Upstream Group, Inc.

Tired of the same old diet of RFPs and planning cycles? Think there might be more to life? In this
incisive, interactive class, we illustrate the concrete steps that sellers can take to become proactive,
strategic and infinitely more successful. If you want to see bigger clients earlier in the cycle, discuss
bigger ideas and create bigger budgets, this is an hour and a half well spent.

Many digital and integrated agencies tout themselves as incubators and facilitators of great ideas. But how do ideation and strategy really work within the agency and how can digital sales reps field great ideas and sponsorships and actually see them happen? Who are the people in the agency ecosystem who can champion your concept and where are the blind alleys you want to avoid? Strategy and the Agency will walk you through the strategic hierarchy of the agency and help you navigate the many tar pits where great ideas often meet their end.

Today’s consumer has a holistic view of the media world, and marketers are increasingly responding with smart, cross-media solutions. It’s critical that today’s digital seller understand how to sell online deals that intelligently integrate with offline media.  Where are integrated decisions made?  What are the strategic drivers that guide the deal?  And what are the tactical best-practices that truly enable and empower the deal?

The term “Rich Media” is fast acquiring the redundancy of “Color TV” as new creative forms, video and portable content all splash across the broadband palate. It’s increasingly critical for the seller to understand not just the current capabilities of the online ad unit, but where the marketplace is going:  which innovations are trends and which are fads, and where the deeper fault lines of consumer acceptance and behavior will lead the industry.

Sellers routinely pepper their proposals and correspondence with facts and claims based on syndicated and custom research. But is that what the agency really wants to hear? What really helps determine who makes the plan? Which insights really stand-out and change perception? Research Unchained will take you inside the head of the agency and client and change the way you think about media numbers.

Today's strategic online seller is beginning to compete for TV and print dollars.  Suddenly, terms like “GRP” and “Composition” are starting to fly around the room. Many internet sellers have never been exposed to the nuts and bolts of traditional media measurement and research.  Understanding Offline Metrics will demystify those terms and provide you with the ultimate roadmap for positioning the total media landscape.