How Higher Quality Agency Input Can Drive Higher ROI

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In a recent survey reported on by AdAge in the article “Want More Out Of Your Agencies? Write Better Briefs,” Editor Rupal Parekh cites a seminal agency input survey and notes that “More than half (54%) of respondents said fewer than 40% of client briefs give them clear indication of what's expected from their agencies. Most marketers are familiar with the famous computer programing axiom GIGO, or “garbage in equals garbage out.” It has a corollary -- quality in equals quality out. With only a few key strategies for improvement in your agency input processes you can help your agency deliver much more of what they are best at.
Sign up for this webinar and learn three principles that ANA considers a global best practice in agency input:

  1. Understanding the links between agency input and agency outcomes
  2. Capturing, keeping and communicating your corporation’s most important marketing IP
  3. Measuring and tracking the last vital data point in your marketing mix, the input score

“The largest pool of resources we can find to face these extraordinary economic times is not to be found in continuing to pressure our Agency partners as though their output was a casual commodity. It is to be found in more careful management of our responsibilities as Clients. I recommend the ANA’s course on Agency Input to every marketer serious about his craft.” –Bruno Gralpois, Director of Global Agency Management, Microsoft Corporation and author of “Agency Mania.”


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Start: Wednesday, November 17, 2010 at 1:00pm

End: Wednesday, November 17, 2010 at 2:00pm



Casey Jones
BriefLogic (Casey was most recently vice president of global marketing at Dell)