Eager participants attend Wayne Lotherington’s The MAChINE interactive workshop

Renowned marketing and advertising consultant Wayne Lotherington, recently presented The MAChINE, a workshop designed to revolutionise the way professionals across the marketing industry sell their creative work. The workshop, which took place in Auckland for the first time in three years, attracted 12 eager participants from eight different agencies over two consecutive days.

The MAChINE is a comprehensive course that equips sales and marketing professionals with practical insights and tools for selling creative ideas effectively. Participants learned valuable skills such as selling themselves and their creative work, understanding how clients think, and building trust with clients. The course covered topics such as handling client objections and uncertainty and preparing for the sale of creative.

During the interactive workshop, participants were able to learn how to understand what clients are looking for in ideas, develop a method that they can practice and master, and establish criteria on which to judge an idea in order to reduce subjectivity. They also learned how to ensure that clients see the ideas as relevant to the customer and not to themselves, and how to separate the idea from the execution.

The MAChINE is perfect for professionals who sell communication concepts or marketing ideas internally or externally. It is equally useful for account managers, planners, media, and creative people, and can be applied to any idea, whether traditional or digital.

One participant said about the MAChINE: “Very insightful and useful for my future presentations and selling creative ideas to clients.”

For more information about The MAChINE workshop or other upcoming courses provided by the Comms Council, please view our course prospectus at https://commscouncil.nz/courses