Agency Relations

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


I. DIAGEO: ALL-IN ON BRIEFS AND BRIEFINGS (10:00 – 11:00AM)
The brief is more than words on a page. And the briefing is more than just another meeting. Both are important strategic drivers for any marketing campaign. In this session, Jason Chebib, VP consumer planning and research – Diageo North America, will share Diageo's approach to writing briefs and conducting the briefing.

Speaker:
Jason Chebib, VP Consumer Planning & Research – Diageo North America


II. BUILDING A DIGITAL-READY, FUTURE-FIT GLOBAL AGENCY PARTNERSHIP (11:15AM - 12:15PM)
With the rise of social, mobile, and analytics, the global agency partnership has changed more in the last five years than the previous twenty-five years. Marketers now need different talent and have different demands from their agencies. In this session, R3 will cover best practices in redefining the agency-client relationship and how to set the right KPIs. Colgate's Maria Elisa Carvajal will also give some hands on insights of their own transformation as a CPG digital leader.

Speakers:
Maria Elisa Carvajal, VP Global Marketing Communications – Colgate-Palmolive
Greg Paull, Principal and Co-Founder – R3


LUNCH (12:15 – 1:15PM)


III. ROUNDTABLE DISCUSSION: ENHANCING THE BRIEF PROCESS (1:15 – 2:00PM)
In this roundtable discussion, we'll continue the conversation about the overall brief and 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. 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:
Gregory Wright, Director, Conferences and Committees – ANA