Agency Relations
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BP: Managing a Global Agency Relationship
Mark Hudson, global advertising procurement manager, BP; Kathy Leech, global director, brand communications, BP; Jessica Davidson, senior partner, managing director, Ogilvy & Mather; Charlie Kingston, finance director, Ogilvy & Mather, discussed the programs and initiatives they have developed to improve relationships between marketing procurement and agency account management and finance.
Johnson & Johnson: Trickle Down Procurement
Payton Rodgers, category lead, agencies and media, medical device and diagnostic sector, Johnson & Johnson, and Eric Samuelson, VP, strategic sourcing and supplier development, Jack Morton Worldwide, discussed how marketing procurement worked to create an environment of “trickle down procurement” which greatly increased production quality while also organically reducing costs.
Johnson & Johnson: Trickle Down Procurement
Payton Rodgers, category lead, agencies and media, medical device and diagnostic sector, Johnson & Johnson, and Eric Samuelson, VP, strategic sourcing and supplier development, Jack Morton Worldwide, discussed how marketing procurement worked to create an environment of “trickle down procurement” which greatly increased production quality while also organically reducing costs.
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.
Creating the Agency Brief
The four C’s marketers need to remember when writing an agency brief are concise, clarity, consistency, and creativity.
ANA/4A’s Guidelines for Agency Search
These guidelines—developed and endorsed by the ANA and the 4A’s—outline steps that can help marketers and agencies go through an effective search and selection process that can help both parties create a better working relationship.
And Now a Word from the Agencies (4A’s Perspective)
Mat Mildenhall, global leader, P&G, BBDO & Proximity, Tisha Kirkpatrick, P&G leader for Integer, and Michael O’Brien, EVP, Ketchum, discussed how to build better agency relationships and how to get the most from your agency partnerships.
And Now a Word from the Agencies (4A’s Perspective)
Mat Mildenhall, global leader, P&G, BBDO & Proximity, Tisha Kirkpatrick, P&G leader for Integer, and Michael O’Brien, EVP, Ketchum, discussed how to build better agency relationships and how to get the most from your agency partnerships.
Sourcing PR
According a 2009 WFA survey, nearly 60% of marketers plan to change how they compensate their PR agency in the near future.
Can You Handle the Truth?
This 2009 Decideware white paper explores the entire 360-degree feedback process as part of a robust evaluation program and outlines key steps for implementing such a program in order to improve client-side marketing effectiveness.
Scope of the Work: The Right Team on the Right Business
Decideware examines the components of applying a centralized Scope of Service/Scope of Work process and the ways in which this process can help the involved parties make informed decisions to impact both efficiency and effectiveness in the client/agency relationship and drive ROI.
Public Relations Firms Roundtable
Members of the Council of Public Relations Firms discussed issues related to PR agency compensation models, PR agency overhead, evaluating PR firms, social media, and how procurement and PR firms can better work together.
Barter Has Arrived: Using It to Succeed in Disruptive Times
Barbara Martino, executive vice president, client development, and Kevin Farkas, senior vice president, sales and operations, Active International, discussed how corporate trade resolves a multitude of business challenges in today’s disruptive climate.
Barter Has Arrived: Using It to Succeed in Disruptive Times
Barbara Martino, executive vice president, client development, and Kevin Farkas, senior vice president, sales and operations, Active International, discussed how corporate trade resolves a multitude of business challenges in today’s disruptive climate.
Agency Performance Measurement and Evaluation
Bruno Gralpois, head of global marketing operations, Visa Inc., discussed how performance evaluations can be used to drive real, sustainable performance from your agencies.
Agency Performance Measurement and Evaluation
Bruno Gralpois, head of global marketing operations, Visa Inc., discussed how performance evaluations can be used to drive real, sustainable performance from your agencies.
Agency Performance Measurement and Evaluation
Bruno Gralpois, head of global marketing operations, Visa Inc., discussed how performance evaluations can be used to drive real, sustainable performance from your agencies.
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.
