2009 Agency/Client Forum

Thursday, September 24, 2009

General Session

WELCOME
Bob Liodice
President and Chief Executive Officer
ANA 
                                                                                                                                   

THE COCA-COLA COMPANY'S VALUE-BASED COMPENSATION MODEL
The Coca-Cola Company made headlines earlier in the year with the announcement of its new value-based agency compensation model.  This model was inspired by the company's commitment to integrated marketing communications and has benefited from the input of cross-functional teams and agency partners around the world.  The Coca-Cola Company's value-based approach was built on the underlying belief that "number of hours should not define value" and aligns the economic incentives of agency and client by focusing both parties on outcomes instead of inputs.

Sarah Armstrong
Director, Worldwide Media & Communication Operations
The Coca-Cola Company 

Q&A Session
Natalie Zmuda
Reporter
Advertising Age
                                                                                                                                   

AGENCY KEYNOTE: JEFF GOODBY ON THE NEW DIGITAL WORLD
Jeff Goodby is one of this era's few truly iconic admen.  He co-founded Goodby, Silverstein & Partners some twenty-five years ago and has helped build one of the industry's most creative and successful agencies.  In recent years, the agency has turned its digital capabilities from a weakness into a strength and has been recognized by industry experts as digital agency of the year (Advertising Age) and interactive agency of the year (One Show).   Jeff will offer advice to both clients and agencies for making a successful transition into the new digital world, with practical tips (have a Facebook page!) and examples.

Jeff Goodby
Co-Founder and Co-Chairman
Goodby, Silverstein & Partners

Q&A Session
Kunur Patel
Reporter
Advertising Age
                                                                                                                                   

REINVENTING THE CLIENT/AGENCY RELATIONSHIP FROM THE INSIDE OUT
Hyatt is the business of hospitality, not hotels, a position that is captured by the brand’s theme line, “You’re more than welcome.” In August 2008, BBDO New York was selected as the agency for Hyatt’s first global advertising campaign. Since then, Hyatt and BBDO have realized marketplace success during the teeth of the recession by approaching their relationship the same way that Hyatt approaches its business – from the inside out – creating a hospitality that is generous, genuine, intuitive and respectful, opening doors to new places they’ve never been. The result: the brand has been reintroduced through a collaborative and integrated communications model which does not rely on typical spend; which is more open, more curious, more enlightened and more enlivened. And which is completely managed by BBDO across all communication disciplines.

Amy Curtis-McIntyre
Senior Vice President, Marketing
Hyatt Hotels Corporation

John Osborn
President and Chief Executive Officer
BBDO New York 

Q&A Session
Bill Duggan
Group Executive Vice President
ANA 
                                                                                                                                   

BEST PRACTICES IN AGENCY PERFORMANCE EVALUATIONS
Agency performance evaluations are a critical tool to help both marketers and agencies assess their relationships, improve performance and identify potential problems.  There are multiple benefits provided by agency performance evaluations-to establish goals and priorities and to ensure the agency's performance is being measured and held accountable; to identify what's working and what's not and take corrective action on issues; to benchmark agency performance and contributions and assess progress over time and against other roster agencies; to provide an important component for measuring and determining performance incentive rewards.  This panel of experts will discuss best practices in evaluations-including what's new and innovative-and will comment on a new ANA survey that provides a benchmark on current marketer use of agency performance evaluations.

View Presentation

Moderator
David Beals
President and Chief Executive Officer
Jones Lundin Beals, Inc.

Panelists
Kim Courtney
Director, Business Affairs
MillerCoors

Debra Giampoli
Director, Global Strategic Agency Relations
Kraft Foods, Inc.

Bill Koenigsberg
President, Chief Executive Officer and Founder
Horizon Media Inc. 

Mark Strong
Executive Vice President, Group Managing Director
Director of Account Leadership, Talent & Development
McCann Worldgroup
                                                                                                                                   

CUSTOMER RELEVANCE MEETS CREATIVE EXECUTION
Online innovations are moving at a dynamic pace. The way to stay relevant is to build awesome consumer experiences and provide marketers with unique and creative solutions. Marketers are looking for ways to engage online with people that matter to them the most. They want to reach the right person at the right time with the right creative message. Join Yahoo! VP, Agency Development, Beth Lawrence as she talks about discovering how digital media advertising continues to transform the way people engage and showcases some strong creative ideas that are leading the transformation.

Beth Lawrence
Vice President, Agency Development
Yahoo!

Q&A Session
Bill Duggan
Group Executive Vice President
ANA 
                                                                                                                                   

1:00pm

Luncheon sponsored by Yahoo! 
                                                                                                                                   

General Session contd. 

10 ISSUES IN 50 MINUTES
This rapid-fire session will feature a panel of industry thought leaders to discuss and debate key issues. Issues are:

1. Compensation to digital agencies 
2. Reducing agency compensation overall
3. Are agencies being commoditized?
4. Understanding digital
5. Best (and worst) practices in the pitch process
6. Client-side "bad behavior” (and suggested corrective actions)
7. In-house agencies
8. Below the line
9. Agency innovation
10. New and future agency models

Moderator
Bill Duggan
Group Executive Vice President
ANA

Panelists
Michael Burns
Managing Partner
The Burns Group

Jack Haber
Vice President, Global Advertising & E-Business
Colgate-Palmolive Company

Joe McCarthy
Chief Executive Officer
Publicis New York

Eve Reiter
Vice President, Global Agency Relations
American Express Company 
                                                                                                                                   

WHO OWNS SOCIAL MEDIA?
Social media has exploded. According to a recent ANA study, 66% of marketers are now using social media to reach their customers—leaping from 20% just two years ago. Various agency types have been staking their claims as social media experts—public relations agencies, “traditional” advertising agencies, and digital ad agencies. This panel will explore the options and tradeoffs available to marketers as well as best practices for integrating social media into the broader communications mix.

Moderator
Steve Rubel
Senior Vice President, Director of Insights
Edelman Digital
Advertising Age Contributor

Panelists
Paul Dunay
Global Managing Director of Services Marketing
Avaya, Inc.

Phyllis Joseph
Senior Lead, Communications
Unilever

William Martino
Vice President, Digital Strategy
Saatchi & Saatchi Wellness