Managing Multiple Agencies

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Lufthansa: Building a Global Brand with Local Relevance

Florian Gmeiner, head of marketing for the Americas at Lufthansa Group, and Sharon Napier, chief executive officer of Partners + Napier, shared how Lufthansa built a customized global agency network and how the member agencies work together to achieve a common goal.

Lufthansa: Building a Global Brand with Local Relevance

In this presentation, Florian Gmeiner, head of marketing for the Americas at Lufthansa Group, and Sharon Napier, chief executive officer of Partners + Napier, shared how Lufthansa built a customized global agency network and how the member agencies work together to achieve a common goal.

Honda’s Comeback Story

Mike Accavitti, senior vice president of automobile operations at American Honda Motor Company, shared how Honda restructured its marketing department and agency partnerships to focus on innovation and communication.

Honda’s Comeback Story

In this video, Mike Accavitti, senior vice president of automobile operations at American Honda Motor Company, shared how Honda restructured its marketing department and agency partnerships to focus on innovation and communication.

Honda’s Comeback Story

In this presentation, Mike Accavitti, senior vice president of automobile operations at American Honda Motor Company, shared how Honda restructured its marketing department and agency partnerships to focus on innovation and communication.

Sailing the 10 C’s

MasterCard’s JR Badian discusses successfully navigating digital and social media programs. As the vice president of digital marketing and social media he understands that to match the frenetic pace of today’s digital world, he needs to work in an organized, methodical way.

American Express Discussed Strategically Managing the Marketing Roster

Eve Reiter, vice president of marketing category management and agency relations at American Express, discussed balancing considerations required to optimize integration and output within an organization as well as with agencies.

Conduct, Direct, and Harmonize…Synchronizing the Cacophony of Multiagency Collaboration

Jim Nail, principal analyst at Forrester, discussed agency coordination as it relates to leveraging specialized talent, client-led artistic vision, and the improvisational model.

Conduct, Direct, and Harmonize…Synchronizing the Cacophony of Multiagency Collaboration

In this presentation, Jim Nail, principal analyst at Forrester, discussed agency coordination as it relates to leveraging specialized talent, client-led artistic vision, and the improvisational model.

Blue Bunny: Building Integration on a Challenger Brand Budget

Brad Hannah, senior vice president and CPG group practice leader at Barkley, and Kent McCuddin, director of marketing at Wells Enterprises, Inc., demonstrated how partner agency integration achieved growth for the Blue Bunny challenger brand.

Blue Bunny: Building Integration on a Challenger Brand Budget

In this presentation, Brad Hannah, senior vice president and CPG group practice leader at Barkley, and Kent McCuddin, director of marketing at Wells Enterprises, Inc., demonstrated how partner agency integration achieved growth for the Blue Bunny challenger brand.

Optimizing Agency Teams

The last decade has seen an increase in the number and complexity of media channels, and many marketers now find that they are working with a larger group of agencies. It is vital that all agency types collaborate in order to get the best strategic thinking across all channels.

Wells Fargo’s Blended Agency Model

Kellie Krug, senior vice president, enterprise marketing services at Wells Fargo & Company, shared a case study on how Wells Fargo leveraged a blended agency model to launch a recent mobile banking campaign.

Wells Fargo’s Blended Agency Model

Kellie Krug, senior vice president, enterprise marketing services at Wells Fargo & Company, shared a case study on how Wells Fargo leveraged a blended agency model to launch a recent mobile banking campaign.

Vendor or Partner

It takes more than a great campaign to foster a true client-agency partnership. Three leading marketers shared their definitions of a true agency partner and explained how to optimize an agency relationship.

Intel’s Marketing Innovation Award Program

Mariann Coleman, director of global agency relations and performance at Intel Corporation, discussed Intel’sMarketing Innovation Awards, which acknowledge and celebrate the outstanding work of Intel’s global agency partners.

Intel’s Marketing Innovation Award Program

Mariann Coleman, director of global agency relations and performance at Intel Corporation, discussed Intel’sMarketing Innovation Awards, which acknowledge and celebrate the outstanding work of Intel’s global agency partners.

Marketers Panel: Media Agencies

Katherine Freeley, senior sourcing manager, media at Colgate-Palmolive, and Ben Jankowski, group head, global media at MasterCard Worldwide, shared their best practices and views on top media agency issues.

Agency Performance Management at Dell

Caroline Briggs, marketing director, global agency management at Dell, Inc., and Jennifer Statham, executive director, global agency management at Dell, Inc., shared a case study on how Dell approached an agency evaluation process from start to finish, including the lessons learned along the way, challenges and successes, and actionable key takeaways.

The Walt Disney Company: Strategically Partnering with Your Agencies to Create Efficiencies

Kristin Cobuzzi, sourcing specialist at The Walt Disney Company, shared Disney’s process for working strategically to manage multiple agency partners for improved business and marketing functions.

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