Managing Multiple Agencies
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.
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.
Marketers Panel: Media Strategy Issues
In this session the ANA led a panel discussion with client-side marketers on their views and best practices for a variety of top media strategy 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 Marriage of Scopes of Work and Agency Compensation
Michael Farmer, chairman, Farmer & Company, LLC, Jane Bittner, global marketing services procurement, Merck & Co., Inc., and Eliana Goncalves, global marketing services procurement, Merck & Co., Inc., discussed how a scope of work (SOW) can effectively be the integral part of the client/agency relationship and the basis of how agencies are compensated.
The Marriage of Scopes of Work and Agency Compensation
Michael Farmer, chairman, Farmer & Company, LLC, Jane Bittner, global marketing services procurement, Merck & Co., Inc., and Eliana Goncalves, global marketing services procurement, Merck & Co., Inc., discussed how a scope of work (SOW) can effectively be the integral part of the client/agency relationship and the basis of how agencies are compensated.
Winning at Integration
The best practices for improving client/agency integration that are featured in this report from R3:JLB were inspired by conversations with 20 agency CEOs and some of the nation’s top marketers.
Kraft: Agency Relationships in a VUCA World
Debra Giampoli, director, global strategic agency relations, Kraft Foods, discussed how Kraft has increased its revenue and earnings growth by deciding to be a better client and demand better work from its agency partners.
Agency Relations: Building a More Effective Relationship with Your Agency
Learn best practices for agency search, evaluation, and management in this ANA Insight Brief. The classic challenges and future concerns of client-agency relationships are discussed in the context of a rapidly changing media landscape, and case studies from ANA members BP and Walgreens are shared.
Walmart: Every Cart Tells a Story Across Multiple Channels
Greg Warren, vice president, creative marketing, Walmart, and Sydney Norton, senior vice president, group managing director, The Martin Agency, shared the behind-the-scenes story of how the world's largest retailer catapulted the cart from the store aisles to the center of Walmart's marketing campaign.
Prudential: Integrating Your In-House and Outside Agency
Ann Billock, co-founder and managing partner, Ark Advisors, LLC; Alison Lazarro, VP, head of Client Services, Prudential Advertising; and Colin McConnell, VP head of Marketing and Global Marketing Communications, Prudential Advertising, described how Prudential's internal agency partnered with Droga5 to reinvigorate the brand.
Managing Your Agencies
Clients and agencies need to get to know each other in order to produce the best possible work, according to this article from Warc.
Research Report: Q2 Member Benchmarking Survey Results
This report is based on questions posed by ANA members. It covers the following key topics: production management, business-to-business, digital marketing, agency relations, social media, marketing technology, sponsorship, and marketing organization.
Multi-Agency Collaboration Roadmap
Marc Landsberg, chief executive officer, MRM Worldwide, discussed the keys to success for multi-agency collaboration.
Multi-Agency Collaboration Roadmap
Marc Landsberg, chief executive officer, MRM Worldwide, discussed the keys to success for multi-agency collaboration.
PowerPresentation: Q2 Member Benchmarking Survey Results
This collection of data charts represent findings from the ANA's 2011 Q2 Member Benchmarking survey. The most popular use of social media/word of mouth marketing includes building and managing pages/profiles on Facebook, MySpace, or other social networks (75%), managing branded Twitter profiles (72%), and monitoring online word of mouth regarding their brand(s) (72%).
Best Practices for Managing Agencies for Integrated Campaigns
A panel of industry experts from Accenture, Rust-Oleum Corporation, United Airlines, and Northwestern University shared their experiences and perspectives on agency management.
