Workshop – Being Confidently Commercial – 23 January 2012
Being Confidently Commercial
Most of us joined the advertising and communications sector because we were attracted to the creative and intuitive nature of the work. Very few of us joined to become a professional accountant, but increasingly we all need to be able to talk credibly about the basic commercial fundamentals that help business to be profitable.
Particularly in today's tough economic environment Return on Marketing Investment (ROMI) is a topic we will all be expected to address whether we are in-house selling-in a campaign to the board or agency-side pitching a new account. A basic understanding of the commercial fundamentals is essential. It will help you answer the 'tough' questions, challenge financial targets and make the best business decision.
The 'Being Confidently Commercial' workshop de-mystifies of the commercial fundamentals that many colleagues and clients try to bluff their way through every day. Learn from the experience of our panel who over their careers have learnt the hard way what you must know and what you can get away with. Packed with plenty of practical explanations, tools and tips you will gain a new found confidence to breeze through to tricky questions, impress with your understanding of the business model and even put people on the spot yourself.
- Heather Alderson – Managing Partner, BBH (Workshop chair)
- Pippa Glucklich – Managing Director, Arena Media
- Larissa Joy – Partner, The Assembly
- Elizabeth Fagan – Marketing Director, Boots UK Ltd