Agency Relations

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)

I. FIRESTARTER SESSION: AGENCY MANAGEMENT (10:00 – 10:30AM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. Often times, many marketers have similar challenges. In this session, we'll discuss the following topics and others you want to explore:
• Agency (Relationship) Management
• Media Pitching Process
• Your Topic!

II. WHEN YOUR WAYS OF WORKING NEED TO BE... REWORKED (10:30 – 11:15AM)
When BMO looked at its creative and media relationships in 2018, it saw inconsistency: multiple creative agencies and multiple media agencies all working for multiple marketers representing multiple lines of business across multiple countries. After conducting a ways of working analysis, BMO saw the opportunity to tackle its fragmented, inconsistent model and help the organization work smarter, drive more successful results for the business, and consolidate its agency partner roster to help save time and money. In this session, hear about the process BMO used to evaluate their old ways of working, give you a candid reckoning of the lessons learned, and share the new path forward.

Speaker:
Mike Sanders, Director, Agency, Media & Partner Management North America and U.S. Brand & Sponsorships Advertising – BMO Financial Group

III. GETTING THE RIGHT AGENCY COMBINATIONS (11:30AM – 12:15PM)
The biggest challenge brands have is optimizing their agency combination to work most effectively. This includes working with in-house agencies and external agencies. The #1 problem is a lack of clarity about needs, roles, and processes. Gaps that lead to turf wars, defensiveness, and ineffective work. In this session, understand the key decisions that need to be made to ensure you have the right agency combinations.

Speaker:
Ed McFadden, President and Founder – McFadden Agency Consulting LLC

LUNCH (12:15 – 1:00PM)

IV. STUDY ON MEDIA PITCH PRACTICES (1:00 – 2:00PM)
New research from the 4A's shows that U.S. advertisers may be failing to get the most value from media pitches as a result of flawed processes and lack of communication. In this session, we'll review the report findings and suggestions on how to improve current practices and design agency pitches in a way that is more productive and tests capabilities in a more effective way.

Speakers:
Tom Denford, CEO North America – ID Comms
Matt Kasindorf, SVP, Agency Management Services – 4A's