Agency Relations, West Coast Chapter


The Agency Relations Committee, West Coast Chapter is for client-side marketers who desire to enhance and improve the client/agency relationship to help lead to the best possible work and optimal business results.  While the advertising agency is a crucial marketing partner, relations with other IMC agencies are also considered (e.g., sales promotion, direct marketing, digital, social and other specialty agencies). This committee provides a forum for education, networking and discussion that helps elevate individuals in their respective organizations as well as advance client/agency relationships throughout the industry as a whole.

The Agency Relations, West Coast Chapter Committee is the "sister" committee of the Agency Relations Committee based in New York.

Committee Chair: Jim Wallace, Global Head of Agency Strategy & Management, HP Inc.

ANA staff managing the Agency Relations Committee, West Coast Chapter are Greg Wright and Crystal Albanese.


Discussion Topics

  • New agency management models
  • Auditing creative/media/digital agencies
  • Getting great creative
  • Agency evaluations
  • Agency compensation
  • Incentivizing your agency
  • Agency briefs
  • Agency contracts
  • Managing integrated marketing communications (IMC) programs
  • ROI & ROO
  • Managing multiple agencies
  • How to be a great client
  • Agency search

Leadership Initiatives

ANA Evaluating the Briefing Process Task Force Teleconference Series
The purpose of the ANA Evaluating the Briefing Process Task Force is to evaluate the current briefing process, including the creation of creative, media, and assignment briefs, and the delivery of those briefs during a briefing. Upon completion of the evaluation, the task force may make recommendations on how advertisers and ad agencies can better approach this process.

Using Data to Manage Agency Relationships — What's Important to Marketers
Research was conducted to better understand how ANA members are using data to manage agency relationships and how learnings can be applied to optimize client/agency performance. The work looked at 37 different data points across broad categories including media, billing/budgets, agency time/fees, production, and creative. This was a joint collaboration between ANA and Decideware.

Agency Reviews for Project Work
Project assignments are on the rise. Project assignments are limited in time and scope, and are usually driven by a need to address a defined business opportunity. While best practices for conducting an agency search for an AOR are well documented, agency reviews for project work did not have a similar guidance tool – until now. The ANA and the 4A's have collaborated to provide both clients and agencies with considerations to help optimize the review process for project work. Done well, project work can be an efficient way for clients to find new resources and for agencies to find new business opportunities.

Enhancing Client/Agency Relationships

ANA conducted parallel surveys among ANA members and agencies on issues related to the client/agency relationship. Clients and agencies agree that their client/agency relationships are strong, a long-term client/agency relationship is important, and they trust the other.However, there are pockets of dissatisfaction.

  • Clients and agencies are not in agreement on whether clients provide clear assignment briefings to agencies.
  • Clients and agencies are not in agreement that the client approval process works well. 

ANA/4A's Agency Selection Briefing Guidance
ANA and 4A's believe there is an opportunity to further improve the productivity of the agency search/new business process, for both agencies and advertisers, by developing specific best practices guidance around the subject of agency selection briefing throughout the entire agency selection process, including initial list/RFI phase, semi-finalist/RFP phase, and finalist phase. Our intention is to provide basic guidance for clients who are unfamiliar with the fundamentals of briefing an agency during the agency selection process, and give clients experienced in agency selection briefings additional best practices to consider. This is a follow-up to Guidelines for Agency Search, released in 2011.

The Rise of the In-House Agency
The penetration and influence of in-house agencies continues to grow. These increases are, in part, a reflection of the economic environment in which corporations have reduced budgets and are being challenged to do more with less. Also, the growth of digital/social/mobile and the need for quicker turnaround for those media has played a role in the increased penetration and responsibilities of in-house agencies. This white paper provides insights into the services that in-house agencies handle, the degree to which external agencies are displaced by in-house agencies, the advantages and disadvantages of in-house agencies, the internal costs to the company of employing in-house agencies, and more.

