Agency Relations

when

Start: Wednesday, September 13, 2017 at 9:00am

End: Wednesday, September 13, 2017 at 2:30pm

WHERE

Diageo, NA
530 Fifth Avenue
3rd Floor, Smirnoff Room
New York, NY 10036

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Attend In-Person ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A
Attend via Webinar ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A
Will Not Attend ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A


WRITING BETTER BRIEFS

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. A CUSTOMER-FIRST APPROACH TO BRIEFING AND CREATIVE DEVELOPMENT (11:15AM – 12:15PM)
You either love the creative brief or hate it. American Express wanted to put some structure around the brief, to reduce the rework that was going on. Much of which resulted from an unclear brief. A better brief inspires better creative and a better relationship with agency partners. In this session, Jennifer LaFiura, VP brand strategy – American Express, will share how they created a customer-centric approach to the brief and briefing, driving a deeper understanding throughout the organization as to why they are important.

Speaker:
Jennifer LaFiura, VP Brand Strategy – American Express


LUNCH (12:15 – 1:15PM)


III. BUILDING A DIGITAL-READY, FUTURE-FIT GLOBAL AGENCY PARTNERSHIP (1:15 - 2:00PM)
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


IV. ROUNDTABLE DISCUSSION: ENHANCING THE BRIEF PROCESS (2:00 – 2:30PM)
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:
Debra Giampoli, ANA Agency Relations Committee Co-Chair (recently Global Director of Strategic Agency Relations at Mondelez International, Inc.)
Eve Reiter, ANA Agency Relations Committee Co-Chair (recently Vice President, Global Supply Management at American Express Company)
Gregory Wright, Director, Conferences and Committees – ANA

Webinar information, if available, will be provided to registrants only.