APG’s Holding your own with Senior Clients

Summary

For senior strategists, we are proud to showcase a very popular APG seminar from the UK in Brussels. The brilliant Rachel Murphy hosts a fast paced, one day rally tour around the financials and the business issues that drive clients' thinking and decision making - critically important to understand for all senior planners.

Rachel Murphy is the founding partner of RJM Consulting. Having previously worked for both blue-chip quoted companies and private equity businesses, she established her own consulting business to provide advisory services to Board-level executives of a wide range of companies. Typical projects include company valuations for acquisitions, fund-raising advice and corporate structuring for small and mid-cap companies.
 
We invite Strategy Directors and Senior Planners to join us on Tuesday March 21st at the ACC offices, for this “mini-MBA in a day”. You will be teamed up with planners with a variety of backgrounds, from different agencies, and coached by Rachel Murphy.

COURSE AIMS

• To improve your understanding of the financial dynamics and internal decision-making processes of client companies
• To improve your ability to interpret client’s business strategy and service the client company’s needs
• To help you to identify, grow and measure value opportunities.
• To strengthen your negotiating and leadership skills

COURSE OUTLINE

1.         What drives your client companies?

• Who owns the business?
• What do shareholders want? What is shareholder value?
• Who are the key business drivers and how do they make their decisions?

2.          Finance as the language of Business

• Understanding the principles of Financial Accounts
• Profit versus Capital versus Cash – getting the balance right
• How to spot the key value drivers?
• How to communicate the long term benefits of marketing and advertising?

3.         Business Information

• Identifying the current critical business issues facing your client
• How to readily access information about your client
• Short-cuts for high speed research
• Using ratio analysis and KPIs

4.         Measuring Shareholder Value

• Can you put a number on the value you create for your client?
• How to value companies?
• Market capitalisation and Profit Multiples
• Discounted Cash Flow Analysis

5.         Strategic Selling

• Becoming a trusted Advisor
• Scenario planning
• Putting business strategy into practice

Multiple subscriptions by the same agency are eligible for a discount:

• First person: 675€+ VAT
• Second person: 500€+ VAT

 

EFFIE RECOMMENDED: this training is valuable for building your EFFIE case.