Agency Trading Desks White Paper
The purpose of this document is to educate ANA members on agency trading desks regarding what they are, what they do, potential benefits, questions to ask, and more.

name title company
Jim Wallace (Chairperson) Director Worldwide Agency Strategy & Management HP Inc.
Noel Andersen AVP, Direct Marketing 1st Century Bank
Ernest Aquilio Senior Sourcing Specialist Pacific Gas & Electric Co.
Tracy Avelar Managing Director, Vendor and Sourcing Management Charles Schwab & Company, Inc.
Alan Avery Manager of Creative Services Jack in the Box, Inc.
Wayne Barringer Director, Creative Services The Boeing Company
Kamal Bhandal Director of Consumer Marketing Align Technology, Inc.
Randy Boynton VP Corporate Advertising MGM Resorts International
Mary Ann Brennan Senior Director, Global Procurement Mattel, Inc.
Christine Burger Director of Content Marketing First Republic Bank
Nancy Caldwell Supervisor, Project Management Chevron Corporation
Chelo Canino Global Leader, Agency Relations Google (Marketing)
Nancy Cech Vice President, Agency Management Wells Fargo & Co.
Diane Clemens MarCom Manager, Agency Busn Partner Microsoft Corporation
Sharon Coggin Marketing Manager Monterey Bay Aquarium
Nicole Conrick Global Alliance Director Adobe Systems Incorporated
Janine Corcoran Director of Corporate Alliances Six Flags, Inc.
Annamaria Cotroneo Global Services Program Leader Apple Inc.
Meagan Dameral Media Strategy & Planning Operations Manager HP Inc.
Jai Decker Digital Strategy Lead Hewlett Packard Enterprise
Paul DeLucchi Senior Sourcing Specialist, Global Procurement Adobe Systems Incorporated
Jessica Dey Senior Procurement Analyst Mattel, Inc.
Monica Fonseca Director- Global Project Services Franklin Templeton Investments
Abby Frank Director, Consumer Marketing John Muir Health
Liane Fuji Creative Director Wells Fargo & Co.
Andrea Gereffi Assistant Manager, Creative Yamaha Corporation of America
Milda Goodman Assistant Vice President, Corporate Advertising Pacific Life Insurance Company
Cheryl Gresham VP, Global Media & Marketing Integration Mattel, Inc.
Susan Hallock Vice President, Marketing Communications The Capital Group
Kevin Hamilton Director of Brand Marketing Avocados From Mexico
Ramsey Hanna Attorney Reed Smith LLP
Michelle Hansen Marketing Program Manager Wells Fargo & Co.
Jenelle Henry Sourcing Specialist Walt Disney Parks and Resorts
Kate Herbert Marketing Excellence Manager Big Heart Pet Brands
Sarah Hill Manager E & J Gallo Winery
Lee Hirsch Director, Strategic Marketing NVIDIA Corporation
Nichole Holton Commodity Manager Intel Corporation
Taylor Hooker Marketing Coordinator Naterra International, Inc.
Christopher Hume SVP, Chief Creative Officer MGM Resorts International
Antonio Humphreys Senior Manager, Global Procurement Adobe Systems Incorporated
James Johnson   West Virginia University
Shannon Johnson Social Media Specialist Alaska Airlines, Inc.
Brian Joubran Brand Consultant Blue Shield of California
Robert Kalmbach Art Director Vision Service Plan, Inc.
Scott Kane Strategic Sourcing Disney Consumer Products & Interactive
Kellie Krug Senior Vice President, Enterprise Marketing Services Wells Fargo & Co.
Michael Lafata Manager, Video/Multimedia Illumina, Inc.
Jason Lakeman Senior Manager, Performance Advertising Robert Half International
Stephanie Lauffenburger Strategic Sourcing Manager Warner Bros. Entertainment, Inc.
Karen Lechner Marketing Communications Category Manager • IBM Global Process Services Delivery IBM Corporation
Evelyn Lee SVP, Head of Agency Management Wells Fargo & Co.
Nicole Lee Content Strategy Manager McKesson Corporation
