Agency Relations Committee Meeting

NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)


I. DIRTY LITTLE SECRETS OF AD BIZ (HOW TO GET THE BEST OUT OF YOUR CREATIVE) (9:45 – 11:00)
Every client wants great work. So do agencies and, of course, their creative people too. The problem is that creative people and clients don't always have the same definition of what "great" work is.

Nina (one of the most accomplished creative leaders that this industry has ever seen) says: "Yes, we do want to win awards, but there are other things driving creative people, and if you can understand these things you will have a better chance of developing a true partnership with them. Or at a minimum, a decent working relationship."

This session takes an in-depth look at the world of the agency creative department, including departmental structure, left brain vs. right brain thinking, the key drivers of creatives' behavior and other "dirty little secrets" that will help you manage creative people more effectively. "And let's face it," Nina says, "if you can manage a creative person you can manage anyone."

Speaker:
Nina DiSesa, Creative Management Consultant, R3:JLB and former Chairman and Chief Creative Officer of McCann, New York

II. MEMBER ROUNDTABLE DISCUSSION: MARKETING EFFICIENCY THROUGH AN AGENCY RELATIONS LENS (11:15-12:00)
According to the 2012 ANA Recession Survey, 84% of marketers say that they are challenged with identifying cost savings and reductions in their current marketing and advertising efforts, up from 77% in 2011.  Among that group of marketers, 52% plan on challenging their agencies to reduce internal expenses/identify cost reductions.  In this session, members will share if they plan to put this challenge to their agency partners, discuss specific areas where agencies can reduce expenses as well as other ways to cut costs via agency partnerships.

Facilitator:
Eve Reiter, Vice President, Marketing Category Management and Agency Relations, American Express Company and ANA Agency Relations Committee Chair


LUNCH (12:00 – 12:45)

III. BEST PRACTICE APPROACH TO ACCOUNT REVIEW BRIEFINGS (12:45-1:45)
ANA and 4A’s released the “Guidelines for Agency Search” white paper in October 2011. As a follow-up, the two groups are considering collaboration on the development of tools and templates that are a complement to those guidelines. The areas where there may be the greatest need and opportunity are: (1) client briefings and (2) standardizing RFI and RFP templates.  In this session, members of the 4A’s New Business Committee will share an initial draft of a client briefing guidance tool.  The intent is to refine and then co-sponsor an "industry standard" best practice approach to account review briefings.

Participants:
Tom Finneran, Executive Vice President, 4A’s
Matthew Anderson, Managing Director, New Business, Kaplan Thaler Group
Laurie Coots, Chief Marketing Officer, TBWA Worldwide
Chris Shumaker, Executive Vice President & Chief Marketing Officer, Publicis


IV. STATE COMMERCIAL PRODUCTION INCENTIVES (2:00)
Many states now offer production incentives for advertisers willing to shoot their commercials in that state. These incentives are offered by the states to create jobs and attract investment. Almost the entire film and television industries take advantage of these incentives and many large advertisers are now participating as well. These savings can be achieved without sacrificing quality and can be quite attractive, usually ranging from 15% to 30% of production costs.  ANA’s position is that the production incentive rebates belong exclusively to the advertiser, not the production company or the agency.  There is a perspective from some in the production community that production incentives belong to the production company.  Agencies feel a bit caught in the middle on this.  This session will cover what these incentives are, why advertisers should participate, how to apply for and receive these rebates, and suggestions for language in advertiser contracts with agencies and production companies to help advertisers take ownership of the incentives.

Facilitator:
Bill Duggan, Group Executive Vice President, ANA