ACA/ICA SEMINAR
By Adnews Staff
The Institute of Canadian Advertising and the Association of Canadian Advertisers will host half-day seminars in November focusing on agency remuneration, appraisal and selection. The workshop will be held in Calgary on Nov. 26 and in Vancouver on Nov. 27. The speakers at the event will be Booth Associates founder Bill Booth, Association of Canadian Advertisers marketing vice-president Joan Curran and Institute of Canadian Advertising executive vice-president John Harding. They will discuss topics including what is fair remuneration and profit, a review of several remuneration systems and what a remuneration system must include. They will also talk about appraisal checklists, when to have an appraisal, why the agency should have a client appraisal and how the appraisal system builds relationships. The agency search and selection portion of the seminar will discuss when clients need to find a new agency, proper briefing techniques, evaluating replies, what type of agency presentation works best and parting with your existing agency.