Steve Leiken Graphic Designer Yamaha Corporation of America
Chantel Leurs-beeson Associate Brand Manager - Grand Marnier Campari America
Colin Linggo Vice President, Marketing & Media Paramount Pictures
Eileen Loustau Senior Vice President, Head of Mass Affluent Strategy Bank of the West
Ryan Maloney Director of Media & Agency Partnerships Sony Interactive Entertainment
Lianne Maly Marketing Specialist Watkins Wellness
Melissa Mautz Associate Director, Marketing Services Almond Board of California
Candace McCullom VP, Brand & Advertising Manager - African American/LGBT Wells Fargo & Co.
Julia McDougal Advertising Manager The Boeing Company
David McGrane Director, Brand & Creative AAA Club Partners
Cassie McNab Marketing Manager CSA Travel Protection
Michelle Meier Agency Relations Manager Big Heart Pet Brands
Michelle Miller Sr. Marcom Manager Microsoft Corporation
Valerie Muravez Marketing Manager The Sports Authority
Connie Murphree Senior Manager Amgen Inc.
Shaila Nagarkar Advertising Manager, HQ Media Verizon Wireless Inc.
Shirley Nguyen Vendor and Sourcing Management Charles Schwab & Company, Inc.
Jenny Nicolau Manager, Industry Relations Almond Board of California
Tiffany Nishimori Category Manager, Global Strategic Sourcing Amgen Inc.
Kate O'Brien Partner Reed Smith LLP
Shane O'Reilly Director, Strategic Sourcing Anthem, Inc.
Vicki Reher Marketing Program Manager Wells Fargo & Co.
Regan Rhodes Strategic Sourcing Manager Intel Corporation
Lisa Ricci Senior Marketing and Brand Specialist Brown & Toland Physicians
Richard Rodriguez Strategic Account Manager United States Postal Service
Candace Rohr Agency Manager US Bank
Frank Ruiz Chief, Media and Communications Unit California Department of Public Health/Tobacco Control Program
Esther Saidman Senior Vice President, Marketing Support Services Wells Fargo & Co.
Shelley Schmidtlin Marketing Leader Brown & Toland Physicians
Michele Schuh Director, Media, Old Navy Marketing Old Navy
Steven Schwartzman Sr. Manager, Marketing Procurement Sony Pictures Entertainment - (SS&P)
Keecia Scott Senior Manager, Marketing Operations Gilead Sciences
Ketan Shah Director, Marketing Vendor Management Kaiser Permanente
Bob Siegal Director KPMG LLP
Clifford Singontiko Director, Creative Services Farmers Insurance Group, Inc.
Sebastien Slek Executive Director - Time Warner Global Sourcing Marketing Time Warner Inc.
Connie Sprinkle Senior Vice President, Direct and Digital Marketing City National Bank
Kecia Steddin Strategic Sourcing Manager Autodesk, Inc.
Jessica Stevenson Marketing Coordinator Forest Lawn Memorial Parks & Mortuaries
Rafael Sulit Head of US Brand Strategy and Implementation National Grid
Libby Syth Sr. Manager of Resource Management The Capital Group
Lauren Treichak Account Manager E & J Gallo Winery
Heidi Tuneberg Senior Director, Creative Services Operations Best Buy Company, Inc.
Rachel Tyler Director, International Agency Management Microsoft Corporation
Janiene Ullrich VP, Creative Relations Francis Ford Coppola Presents
Sandi Wang Global Digital Advertising Hawaiian Airlines, Inc.
Steve Weprin Production Manager Amgen Inc.
Shannon Wicke Corporate Marketing Sr. Financial Analyst Intel Corporation
Sarah Winfrey Associate Director of Development Torrance-South Bay YMCA
Julie Wisnicki Sr. Manager, Brand + Creative Operations Illumina, Inc.
Meredith Wollman Marketing Manager Mattel, Inc.
Steve Woodhead Global Manager, Integrated Marketing Chevron Products Company
Lora Zevallos Marketing Finance Administration Manager Toyota Motor Sales U.S.A., Inc.
Steve Zwillinger Creative Director MUFG Union Bank, N.A.
  • Name

