Agency Relations

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. HERSHEY'S APPROACH TO MULTIPLE AGENCY RELATIONSHIPS (10:00 – 11:00AM)
There are several models one can use to help guide them in designing an agency management strategy: agency of record, multiple best-in-class, project-based, and more. It's a journey to find which agency model and relationship work best for your brand. In this session, Ari Ben-Canaan, Sr. Manager, NA Integrated Marketing Communications – The Hershey Company, will share their agency management story. Ari will cover their internal and external processes, the resources needed, best practices, and lessons learned from adding new agencies to their roster, and how they evaluate success on an ongoing basis.

Speaker:
Ari Ben-Canaan, Sr. Manager, NA Integrated Marketing Communications – The Hershey Company


II. MAKING A GLOBAL RELATIONSHIP WORK (11:15AM – 12:15PM)
Managing agency teams in a single market is challenging enough – how do you manage teams located across six continents and twenty time zones? As part of a new report, Global 40, R3 will share case studies of 40 of the world's best global marketer-agency relationships. From American Express and Ogilvy to Nike and Wieden + Kennedy, this talk will cover best practices and rules of the road.

Speaker:
Greg Paull, Principal – R3 Worldwide


LUNCH (12:15 – 1:15PM)


III. MEDIA TRANSPARENCY UPDATE – CONSIDERATIONS FOR AGENCY RELATIONS (1:15 – 2:00PM)
ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed a fundamental disconnect in the advertising industry about the basic nature of the advertiser/agency relationship. In general, advertisers expressed a belief that their agencies were duty-bound to act in their best interests. They also believed that this obligation, essentially a fiduciary duty, extends beyond the stated terms in their agency contracts. While some agency executives expressed similar beliefs, others told K2 Intelligence that their relationship to advertisers was solely defined by the contract between the two parties. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. The session will provide a "cliff notes" summary of both reports, with an emphasis on suggested action steps for advertisers.

Speaker:
Bill Duggan, Group Executive Vice President - ANA


IV. AGENCY RELATIONS: ENHANCING THE BRIEFING PROCESS (2:00 – 2:30PM)
In this roundtable discussion, we'll have a candid conversation about the briefing process, what's working, what isn't, and how we can work to make it better. Come with your thoughts and feedback on the briefing process, and bring examples of good and bad briefs. We will also discuss major trends, topics, and current issues members are facing in Agency Relations and which topics we should cover in more depth at future committee meetings.

Facilitators:
Eve Reiter, Vice President, Global Supply Management – American Express Company
Gregory Wright, Director, Conferences and Committees – ANA