Agency Relations, West Coast Chapter | Committees | Events & Webinars | ANA

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: 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. 

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 Aquilio

    Title

    Senior Sourcing Specialist

    COMPANY

    Pacific Gas & Electric Co.
  • Name

    Tracy Avelar

    Title

    Global Head of Marketing Sourcing

    COMPANY

    Meta
  • Name

    Alan Avery

    Title

    Manager of Creative Services

    COMPANY

    Jack in the Box, Inc.
  • Name

    Wayne Barringer

    Title

    Founder

    COMPANY

    Jaro Group
  • Name

    Kamal Bhandal

    Title

    Vice President, Global Brand & Consumer

    COMPANY

    Align Technology, Inc.
  • Name

    Randy Boynton

    Title

    Vice President Marketing and Communications

    COMPANY

    Dignity Health
  • Name

    Kimberlee Burciaga

    Title

    Specialist

    COMPANY

    Almond Board of California
  • Name

    Chelo Canino

    Title

    Global Leader, Agency Relations

    COMPANY

    Google (Marketing)
  • Name

    Diane Clemens

    Title

    Sr. Marketing Communications Manager

    COMPANY

    Microsoft Corporation
  • Name

    Sharon Coggin

    Title

    Campaign Manager

    COMPANY

    Monterey Bay Aquarium
  • Name

    Nicole Conrick

    Title

    Global Alliance Director

    COMPANY

    Adobe Systems Inc.
  • Name

    Paul DeLucchi

    Title

    Category Manager for Sales and Marketing, Global Procurement

    COMPANY

    Adobe Inc.
  • Name

    Jessica Dey

    Title

    Global Marketing Senior Manager

    COMPANY

    Amgen Inc.
  • Name

    Abby Frank

    Title

    Director, Consumer Marketing

    COMPANY

    John Muir Health
  • Name

    Liane Fuji

    Title

    Creative Director

    COMPANY

    Wells Fargo & Co.
  • Name

    Andrea Gereffi

    Title

    Assistant Manager, Creative

    COMPANY

    Yamaha Corporation of America
  • Name

    Milda Goodman

    Title

    Assistant Vice President, Corporate Advertising

    COMPANY

    Pacific Life
  • Name

    Susan Hallock

    Title

    Chief Marketing Officer

    COMPANY

    PennyMac Loan Services, LLC
  • Name

    Kevin Hamilton

    Title

    Head, Brand Marketing, Public Relations and Strategy

    COMPANY

    Avocados From Mexico
  • Name

    Ramsey Hanna

    Title

    Attorney

    COMPANY

    Reed Smith LLP
  • Name

    Michelle Hansen

    Title

    Marketing Program Manager

    COMPANY

    Wells Fargo & Co.
  • Name

    Jenelle Henry

    Title

    Category Manager

    COMPANY

    The Walt Disney Company Worldwide Services
  • Name

    Kate Herbert

    Title

    Marketing Excellence Manager

    COMPANY

    The J.M. Smucker Company
  • Name

    Sarah Hill

    Title

    Manager

    COMPANY

    E & J Gallo Winery
  • Name

    Lee Hirsch

    Title

    Director, Strategic Marketing

    COMPANY

    NVIDIA Corporation
  • Name

    Nichole Holton

    Title

    Commodity Manager

    COMPANY

    Intel Corporation
  • Name

    Christopher Hume

    Title

    SVP, Chief Creative Officer

    COMPANY

    MGM Resorts International
  • Name

    Antonio Humphreys

    Title

    Group Manager

    COMPANY

    Adobe Systems Inc.
  • Name

    James Johnson

    Title

    Instructor

    COMPANY

    West Virginia University
  • Name

    Brian Joubran

    Title

    Brand Manager

    COMPANY

    Blue Shield of California
  • Name

    Robert Kalmbach

    Title

    Creative Director

    COMPANY

    Vision Service Plan, Inc.
  • Name

    Kellie Krug

    Title

     

