Agency Relations, West Coast Chapter
|Begins:||Tuesday, August 2, 2011 at 9:00am|
|Ends:||Tuesday, August 2, 2011 at 2:30pm|
681 Gateway Boulevard
South San Francisco, CA 94070
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)
I. TRUST YOUR AGENCY TO HELP LEAD CHANGE: KAISER PERMANENTE'S "THRIVE" CAMPAIGN (9:45-10:45)
When Kaiser Permanente came to Campbell Ewald in 2004, they were fighting the perception that they were just another big, uncaring HMO and needed to reposition its brand. This shift required a new way of thinking and a departure from what KP had done in the past. Through their partnership with CE, they created an environment defined by "no idea is a bad idea", instilling the risk tolerance and the courage it takes to try things they never thought could work for a healthcare provider. The result was the "Thrive" campaign which reached target consumers in a way never done before, incorporating messaging and programs that were very uncommon in this category. KP gives great credit to their partner for helping them to make the necessary, dramatic internal change in mindset, encouraging more risk, having the courage to push them through the hard parts and the vision to help them see where it was all going. The result was an ongoing campaign that is successful not only in repositioning the brand, reversing negative perceptions, and increasing patient enrollment but also redirected the public conversation about healthcare and introduced new pride in the organization among employees.
Deborah Cantu, VP, Brand Marketing and Advertising - Kaiser Permanente
II. BEST PRACTICES IN MULTI-AGENCY COLLABORATION (11:00-12:00)
All marketers understand that the best marketing solutions take place across channels and over time. As this became increasingly apparent, marketers tried to put agencies in the same room and simply say - "ok, now work together." Realizing this didn't work, the challenge to success has become the alignment of various specialty and global agencies on the roster - getting them to work together by defining roles, responsibilities, and rules of engagement to drive success for the brand. This presentation dives into specific keys to success: what works, what doesn't work , and how to put brand growth at the center of the multi-agency equation. It will provide tools and approaches to ensure alignment and collaboration around a common goal - brand success in the marketplace - and will focus on four key areas: 1) the kickoff process, 2) the working process, 3) the decision-making process and 4) the results.
Marc Landsberg, Chief Executive Officer, MRM Worldwide
LUNCH (12:00 - 1:00)
III. ADVERTISING AGE AND 24 SEVEN STUDY: THE STATE OF MARKETING JOB SATISFACTION (1:00-2:00)
24 Seven's 2011-2012 Salary and Job Market Report takes the pulse of the current workforce within Marketing, Creative & Interactive (3000+ respondents, primarily advertising agencies and related firms). The report is chockfull of statistical comparisons and anecdotal vignettes from the trenches, and provides a comprehensive snapshot for hiring managers and job seekers alike. Our survey was fielded through Inavero Research, a satisfaction research and consulting firm that specializes in the staffing industry.
Highlights from the survey include:
• Compensation comparisons across job function
• Benefit findings
• Job market attitudes and behaviors
• Hot jobs/hiring trends
Alp Onurlu, 24 Seven, Inc.