Agency Relations, West Coast Chapter
Please note that the Agency Relations Committee, West Coast Chapter Committee no longer exists on its own; it has been folded into the Advertising Financial Management, West Coast Chapter Committee.
The Agency Relations Committee, West Coast Chapter is for client-side marketers who desire to enhance and improve the client/agency relationship to help lead to the best possible work and optimal business results. While the advertising agency is a crucial marketing partner, relations with other IMC agencies are also considered (e.g., sales promotion, direct marketing, digital, social and other specialty agencies). This committee provides a forum for education, networking and discussion that helps elevate individuals in their respective organizations as well as advance client/agency relationships throughout the industry as a whole.
The Agency Relations, West Coast Chapter Committee is the "sister" committee of the Agency Relations Committee based in New York.
Committee Chair:Â Jim Wallace, Global Head of Agency Strategy & Management, HP Inc.
Discussion Topics
- New agency management models
- Auditing creative/media/digital agencies
- Getting great creative
- Agency evaluations
- Agency compensation
- Incentivizing your agency
- Agency briefs
- Agency contracts
- Managing integrated marketing communications (IMC) programs
- ROI & ROO
- Managing multiple agencies
- How to be a great client
- Agency search
Leadership Initiatives
Better Creative Briefs
A brief is a roadmap and a catalyst for creative, but clients don't always give the brief the attention it deserves. A good brief provides direction and inspiration that leads to imaginative work. A bad brief can start a time-consuming and expensive process heading off in the wrong direction, leading to many rounds of revisions, confusion, and unnecessary tension in the client/agency relationship. Furthermore, there is the opportunity cost due to subpar creative in the marketplace. Bad briefs waste money! The ANA Briefing Task Force was established to provide guidance for developing briefs and optimizing the briefing process, and produced the white paper, "Better Creative Briefs."
Using Data to Manage Agency Relationships — What's Important to Marketers
Research was conducted to better understand how ANA members are using data to manage agency relationships and how learnings can be applied to optimize client/agency performance. The work looked at 37 different data points across broad categories including media, billing/budgets, agency time/fees, production, and creative. This was a joint collaboration between ANA and Decideware.
Agency Reviews for Project Work
Project assignments are on the rise. Project assignments are limited in time and scope, and are usually driven by a need to address a defined business opportunity. While best practices for conducting an agency search for an AOR are well documented, agency reviews for project work did not have a similar guidance tool – until now. The ANA and the 4A's have collaborated to provide both clients and agencies with considerations to help optimize the review process for project work. Done well, project work can be an efficient way for clients to find new resources and for agencies to find new business opportunities.
Enhancing Client/Agency Relationships
ANA conducted parallel surveys among ANA members and agencies on issues related to the client/agency relationship. Clients and agencies agree that their client/agency relationships are strong, a long-term client/agency relationship is important, and they trust the other. However, there are pockets of dissatisfaction.
- Clients and agencies are not in agreement on whether clients provide clear assignment briefings to agencies.
- Clients and agencies are not in agreement that the client approval process works well.Â
ANA/4A's Agency Selection Briefing Guidance
ANA and 4A's believe there is an opportunity to further improve the productivity of the agency search/new business process, for both agencies and advertisers, by developing specific best practices guidance around the subject of agency selection briefing throughout the entire agency selection process, including initial list/RFI phase, semi-finalist/RFP phase, and finalist phase. Our intention is to provide basic guidance for clients who are unfamiliar with the fundamentals of briefing an agency during the agency selection process, and give clients experienced in agency selection briefings additional best practices to consider. This is a follow-up to Guidelines for Agency Search, released in 2011.
The Rise of the In-House Agency
The penetration and influence of in-house agencies continues to grow. These increases are, in part, a reflection of the economic environment in which corporations have reduced budgets and are being challenged to do more with less. Also, the growth of digital/social/mobile and the need for quicker turnaround for those media has played a role in the increased penetration and responsibilities of in-house agencies. This white paper provides insights into the services that in-house agencies handle, the degree to which external agencies are displaced by in-house agencies, the advantages and disadvantages of in-house agencies, the internal costs to the company of employing in-house agencies, and more.
Agency Trading Desks White Paper
The purpose of this document is to educate ANA members on agency trading desks regarding what they are, what they do, potential benefits, questions to ask, and more.
