Negotiation for Leaders

MAY 1, 2019 – 1-day Workshop

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Negotiation is a leadership issue.

A marketing, advertising & communication agency's "capacity" to negotiate with clients & suppliers, as well as internally, is a combination of both individual skills & the way agency leadership supports its negotiators through the preparation & deal-making process. This workshop combines teaching input sessions, negotiation case studies & role plays which reflect common, real-world agency negotiation & conflict scenarios, as well as using specially created teaching videos. Time for reflection, challenge & discussion are a key part of the day, and participants are encouraged to bring along & explore their real-world negotiation issues & problems.


  • Learning & applying the basic skills of value claiming (win/lose) & value creating (win/win) negotiation - whiles still protecting relationships
  • The role of procurement in client organizations - how they work, what they are trying to achieve & how they are measured & rewarded
  • The role of leadership in establishing negotiation targets, process & behavioural norms within the agency, and how best leadership can support agency negotiators
  • Understanding 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 & present negotiation issues that the agency is facing
  • Pricing strategy & negotating for fee increases


This workshop is aimed at agency leaders, client leaders & new-business leaders. Those that lead client pitch processes & the major client & supplier negotiations upon which an agency's business success depends.


Tom Kinnaird

Tom Kinnaird has been a procurement leader & professional commercial negotiator for over 25 years. He has extensive experience client side working for a global CPG brand and for 15 years as WPP's Chief Procurement Officer. He also has more than a decade of experience in designing & teaching negotiation workshops, as well as coaching leaders, teams & individuals through difficult & complex negotiation challenges.


8:30 am to 9:00 amRegistration & Light Breakfast
9:00 am to 10:30 amSession
10:30 am to 10:45 amMorning Break
10:45 am to 12:15 pmSession
12:15 pm to 1:15 pmBYOLunch
1:15 pm to 2:45 pmSession
2:45pm to 3:00 pmAfternoon Break & Light Snack
3:00 pm to 4:30 pmSession


  • Limited space.
  • Lunch isn’t provided.


CA$1,995 – CA$3,000


Institute of Communication Agencies
2300 Yonge Street, Suite 3002
30th Floor
Toronto, Ontario M4P 1E4

Map and Directions...


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  • PROGRAM CONTENT POLICY: Fees, dates and/or course content are subject to change from previously published information at any time. ICA reserves the right to cancel this program should enrolment levels fall short of guidelines. All registration fees are reimbursed if programming is canceled by ICA.
  • REFUND POLICY: To receive the standard refund, notification of enrolment cancellation must be received via email no later than ten business days prior to program start date. A non-refundable fee of $250 + HST will be deducted to meet administrative costs and any remaining balance will be refunded.
  No refunds available as of nine business days prior to the program start date.
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