator, Sam loves negotiating, she even wrote the book on it – I Love Negotiating: Change your thinking and learn to get what you want. A practical guide to transform your approach to negotiating, with a framework to help you conduct good negotiations every time.
Sam has negotiated, leveraged, and delivered partnerships worth more than $450M. Deals across industries including: sport, music, the arts, not-for-profit, and grassroots.
Sam is a straight shooter, she is practical and likes to share her knowledge to help others learn to love negotiating (or at least, not to hate it). Because it’s worth a great deal.
With 20 years specialist intellectual property experience, Justin acts for local and international marketing, design and advertising agencies; and their clients. Managing their intellectual property portfolios in relation to brand strategy, trademark registration, opposition, and enforcement issues.
Often it is a case of: you don’t know what you don’t know, which leads agencies to put their clients and their own brand assets at risk.
Professionals working in the creative agency environment are expected to know how to securing your rights, and look out for other peoples’ rights.
This webinar will explain the advantages of legally protecting your creations; explore the ‘watch outs’ when you are creating brand assets for clients; and show you how to monetise these valuable intangible assets.
You don’t know what you don’t know – tragedies
Intellectual property – competitive advantages
How to protect your intellectual property
How to sell your intellectual property – licensing
Justin advises on trade marks (including registration, opposition and disputes), copyright (including commercial agreements and disputes) designs (including registration, commercial agreements and disputes) confidential information (including commercial agreements and disputes) and commercial intellectual property matters (including general IP advisory, audit, structuring, government grants, licensing and assignments).
Justin holds a Master of Laws (Intellectual Property) and has continuously provided pro bono legal services throughout his career; and is an active contributor as Chairman of the Pure Foundation and the FTW Foundation.
Justin is also the co-founder of business consultancy, Gutthink & Partners which provides creative, marketing and commercial solutions to a variety of clients spanning SME to listed companies.
Audio identities are audio logos – when heard, we instantly recognise the brand the sound represents.
An audio logo is essentially a soundbite, no more than a few seconds long, which often accompanies the visual logo, strengthening brand recognition. Intel’s sound identity is one of the world’s most well known audio logos, as simple five-note, three-second mnemonic, intangible brand asset registered as a sonic trade mark.
Many brands don’t have any existing audio branding to leverage, so it’s likely that your client may have an opportunity right now, in fact according to Neuro-Institute test with Unilever, it is likely that a brand without an audio identity will benefit immediately from the addition of a sound signature.
This webinar will explore the topic of branding for your ears – how to infuse brand sound into all of your campaigns by adding an audio logo to your client’s brand assets for use across multiple platforms, such as: websites, podcasts, on stage introductions, experiential activations, training videos and more.
Matt had been working in the music for advertising space for over twenty years, initially as a composer in his own right, working on high-end brand TVC’s for some of Australia’s most awarded creative agencies.
Leveraging his experience as a producer, and running several audio post-production businesses, Matt founded MusicBrief™ – an online bespoke music platform connects agencies and brands with screen composers.
MusicBrief’s 24/7 platform makes the whole process of engaging the services of a screen composer, briefing them, making revisions to, then licensing and paying for the final track faster, easier and more cost-effective.
Organic account growth, increased billings, additional services, and return on investment are but a few measures to ascertain if your agency new business routines are successful.
Allocate your non-billable time towards setting annual new business goal setting, monthly tracking, and new business strategy meetings – convert the non-billable sunk time into activities which will deliver growth.
Predicting growth and chart measurement, supported by key new business success metrics will keep your team focused on graphs which grow in the right direction.
Jody Sutter is a business development expert who works with leaders of small marketing agencies to create and operationalize their growth strategies. She helps agency leaders quickly separate essentials from distractions and define a game plan that celebrates who they are and inspires them to move forward.
Specialized to work mainly with small agency CEOs who are underperforming when it comes to winning new business and would like to win consistently but also make the process less chaotic and exhausting for their teams.
Her programs are easy for small agencies to embrace because they take both the agency’s strengths and available resources into consideration.
Justin Senescall : 27th April – Intellectual property – assets are your competitive advantage