Agency Relations Committee Meeting
This event is over.
9-9:30am Networking Breakfast
9:30-9:45am Introductions and review of agenda
I. COLGATE-PALMOLIVE'S AGENCY MANAGEMENT MODEL
The Colgate-Palmolive Company will discuss their Agency Management Model, elaborating on their Marketing/Indirect Procurement collaboration success story. The presenters will touch on a few initiatives that delivered great results in regards to optimization, process simplification and savings.
Scott Campbell, General Manager, Marketing, IMC Division for the US - Colgate-Palmolive Company
Katherine Freeley, Sourcing Manager, Marketing, Global Indirect Procurement, North America / Corporate - Colgate-Palmolive Company
II. ANA MEMBER BENCHMARKING: AGENCY SEARCH & CREATIVE BRIEFS
a. Agency Search: The agency search process has been identified as a "pain point" by the 4A's (American Association of Advertising Agencies) and many of its member agencies. Today, issues such as media fragmentation, new agency types, multiple reviews and frustrating RFP and pitch practices have made the search process even more challenging. We'll discuss best practices for the agency search process with the objective of ultimately publishing a joint white paper with the 4A's on this important issue.
b. Creative Briefs: Poor creative briefs reduce the effectiveness and efficiency of the client/agency relationship. ANA has heard a lot of complaints lately, mostly from agencies, about creative briefs. In this session, we'll ask attendees to share their briefing processes, including what's worked and what hasn't.
III. MEDIA BARTER OPEN DISCUSSION
Media barter, also called corporate trade, can be a financially sound way of realizing full value for excess assets. Typically, the way a media barter deal works is that a marketer liquidates some unsold goods or services either directly or indirectly in exchange for media credits. All the major agency holding companies now have barter units and Active International (who will be sponsoring the lunch at this meeting) is the leading independent corporate trading company. Admittedly, barter has a bit of a mixed reputation and this will be an open discussion for members to share their experiences and perceptions, both positive and negative, with media barter-including how the work of the media barter agency is integrated with a client's traditional media agency.