Agency Relations Day @ Walgreen Company presented by USPS (Members Only Conference)
This event is over.
Please click here to download the conference booklet.
Client/agency relationships are the MOST important external relationships for most marketers. In the best circumstances, agencies are valued business partners (not simply suppliers or vendors) and the strategic thinking and creativity provided by agencies are catalysts for business growth. But client/agency relationships have generally become more complex and increasingly strained in recent years. Media fragmentation has led to newer and more agency types as well as an increased number of agencies for marketers to manage. The rate of agency turnover seems to have increased, driven by CMO changes and an emphasis on short-term business results. Further, agencies feel squeezed from cuts in compensation and the increased role of procurement.
Agency Relations Day, hosted by Walgreen, will bring together clients to discuss how to maximize client/agency relations to lead to the best possible work and business results. For some of the sessions we'll be joined by agencies and other industry experts.
AGENCY SEARCHES AND NEW AGENCY MODELS
VUCA is a term originally used in a military application in the 90's, but has application for business, too. (VUCA stands for Volatile, Uncertain, Complex, and Ambiguous). The world as we know it is over - it's no longer predictable, we can't rely on what's worked in the past, the speed of change is accelerating (even though the economy is not), technology is exploding and consumers are embracing it more quickly than most marketers are. So, how can we not only survive, but thrive, in a world where the old approaches aren't working as well as they used to? And how do we need to think differently about how we engage with our marketing partners?
THE WALGREEN APPROACH TO AGENCY EVALUATIONS
ACHIEVING THE "I" WORD: EVOLVING INTEGRATION FOR SUCCESS
General Session cont.
AGENCY PAY FOR PERFORMANCE - WHERE DO WE GO FROM HERE?
10 AGENCY RELATIONSHIP ISSUES