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Dates & Times
Start Date/Time: Monday, May 24, 2010 at 8:00am
End Date/Time: Monday, May 24, 2010 at 5:00pm
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Venue/Location
Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022
Registration Fees
Early-bird pricing is in effect for this event through 05/14/2010:
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $795 (Reg. $895) | $995 (Reg. $1,095) | |
Course Description
Length: One-day
How to get more faster, better from your agency (hint: it's not about paying more)!
In these recessionary times, more than ever, marketers (as well as procurement colleagues involved with agencies) need to better understand what motivates and inspires agencies.
How come the same agency does A+ work for one client and C work for another client?
The answer almost always lies in the clients, not the agency.
The Agency Relations curriculum is custom designed to provide insights, tips, tools, exercises, hand-outs, and plenty of real life examples on how ANA members can become the client of choice.
This highly interactive workshop covers motivation, relationship contracts, briefing agencies, reviewing agency recommendations, evaluations, agency economics, audits, legal contracts, scopes of work, managing multiple agencies, agency critiques, agency reviews and rules for success.
Instructor Joanne Davis has been on the ANA Faculty as subject matter expert for Agency Relations since 2004 and author of two best selling ANA books "Optimizing Client Agency Relations" and "Build a Better Financial Relationship with Your Agencies."
Who is This Course For?
This course is for individuals responsible for managing agency relationships and for those responsible new to managing the financial relationship such as procurement, strategic sourcing and purchasing managers.
Key Takeaways
• Learn how to elevate your agency's interest in your business,
• How to get them to focus on refining strategies that will allow your brand to grow despite a reduced budget. Your agency should be coming to you with the right solutions - before you even ask them to do so.
• How to engage your agency to do their best work?
• How to ensure you have the A team on your account?
• How do you deal with multiple agencies including digital divisions and partners?
• How has compensation and evaluation of service changed?
• How to conduct a review?
• Best practices for conducting an audit?
• How can marketers and procurement better partner?
Class Agenda
Continental Breakfast & Registration 8:00am
Introductions/Review of Special Needs 8:30am
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Objectives and Motivations
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20 Rules for Success and Group Exercise
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Service and Relationship "Contract"
Break 10:15-10:30am
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Creative Briefs and Group Exercise
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Creative Work
Lunch 12:00-1:00 p.m.
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Creative Work and Group Exercise
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Evaluations
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Agency Economics/Compensation
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Agency Audits
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Scopes of Work
Break 3:15-3:30 p.m.
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Multiple Agencies
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Agency Critique
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Your 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. She is also a partner in SCAN International. Since the firm's launch in 2000, clients include and have included Bausch & Lomb, Citigroup, Fidelity, Ford, IBM, J&J, Macy's, Merrill Lynch, Pfizer, Subway Restaurants and VF Corporation. She spent 18 months working for the U.S. Department of Defense.
A frequent speaker and writer, Joanne has spoken on four continents on client/agency relations and compensation. She wrote the latest edition of A Marketer's Guide to Conducting an Agency Search (also available at http://www.aaaagencysearch.com/) and two ANA's booklets "Build a Better Financial Relationship with Your Agencies: A Marketer's Guide to Best Financial Practices and Audits to Achieve Success" and "Optimizing Client Agency Relations."
Joanne earlier spent 20 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 is on the Advisory Board of two internet companies, The Three Tomatoes and Videotrope.
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