Name | Title | Company |
---|---|---|
Ernest Aquilio | Senior Sourcing Specialist | Pacific Gas & Electric Co. |
Tracy Avelar | Global Head of Marketing Sourcing | Meta |
Alan Avery | Manager of Creative Services | Jack in the Box, Inc. |
Wayne Barringer | Founder | Jaro Group |
Kamal Bhandal | Vice President, Global Brand & Consumer | Align Technology, Inc. |
Randy Boynton | Vice President Marketing and Communications | Dignity Health |
Kimberlee Burciaga | Specialist | Almond Board of California |
Chelo Canino | Global Leader, Agency Relations | Google (Marketing) |
Diane Clemens | Sr. Marketing Communications Manager | Microsoft Corporation |
Sharon Coggin | Campaign Manager | Monterey Bay Aquarium |
Nicole Conrick | Global Alliance Director | Adobe Systems Inc. |
Paul DeLucchi | Category Manager for Sales and Marketing, Global Procurement | Adobe Inc. |
Jessica Dey | Global Marketing Senior Manager | Amgen Inc. |
Abby Frank | Director, Consumer Marketing | John Muir Health |
Liane Fuji | Creative Director | Wells Fargo & Co. |
Andrea Gereffi | Assistant Manager, Creative | Yamaha Corporation of America |
Milda Goodman | Assistant Vice President, Corporate Advertising | Pacific Life |
Susan Hallock | Chief Marketing Officer | PennyMac Loan Services, LLC |
Kevin Hamilton | Head, Brand Marketing, Public Relations and Strategy | Avocados From Mexico |
Ramsey Hanna | Attorney | Reed Smith LLP |
Michelle Hansen | Marketing Program Manager | Wells Fargo & Co. |
Jenelle Henry | Category Manager | The Walt Disney Company Worldwide Services |
Kate Herbert | Marketing Excellence Manager | The J.M. Smucker Company |
Sarah Hill | Manager | E & J Gallo Winery |
Lee Hirsch | Director, Strategic Marketing | NVIDIA Corporation |
Nichole Holton | Commodity Manager | Intel Corporation |
Christopher Hume | SVP, Chief Creative Officer | MGM Resorts International |
Antonio Humphreys | Group Manager | Adobe Systems Inc. |
James Johnson | Instructor | West Virginia University |
Brian Joubran | Brand Manager | Blue Shield of California |
Robert Kalmbach | Creative Director | Vision Service Plan, Inc. |
Kellie Krug | ||
Jason Lakeman | Senior Manager, Demand Generation | Bill.com |
Karen Lechner | Global Marketing Business Transformation Consultant | IBM Corporation |
Evelyn Lee | SVP, Head of in House Agency & Agency Management | Wells Fargo & Co. |
Nicole Lee | Content Strategy Manager | McKesson Corporation |
Steve Leiken | Graphic Designer | Yamaha Corporation of America |
Chantel Leurs-beeson | Associate Brand Manager - Grand Marnier | Campari America |
Colin Linggo | Vice President, Marketing & Media | Paramount Pictures |
Eileen Loustau | Senior Vice President, Head of Marketing | Chevron Federal Credit Union |
Ryan Maloney | Industry Manager | Meta |
Lianne Maly | Marketing Specialist | Watkins Wellness |
Melissa Mautz | Associate Director, Marketing Services | Almond Board of California |
Candace McCullom | VP, Integrated Marketing - Diverse Segment Campaign Leader | Wells Fargo & Co. |
David McGrane | Director, Brand & Creative | AAA Club Partners |
Cassie McNab | Marketing Manager | CSA Travel Protection |
Michelle Miller | Senior Manager, Agency Management | Microsoft Corporation |
Connie Murphree | Agency Relations Senior Manager | Amgen Inc. |
Shaila Nagarkar | Brand Manager, Bosch | BSH Home Appliances Corp. |
Shirley Nguyen | Vendor and Sourcing Management | Charles Schwab & Company, Inc. |
Jenny Nicolau | Manager, Industry Relations | Almond Board of California |
