Agency Relations, West Coast Chapter
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9-9:30am Networking Breakfast
9:30-9:45am Introductions and review of agenda
I. AGENCY COMPENSATION: VENDOR VS. PARTNER (9:45-11am)
Agencies want to be client marketing partners and not just vendors. "Vendor," by the way, is one of the most hated words in the agency business. New value-based agency (VBA) compensation models promise greater partnerships between clients and agencies. But a common client question is, "I am not Coca-Cola and don't have those resources, so how can I even think about VBA for my company?" The answer to that question is, "just get started." But before getting started with VBA, there are important issues that clients need to consider. In this session, Blamer Partnership will review each of these issues in great detail.
Speaker:
Steve Blamer, Managing Partner - Blamer Partnership (in his "former life" Steve had senior leadership roles in agencies including Grey and FCB)
II. GUIDELINES FOR AGENCY SEARCH (11:15am-12:15pm)
ANA and 4A's (American Association of Advertising Agencies) have worked collaboratively to develop a guidance paper titled ANA/4A's Guidelines for Agency Search. The guidance outlines steps that can help marketers, their procurement teams, and agencies go through an effective search and selection process that can help create a better working relationship. The guidelines were developed by a task force of ANA and 4A's members and two members of this committee who were active contributors will discuss the key highlights of the document.
Speakers:
Bill Duggan, Group Executive Vice President - ANA
Leo Tighe, Group Marketing Manager, Central Marketing - Intuit
III. PANEL OF DIGITAL AGENCY EXPERTS (1-2pm)
A group of digital agency experts will issues including:
- Agency compensation
- Agency trading desks
- Integrating the work of multiple agencies
- What's hot now and what's next?
Panelists:
Keith Johnston, Head of Digital - Butler, Shine, Stern & Partners
Adam Kleinberg, Chief Executive Officer - Traction
Jason Tarantino, Group Planning Director, San Francisco - R/GA