A Sharper Positioning
A Sharper Positioning

The process of defining and articulating ‘our difference’ can be convoluted and difficult. Agencies are often too close to the problem to be truly objective, so this webinar is really valuable in helping agency leaders to step back from the problem and be steered through the subject by an expert.

Up to the Light is the leading provider of Client Surveys to UK agencies and annually publishes the ‘What Clients Think’ report, the influential snapshot of the client/agency relationship. Up to the Light’s founder, Jonathan Kirk, will share how clients view the agency positioning and offer, what they look for, what turns them off and what cuts through.

Please join us for our first July webinar, A Sharper Positioning with Jonathan Kirk, on July 5 at 9:30am.

The webinar will cover:

  • Clients – what are their expectations, how are they changing, what are their big challenges?
  • Agencies – different approaches to the agency positioning, segmenting these approaches.
  • Language – what is the generic language of our industry and what is truly differentiating?
  • The positioning territories – exploring the areas from which the point of difference may spring.
  • How to go about developing your agency’s positioning – ensuring real depth and consistency.

You can register for the webinar here. This training is partially subsidised by Design Skillnet - this grant allows us us to provide a lot of free training to IAPI members. To allow us to retain this funding, we ask that you please assist us by complete the Learner Profile Form which is given as part of the registration form. This information is aggregated and anonymized at a later stage for reporting purposes on the funding.

About Jonathan Kirk
About Jonathan Kirk

Jonathan is the founder of Up to the Light and brings 25 years’ senior experience. Up to the Light advises a significant proportion of the UK’s top 100 agencies across a range of business issues such as agency positioning, business development strategy, client management and development.

Each year the report is based on over 500 client interviews conducted on behalf of agencies and is a fascinating snapshot of the client/agency relationship.

Jonathan is a former Director of Fitch, the global branding group, and of EHS Brann (now Havas Helia). He is a regular conference speaker and trade press contributor, and delivers workshops and seminars for organisations including the Design Business Association, British Institute of Interior Design, Agency Hackers and Ireland’s Design Skillnet.

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