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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.

When
Begins:Tuesday, April 17, 2012 at 8:15am
Ends:Tuesday, April 17, 2012 at 3:30pm
Where

Walgreens
200 Wilmot Road
Deerfield, IL 60015

Agenda
8:15am

Breakfast
_____________________________________

9:00am

General Session

AGENCY SEARCHES AND NEW AGENCY MODELS
After a rigorous review, in June 2011 Accenture appointed TBWA Worldwide as its global advertising agency of record and Tag Worldwide as its global production agency.  When Accenture made the decision to conduct an agency review, it presented an excellent opportunity to explore different service and delivery models.  TBWA is charged with bringing alive Accenture's brand positioning in creative, new ways while decoupling production from creative via Tag is intended to improve efficiency, drive further cost savings and improve the quality of execution.  This session will share the Accenture story and discuss decoupling, niche services and different approaches to agency reviews.

Julie Koewler
Senior Director, Global Advertising
Accenture
_____________________________________

AGENCY RELATIONSHIPS IN A VUCA WORLD
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?

Debra Giampoli
Director, Global Strategic Agency Relations
Kraft Foods
_____________________________________

THE WALGREEN APPROACH TO AGENCY EVALUATIONS
Formal agency performance evaluations are considered a best practice by ANA, and encouragingly, they are an established policy among the vast majority of members.  Marketers cite two key benefits from a formal agency evaluation process-identifying and improving under-performing agency relationships and identifying and recognizing high-performing agency relationships.  In this session our host, Walgreen, will share its approach, including how they are utilizing scorecards for their agency partners and the use of third party measurement to validate their findings. 

Christine Kubisztal
Director, Media Services

Walgreen Company
_____________________________________

ACHIEVING THE "I" WORD: EVOLVING INTEGRATION FOR SUCCESS
Since just about forever, agencies and clients have been talking about integration. Clients desire it, agencies promote it, yet questions remain about how well it gets executed in practice. This session will share how the Postal Service and their agency, Campbell-Ewald, ensure true integration in their marketing communications relationship, offering a distinct point of view on how to achieve it once and for all. Utilizing actual campaign development case studies as examples, CE and USPS will take you through the evolution of this process that has achieved remarkable in-market results. 

Joyce Carrier
Manager, Advertising and Promotions
United States Postal Service

Mark Bellissimo
Managing Director

Campbell-Ewald
_____________________________________

12:50pm
Lunch
_____________________________________
1:50pm

General Session cont.

AGENCY PAY FOR PERFORMANCE - WHERE DO WE GO FROM HERE?
Agency pay for performance, also known as performance incentives, is a compensation method where some or all of the agency's compensation is tied to the achievement of mutually agreed-upon performance results. This session will cover the latest trends and developments in agency pay for performance methods and the implications for marketers and their agency relationships.  We'll also discuss "value-based" compensation-including why it has yet to take off, but why marketers and agencies alike are increasingly open to tying a significant portion of the agency's compensation to measureable results.

Dave Beals
President and Chief Executive Officer
R3:JLB
_____________________________________

10 AGENCY RELATIONSHIP ISSUES
A panel of agency execs will debate hot agency relationship issues.

  1. Performance Based Compensation - Does it really work?
  2. Agency Evaluation Best Practices
  3. Working with Multiple Agencies
  4. Procurement
  5. Agency Search
  6. In-House Agencies
  7. Integrating Digital and Traditional Work
  8. Process Improvement Ideas
  9. What Makes a Good Client
  10. Crystal Ball - Things to keep an eye on

Moderator:
Bill Duggan
Group Executive Vice President
ANA

Panelists:

Jack Rooney
President

Ogilvy & Mather Chicago  

Rob Davis
Executive Vice President, Managing Director
Starcom USA
____________________________________

3:30pm

Adjournment

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