Agency Relations, West Coast Chapter

when

Start: Thursday, June 22, 2017 at 9:00am

End: Thursday, June 22, 2017 at 2:30pm

WHERE

Brandman University
16355 Laguna Canyon Road
Irvine, CA 92618

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


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


I. SO YOU THINK YOU NEED AN AGENCY (10:00 – 11:00AM)
You know your goals and objectives. You also know you need some help getting there. An agency is an option, but not always the right one. In this session, Brandman University will share how they identified the need for an agency and the type of agency, and how they managed the RFP and selection process "like a boss." They will also share their contract process with the agency and how they established a workflow and metrics to exceed expectations.

Speakers:
Roger Lee, Chief Marketing Officer - Brandman University
Diana Santos, Assistant Vice Chancellor of Marketing, Media - Brandman University
Tom Sullivan, CEO - Vitro


II. MASSMUTUAL AND THE NO RFP PITCH PROCESS (11:15AM – 12:15PM)
MassMutual took a rather unconventional approach towards the recent appointment of Johannes Leonardo as its new creative agency of record. By breaking away from the traditional procedural model, they followed a streamlined review process that involved interviewing agencies for the business instead of issuing a formal competitive RFP. The elimination of the RFP allowed MassMutual to cut the review process window from six months to three, narrowing the time frame on an exercise that was typically both time consuming and costly for both the advertiser and the pitching agency. In this session, hear about the modern search process, why it is needed, the challenges and opportunities it presents, and the focus it places on the relationship over contract.

Speaker:
Lindsey Slaby, Founding Partner & Strategic Brand Marketing Advisor - SundayDinner


LUNCH (12:15 – 1:15PM)


III. AGENCY COMPENSATION TRENDS AND BEST PRACTICES (1:15 – 2:00PM)
The ANA's 2016 Trends in Agency Compensation survey results show how marketers structure and manage agency compensation, including various incentives and overall compensation. The work illustrates key trends in agency remuneration methods and practices. Hear the results of this survey along with an expert analysis of what it means for you. We'll do a deep dive into the results and discuss what it means for members.

Speaker:
Gregory Wright, Director, Conferences and Committees – ANA


IV. ROUNDTABLE DISCUSSION: ENHANCING THE BRIEF PROCESS (2:00 – 2:30PM)
In this roundtable discussion, we'll provide an update on the task force established to enhance the briefing process. We'll also have a candid 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, and feel free to bring examples of good and bad briefs. 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:
Jim Wallace, Global Head of Agency Strategy & Management - HP Inc. and ANA Agency Relations Committee, West Coast Chapter Chair
Gregory Wright, Director, Conferences and Committees – ANA

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