    Jim Wallace (Chairperson)

    Title

    Director Worldwide Agency Strategy & Management

    COMPANY

    HP Inc.
  • Name

    Noel Andersen

    Title

    AVP, Direct Marketing

    COMPANY

    1st Century Bank
  • Name

    Ernest Aquilio

    Title

    Senior Sourcing Specialist

    COMPANY

    Pacific Gas & Electric Co.
  • Name

    Tracy Avelar

    Title

    Managing Director, Vendor and Sourcing Management

    COMPANY

    Charles Schwab & Company, Inc.
  • Name

    Alan Avery

    Title

    Manager of Creative Services

    COMPANY

    Jack in the Box, Inc.
  • Name

    Wayne Barringer

    Title

    Director, Creative Services

    COMPANY

    The Boeing Company
  • Name

    Kamal Bhandal

    Title

    Director of Consumer Marketing

    COMPANY

    Align Technology, Inc.
  • Name

    Randy Boynton

    Title

    VP Corporate Advertising

    COMPANY

    MGM Resorts International
  • Name

    Mary Ann Brennan

    Title

    Senior Director, Global Procurement

    COMPANY

    Mattel, Inc.
  • Name

    Christine Burger

    Title

    Director of Content Marketing

    COMPANY

    First Republic Bank
  • Name

    Nancy Caldwell

    Title

    Supervisor, Project Management

    COMPANY

    Chevron Corporation
  • Name

    Chelo Canino

    Title

    Global Leader, Agency Relations

    COMPANY

    Google (Marketing)
  • Name

    Nancy Cech

    Title

    Vice President, Agency Management

    COMPANY

    Wells Fargo & Co.
  • Name

    Diane Clemens

    Title

    MarCom Manager, Agency Busn Partner

    COMPANY

    Microsoft Corporation
  • Name

    Sharon Coggin

    Title

    Marketing Manager

    COMPANY

    Monterey Bay Aquarium
  • Name

    Nicole Conrick

    Title

    Global Alliance Director

    COMPANY

    Adobe Systems Incorporated
  • Name

    Janine Corcoran

    Title

    Director of Corporate Alliances

    COMPANY

    Six Flags, Inc.
  • Name

    Annamaria Cotroneo

    Title

    Global Services Program Leader

    COMPANY

    Apple Inc.
  • Name

    Meagan Dameral

    Title

    Media Strategy & Planning Operations Manager

    COMPANY

    HP Inc.
  • Name

    Jai Decker

    Title

    Digital Strategy Lead

    COMPANY

    Hewlett Packard Enterprise
  • Name

    Paul DeLucchi

    Title

    Senior Sourcing Specialist, Global Procurement

    COMPANY

    Adobe Systems Incorporated
  • Name

    Jessica Dey

    Title

    Senior Procurement Analyst

    COMPANY

    Mattel, Inc.
  • Name

    Monica Fonseca

    Title

    Director- Global Project Services

    COMPANY

    Franklin Templeton Investments
  • Name

    Abby Frank

    Title

    Director, Consumer Marketing

    COMPANY

    John Muir Health
  • Name

    Liane Fuji

    Title

    Creative Director

    COMPANY

    Wells Fargo & Co.
  • Name

    Andrea Gereffi

    Title

    Assistant Manager, Creative

    COMPANY

    Yamaha Corporation of America
  • Name

    Milda Goodman

    Title

    Assistant Vice President, Corporate Advertising

    COMPANY

    Pacific Life Insurance Company
  • Name

    Cheryl Gresham

    Title

    VP, Global Media & Marketing Integration

    COMPANY

    Mattel, Inc.
  • Name

    Susan Hallock

    Title

    Vice President, Marketing Communications

    COMPANY

    The Capital Group
  • Name

    Kevin Hamilton

    Title

    Director of Brand Marketing

    COMPANY

    Avocados From Mexico
  • Name

    Ramsey Hanna

    Title

    Attorney

    COMPANY

    Reed Smith LLP
  • Name

    Michelle Hansen

    Title

    Marketing Program Manager

    COMPANY

    Wells Fargo & Co.
  • Name

    Jenelle Henry

    Title

    Sourcing Specialist

    COMPANY

    Walt Disney Parks and Resorts
  • Name

    Kate Herbert

    Title

    Marketing Excellence Manager

    COMPANY

    Big Heart Pet Brands
  • Name

    Sarah Hill

    Title

    Manager

    COMPANY

    E & J Gallo Winery
  • Name

    Lee Hirsch

    Title

    Director, Strategic Marketing

    COMPANY

    NVIDIA Corporation
  • Name

    Nichole Holton

    Title

    Commodity Manager

    COMPANY

    Intel Corporation
  • Name

    Taylor Hooker

    Title

    Marketing Coordinator

    COMPANY

    Naterra International, Inc.
  • Name

    Christopher Hume

    Title

    SVP, Chief Creative Officer

    COMPANY

    MGM Resorts International
  • Name

    Antonio Humphreys

    Title

    Senior Manager, Global Procurement

    COMPANY

    Adobe Systems Incorporated
  • Name

    James Johnson

    Title

     

