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Advanced New Business Course

The IPA's MIPA accredited course in Advanced New Business.

The course will provide you with everything you need to help drive greater growth for your agency, and will benefit those who are looking to unlock what it takes to progress to a leadership position.

The most comprehensive course for new business leaders in the marketplace. Now more than ever growth is crucial for survival, and is sitting firmly at the top of both client and agency agendas.

Course benefits

You’ll acquire advanced skills and knowledge in topics such as effective PR and marketing, new business strategy, commercial negotiation and working with procurement, delivering value back to the business and becoming a new business and marketing leader. Each module will be delivered by the top experts in their field sharing best practice, experience and tools to help you take the leap from New Business & Marketing Director to CMO, MD or even CEO.

Who is this course for?

This course is designed for those who have 4+ years in a new business role and already operate at a senior level in business development. The course will benefit those who are looking to unlock what it takes to progress to a leadership position.

Session dates

The first seven sessions will be delivered virtually. The final session will be held in-person only, at etc.Venues County Hall, Riverside Building, Belvedere Road, London, SE1 7PB

Module 1 - Wednesday 7 May, 10am – 11am: New Business Strategy

  • Role of CGO/CMO on the board, setting targets, prospecting plans, building a new business team

Module 2 - Wednesday 14 May, 10am-11am: Becoming a New Business & Marketing Leader

  • Hear first-hand about a journey from agency new business and marketing department to CEO.
  • Learn how to get the most out of your team, define your style, build agency culture, lead departments, build your network, recognise when it's not working, and how to identify barriers that you may face and how to overcome them.

Module 3 - Wednesday 21 May,10am – 11am: Effective Marketing

  • Marketing your agency

One week break until Wednesday 28 May 

Module 4 - Wednesday 4 June, 10am-11am: Effective PR

  • Relationship with journalists and PR strategy

Module 5 - Wednesday 11 June, 10am-11am: Strategy for intermediaries 

  • The role of an intermediary and how it’s changed. How can intermediaries get the best out of an agency, and what should agencies do to get the best out of intermediaries? Horror and success stories.

Module 6 - Wednesday 18 June, 10am-11am: Qualifying pitches and pipeline 

  • What clients want – a ‘back of the cab’ perspective on clients in pitch mode.
  • How to turn these insights into pitch leadership.
  • Five things that should shape your agency’s winning ways.
  • How to be a pitch Dr.

Module 7 - Wednesday 25 June, 10am-11am: Creating commercial partnerships 

  • The ROI of new business, developing a commercial proposal, planning a negotiation, getting procurement on side, reviewing your new business investments.

Module 8 - Wednesday 2 July, 1.30pm-3.30pm: Pitching and mental health

Followed by drinks and networking, in-person only at etc.venues, County Hall, Riverside Building, Belvedere Road, London, SE1 7PB, after the Business Growth Conference.

  • Understanding the impact of pitching on mental health and strategies to improve the process for better well-being. How can the Pitch Positive Pledge 2.0 help?

Please note this agenda is subject to change

There will also be an opportunity to earn one MIPA star by writing an assignment on the course subject matter. 

Price

  • Member - £500+VAT
  • Non-member - £750+VAT