Tiffany Nishimori | Category Manager, Global Strategic Sourcing | Amgen Inc. |
Shane O'Reilly | Director, Strategic Sourcing | Elevance Health |
Vicki Reher | Marketing Program Manager | Wells Fargo & Co. |
Regan Rhodes | Strategic Sourcing Manager | Intel Corporation |
Lisa Ricci | Senior Marketing and Brand Specialist | Brown & Toland Physicians |
Richard Rodriguez | Strategic Account Manager | United States Postal Service |
Frank Ruiz | Chief, Media and Communications Unit | California Tobacco Prevention Program |
Shelley Schmidtlin | Marketing Leader | Brown & Toland Physicians |
Michele Schuh | VP Marketing, Old Navy | Old Navy |
Ketan Shah | Senior Director, Marketing Vendor Management | Kaiser Permanente |
Clifford Singontiko | Director, Creative Services | Farmers Insurance Group, Inc. |
Kecia Steddin | Senior Manager, Strategic Sourcing | Autodesk, Inc. |
Libby Syth | Sr. Manager of Resource Management | The Capital Group |
Heidi Tuneberg | Senior Director, Production & Business Affairs | Best Buy Company, Inc. |
Rachel Tyler | Director, International Agency Management | Microsoft Corporation |
Sandi Wang | Global Advertising | Hawaiian Airlines, Inc. |
Shannon Wicke | Corporate Marketing Sr. Financial Analyst | Intel Corporation |
Meredith Wollman | Marketing Manager | Mattel, Inc. |
-
Name
Ernest AquilioTitle
Senior Sourcing SpecialistCOMPANY
Pacific Gas & Electric Co. -
Name
Tracy AvelarTitle
Global Head of Marketing SourcingCOMPANY
Meta -
Name
Alan AveryTitle
Manager of Creative ServicesCOMPANY
Jack in the Box, Inc. -
Name
Wayne BarringerTitle
FounderCOMPANY
Jaro Group -
Name
Kamal BhandalTitle
Vice President, Global Brand & ConsumerCOMPANY
Align Technology, Inc. -
Name
Randy BoyntonTitle
Vice President Marketing and CommunicationsCOMPANY
Dignity Health -
Name
Kimberlee BurciagaTitle
SpecialistCOMPANY
Almond Board of California -
Name
Chelo CaninoTitle
Global Leader, Agency RelationsCOMPANY
Google (Marketing) -
Name
Diane ClemensTitle
Sr. Marketing Communications ManagerCOMPANY
Microsoft Corporation -
Name
Sharon CogginTitle
Campaign ManagerCOMPANY
Monterey Bay Aquarium -
Name
Nicole ConrickTitle
Global Alliance DirectorCOMPANY
Adobe Systems Inc. -
Name
Paul DeLucchiTitle
Category Manager for Sales and Marketing, Global ProcurementCOMPANY
Adobe Inc. -
Name
Jessica DeyTitle
Global Marketing Senior ManagerCOMPANY
Amgen Inc. -
Name
Abby FrankTitle
Director, Consumer MarketingCOMPANY
John Muir Health -
Name
Liane FujiTitle
Creative DirectorCOMPANY
Wells Fargo & Co. -
Name
Andrea GereffiTitle
Assistant Manager, CreativeCOMPANY
Yamaha Corporation of America -
Name
Milda GoodmanTitle
Assistant Vice President, Corporate AdvertisingCOMPANY
Pacific Life -
Name
Susan HallockTitle
Chief Marketing OfficerCOMPANY
PennyMac Loan Services, LLC -
Name
Kevin HamiltonTitle
Head, Brand Marketing, Public Relations and StrategyCOMPANY
Avocados From Mexico -
Name
Ramsey HannaTitle
AttorneyCOMPANY
Reed Smith LLP -
Name
Michelle HansenTitle
Marketing Program ManagerCOMPANY
Wells Fargo & Co. -
Name
Jenelle HenryTitle
Category ManagerCOMPANY
The Walt Disney Company Worldwide Services -
Name
Kate HerbertTitle
Marketing Excellence ManagerCOMPANY
The J.M. Smucker Company -
Name
Sarah HillTitle
ManagerCOMPANY
E & J Gallo Winery -
Name
Lee HirschTitle
Director, Strategic MarketingCOMPANY
NVIDIA Corporation -
Name
Nichole HoltonTitle
Commodity ManagerCOMPANY
Intel Corporation -
Name
Christopher HumeTitle
SVP, Chief Creative OfficerCOMPANY
MGM Resorts International -
