Negotiation is a leadership issue
Negotiation is a leadership issue

A marketing communication agency’s “capacity” to negotiate with clients and suppliers, as well as internally, is a combination of both individual skills and the way agency leadership supports its negotiators through the preparation and deal-making process.

This workshop is for agency leaders, client leaders and new-business leaders – those who lead client pitch processes, and the major client and supplier negotiations upon which an agency’s success depends. It combines teaching input sessions, negotiation case studies and role plays which reflect common, real-world agency negotiation and conflict scenarios, as well as using specially created teaching videos. Time for reflection, questions, challenge and discussion are a key part of the day, and participants are encouraged to bring along and explore their real-world negotiation issues and problems.

Topics include :

  • Learning and applying the basic skills of value claiming (win/lose) and value creating (win/win) negotiation, while still protecting relationships
  • The role of procurement in client organisations – how they work, what they are trying to achieve and how they are measured and rewarded
  • The role of leadership in establishing negotiation targets, process and behavioural norms within the agency, and how best leadership can support agency negotiators
  • The games clients play – opportunities for agencies to negotiate within the competitive dynamics of a pitch process where procurement/clients are setting the rules of the game
  • Negotiation clinic – discussing real and present negotiation issues that the agency is facing, in the context of the process frameworks and training that have been reviewed during the day
  • Pricing strategy and negotiating for fee increases
  • What’s next for the agency? What is going to change in behavioural and process terms after the workshop when leaders return to their day jobs?
About Tom Kinnaird
About Tom Kinnaird

Founder and Managing Director of Kinnaird Negotiation, Tom Kinnaird has been a procurement leader and professional commercial negotiator for over 25 years. For 15 years, Tom was Chief Procurement Officer at WPP, the world’s largest communications services group, with annual revenues of close to $20 billion, where he was responsible for leading the global procurement team, and ensuring that WPP delivered value for money from its spend with external suppliers around the world. While with WPP, Tom co-founded the Accord initiative, designed to uplift the negotiation, commercial and pricing skills of leadership teams and individuals across WPP’s highly complex world of multiple marketing communications agencies. Tom has over 10 years of experience of teaching negotiation and coaching leaders and pitch teams through difficult and complex negotiation challenges.

Particular areas of interest include:

  • helping leaders to better understand Procurement in clients
  • promoting game-changing moves in negotiation
  • negotiation dynamics in competitive pitching
  • conflict resolution (internal and external)
  • exploring innovative ways of teaching negotiation (including on-line training)
  • embedding negotiation learning and behaviours into organisations

Tom has drawn throughout his career on real-life experience and collaborated extensively with leading academic experts and training partners in the field of negotiation. Prior to joining WPP, Tom was on the Board of a specialist procurement consulting business, advising international blue chip clients on design and implementation of procurement change programmes. His early career was with SmithKline Beecham Pharmaceuticals (later, GlaxoSmithKline), working in development chemistry, manufacturing and procurement / supply chain.

Based in London, he has an MBA, and a BSc (Chemistry).

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Add to Calendar 2019-03-05 09:00:00 2019-03-05 12:00:00 Europe/Dublin Negotiating Training For Leaders Tom Kinnaird's effective and targeted negotiation training designed for Leaders. Refining your negotiating skills and achieve the value your agency deserves The Alex IAPI info@iapi.com

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Add to Calendar 2019-03-05 09:00:00 2019-03-05 12:00:00 Europe/Dublin Negotiating Training For Leaders Tom Kinnaird's effective and targeted negotiation training designed for Leaders. Refining your negotiating skills and achieve the value your agency deserves The Alex IAPI info@iapi.com

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