The fifth annual ANA Agency/Client Forum will explore methods to enhance and improve the agency/client relationship to help lead to the best possible work and optimal business results. The challenge in 2007 and beyond is that agencies must push their clients—in high-impact, measurable ways—to build brand excitement, brand momentum, brand loyalty, brand equity and, most importantly, brand business. Accomplishing this will require agencies to devise brilliant brand management strategies; conceive big, game-changing ideas; and execute with superior creativity and innovative media plans. For many agencies as well as clients, this approach will necessitate a reinvention of their business models and an entirely new agenda.
Wednesday, July 18 - Bonus Session for ANA Members Only
Trends in Agency Compensation ANA Headquarters, 708 Third Avenue at 44th Street, 33rd Floor, New York City
2:00 PM- 5:00 PM
Two years ago ANA surveyed its members on interactive agency compensation. Since then the interactive landscape has evolved dramatically. Interactive advertising spending is expected to grow 20 percent in 2007. To keep up with these changes, ANA members requested that a new survey be fielded; this session will debut the results. Limited to ANA members only, open discussion and exchange among attendees will be encouraged so that marketers can benchmark their own activities and learn from one another. Issues related to the management of interactive agencies will also be addressed.
Please join us as we review the results from the 2007 ANA Agency Compensation Survey with Mary Conrad from Jones Lundin Beals, Inc.
Dates & Times
Starts: July, 2007
Ends: July, 2007
Venue/Location
Comix
353 West 14th Street
Between 8th & 9th Avenue
New York, NY 10014
SAVE THE DATE: The 2008 Agency/Client Forum will be held in September in New York City
Thursday, July 19
7:45am
Breakfast Sponsored by IdeaCast
8:45am
General Session
Program Chair Diane Gibbons
Team Leader, Agency Management
Pfizer Inc.
CREATIVE UBIQUITY Too often creativity is solely associated with advertising and other marketing communications, however, it's critically important for creative thinking to be entrenched further up in the process. This includes what your company represents, brand vision and architecture, research and development, the product pipeline, design, visual identity, and more. It's not just about the end products-advertising and marketing communications-it's about ideas, which helps to bridge the gap for agencies to help their clients (and vice versa).
Esther Lee CEO North America and President of Global Brands
Euro RSCG Worldwide
Formerly SVP, Chief Creative Office, The Coca-Cola Company
Q&A Session Jonah Bloom Editor
Advertising Age
BURTCH DRAKE: "I WONDER WHY?" From a vantage point of 28 years of domestic and international advertising agency experience, including 2 years as a client and 13 years at the helm of the American Association of Advertising Agencies, Burtch Drake will offer some provocative and personal insights on the client/agency relationship and key industry issues, including the role and practices of search consultants, diversity, length of client/agency relationships, and agency compensation.
O. Burtch Drake President and Chief Executive Officer
American Association of Advertising Agencies
Q&A Session Cindy Gallop Chairman, The Americas The Talent Business
WHAT'S GOOD, NEW, AND NEXT IN AGENCY EVALUATIONS Agency compensation and agency performance are inextricably linked. Agency evaluations play an important role in client/agency relations and can significantly influence agency compensation. The majority of ANA members conduct formal agency evaluations and an increasing number of members base part of agency compensation on the evaluations.
To help inform marketers and agencies on what's good, new, and next in agency evaluations, this session will cover the results of one-on-one interviews conducted with a cross section of ANA member companies. A panel comprised of senior marketers and senior agency professionals will discuss and debate current views to help you better understand the crucial components of effective and productive evaluations.
Moderator Joanne Davis President Joanne Davis Consulting, Inc.
Panelists Nina Abnee Executive Vice President, Account Management Leo Burnett USA
Jon Bond Co-Chairman Kirshenbaum Bond and Partners
Susan Edwards Vice President, Marketing Services
GlaxoSmithKline
Sherry Ulsh Director, Marketing Account Administration
Burger King Corporation
HOW TO ENTER THE GOLDEN AGE OF AGENCY/CLIENT RELATIONSHIPS Overall, the tenure of the average agency/client relationship is getting shorter. Nonetheless, it is possible to enter a golden age. Five key concepts to remember, will lead the way:
• Intimacy
• Personality
• Attitude
• Common senses (plural on purpose)
• Segments
Steve Cone Former Managing Director and Head of Advertising and Brand Management Citigroup Global WealthManagement Citigroup Inc.
Author, Steal These Ideas: Marketing Secrets That Will Make You a Star
Q&A Session Shepard Kramer Senior Director
ANA
12:40 pm Luncheon Sponsored by IdeaCast
DEFINING VALUE IN THE AGENCY-CLIENT RELATIONSHIP "Value" has probably been the hottest word over the past year in discussions on client/agency relations. Progressive client/agency relationships are moving away from a system of simply tracking and charging for time to evaluating the value of an agency's contribution to its client's success.
An exclusive ANA/AAAA survey has taken an in-depth read on the subject of value, specifically:
· How agencies add value to a client's business
· How clients can add value to the agency/client relationship
· Barriers to changes in strategies that further align client/agency economic interests
This holistic survey includes perspectives from U.S. and non-U.S. clients and agencies.
Tim Williams Founder, Ignition Consulting Group
Senior Fellow, VeraSage Institute
THE ROAD TO VALUE
Bill Duggan of ANA and Tom Finneran of AAAA will provide a brief background on how each respective organization has begun the exploration of value-based agency compensation.
VALUE-BASED AGENCY COMPENSATION – OPEN DISCUSSION We'll hear from you and your fellow conference attendees. How can the industry move forward on methods to introduce value pricing into advertiser/agency agreements? Also, the advantages of value pricing as well as its barriers and risks will be explored.
Facilitator James Zambito Executive Director, Agency Relations & Finance Controller Johnson & Johnson
Chair, ANA Advertising Financial Management Committee
