Agency Management | School of Marketing | ANA

Agency Management

Brand advertisers must demand increasingly more from the advertising and marketing service agencies they rely on to plan and execute breakthrough work from these relationships while simultaneously driving the dual agenda of effectiveness and efficiency. Clients want more, better, and faster work from their strategic relationships. Their ability to effectively manage these relationships is directly correlated to their ability to succeed in the marketplace. Yet the answers are not always obvious. Why do some relationships thrive while others miserably fail? What works and what doesn’t? What should brand advertisers do to set themselves up for continued success? This course is designed to help you answer those questions and develop the skills of an effective client leader or active user of agencies.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who Is This Course For?

    • Marketers responsible for managing agency relationships
    • This workshop is extremely valuable for a manager new to agency management and a great refresher for senior professionals or team leaders who want to improve their relationship with advertising or marketing agencies and get greater value from their partnerships

Learning Objectives

  1. Find the right partner to get more value for your organization
  2. Follow scope of work and briefing best practices to ensure alignment, manage expectations, and minimize waste
  3. Conduct effective agency evaluations and provide actionable feedback to make you a top-notch client

Find out what you will learn from instructor Bruno Gralpois in the video below.

Estimated Length of Completion

Approximately 60 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

This course was last redesigned on June 29, 2022.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Bruno Gralpois

Bruno Gralpois is the co-founder and principal of Agency Mania Solutions, a service and technology firm specializing in helping large marketing organizations realize the "transformational" value of managed agency partnerships. He is the former head of global marketing operations at Visa Inc., and the former director of global agency strategy at Microsoft. Bruno has also held leadership positions in pre-IPO high-tech companies Avenue A | Razorfish and Visio. He also served as head of relationship marketing at Clearwire/Sprint, and as chair of the ANA Client/Agency Committee. Bruno has been instrumental in establishing agency management as a central global discipline. He has shaped industry-wide initiatives to improve our understanding and practices in agency management. 

Bruno is an ANA Faculty member and the author of the highly regarded, international bestseller Agency Mania: Harnessing the Madness of Client/Agency Relationships for High-Impact Results. He received the prestigious Marketing Excellence Award from CEO Steve Ballmer for his continued leadership.