Agency/Client Forum presented by Starcom
Business today is under extreme short-term pressure. For clients and agencies alike, Wall Street quarterly profit expectations are overwhelming longer-term decision making.
The conference will explore ways to enhance and improve the client/agency relationship dynamic to help lead to the best possible work and optimal business results.
Vice President, Marketing & Advertising Category Management and Agency Relations
Chair, ANA Agency Relations Committee
|Begins:||Wednesday, September 15, 2010 at 7:30am|
|Ends:||Wednesday, September 15, 2010 at 5:00pm|
583 Park Avenue
583 Park Avenue At 63rd St
New York, NY 10021
For venue information, please visit 583 Park Ave's website at: http://www.583parkave.com/
Hotels near the venue are:
Loews Regency Hotel, 212-759-4100
Doubletree Metropolitan Hotel, 212-752-7000
Hilton New York, 212-586-7000
|*Live Streaming Option: We know that not everyone can travel to our Agency/Client Forum. So we have decided to stream it live! It's a great way to see sessions as they happen and communicate via chat with other participants online. You'll be able to hear the speakers and see their slides, just like any other webinar.|
Sponsored by Mundocom
THE CLIENT / AGENCY IMPASSE
SIX WAYS TO GET BETTER WORK FROM YOUR AGENCY. MAYBE SEVEN.
An Advertising Age cover story earlier in the year reported on how Honda marketing head Steve Center challenged his agency to think more digitally. As a result, Honda’s relationship with its agency is stronger and the marketer is using its creative assets and messaging more efficiently. Ad Age cited this as a prime example that brands need to take charge of their agency partnerships and help lead agencies into a world of changing consumer behaviors and media habits. Honda’s agency model is unique in today’s super-fragmented, multi-media world. Agency RPA does virtually everything including creative, media, and digital. Further, the relationship has enjoyed amazing longevity—RPA was founded in 1986 and Honda has been a client since then.
Why do some client/agency partnerships thrive while others fail? And how can both parties improve the chances of success? In this new era of “relationship capital,” client/agency relationships can be strengthened, which then can lead to better business results. Drawing from his new book, Agency Mania (www.agencymania.com) as well as experience as Microsoft’s Director of Global Agency Management, Bruno Gralpois will make a compelling case on how to turn agency relationships into powerful competitive assets.
Our industry has long discussed the merits of new agency partnership models yet the traditional model with its inputs-based compensation and focus on efficiencies is still prevalent. Starcom USA EVP and Managing Director Rob Davis will discuss an evolution toward new symbiotic relationships that are mutually beneficial for marketers, their agencies, and the media and content partners they both engage. Specifically, he will address the need for open source architectures infused with more data than ever before to provide benefits that only true symbiosis can deliver. He will also cover how symbiotic relationships affect the way all other partners contribute to client objectives.
|2:10pm||MAXIMIZING THE CLIENT/AGENCY PARTNERSHIP ON BOTH SIDES
Learn how advertisers and agencies today are working to strengthen their partnerships to produce the best work in a complex and changing marketing environment, while at the same time managing cost and resource pressures on both sides. This session will discuss best practices and case studies to:
A REPORT FROM THE ANA PROCUREMENT TASK FORCE
10 ISSUES IN 50 MINUTES
1. Procurement: There continues to be a wide gap between procurement and agencies on the value procurement brings to the client/agency relationship. How can that value be maximized?
2. Agency compensation: What's new and innovative?
3. Media companies as agencies: ESPN, Condé Nast, Hearst, and Meredith are among the media companies now offering creative services to advertisers. Are there real benefits to advertisers? And should agencies feel threatened?
4. Production decoupling: Who's doing it? Is this marginalizing agencies?
5. The role of multicultural agencies: As the population becomes increasingly diverse, are multicultural agencies still needed or can general market agencies do that job?
6. Pressure on agencies to cut costs: Marketers continue to challenge agencies to reduce internal expenses and to identify cost reductions. What's working and what's reasonable?
7. Improving the agency search process: Media fragmentation, new agency types, multiple reviews and frustrating RFP and pitch practices have all made the search process more complicated. How can that process be improved to benefit both advertisers and agencies?
8. Social media: Traditional ad agencies, digital agencies, and PR agencies are all claiming expertise. Who should really own social media?
9. Corporate social responsibility: What steps are client marketing teams and agencies partners taking to be more "green?"
10. The Future of Creative: What will the agency and client of the future look like in 5 years.