    COMPANY

     
  • Name

    Jason Lakeman

    Title

    Senior Manager, Demand Generation

    COMPANY

    Bill.com
  • Name

    Karen Lechner

    Title

    Global Marketing Business Transformation Consultant

    COMPANY

    IBM Corporation
  • Name

    Evelyn Lee

    Title

    SVP, Head of in House Agency & Agency Management

    COMPANY

    Wells Fargo & Co.
  • Name

    Nicole Lee

    Title

    Content Strategy Manager

    COMPANY

    McKesson Corporation
  • Name

    Steve Leiken

    Title

    Graphic Designer

    COMPANY

    Yamaha Corporation of America
  • Name

    Chantel Leurs-beeson

    Title

    Associate Brand Manager - Grand Marnier

    COMPANY

    Campari America
  • Name

    Colin Linggo

    Title

    Vice President, Marketing & Media

    COMPANY

    Paramount Pictures
  • Name

    Eileen Loustau

    Title

    Senior Vice President, Head of Marketing

    COMPANY

    Chevron Federal Credit Union
  • Name

    Ryan Maloney

    Title

    Industry Manager

    COMPANY

    Meta
  • Name

    Lianne Maly

    Title

    Marketing Specialist

    COMPANY

    Watkins Wellness
  • Name

    Melissa Mautz

    Title

    Associate Director, Marketing Services

    COMPANY

    Almond Board of California
  • Name

    Candace McCullom

    Title

    VP, Integrated Marketing - Diverse Segment Campaign Leader

    COMPANY

    Wells Fargo & Co.
  • Name

    David McGrane

    Title

    Director, Brand & Creative

    COMPANY

    AAA Club Partners
  • Name

    Cassie McNab

    Title

    Marketing Manager

    COMPANY

    CSA Travel Protection
  • Name

    Michelle Miller

    Title

    Senior Manager, Agency Management

    COMPANY

    Microsoft Corporation
  • Name

    Connie Murphree

    Title

    Agency Relations Senior Manager

    COMPANY

    Amgen Inc.
  • Name

    Shaila Nagarkar

    Title

    Brand Manager, Bosch

    COMPANY

    BSH Home Appliances Corp.
  • Name

    Shirley Nguyen

    Title

    Vendor and Sourcing Management

    COMPANY

    Charles Schwab & Company, Inc.
  • Name

    Jenny Nicolau

    Title

    Manager, Industry Relations

    COMPANY

    Almond Board of California
  • Name

    Tiffany Nishimori

    Title

    Category Manager, Global Strategic Sourcing

    COMPANY

    Amgen Inc.
  • Name

    Shane O'Reilly

    Title

    Director, Strategic Sourcing

    COMPANY

    Elevance Health
  • Name

    Vicki Reher

    Title

    Marketing Program Manager

    COMPANY

    Wells Fargo & Co.
  • Name

    Regan Rhodes

    Title

    Strategic Sourcing Manager

    COMPANY

    Intel Corporation
  • Name

    Lisa Ricci

    Title

    Senior Marketing and Brand Specialist

    COMPANY

    Brown & Toland Physicians
  • Name

    Richard Rodriguez

    Title

    Strategic Account Manager

    COMPANY

    United States Postal Service
  • Name

    Frank Ruiz

    Title

    Chief, Media and Communications Unit

    COMPANY

    California Tobacco Prevention Program
  • Name

    Shelley Schmidtlin

    Title

    Marketing Leader

    COMPANY

    Brown & Toland Physicians
  • Name

    Michele Schuh

    Title

    VP Marketing, Old Navy

    COMPANY

    Old Navy
  • Name

    Ketan Shah

    Title

    Senior Director, Marketing Vendor Management

    COMPANY

    Kaiser Permanente
  • Name

    Clifford Singontiko

    Title

    Director, Creative Services

    COMPANY

    Farmers Insurance Group, Inc.
  • Name

    Kecia Steddin

    Title

    Senior Manager, Strategic Sourcing

    COMPANY

    Autodesk, Inc.
  • Name

    Libby Syth

    Title

    Sr. Manager of Resource Management

    COMPANY

    The Capital Group
  • Name

    Heidi Tuneberg

    Title

    Senior Director, Production & Business Affairs

    COMPANY

    Best Buy Company, Inc.
  • Name

    Rachel Tyler

    Title

    Director, International Agency Management

    COMPANY

    Microsoft Corporation
  • Name

    Sandi Wang

    Title

    Global Advertising

    COMPANY

    Hawaiian Airlines, Inc.
  • Name

    Shannon Wicke

    Title

    Corporate Marketing Sr. Financial Analyst

    COMPANY

    Intel Corporation
  • Name

    Meredith Wollman

    Title

    Marketing Manager

    COMPANY

    Mattel, Inc.