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Date & Time
Starts: Wednesday, June 11, 2008 at 9:30am
Ends: Wednesday, June 11, 2008 at 2:30pm
Location
Arnold Worldwide
110 Fifth Avenue (btwn 16th/17th St.)
10th Floor
New York, NY 10011
Agenda
Agenda
I. PLAYING WELL IN EACH OTHER'S SANDBOXES: GENERATING BLOGGERS' ADVOCACY THROUGH COLLABORATION (9:45-10:45)
Jory Des Jardins, Co-Founder and President of Strategic Alliances of BlogHer, the women's blogging community, will present on how bloggers perceive and respond to brand messaging and advertising and how a coordinated, unified effort by cross-functional groups (PR, Agencies, and Advertisers) can provide the best results. Using previous case studies and data from their most recent third-party research on bloggers' habits and influence, she'll discuss best practices in measurement, outreach and such new practices as sponsored user-generated content and advisory boards.
Speaker: Jory Des Jardins, President, BlogHer
II. HERSHEY/ARNOLD CASE STUDY (11:05am - 12pm)
David Forney, Advertising Services Director at Hershey, teams with Arnold to provide a candid discussion on the client/agency relationship. They will share insights on how the relationship has changed year to year to adapt to business needs, as well as the processes put in place to ensure a mutually beneficial working relationship. They will discuss what's worked, what hasn't and share some lessons learned along the way.
Speakers: David Forney, Advertising Services Director, Hershey
Lynn Power, EVP, Managing Partner, Client Services, Arnold
III. WHAT MAKES A GREAT CLIENT? (1-1:45)
While good work can be done for great clients and bad clients alike, the great clients tend get better work, more consistently. That can be a significant advantage for those brands over time. Whether they are starting with better insights and better strategies, evaluating better concepts, or getting better executions, great clients seem get more work that delivers for them and their brands. And while there is no formula for what makes a great client, there are a number of practices that have been observed over the years that have made both the process and the work better.
Speaker: Ryan Hose, VP, Creative Director, Y&R New York
IV. OPEN DISCUSSION (until 2:30)
1. We invite committee members to share their opinions on the findings from a recent ANA Survey, which asked the following questions:
• What is the most important skill sets your agency must have in order to develop and implement effective integrated marketing programs?
• How must your agency change in order to maximize effectiveness of your integrated communications programs?
• Does an agency holding company model make developing integrated communications easier?