Agency Relations

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

I. FIRESTARTER SESSION: AGENCY MANAGEMENT MODELS (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 dive into the various agency management models, what works and doesn’t, and lessons learned. Come prepared to share!

Facilitators:
Jason Chebib, Vice President, Consumer Planning - Diageo North America and ANA Agency Relations Committee Chair
Greg Wright, Senior Director – Association of National Advertisers

II. UPDATE: AGENCY (RELATIONSHIP) MANAGEMENT (10:30 – 11:00AM)
It was shared at the last meeting that the ANA and the 4A’s are working together to understand how client-side marketers are currently managing their agency relationships. In this session, we’ll get an update on the project, as well as insight to the survey responses and how members are currently managing their agency relationships.

Speaker:
Greg Wright, Senior Director - Association of National Advertisers

III. 5 FACTORS FOR BECOMING A BETTER CLIENT (11:15AM – 12:15PM)
For almost two decades, Lisa Colantuono, president of AAR Partners, has assisted marketers and agencies with agency reviews, effective new business efforts, and “marriage counseling.” In her session, you’ll learn that the most successful relationships benefit from action and attention. The healthiest relationships have partners who routinely “check in” but also take responsibility for cultivating that partnership. You can do a lot to improve the quality of your agency partnership. Lisa will share five simple factors to help you start becoming a better client resulting in a stronger and more successful agency partnership.

Speaker:
Lisa Colantuono, President - AAR Partners

LUNCH (12:15 – 1:00PM)

IV. ANA: TRUST WITHIN THE ADVERTISING INDUSTRY (1:00 – 1:45PM)
The ANA will release a new study on trust within the advertising industry, specifically between client-side marketer and agency, the week of this meeting. In this session, Bill Duggan, EVP at the ANA, will provide an overview of the results of this significant industry study.

Speaker:
Bill Duggan, EVP - ANA

V. DELL: EVOLVING FROM “SUPPLIER” TO ROSTER MANAGEMENT (1:45 – 2:30PM)
Dell Technologies relies on its agency partners to successfully compete in the global marketplace and support its ambitious marketing goals. Learn how Dell’s Agency Strategy & Management team has established an engagement process by which the marketing organization can more easily access its supplier and partner information, which results in a more effective matching of partner resources with its marketing objectives. Discover how the agency management and procurement teams at Dell have partnered together to realize this vision, promote better use of agency resources, drive cost efficiencies, reduce onboarding, and manage its roster by a more organized joint-team approach.

Speaker:
Jason Pierce, Agency Strategy and Management, Global Marketing - Dell