Agency Relations

This compilation of resources on scope of work includes best practices, ANA member case studies, and information on managing agency relationships.

This study underscores the phenomenal growth in digital marketing spending that has escalated over the last half of this decade as well as the growing role this discipline is playing in marketers’ overall marketing strategies for their brands.

This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.

A presentation by John Stevens and Rich Sherwood from Sanofi-Aventis covered agency interactions and relationship management.

Genentech has developed a comprehensive structured agency evaluation program from scratch using ANA best-practice concepts and shared its learnings on the program.

In order to better establish benchmarks on practices and perceptions related to agency performance evaluations, ANA conducted a member survey. The survey findings report on incidence/frequency, types of agencies evaluated, evaluation criteria, benefits, recent improvements/adjustments, specific best practices, and more.

Casey Jones, cofounder & CEO, Jones & Bonevac, discussed the need for marketers to improve the briefs they disseminate to their agencies of record.

This Research Report explores the incidence and best practices of agency evaluations and covers the following areas: frequency, evaluating multiple agencies/agency types, value of 360-degree evaluations (meaning the agency also evaluates the client), use of technology to facilitate evaluations, and more.

Industry experts discussed the results of an ANA survey on agency evaluations.

Industry experts discussed the results of an ANA survey on agency evaluations.

Members of ANA’s Multicultural Marketing Committee suggest good 1) African-American agencies willing to undertake project work; 2) consultants, experts, or agencies well-versed across functional disciplines including marketing, HR, supplier diversity, philanthropy to help with messaging and to craft a company story; and 3) consultants, experts, or agencies well-versed across African-American, Asian, and Hispanic segments to engage in messaging and strategic planning.

Eric Jillard, department manager of digital marketing at Mercedes-Benz, and Andy Dutter, vice president of business development for Razorfish, shared their thoughts on best practices for driving efficiency in both the agency selection process and in the contractual/scope of work phase of client-agency engagement.

GlobalHue’s Dale Bramwell discussed how multicultural agencies are able to realize great savings in television productions.

Representatives from SelectResources International (SRI) shared their views on how the digital phenomenon is impacting the ways clients go to market and work with their agency partners.

A panel of digital agency experts from Deutsch LA, Ignited, and MRM Worldwide discussed digital issues including client education, digital agency compensation, the RFP process, Twitter, and digital agency evaluations.

Diane M. Gibbons, Team Leader, Agency Management, Pfizer, Jim Akers, Global Category Lead, Creative Agencies & Director, WW Procurement, Pfizer, and some of their agency partners discussed the evolution of the creative agency scope of work at Pfizer.

Matt Petersen, SVP, Meredith Integrated Marketing and Linda Willis, Director of Strategy, Meredith Integrated Marketing, shared the thought process behind the creation of Meredith’s new agency model, Meredith Integrated Marketing (MIM).

Richard Benyon, ceo of Decideware, discussed 10 practical tips on extracting the most value from an agency evaluation program.

This article explores web-based programs that are designed to help manage and automate the agency-evaluation process.

This article provides guidelines and best practices for client/agency contract termination agreements.

Lorraine Rojek, President, The Rojek Consulting Group, shared information on her organization’s proprietary tool, The CultureScans Profile, which allows them to determine if a client and agency will be compatible culturally.

Ryan Walker of the IAB discusses the IAB’s Ad Operations Council and the need to eliminate discrepancies in the Interactive environment.

A panel of ANA members from AstraZeneca, Blue Cross Blue Shield of Massachusetts, and Combe Incorporated, each with diverse in-house agency experience, discussed the results of the 2008 In-House Agency Survey and their own perspectives, including when to set up in-house agencies; which services can be brought in-house; relationships with outside agencies and internal marketing; financial matters; and watchouts and concerns.

Team Detroit was created after the holding company WPP acquired many of the agencies that worked with Ford. Sue Markowicz from Ford and Bob Mueller of Team Detroit discussed best practices in managing multiple agencies.

Representatives from Ernst & Young discussed media agency audits and the importance of audits in a dynamic media landscape.

A new Association of National Advertisers (ANA) member survey on in-house agencies reveals that 42% of ANA members currently have an in-house agency and cost efficiency is the number one advantage.

Industry leaders discussed ten issues that are important in client/agency relationships.

Dell has partnered with WPP to create Enfatico, an agency that handles Dell’s worldwide marketing. Enfatico CEO Torrence Boone and Bob Pearson, head of Communities and Conversation at Dell, spoke about building the new agency.

Arlene Villanueva, Global Media Director, Integrated Marketing/Global Media at Intel, took us behind the scenes of Intel’s $300 million global media agency review. The review “decoupled” media (also called “unbundled” in the industry) as Intel moved to what it calls an “open source model,” impacting about 25 countries.

John Adams, Chairman and CEO of The Martin Group dicusses topics related to client/agency relations including compensation agreements scope of work agreements that lead to better work.