Agency Relations Committee Meeting
This event is over.
I. WELCOME REMARKS (11:00 – 11:10a.m. ET)
II. ROUNDTABLE DISCUSSION: AGENCY PERFORMANCE INCENTIVE PROGRAMS (11:10 – 11:45a.m. ET)
According to the ANA’s 2025 Trends in Agency Compensation Report, 19th Edition, use of performance incentive programs declined to 15 percent, the lowest rate since 1994. This is likely due to the complexity and effort required to structure an effective performance incentive agreement and the increasing number of ANA members who say that their incentive agreements have not had a material impact on agency performance. In this roundtable discussion, we’ll dive deeper into the challenges of establishing a strong performance incentive program. Come prepared to share your thoughts and questions.
III. CREATING A CULTURE OF TESTING TO OPTIMIZE MARKETING ROI (11:45a.m. – 12:20p.m. ET)
Marketers everywhere are struggling with the same problem: they know some of their spend is going to the wrong place, but they don't know how to identify the spend that is not performing. This problem has been further exacerbated by the failures of traditional click based attribution. In this session, you'll hear how Sunday Lawn Care has implemented a culture of incrementality testing and experimentation to drive marketing ROI across all their most important channels. You'll learn not only about incrementality, but about the cultural changes that need to occur within the organization to turn results into action and implement your experimental findings.
Speakers:
Ike Armstrong, Measurement Strategist – Haus
Luke Cheng, Director and Head of Growth – Sunday Lawn Care
IV. BREAK (12:20 – 12:25p.m. ET)
V. BEST PRACTICES IN RETAIL MEDIA INTERNAL MEASUREMENT (12:25 – 1:00p.m. ET) (Download the Presentation)
The rise of retail media networks has reshaped the brand-retailer relationship, bringing new complexities that many companies struggle to manage. In addition to the need for external measurement consistency, many brands are also facing internal challenges around collaboration, alignment, and decision-making. Alongside the author of the ANA's latest report, Jason Trubowitz, learn how Kimberly-Clark built a unified, full-funnel plan that linked its Pull-Ups campaign to both retailer initiatives and national media efforts.
Speakers:
Diana Gordon, Retail Media Investment & Partnership Lead – Kimberly-Clark
Joe Schaiper, Integrated Media Strategy Lead, Huggies Brand – Kimberly-Clark
Jason Trubowitz, SVP, Media and Measurement Leadership Initiative – ANA