Agency Relations Day (Members Only Conference) presented by Microsoft

This event is over.

Please click here to download the conference booklet.

In today’s advertising world, it is important to get the right message to the right audience. In order to do this, marketers and their agencies need to align and connect seamlessly, in order implement an integrated message to the marketplace. It’s a matter of taking specific advertising and marketing needs and capabilities into consideration, and it requires the need to have the right agency roster in place. Although it sounds easy, it is more complex than ever.

In some cases it might require that the marketer perform an agency review, while in other cases it might be a realignment of the agency resources to better accommodate the strategies and projects at hand. And, with the growth of interactive and digital, there are many multifaceted challenges that marketers need to take into consideration.

Please join us in New York City on Thursday, November 21^st, at the 2013 Agency Relations Members Only Conference. Learn how marketers can prepare themselves for the right agency relations. You will hear from top client-side marketers and industry experts that will share best practices, case studies, and valuable takeaways to help you in the days ahead. Additionally, you will have the opportunity to network and learn from your marketing peers at this complimentary event, which is open to all ANA members and invited guests only.

Agenda

8:15am 9:00am	Breakfast General Session WELCOME/OPENING REMARKS John Piontkowski General Manager Microsoft ______________________________________________ CONDUCT – DIRECT – HARMONIZE… HOW MARKETERS CAN SYNCHRONIZE THE CACOPHONY OF MULTIAGENCY COLLABORATION In a world where reaching and connecting with consumers gets increasing complex every single day, the last thing that marketers need is to deal with the cacophony of misdirected and misaligned agency partners. Forrester lays out three models for marketers to better work with, and get great results from, their agencies. In this session, Jim Nail, Principal Analyst of Forrester will discuss agency coordination, as it relates to leveraging specialized talent, client-led artistic vision, and the improvisational model, and engage the audience in a group discussion around the pros and cons, and steps to execute these models. Jim Nail Principal Analyst Forrester Research ______________________________________________ WHAT IT MEANT FOR AN AGENCY TO HEAR, “WELCOME TO MOE’S” Moe's Southwest Grill is a fun and engaging fast-casual restaurant franchise serving a wide variety of fresh, made-to-order southwest fare. Although they believe in the simplicity of all-natural ingredients, there was a complexity that they needed to cover when selecting a new agency. An important aspect of the selection process was the chemistry between the two parties. After all, when a client gives menu items unique names like “The Funk Meister” taco and “Joey Bag of Donuts” burrito, it’s important to make sure that both parties are in alignment. In this session, Paul Macaluso, Chief Marketing Officer – Moe’s Southwest Grill will discuss how Moe’s went about getting the agency with the highest quality ingredients, in order to serve corporate, as well as their 500+ locations. Paul Macaluso Chief Marketing Officer Moe’s Southwest Grill ______________________________________________ OBTAINING AD EFFECTIVENESS IN SOME NEW AND INTERESTING WAYS In today's multi-screen, "trans media" world, consumers no longer operate in the traditional marketer's funnel using discrete media. Instead, they move through their own unique journey to purchase and experience products. Microsoft endeavored to understand these journeys and the pathways consumers take across screens to truly uncover the underlying motivations and the "why". With these journeys comes a need to understand and measure; to validate and experiment with confidence. MSFT has partnered with Nielsen to develop a new “BIG Data” approach to measure this across screens from the perspective of the consumer and turn it into actionable insights that explain the "why" as well as the "what". The best part – Microsoft has developed new tools to facilitate the consumer journey conversation between marketers and agencies. Ivy Esquero Thought Leadership Manager, Global Consumer Insights Microsoft ______________________________________________
12:00pm	Lunch
1:00pm	General Session Continued STRATEGICALLY MANAGING THE MARKETING ROSTER Marketers are no longer working with just one agency to handle their communication requirements. With the specialization of competencies, and the need to consolidate, marketers are continuously looking to leverage best practices and efforts internally and externally. In this session, Eve Reiter of American Express will discuss the balancing considerations required to optimize integration and output within your organization, as well as with your agency(s). Eve Reiter Vice President, Marketing Category Management and Agency Relations American Express ______________________________________________ LEVERAGING EXPERTISE & SCALE - AKA CONFLICTS When marketers assess an agency’s resources the client’s consideration set usually includes recent category expertise, relevant marketing services experience and efficiencies. These capabilities are important because a marketer’s interests are well served by leveraging vendor expertise & scale --which means that many marketers should adopt less restrictive agency conflicts policies. Industry dynamics are changing— engagements are shorter, there are more agencies on a client roster, more specialist niche agencies and there is a trend toward more project assignments----traditional conflict policies that are applied to agencies need to change. Why are conflict rules for agencies different than the rules for other client advisers (i.e. consultants, attorneys, accountants, etc.)? The operative question in an interconnected marketing ecosystem should be …..Is it a conflict or is the marketer smartly leveraging category expertise, proven servicing experience and scale efficiencies? Matt Anthony Chairman, VML President, Y&R North America Laurie Coots Free Agent of Disruption Former CMO of TBWA/Worldwide Lauren Crampsie Worldwide Chief Marketing Officer Ogilvy & Mather Tom Finneran Executive Vice President Agency Management Services 4A’s Chris Shumaker EVP/Chief Marketing Officer, North America Draftfcb ______________________________________________
3:00pm	Conference Adjournment