Optimizing the Client/Agency Relationship

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Dates & Times

Start Date/Time:  Wednesday, June 18, 2008 at 8:00am
End Date/Time:  Wednesday, June 18, 2008 at 5:00pm

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Venue/Location

The Coleman Center
810 Seventh Avenue
New York, NY 10019

212.541.4600

Registration Fees

Course Description

Length: One-day

Your agencies can be your greatest marketing allies or your biggest headaches. Learn how to get the best agency people on your account, be your agency’s best client, and motivate your agencies to deliver big ideas to build your business profitably. Take the mystery out of managing agencies and learn how to balance great agency work, remuneration practices, and client behavior from this interactive workshop also providing best practice exchange with other clients attending.

How You Will Benefit

At the end of the course, you will have new ideas to apply to client/agency relations immediately. Including:

• How to strengthen relationships with client marketing and procurement and the agencies
• How to provide more-effective briefings and approvals
• How to get better work from the agencies
• How to improve agency work review process
• How to work better with multiple agencies
• How to demystify agency economics and fees
  

Key Topics

• What Clients and Agencies Want and Need
• The 20 Rules for Success Exercise
• Service and Relationship Contracts
• Best Practices for Strategic Briefs
• Strategic Exercise
• Best Practices for Evaluating Creative Work
• Creative Critique Exercise
• Agency Evaluations
• Agency Economics/Compensation/Audits
• Scopes of Work
• Managing Multiple Agencies
• How to Repair a Damaged Agency Relationship
• Agency Selection

Who Should Attend (Members Only)

• Marketing and advertising management
  
• Procurement/strategic sourcing/purchasing management
• In-house agency management
• If you’re a pro in working with agencies, this is a great refresher with some new ideas
• If you’re new in your job, it’s an excellent survey course.

Instructor

This course is taught by Joanne Davis

Class Agenda

Day One (8:30 am - 5:00 pm)

• Introduction and Review of Special Needs/Interest
• Overview of What Clients and Agencies Want

Break

• 20 Rules for Success and Group Exercise
• Mini-case on Creative Conflict Resolution

Lunch

• Agency Structure and Economics
• Managing One Agency vs. Multiple Agencies vs. In- House

Break

• Agency Evaluations
• Agency Compensation and Group Exercise
• Group's Choice

Class Instructors

Joanne Davis
President
Joanne Davis Consulting

Joanne Davis is president of Joanne Davis Consulting, a firm specializing in agency search and compensation, client/agency relations and optimization, coaching and business development and integrated marketing communications. Since the firm's launch in 2000, clients include and have included Bausch & Lomb, BlueCross BlueShield, Fidelity, Ford, IBM, Merrill Lynch, Smith Barney, Subway Restaurants, and VF Corporation. She spent 18 months working for the U.S. Department of Defense.

A frequent speaker and writer, Joanne has addressed the AAAA, ANA and the last three Marketing Forums on client/agency relations and compensation. She wrote the latest edition of A Marketer's Guide to Conducting an Agency Search (also available at www.AAAAgencysearch.com) and the ANA's 2003 booklet "Build a Better Financial Relationship with Your Agencies: A Marketer's Guide to Best Financial Practices and Audits to Achieve Success."

Joanne earlier spent 20-plus years in senior management and global business in domestic and international agencies.

Joanne was profiled by USA Today as one of the five best rainmakers in the U.S. and selected by Advertising Age as one of the original "25 Women to Watch." She is on the executive committee of the board of directors of The Advertising Club of New York and is a former club president. She previously served on the AAF Foundation board of directors.

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