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Date & Time
Starts: Tuesday, March 9, 2010 at 9:30am
Ends: Tuesday, March 9, 2010 at 2:30pm
Location
ANA Headquarters
708 Third Avenue
33rd Floor
New York, NY 10017
Agenda
9-9:30 am Networking Breakfast
9:30-9:45am Introductions and review of agenda
I. MAXIMIZING THE AGENCY/ CLIENT PARTNERSHIP IN 2010
Today's marketing landscape is increasingly complex and fragmented, raising the bar for improved marketing communications, customer focus, and innovation.
Given the challenges and opportunities in today's environment, marketers are looking for new ways to maximize their most-important asset, their agency/client partnerships. This session will cover case studies and best practices in order to:
• Build a strategic partnership to inspire agencies and encourage the best thinking
• Leverage expertise in new marketing channels and market segments
• Improve the creative process, speed to market, and cost efficiencies
• Develop a more meaningful and actionable agency evaluation process
• Evaluate new models for agency partnerships and improved service delivery
Speaker: Eve Reiter, VP Global Agency Relations, American Express
II. AGENCY/CLIENT EVALUATIONS -- BOTH SIDES USUALLY HAVE ROOM FOR IMPROVEMENT
It's common practice for successful client/agency partnerships to conduct relationship evaluations at regular intervals to determine what parts of the relationship are working the best and which parts could use some improvement. Too often, however, the exchange between a client and its agency put most of burden of improvement on the agency, since their goal is to always keep the client happy and maintain a client relationship as long as possible. At this committee meeting; we're going to take a look at a recent, successful evaluation, The Martin Agency. We're going to examine the criteria used to conduct the evaluation and hear some of the things that BOTH sides were able to change and improve due to an open, honest evaluation session. This example may give you some ideas about how you can forge better working relationships with your business partners.
Speaker: John Adams, CEO - The Martin Agency
III. AGENCY PERFORMANCE EVALUATIONS - REDUCE THE PAIN POINTS WHILE YOU INCREASE RESPONSE RATES
In this client case study, you will learn about a comprehensive structured evaluation program developed using ANA best practice concepts. We will share fundamentals of the evaluation process in partnership with Decideware, a software company whose key focus is in helping major advertisers complete their agency performance evaluations. Attendees will leave with an understanding of how to:
• Reduce the pain points traditionally experienced in any large evaluation program.
• Increase response rates and the quality of information provided.
• Ensure your scorecard addresses both effectiveness and efficiency.
• Meet the needs of both "time poor" marketing and "data poor" procurement.
• How best to handle 360 degree evaluations, where the agency is providing sensitive feedback to your organization.
• The pros and cons of using evaluation to drive agency decisions and compensation and how to balance them.
Speaker:
Richard Benyon, CEO - Decideware
Diane Gibbons, Team Leader, Agency Management - Pfizer