Optimizing Agency Relations
|Begins:||Monday, December 3, 2012 at 8:30am|
|Ends:||Monday, December 3, 2012 at 5:00pm|
Reed Smith LLP
599 Lexington Avenue
New York, NY 10022
Instructor: Joanne Davis
Joanne Davis is president of Joanne Davis Consulting, which she founded in 2000. The firm specializes in agency search and compensation, client/agency relationship optimization, training and coaching for marketers, and procurement. Clients include and have included ExxonMobil, Johnson & Johnson, Macy’s, Marriott International, Pfizer, Subway, and leading companies in multiple industries. Prior to starting her firm, Ms. Davis spent 18 months as acting chief marketing officer of the U.S. Department of Defense. She began her career on the agency side.
She is the author of several best-selling books for the ANA and the 4A’s including Agency Audits, Optimizing Client-Agency Relations, A Marketer’s Guide to Conducting an Agency Search, and Build a Better Financial Relationship with Your Agency. Ms. Davis is a member of the executive committee of the board of directors, a former president, and foundation chair of the Advertising Club; a former governor and board member of the American Advertising Federation; and she is a five-time Effie judge. She was profiled by USA Today as one of the five best rainmakers in the U.S., selected by Advertising Age as one of the original 25 Women to Watch, and she has received numerous Presidents’ Awards from advertising clubs. She has a B.A. from the College of New Rochelle and did postgraduate work at New York University.
Ms. Davis has spoken on four continents on client-agency optimization, agency models, and agency search and selection, including in the Kremlin in Moscow, Venice, Tokyo, Hong Kong, Paris, London, and throughout the United States. She has been involved with the ANA since 2002 as a speaker and author. A member of the faculty of the School of Marketing since 2004, she has been the lead instructor for Optimizing Client/Agency Relations.
Introductions: 9:00 am
- Introductions/Review of Special Needs
- Objectives and Motivations
- 20 Rules for Success and Group Exercise
- Creative Briefs
Break : 10:45-11:00 a.m.
- Creative Briefs and Group Exercise (Continued)
- Creative Work
Lunch: 12:30-1:30 p.m.
- Creative Work and Group Exercise
- Service and Relationship "Contract"
- Agency Economics/Compensation
- Agency Audits
- Scopes of Work
Break: 3:45-4:00 p.m.
- Multiple Agencies
- Agency Critique and Review
- Your Choice