In working with hundreds of clients nationwide, we have found that clients who are not only good agency managers but also effective leaders and partners, get more from their agencies in terms of time, talent and overall work product. In sum, world-class clients do a better job of getting world-class advertising and results in the marketplace. Over the past 16 years, we’ve had the opportunity to observe a wide spectrum of world-class clients and agencies in action. Thus, we created SelectResources University (SRU) and designed our courses reflecting both our hands-on experience and their best practices.

SRU is taught by a world-class faculty of senior client and agency executives and its curriculum targets two levels — first, junior and mid-level people who need a basic understanding of how to effectively work with an agency from project management to agency briefings to giving effective feedback; and second, the senior members of the client team, up to the CMO, who want a broader understanding of the philosophies and best practices regarding agency leadership and management and how highly successful agency managers apply these best practices to such key areas as creative development and feedback; managing integration across multiple agencies; negotiating agency compensation and developing appropriate incentives. In addition to SRU’s established courses, SRU also offers customized curriculum, consulting services as well as individual and team coaching.

Recent clients of SRU include Amgen, Intel and CSAA.