Four roles at the table, and time to be won in all four.
At an agency the same person fills four roles back to back: strategist, creative, campaign specialist and analyst. Each role holds work AI demonstrably does faster, and work you should keep it away from. We go through all four, with your own client accounts alongside.
- Duration
- An afternoon, 2.5 to 3 hours
- Format
- In-company, with your own client accounts on screen
- Group size
- 6 to 15 participants
- Level
- You work in campaigns daily
- Language
- Dutch or English
- Location
- At your office, or online
Who it is for
This session is for
- Media, performance and recruitment marketing agencies
- Teams that must serve more accounts with the same headcount
- Agencies that want juniors up to standard faster
- Specialists losing hours to reporting and data wrangling
And not for
- In-house marketing teams with one brand — that is AI for marketers
- Teams still wrestling with the basics of prompting — start with Getting started with AI
- Agencies mainly wanting to build integrations and automation — see AI workflows and agents
Is your situation listed above? Say so in the request and we will point you to the session that does fit.
What it delivers
After this session you can
- Have AI turn a campaign brief into an approach per channel, with funnel role and measurement point
- Write ad variants that stay within the platform's policy and character limits
- Cluster keywords by search intent and label them by funnel stage, in minutes rather than hours
- Have a screenshot of a campaign setup reviewed and get usable improvements back
- Turn an export or dashboard into a report a client understands straight away
- Build a GPT per client or per task, and know which of the two is smarter when
Programme
What the session looks like.
- 30 min
Opening and the terms you need
Why this matters for agencies now, and the difference between prompt, project, GPT, assistant, agent and workflow. Without those words the rest of the afternoon talks past itself.
- 60 min
The four roles, with an exercise each
Strategist: from client question to channel approach. Creative: hooks, copy frameworks and visual briefing. Campaign specialist: ad variants, keyword clustering and test hypotheses. Analyst: from dashboard to advice.
- 45 min
Capturing knowledge, building GPTs and workflows
System prompt versus user prompt, and when you build per client and when per task. We build one live: a campaign audit, a creative brief or a report generator, whichever costs you most.
- 20 min
Where to keep it away
Bid and budget decisions, unchecked client communication, and figures a model fills in neatly without having them. This block prevents the expensive mistakes.
- 15 min
Priorities and the next thirty days
Which two things do you pick up next week, and who owns them.
An indication, not a timetable. After the intake we move blocks around, or drop one, if your situation calls for it.
What you take home
Tangible, and yours.
- Power prompts for agency work: briefing, ad copy, keyword analysis and reporting
- The GPT we build during the session, with the system prompt behind it
- The worked-out analysis of the client account we used
- The thirty-day plan, one role per week
Preparation
What you arrange beforehand.
- Read-only access to one client ad account, with that client's permission. This is the difference between a demo and your own work
- A laptop per participant and a paid AI account
- A recent report or export that you produce regularly
- A client brief that is being worked on in the coming weeks
This is the most common reason a session only half succeeds: accounts that do not work or missing permissions. We send this list with the confirmation too, but sort it out earlier if you can.
The trainers
We run every session together.
We are not a training institute but an agency that does this work. What we show runs at clients, not only in the classroom.
Michael van Wijhe
Founder, performance marketing and data
Works daily on campaigns, dashboards and scoring models for clients in the Netherlands, Belgium, Germany and Central Europe.
Maarten Clement
Founder, AI workflows and automation
Builds the workflows, GPTs and integrations that survive a session. From first prototype to something that runs every day.
Investment
What determines the investment.
We do not put a price on the site, because no two sessions are the same. What does determine the price we can happily explain — so you know what you are looking at before you ask.
Number of participants
Up to fifteen works well. Above that we split the group, and that changes the setup.
Duration
Half a day or a full day. A full day is not two half days: it adds practice, not theory.
Degree of tailoring
Working with your own accounts, data and campaigns means preparation on our side.
Location
At your office, at ours, or online.
You get a programme proposal with a fixed price within one working day, no strings attached.
Would you rather see a price first and sign up on your own? The masterclass performance marketing and AI is also in the open programme at NIMA.
Practical
Other things worth knowing.
In-company, no open enrolment
We come to you and the session is about your work. The masterclass via NIMA is the one exception.
Always two of us
One in front of the group, one walking around. In hands-on work that is the difference between keeping up and dropping out.
Dutch or English
Mixed teams too: we run the session in English when that works better, materials included.
Rescheduling is fine
Free of charge up to two weeks beforehand. After that we find a solution together.
Frequently asked
What people ask us beforehand.
What does it cost?
That depends on the number of participants, the duration, how much tailoring is involved and where we run it. Request the programme: within one working day you have a proposal with a fixed price, no strings attached.
Can a single person sign up?
Not for our own sessions: those are in-company and built around your team's work. Anyone wanting to attend alone can join the masterclass performance marketing and AI, which is also in the open programme at NIMA.
How quickly can you do this?
A session can usually be scheduled within three to four weeks. If you are in a hurry, say so — sometimes it can be sooner.
What happens after I submit the form?
We read your request and call or email within one working day for a short twenty-minute intake. The programme proposal with the price follows after that. You are not committed to anything.
Do participants get a certificate?
From us you get a confirmation of attendance, not an examined qualification. If you want an examined certificate, the NIMA route is the right one.
Does this help with the AI literacy obligation under the AI Act?
Yes. The AI literacy obligation has applied since February 2025. The AI Omnibus (July 2026) made it lighter: organisations must support the AI knowledge of their staff rather than guarantee a specific level. Our sessions cover safe use, privacy and the limits of a model as standard, and you get a participant list to evidence who has been trained. We are not an examining body; for a formal certificate we point you to NIMA.
Are we allowed to use client data?
On a business AI subscription your data is not used to train models, which is why we ask about the licence type beforehand. Ask your client for read-only access, or bring an anonymised export. Both work; the first works better.
We do recruitment marketing, not e-commerce. Does this fit?
Yes. The four roles are the same; only the examples differ. We have run this session at an agency doing almost exclusively labour-market campaigns, and those examples are ready to go.
Will AI replace our work?
That question comes up in every room and we do not dodge it. The honest answer: the executional tasks a junior does now change fastest. What replaces them is judging, steering and explaining to the client. That is what we aim the session at.
Request
Request programme and price.
You get a proposal with a fixed price within one working day. No strings attached, and without having to sit through a demo first.
- We reply within one working day.
- In the call we sharpen the bottleneck together. That costs you an hour.
- If it fits, we build a working prototype within five working days. Free of charge.
Other sessions
Not quite the right fit?
AI for copywriters
Half a day, 3 to 3.5 hours
AI for developers
Half a day, 3.5 to 4 hours
AI for managers
Half a day, 3 hours
