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How To Optimize Your Agency Partner Relationships

This event is over.
Begins:Monday, September 16, 2013 at 8:30am
Ends:Monday, September 16, 2013 at 5:00pm

Reed Smith LLP
599 Lexington Avenue
22nd Floor
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.


Module #

Full Day Training


Agenda and Takeaways


Introductions to session, participants and instructor

30 min

  • Objectives for the session
  • Goals of participants
  • Understand how course differs from “textbook learning” – real world applications
  • Exercise: Team Member Roles
  • Exercise: The Client Video
  • Exercise: One Night Stand versus Partnership Role Play


How a Client Agency Relationship Can Work Better

 1 hour

  • Motivation

–        What Clients want

–        What different Agencies wants

–        Global survey results

  • Exercise: Partnership Expectations
  • Exercise: Blue (Mars) versus Pink (Venus) behaviors


Creative Brief & Creative Briefing

1 hour

  • Best Practices in Briefing
  • Briefing Creative Teams
  • Exercise: Creative Brief Assessment Role Play


Creative Review

1.5 hours

  • How to review creative work
  • How everyone can be creative
  • Giving feedback, evaluating the work
  • Exercise: Creative Assessment Role Play


Agency Evaluations

1 hour

  • Objectives and guidelines
  • Types of evaluations
  • How to prevent agency reviews
  • Exercise: Quick Wins and Long Term Ideas for Challenged Client/Agency Case
  • Exercise: Agency Critique


Scope of Work and Agency Compensation

1 hour

  • Scope of Work and compensation review
  • Exercise: Negotiating staff and fees for a scope of work


Agency Contract Management

1 hour

  • Audits
  • Contracts
  • Exercise: Negotiating key contract provisions


Working with Multiple Agencies

30 mins

  • 15 ideas in 15 minutes
  • Exercise: Roles and responsibilities toolkit


Wrap Up

30 mins

  • Review of the day
  • Take aways
  • Audience Choice

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