Name
Antonio HumphreysTitle
Group ManagerCOMPANY
Adobe Systems Inc. -
Name
James JohnsonTitle
InstructorCOMPANY
West Virginia University -
Name
Brian JoubranTitle
Brand ManagerCOMPANY
Blue Shield of California -
Name
Robert KalmbachTitle
Creative DirectorCOMPANY
Vision Service Plan, Inc. -
Name
Kellie KrugTitle
COMPANY
-
Name
Jason LakemanTitle
Senior Manager, Demand GenerationCOMPANY
Bill.com -
Name
Karen LechnerTitle
Global Marketing Business Transformation ConsultantCOMPANY
IBM Corporation -
Name
Evelyn LeeTitle
SVP, Head of in House Agency & Agency ManagementCOMPANY
Wells Fargo & Co. -
Name
Nicole LeeTitle
Content Strategy ManagerCOMPANY
McKesson Corporation -
Name
Steve LeikenTitle
Graphic DesignerCOMPANY
Yamaha Corporation of America -
Name
Chantel Leurs-beesonTitle
Associate Brand Manager - Grand MarnierCOMPANY
Campari America -
Name
Colin LinggoTitle
Vice President, Marketing & MediaCOMPANY
Paramount Pictures -
Name
Eileen LoustauTitle
Senior Vice President, Head of MarketingCOMPANY
Chevron Federal Credit Union -
Name
Ryan MaloneyTitle
Industry ManagerCOMPANY
Meta -
Name
Lianne MalyTitle
Marketing SpecialistCOMPANY
Watkins Wellness -
Name
Melissa MautzTitle
Associate Director, Marketing ServicesCOMPANY
Almond Board of California -
Name
Candace McCullomTitle
VP, Integrated Marketing - Diverse Segment Campaign LeaderCOMPANY
Wells Fargo & Co. -
Name
David McGraneTitle
Director, Brand & CreativeCOMPANY
AAA Club Partners -
Name
Cassie McNabTitle
Marketing ManagerCOMPANY
CSA Travel Protection -
Name
Michelle MillerTitle
Senior Manager, Agency ManagementCOMPANY
Microsoft Corporation -
Name
Connie MurphreeTitle
Agency Relations Senior ManagerCOMPANY
Amgen Inc. -
Name
Shaila NagarkarTitle
Brand Manager, BoschCOMPANY
BSH Home Appliances Corp. -
Name
Shirley NguyenTitle
Vendor and Sourcing ManagementCOMPANY
Charles Schwab & Company, Inc. -
Name
Jenny NicolauTitle
Manager, Industry RelationsCOMPANY
Almond Board of California -
Name
Tiffany NishimoriTitle
Category Manager, Global Strategic SourcingCOMPANY
Amgen Inc. -
Name
Shane O'ReillyTitle
Director, Strategic SourcingCOMPANY
Elevance Health -
Name
Vicki ReherTitle
Marketing Program ManagerCOMPANY
Wells Fargo & Co. -
Name
Regan RhodesTitle
Strategic Sourcing ManagerCOMPANY
Intel Corporation -
Name
Lisa RicciTitle
Senior Marketing and Brand SpecialistCOMPANY
Brown & Toland Physicians -
Name
Richard RodriguezTitle
Strategic Account ManagerCOMPANY
United States Postal Service -
Name
Frank RuizTitle
Chief, Media and Communications UnitCOMPANY
California Tobacco Prevention Program -
Name
Shelley SchmidtlinTitle
Marketing LeaderCOMPANY
Brown & Toland Physicians -
Name
Michele SchuhTitle
VP Marketing, Old NavyCOMPANY
Old Navy -
Name
Ketan ShahTitle
Senior Director, Marketing Vendor ManagementCOMPANY
Kaiser Permanente -
Name
Clifford SingontikoTitle
Director, Creative ServicesCOMPANY
Farmers Insurance Group, Inc. -
Name
Kecia SteddinTitle
Senior Manager, Strategic SourcingCOMPANY
Autodesk, Inc. -
Name
Libby SythTitle
Sr. Manager of Resource ManagementCOMPANY
The Capital Group -
Name
Heidi TunebergTitle
Senior Director, Production & Business AffairsCOMPANY
Best Buy Company, Inc. -
Name
Rachel TylerTitle
Director, International Agency ManagementCOMPANY
Microsoft Corporation -
Name
Sandi WangTitle
Global AdvertisingCOMPANY
Hawaiian Airlines, Inc. -
Name
Shannon WickeTitle
Corporate Marketing Sr. Financial AnalystCOMPANY
Intel Corporation -
Name
Meredith WollmanTitle
Marketing ManagerCOMPANY
Mattel, Inc.