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Adversation

How to advertise in English

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What is Adversation?

Adversation is designed for advertising agencies who want their teams to stand out as more effective communicators and advertisers. Created by industry veteran Mike Gibson, the course is for account managers and creatives. We set out industry best practice and use real-life scenarios and activities to give your teams a competitive advantage in selling the agency’s work to international clients.
Industry insightReal-life scenariosTeam activities

Partners & Clients

cambridge  slava-logo-s apimoscow ccifr

Course Structure

1. Tenders & Briefing  – the language of clarity

Understanding briefs, making clear briefings and knowing about additional tools for foreign tenders is crucial to the successful start of a project. We do a simulated pitch and role playing exercises based on a real-life brief.

2. Planning & Strategy – the language of description

The worlds of planning & strategy are rich in terminology. Demographics and Segmentation Studies are full of vivid consumer descriptions. The ability to use and understand descriptive language is crucial. We examine the strategies of selected brands and will create our own segmentation studies. We also practice writing consumer profiles.

3. Product & Creative – the language of creativity

Using language playfully as well as creatively is crucial to everyone working in the communication industry, not just copy writers. We look at non-standard language games, examine tag lines then pair everyone off to write a love scene, the ultimate creative challenge and one that’s always the most popular!

4. Pitching & Presenting – the cut ‘n thrust language of selling

Selling ideas, selling agencies and selling yourself is the cornerstone of the communication industry. We look at the language of presentations and examine humour as a powerful tool for winning hearts and minds. Everyone will sell an existing award-winning campaign, as well as recreating a stand-up comic routine.

5. Feedback & Appraising Work – the language of critique

Constructive feedback tools as well as methods for measuring creativity remove the arbitrary nature of assessing creativity. We look at some of the systems used across the industry and the language of critique in general. We role play campaign presentation scenarios and look at assessing creativity as a stand alone measure.

6. Digital & Social – a whole new language

From trolling and fapping to liking and friending – digital has created a new niche of language, with emoticoms and internet speak. We examine what’s new in this ‘digital language’ – and explore ways of writing and thinking.
We create a #specialTweet campaign for Twitter and try a series of SMM campaigns.

7. Adland Life, What You Need to Know & Festivals – the language of inspiration and wisdom

The communication industry is a people business – full of interesting individuals, their thoughts, wisdom, tips and insightful quotes. There are festivals to celebrate the great and the good, and there is the daily grind of getting stuff done. This module looks at the power of inspirational language, as well as the wit and witticisms of the great and good. Everyone will write a rousing speech of their own and present.
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What people say about Adversation:

svetlana cut I discovered Michael’s pedagogical skills thanks to his “Design for non-designers” course…. Through his course, he wants to communicate new and intense emotions and experiences. He believes in everyone’s talent and he inspires creativity.
Svetlana Maybrodskaya, Director of Workshop

Ksenia Cut
“I now feel persuasive in front of international clients. You need confidence and skill to describe and sell ideas in another language. That’s what I got from the case studies, simulations and seminars in Adversation. I’ve never worked outside Russia, but I can make a connection with international clients.”
Ksenia Lobanchikova, Junior Account Manager, Slava

Eugene Cut “Thank you for a great course! In the international advertising business, you only get one chance to sell an idea to a client. We know how to take it!”

Eugene Pakhmutov, Senior copywriter Slava

Questions and Answers

Who is it for?

The course is designed for advertising agencies that compete for business from international clients. It’s aimed at those agencies whose account managers and creatives don’t speak English as a first language.

Who designed the course?

The course was designed by Michael Gibson, a British national who has numerous awards for his work in the United Kingdom, the USA, Sweden and Russia. Mike studied at the University of Oxford and Central Saint Martins before starting his career at McCann Erickson. He has since been Creative Director at Grey Worldwide, Orange and Ark Connect, as well as starting up an agency for Russia’s Rolf Group . Michael designed the course with Chris Fawcett, an English teacher who has pioneered the use of real-life scenarios and debates in corporate language courses.

Who teachers the course?

The course is taught by Michael, with support from Chris.

What do agencies get from the course?

Agencies who have been on the course have a competitive advantage in working with international companies. Their staff are better at pitching, presenting and selling ideas in English. They’re also more worldly – with a better understanding of what international clients expect and the language that they use. The course is built around group activities that strengthen teams and help to break down inhibitions.

What type of sessions are there?

In Adversation, you learn through a variety of formats: seminars, case studies, team activities and feedback sessions.

How is the course taught?

The course is active – we use activities to apply what we teach in each session. Mike introduces each topic and leads the seminars. Then, together with Chris, he coaches each person as they present and perform in the activities and simulations for each topic. There are a set of handouts, videos and background reading to support each session.

How is the course organised?

The course consists of seven modules. The first four modules each last two hours; the others last 90 minutes. The core course consists of the first four modules.

How many hours of teaching are included?

The core course covers 8 hours, and the full course covers 12.5 hours

When is the teaching scheduled?

The seven sessions of the full course should be spread over two or three days. For companies that only require the core course, we recommend either a full-day session or two mornings.

How many people can attend in each group?

In addition to Mike, who leads the course. We have at least one teacher for every six learners in the group. For example, a group of 15 people would have three teachers. This is necessary because the course is organised around team activities and we allocate a teacher to coach each group.

Do you accept bookings from individuals?

No. The course is designed for advertising agencies. The team-building activities and seminars serve to build relationships and confidence within an individual agency.

Where is the course taught?

Within Russia, we’re able to provide the course at the offices of any clients in Moscow and St.Petersburg. If you’d prefer to take the course off-site, we can also hold it at our offices in Moscow (Serebryanicheskaya Nab. 29) and London (207 Old Street).

Do you provide an examination at the end?

The course is practical and we believe that best “examinations” are real-life business meetings with international clients. Even though our sessions take place in a safe environment, we film some of the team activities, and we have designed the activities to simulate the pressure of those meetings. You’ll have to join us to find out exactly how!

How much does it cost?

The cost of the course will depend on the number of sessions that you require and the size of your team.

How do I book?

Give us a call now on +7 (499) 5042871 (Russia) or +44 (0)8081785368 (UK), write to adversation@futuresay.net or fill out our online form with your requirements.