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NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. NEW APPROACH TO AGENCY SEARCH CONSULTANCY MODEL (9:45-10:45AM)
Michael Lee, former Executive Creative Director – Euro RSCG and Founder – Madam and Don Hogle, former Managing Director and Senior Strategist– Euro RSCG and Consultant – Madam, will share a new and unconventional approach to agency searches that minimizes the major main points of expense, process, and time that typically occur in agency searches with the elimination of the RFI process. This session will feature some key case studies on how this new approach leverages the development of a "focused" brief and the use of Pinterest and Skype as a way to gauge agency/client chemistry.
Michael Lee, former Executive Creative Director – Euro RSCG and Founder – Madam
Don Hogle, former Managing Director and Senior Strategist– Euro RSCG and Consultant – Madam
II. AGENCY EVALUATION CASE STUDY: DELL (11:00AM-12:00PM)
In this session, Caroline Briggs, Marketing Director, Global Agency Management – Dell, Inc, will share a case study on how they approached an agency evaluation process from start to finish, including the lessons learned along the way, challenges and successes, and actionable key takeaways.
Caroline Briggs, Marketing Director, Global Agency Management – Dell, Inc.
III. MEMBER ROUNDTABLE DISCUSSION: HOW TO EFFECTIVELY SOURCE CREATIVE AGENCIES AND MEASURE THE VALUE OF AGENCY WORK WITHIN A YEAR (12:30-1:15PM)
In this session, members will share how the effectively sourced creative agencies and then measured the value within a year in light of new agency search consultant processes, expense reductions, and the role of procurement.
Eve Reiter, Vice President, Marketing Category Management and Agency Relations – American Express Company and ANA Agency Relations Committee Chair
IV. NEW BUSINESS ACTIVITY AND AGENCY SEARCH PROCESS ADHERENCE SURVEY RESULTS (1:30-2:30PM)
The 4A's new business community plans to track ongoing levels of new business activity and monitor agency search process adherence to the best practices outlined in the ANA/4A's Guidelines for Agency Search. The intent of the 4A's New Business Activity & Process Adherence Survey was to gather information about the levels of new business activity and the review process dynamics. Tom Finneran, Executive Vice President, Agency Management Services – 4A's, will share the initial findings from the October 2012 survey that was fielded to 4A's members.
Tom Finneran, Executive Vice President, Agency Management Services – 4A's
Laurie Coots, Chief Marketing Officer – TBWA Worldwide