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Date & Time
Starts: Wednesday, December 2, 2009 at 9:30am
Ends: Wednesday, December 2, 2009 at 2:30pm
Location
TAXI
11 Beach Street (btw Varick and W. Broadway)
New York, NY 10013
To Attend Via Phone and Webinar
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Agenda
AGENDA
Introductions and review of agenda 9:30-9:45am
I. Small Budget Needn't Mean Small Impact - Reaching Consumers in Recessionary Times, A Blue Shield of California Case Study (9:45-10:45 am)
One of the greatest challenges a client can give to an agency is to develop a high-impact campaign on a small budget. Since the start of their relationship in 2006, Blue Shield of California and TAXI New York have developed high-powered work on budgets that are dwarfed by BSC competitors. During this exciting multi-layered case study the following questions will be addressed:
1. How does the agency/client relationship flourish under tight financial constraints?
2. Why was guerilla the approach of choice? What are guerilla's benefits and drawbacks? How were the various media selections selected, why were they chosen? What are key components are necessary to create memorable, effective guerilla campaigns that combine media to best effect? What are the risks of a guerilla campaign, generally?
3. What was the time for planning, campaign development, and execution?
4. How did the results of previous TAXI campaigns help sell this one through the BSC organization?
Speakers:
Sue DeLeeuw, Director of Consumer Marketing - Blue Shield of California
Paul Lavoie, Cofounder and Chairman - TAXI
II. Improving Messaging Briefs (11:00am-12noon)
There is enormous waste in the marketung industry. The potential to repurpose millions of dollars in marketing budgets lies in improving the way agencies receive assignments from their clients. Most clients do not have a standard approach for briefing agencies and the majority of briefing documents are bad-poorly organized, poorly written, overly complex, or missing critical information, and lacking real insights. That presents opportunity costs in the form of misdirected messages and wasted media buys, as well as agency staff resources doing needless work, burning resources needed for more important assignments. Addressing inefficiencies in the briefing process can minimize unnecessary cycles and also maximize the quality and effectiveness of the creative output.
Speaker: Casey Jones, Co-Founder - Jones & Bonevac (Casey was most recently a vice president of global marketing at Dell)
III. Best Practices for Multi-agency Collaboration (After Lunch)
Marketers are relying on agencies to provide integrated, collaborative strategies to ensure that brand messaging is consistent across all channels. Multi-agency collaboration is key to realizing this goal. However, agencies compete against each other, especially when it comes to digital. Additionally, many agencies are within a holding company structure all of which operate differently. Many marketers believe that agencies that come from a single holding company will result in greater collaboration and better (integrated) work. Is this really true? What are best practices for marketers to implement to ensure that they are getting the best, holistic marketing strategies and ideas and ultimately the best business building ideas?
Facilitator: Joanne Davis, Founder and President - Joanne Davis Consulting
Panelists:
Paul Ewing, Senior Director/Group Leader, Patient Marketing for US Primary Care - Pfizer
Natasha Householder, Director, Americas Communications & Marketing - Ernst & Young
Jeanne Sherman, Senior Director Advertising and Marketing - Choice Hotels