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Lesson details

Advertiser-Agency Relationship
2019-2020	EnISTC - L'ECOLE DES MANAGERS DE LA COMMUNICATION ( ISTC )
Class code :	1920-ISTC-M4A-UE25-RAA	UE25

Level	Year	Period	Language of instruction
Master	4	A	EnFrench

Academic responsibility	S.VIOLETTE
Lecturer(s)	C.WALLAERT, V.DOUSSINAULT, P.CAILLÉ

ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 1 > 2,00 ECTS
ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 2 > 2,00 ECTS

Learning outcomes

• Have a vision of the current context of agency-advertiser relations under the effect of the digitalization of communication
• Identify the structure of the agency-advertiser relations: values (trust, transparency ...) and tools (brief, call for tenders, contract, remuneration)
• Practice: role plays, case studies

Course description

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)
To know 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