    COMPANY

    West Virginia University
  • Name

    Shannon Johnson

    Title

    Social Media Specialist

    COMPANY

    Alaska Airlines, Inc.
  • Name

    Brian Joubran

    Title

    Brand Consultant

    COMPANY

    Blue Shield of California
  • Name

    Robert Kalmbach

    Title

    Art Director

    COMPANY

    Vision Service Plan, Inc.
  • Name

    Scott Kane

    Title

    Strategic Sourcing

    COMPANY

    Disney Consumer Products & Interactive
  • Name

    Kellie Krug

    Title

    Senior Vice President, Enterprise Marketing Services

    COMPANY

    Wells Fargo & Co.
  • Name

    Michael Lafata

    Title

    Manager, Video/Multimedia

    COMPANY

    Illumina, Inc.
  • Name

    Jason Lakeman

    Title

    Senior Manager, Performance Advertising

    COMPANY

    Robert Half International
  • Name

    Stephanie Lauffenburger

    Title

    Strategic Sourcing Manager

    COMPANY

    Warner Bros. Entertainment, Inc.
  • Name

    Karen Lechner

    Title

    Marketing Communications Category Manager • IBM Global Process Services Delivery

    COMPANY

    IBM Corporation
  • Name

    Evelyn Lee

    Title

    SVP, Head of Agency Management

    COMPANY

    Wells Fargo & Co.
  • Name

    Nicole Lee

    Title

    Content Strategy Manager

    COMPANY

    McKesson Corporation
  • Name

    Steve Leiken

    Title

    Graphic Designer

    COMPANY

    Yamaha Corporation of America
  • Name

    Chantel Leurs-beeson

    Title

    Associate Brand Manager - Grand Marnier

    COMPANY

    Campari America
  • Name

    Colin Linggo

    Title

    Vice President, Marketing & Media

    COMPANY

    Paramount Pictures
  • Name

    Eileen Loustau

    Title

    Senior Vice President, Head of Mass Affluent Strategy

    COMPANY

    Bank of the West
  • Name

    Ryan Maloney

    Title

    Director of Media & Agency Partnerships

    COMPANY

    Sony Interactive Entertainment
  • Name

    Lianne Maly

    Title

    Marketing Specialist

    COMPANY

    Watkins Wellness
  • Name

    Melissa Mautz

    Title

    Associate Director, Marketing Services

    COMPANY

    Almond Board of California
  • Name

    Candace McCullom

    Title

    VP, Brand & Advertising Manager - African American/LGBT

    COMPANY

    Wells Fargo & Co.
  • Name

    Julia McDougal

    Title

    Advertising Manager

    COMPANY

    The Boeing Company
  • Name

    David McGrane

    Title

    Director, Brand & Creative

    COMPANY

    AAA Club Partners
  • Name

    Cassie McNab

    Title

    Marketing Manager

    COMPANY

    CSA Travel Protection
  • Name

    Michelle Meier

    Title

    Agency Relations Manager

    COMPANY

    Big Heart Pet Brands
  • Name

    Michelle Miller

    Title

    Sr. Marcom Manager

    COMPANY

    Microsoft Corporation
  • Name

    Valerie Muravez

    Title

    Marketing Manager

    COMPANY

    The Sports Authority
  • Name

    Connie Murphree

    Title

    Senior Manager

    COMPANY

    Amgen Inc.
  • Name

    Shaila Nagarkar

    Title

    Advertising Manager, HQ Media

    COMPANY

    Verizon Wireless Inc.
  • Name

    Shirley Nguyen

    Title

    Vendor and Sourcing Management

    COMPANY

    Charles Schwab & Company, Inc.
  • Name

    Jenny Nicolau

    Title

    Manager, Industry Relations

    COMPANY

    Almond Board of California
  • Name

    Tiffany Nishimori

    Title

    Category Manager, Global Strategic Sourcing

    COMPANY

    Amgen Inc.
  • Name

    Kate O'Brien

    Title

    Partner

    COMPANY

    Reed Smith LLP
  • Name

    Shane O'Reilly

    Title

    Director, Strategic Sourcing

    COMPANY

    Anthem, Inc.
  • Name

    Vicki Reher

    Title

    Marketing Program Manager

