Agency Management

Brand advertisers must demand increasingly more from the advertising and marketing service agencies they rely on to plan and execute breakthrough work while driving the dual agenda of effectiveness and efficiency. Clients want more, better, faster work from their strategic relationships. Their ability to effectively manage these relationships is directly correlated to their ability to succeed in the marketplace. This course is designed to 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 or the contractual/financial or transactional relationship, as well as new managers to agency management and a great refresher for senior professionals or team leaders.

Learning Objectives

  1. Describe how the agency world is organized
  2. Apply the best agency strategy to support your organization
  3. Outline the best methods to foster collaboration between your agencies
  4. Negotiate compensation terms that motivate your partners
  5. Develop scope of work and briefing best practices to ensure alignment and minimize waste
  6. Explain the steps involved to conduct an effective client/agency performance evaluation

Estimated Length of Completion:

Approximately 2.0 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember $149



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.