Agency Relations, West Coast Chapter
This event is over.
9-9:30am Networking Breakfast
9:30-9:45am Introductions, Review of Agenda
I. REDEFINING THE AGENCY MODEL (9:45-11am)
Today, many marketers embrace a more holistic view of marketing communications, putting digital at the core, with a desire to simplify by working with fewer agency partners. As a result, these marketers are now rethinking their respective agency models. That has important internal implications for the client in terms of how they manage their agency relationships. Perspective will be provided by Catherine Bension, CEO of SelectResources International (premier consultancy in agency search and relationship management), Shawn Conly of Electronic Arts and Wayne Park of Vanguard.
Catherine Bension, CEO - SelectResources International
Shawn Conly, VP Advertising and Media - Electronic Arts
Wayne Park, Principal, Institutional Participant Services - Vanguard (via teleconference)
II. THE EVOLUTION OF THE AGENCY/MARKETING/PROCUREMENT RELATIONSHIP (11:15am-12:15pm)
The relationships between agency, marketing, and procurement have significantly evolved over the last five years. In the past, budgets were most often agreed to between the agency and the marketing teams. Now, in many cases it is a discussion between agency finance and procurement. This focus of this session will be on how agency and procurement must work as a team to engage and create an understanding and sense of ownership with marketing, who often is no longer an integral of the process.
Mary Ann Brennan, Director, Global Procurement - Mattel
Emily Vandemeer, CFO - Y&R
Will also have representation from Mattel finance and marketing
III. EFFIE AWARD WINNING CASE STUDY: KIA AND DAVID & GOLIATH (1-2pm)
The EFFIE Awards honor effective advertising-work that has produced marketplace results -and these awards are highly cherished by advertisers. Kia launched Soul to directly compete with Scion xB, and start a conversation with a younger audience than they ever had before. 'Soul. A New Way to Roll' was the campaign rallying cry and it embodied a spirit intent on challenging the category leader, winning market share, and connecting with a whole new audience. Soul's launch successfully sold the car, stole market share, and embedded itself squarely in popular culture on its way to one of 2009's most successful car launches.
Speaker: David Measer, Strategic Planning Director - David & Goliath
IV. OTHER BUSINESS (2-2:30pm))
1. Benchmarking - Is there an issue or challenge that you want to "put on the table" for feedback from your peers?
2. Topics for future meetings