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Ticket Information

Ticket Type Sales End Price Fee GST/HST Quantity
ICA Member Single Session 1 hour before event starts Free $0.00 $0.00
Non-Member Single Ticket 1 hour before event starts $495.00 $26.83 $67.84

Share Business Case Writing Skills

Event Details

As clients become ever-more focused on returns generated, it has never been more important for Agencies to compellingly portray campaign results in the clients’ own language: Business Returns presented in a Business Case format.

The need to be able to develop and deliver Consultant-standard Business Cases goes beyond entries to the CASSIES and the Effies; such cases can transform the power and persuasiveness of credentials decks, client pitches and client business updates.

Business Case Writing Skills is a single four-hour course that builds upon existing case-writing skills, demonstrating numerous techniques and tips through simple, memorable exercises that will transform your ability to have strategic business discussions with clients, plus win Effectiveness Awards.


The Trainer

Each course is facilitated by John Bradley, Head of Agency Recognition at the ICA. John spent 25-years client-side with Cadburys in a variety of Marketing and Strategic roles in the U.K., Canada and globally. For the past four years he has been Editor and Judging Coordinator of the CASSIES, during which time he has critiqued over 400 Business Cases.


Who Should Attend

Group Account Directors, Account Directors, Senior Account Managers, Planning/Strategy Directors, Planners.


Course Outline

Each half day course will cover the following:

Advertising Awards vs Effectiveness Awards – Understanding why and how Business Cases are used within clients 

Know Your Audience – Business Cases (and Effectiveness Awards) are targeted at the very highest levels of management who are used to certain kinds of communication. 

Give Yourself a Chance – Avoid the basic common errors that immediately deny your case a hearing and dent your credibility

Turn Bronze into Silver, Silver into Gold – How to improve ANY Business Case 

The Art of the Killer Chart – Turning data into compelling, memorable visuals 

Setting Yourself Up to Win – Learn the secrets of serial CASSIES/Effies/pitch winners 


Fees: ICA Members – FREE!         Non-ICA Members - $495+tax

Please note that tickets are not refundable, but are transferable.  In the event you are registered and do not attend, you will be subject to a service charge of 25% of non-member rate.

N.B. The course can also be run within individual agencies on a bespoke basis at a cost of FREE for ICA members and $3995+tax for non-members (Attendees minimum 8, maximum 20)

For details please contact John Bradley:, 905-483-1111

Have questions about Business Case Writing Skills? Contact Institute of Communication Agencies

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When & Where

Institute of Communication Agencies
2300 Yonge Street, Suite 3002
Toronto, Ontario M4P 1E4


Institute of Communication Agencies

ICA is the not-for-profit association for Canadian advertising, marketing, media and public relations agencies. Our mission is to Amplify, Protect and Transform the agency sector through advocacy, awards, community, consultancy, insight, networking, research and training.  Our membership and board of directors represent some of the most recognized and influential businesses in our industry, both in Canada and internationally.

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