Optimizing the Client/Agency Relationship

Length: One-day

How to get more faster, better from your agency (hint: it's not about paying more)!

In these recessionary times, more than ever, marketers (as well as procurement colleagues involved with agencies) need to better understand what motivates and inspires agencies.
 
How come the same agency does A+ work for one client and C work for another client?
 
The answer almost always lies in the clients, not the agency.
 
The Agency Relations curriculum is custom designed to provide insights, tips, tools, exercises, hand-outs, and plenty of real life examples on how ANA members can become the client of choice.
 
This highly interactive workshop covers motivation, relationship contracts, briefing agencies, reviewing agency recommendations, evaluations, agency economics, audits, legal contracts, scopes of work, managing multiple agencies, agency critiques, agency reviews and rules for success.
 
Instructor Joanne Davis has been on the ANA Faculty as subject matter expert for Agency Relations since 2004 and author of two best selling ANA books "Optimizing Client Agency Relations" and "Build a Better Financial Relationship with Your Agencies."

Who is This Course For?
This course is for individuals responsible for managing agency relationships and for those responsible new to managing the financial relationship such as procurement, strategic sourcing and purchasing managers.

Key Takeaways

•        Learn how to elevate your agency's interest in your business,

•        How to get them to focus on refining strategies that will allow your brand to grow despite a reduced budget.  Your agency should be coming to you with the right solutions - before you even ask them to do so.

•        How to engage your agency to do their best work?

•        How to ensure you have the A team on your account?

•        How do you deal with multiple agencies including digital divisions and partners? 

•        How has compensation and evaluation of service changed? 

•        How to conduct a review?

•        Best practices for conducting an audit?

•        How can marketers and procurement better partner?

Upcoming Class Schedule