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Our Degree Programs
Establishment
Language of instruction
French, English
Teaching content
UE25
Training officer(s)
S.VIOLETTE
Stakeholder(s)
S.VIOLETTE
Présentation
Goal
• Having a vision of the current context of agency-advertiser relations under the effect of the digitalization of communication
• Identifying the structure of the agency-advertiser relations: values (trust, transparency ...) and tools (brief, call for tenders, contract, remuneration)
• Practicing: role plays, case studies
• Identifying the structure of the agency-advertiser relations: values (trust, transparency ...) and tools (brief, call for tenders, contract, remuneration)
• Practicing: role plays, case studies
Presentation
1. Introduction: restoring meaning> the why of this relationship, what the two stakeholders find there as added value and expertise, mutual benefit.
2. Realization of a brief for an agency (plan, content, physical presentation)
Live briefing from a fictional agency. Question and answer sessions
Case study (presentation of good briefs, incomplete briefs)
Knowing how to defend an idea
3. The delicate alchemy of this relationship! Experience feedback: the things not to do, from real cases.
4. Background trend
2. Realization of a brief for an agency (plan, content, physical presentation)
Live briefing from a fictional agency. Question and answer sessions
Case study (presentation of good briefs, incomplete briefs)
Knowing how to defend an idea
3. The delicate alchemy of this relationship! Experience feedback: the things not to do, from real cases.
4. Background trend
Modalités
Evaluation