Agency Relations, West Coast Chapter
|Begins:||Thursday, January 13, 2011 at 9:00am|
|Ends:||Thursday, January 13, 2011 at 2:30pm|
420 Montgomery Street
San Francisco, CA 94104
Meeting notes are available to current, logged in Members only.
9-9:30am Networking Breakfast
9:30-9:45am Introductions and review of agenda
I. AGENCY SEARCH BEST PRACTICES (9:45-11am)
Issues including media fragmentation, new agency types, and more frequent agency reviews have made the search process increasingly challenging for clients. For agencies, the search process has recently been identified as a pain point as the agency community has become increasingly frustrated with client "bad behavior" such as lengthy RFP requests and demands for ownership of ideas and work from presenting agencies. We'll meet with members of the 4A's (American Association of Advertising Agencies) and discuss best and worse practices for the agency search process with the objective of ultimately publishing a joint white paper on this important issue.
Tom Finneran, Executive Vice President, Agency Management Services - 4A's
Laurie Coots, Chief Marketing Officer - TBWA Worldwide
II. IMPROVED MARKETING ROI VIA IMPROVED AGENCY BRIEFING (11:15am-12:30pm)
ANA has heard a lot of complaints lately, from both clients and agencies, about assignment and creative briefs. Poor agency input reduces the effectiveness and efficiency of every aspect of a campaign at both the client and agency. Said another way, poor briefs cost you money! Dramatically better input at the briefing stage drives dramatically improved outcomes-including better creative and higher return on investment. In this session we'll discuss the problem and offer actionable tips for improving assignment briefs.
Speaker: Casey Jones, Co-Founder - BriefLogic (and previously Global Vice President of Marketing for Dell)
III. AFTERNOON MEMBERS ONLY ROUNDTABLE (1-2:30pm)
A. Digital Agency Search: Committee chair Bruno Gralpois, Head of Relationship Marketing & CRM at Clearwire Communications, will lead a discussion on the unique issues related to search for a digital agency.
B. Creative Briefs: Attendees will be encouraged to share the processes and best practices from their companies related to creative briefs.
C. Other Issues: What challenges are you facing on issues related to agency management and relations? Surface an issue ... and get perspective from your peers.