    COMPANY

    Wells Fargo & Co.
  • Name

    Regan Rhodes

    Title

    Strategic Sourcing Manager

    COMPANY

    Intel Corporation
  • Name

    Lisa Ricci

    Title

    Senior Marketing and Brand Specialist

    COMPANY

    Brown & Toland Physicians
  • Name

    Richard Rodriguez

    Title

    Strategic Account Manager

    COMPANY

    United States Postal Service
  • Name

    Candace Rohr

    Title

    Agency Manager

    COMPANY

    US Bank
  • Name

    Frank Ruiz

    Title

    Chief, Media and Communications Unit

    COMPANY

    California Department of Public Health/Tobacco Control Program
  • Name

    Esther Saidman

    Title

    Senior Vice President, Marketing Support Services

    COMPANY

    Wells Fargo & Co.
  • Name

    Shelley Schmidtlin

    Title

    Marketing Leader

    COMPANY

    Brown & Toland Physicians
  • Name

    Michele Schuh

    Title

    Director, Media, Old Navy Marketing

    COMPANY

    Old Navy
  • Name

    Steven Schwartzman

    Title

    Sr. Manager, Marketing Procurement

    COMPANY

    Sony Pictures Entertainment - (SS&P)
  • Name

    Keecia Scott

    Title

    Senior Manager, Marketing Operations

    COMPANY

    Gilead Sciences
  • Name

    Ketan Shah

    Title

    Director, Marketing Vendor Management

    COMPANY

    Kaiser Permanente
  • Name

    Bob Siegal

    Title

    Director

    COMPANY

    KPMG LLP
  • Name

    Clifford Singontiko

    Title

    Director, Creative Services

    COMPANY

    Farmers Insurance Group, Inc.
  • Name

    Sebastien Slek

    Title

    Executive Director - Time Warner Global Sourcing Marketing

    COMPANY

    Time Warner Inc.
  • Name

    Connie Sprinkle

    Title

    Senior Vice President, Direct and Digital Marketing

    COMPANY

    City National Bank
  • Name

    Kecia Steddin

    Title

    Strategic Sourcing Manager

    COMPANY

    Autodesk, Inc.
  • Name

    Jessica Stevenson

    Title

    Marketing Coordinator

    COMPANY

    Forest Lawn Memorial Parks & Mortuaries
  • Name

    Rafael Sulit

    Title

    Head of US Brand Strategy and Implementation

    COMPANY

    National Grid
  • Name

    Libby Syth

    Title

    Sr. Manager of Resource Management

    COMPANY

    The Capital Group
  • Name

    Lauren Treichak

    Title

    Account Manager

    COMPANY

    E & J Gallo Winery
  • Name

    Heidi Tuneberg

    Title

    Senior Director, Creative Services Operations

    COMPANY

    Best Buy Company, Inc.
  • Name

    Rachel Tyler

    Title

    Director, International Agency Management

    COMPANY

    Microsoft Corporation
  • Name

    Janiene Ullrich

    Title

    VP, Creative Relations

    COMPANY

    Francis Ford Coppola Presents
  • Name

    Sandi Wang

    Title

    Global Digital Advertising

    COMPANY

    Hawaiian Airlines, Inc.
  • Name

    Steve Weprin

    Title

    Production Manager

    COMPANY

    Amgen Inc.
  • Name

    Shannon Wicke

    Title

    Corporate Marketing Sr. Financial Analyst

    COMPANY

    Intel Corporation
  • Name

    Sarah Winfrey

    Title

    Associate Director of Development

    COMPANY

    Torrance-South Bay YMCA
  • Name

    Julie Wisnicki

    Title

    Sr. Manager, Brand + Creative Operations

    COMPANY

    Illumina, Inc.
  • Name

    Meredith Wollman

    Title

    Marketing Manager

    COMPANY

    Mattel, Inc.
  • Name

    Steve Woodhead

    Title

    Global Manager, Integrated Marketing

    COMPANY

    Chevron Products Company
  • Name

    Lora Zevallos

    Title

    Marketing Finance Administration Manager

    COMPANY

    Toyota Motor Sales U.S.A., Inc.
  • Name

    Steve Zwillinger

    Title

    Creative Director

    COMPANY

    MUFG Union Bank, N.A.