Agency Relations, West Coast Chapter
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Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. MARKETING 2020 - ORGANIZING FOR GROWTH (10:00-11:15AM)
The ANA is partnering with EffectiveBrands, a global marketing consultancy, to conduct The Marketing 2020 – Organizing for Growth study. This important industry initiative will focus on identifying how marketing can best focus and organize to support business growth. The study findings will offer ANA CEOs, CMOs, key brand leaders and their teams both a strategic framework and practical guidelines to ensure that marketing strategy, structure and capability are fully aligned to grow the business.
In this session, Stef Gans, Chief Executive Officer– Effective Brands will provide ANA Agency Relations, West Coast Chapter Committee members an overview of the study's objective and conduct a roundtable discussion for members to provide key input on the following four topics:
- The role of marketing in delivering the business strategy
- The best way to structure the marketing department
- How to build the capability - equipping the marketing function for success
- How to emulate the leadership skills, competencies and behaviors of winning CMOs
Stef Gans, Chief Executive Officer– Effective Brands
II. NEW APPROACH TO AGENCY SEARCH CONSULTANCY MODEL (11:20AM-12:15PM)
Michael Lee, former Executive Creative Director – Euro RSCG and Founder – Madam and Becky Saeger, Marketing Strategist and Advisor and former Chief Marketing Officer – Charles Schwab 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
Becky Saeger, Marketing Strategist and Advisor and former Chief Marketing Officer – Charles Schwab
III. LOGITECH AGENCY RELATIONS CASE STUDY (12:45-1:45PM)
Ricardo Quintero, Senior Global Brand Manager – Logitech and Jason Reigel, Senior Marketing Procurement Manager – Logitech will share an agency relations case study on how they partner effectively with their agencies.
Ricardo Quintero, Senior Global Brand Manager – Logitech
Jason Reigel, Senior Marketing Procurement Manager – Logitech
IV. MEMBER ROUNDTABLE DISCUSSION: MARKETING EFFICIENCY THROUGH AN AGENCY RELATIONS LENS (1:45-2:30PM)
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.
Bruno Gralpois, Head of Global Marketing Operations – Visa and ANA Agency Relations, West Coast Committee Chair