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Agency Relations

This event has ended.
Begins: Thursday, October 4, 2012 at 9:00am
Ends: Thursday, October 4, 2012 at 2:30pm
Location: ANA
708 Third Avenue (Between E 44th & E 45th Streets)
33rd Floor
New York, NY

Meeting notes are available to current, logged in Members only.

NETWORKING BREAKFAST (9:00 – 9:30)

INTRODUCTIONS (9:30 – 9:45)

I. UPDATE ON WALL STREET'S VIEW OF AGENCIES AND ADVERTISING: WHAT'S AHEAD FOR 2013 (9:45-10:45AM)
A leading Wall Street analyst will share an update on his perspective on the publicly traded holding companies – Havas, IPG, Omnicom, Publicis, WPP. Strengths, challenges, digital prowess, new compensation strategies, strategies for margin growth, and more will be discussed.

Speaker:
Michael Nathanson, Managing Director, Equity Research, Americas – Nomura Securities International, Inc.


II. THE MARRIAGE OF SCOPES OF WORK AND AGENCY COMPENSATION
(11:00-12:00PM)
In most client-agency partnerships today, workload is not planned or negotiated and agency  workloads are increasing while fees are flat or declining. It's a tense situation. In this session, Michael Farmer, Chairman – Farmer & Company, LLC, along with Jane Bittner, Global Marketing Services Procurement – Merck & Company will share ideas on how the scope-of-work can effectively be the integral part of the client/agency relationship and the basis of how agencies are compensated.

Speaker:
Michael Farmer, Chairman – Farmer & Company, LLC
Jane Bittner, Global Marketing Services Procurement – Merck & Company
Eliana Goncalves
, Global Marketing Services Procurement Merck & Company


LUNCH (12:00-12:30)


III. MEMBER ROUNDTABLE DISCUSSION: MARKETING EFFICIENCY THROUGH AN AGENCY RELATIONS LENS
(12:30-1:15PM)
According to the 2012 ANA Recession Survey, 84% of marketers say that they are challenged with identifying cost savings and reductions in their current marketing and advertising efforts, up from 77% in 2011.  Among that group of marketers, 52% plan on challenging their agencies to reduce internal expenses/identify cost reductions.  In this session, members will share if they plan to put this challenge to their agency partners, discuss specific areas where agencies can reduce expenses as well as other ways to cut costs via agency partnerships.

Facilitator:
Eve Reiter, Vice President, Marketing Category Management and Agency Relations – American Express Company and ANA Agency Relations Committee Chair


IV. INVESTING IN INPUT
(1:30-2:30PM)
In search of world-class excellence in marketing, Verizon decided to start at the beginning.  The beginning of every marketing communication project, that is: the Input Brief.

Brilliant input up front drives faster delivery of new marketing activities and delivers better results.  But writing a great input brief doesn't come naturally to every marketer.  Like any craft, it takes time, training and practice.

Since deciding to focus on the quality of Input Briefs in 2010, Verizon has seen a 30% improvement in their agency feedback scores. Casey Jones, Chief Executive OfficerBriefLogic will describe how Verizon has achieved this using a multi-pronged strategy that measures the effectiveness of briefs, defines and standardizes input expectations, trains all marketers to establish a common knowledge-base and embed quality briefing in Verizon's DNA, implements company-wide tools and resources for writing briefs, and provides ongoing metrics and feedback for continuous improvement.

Speaker:
Heather Doyle, Marketing Communications Manager – Verizon Wireless Inc.
Casey Jones
, Chief Executive OfficerBriefLogic

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