End to End Highly Effective Agency Management (Full Day)

Many marketers wonder why they do not have the best agency personnel assigned to their business and/or why the agencies creative work is not meeting expectations.  ANA studies have found that a cause of these undesirable results is a suboptimal client - agency relationship. This workshop will provide you and your team with the frameworks, best practices and tools you need to inspire your agency to develop great work.

It will also teach you the principles of working with your agency partners in order to ensure your processes are streamlined and cost effective.

Still, there is more to Agency Management than effective process and principled relationships. First, there are insights into the current agency landscape that will help you to anticipate and prepare for the future. Then, there are the crucial topics of contracts, SOWs, and compensation to help you make smarter business decisions. Finally, you will learn about best practices and frameworks on how to manage multiple agencies so you ensure work from multiple agencies is complementary and efficient. 

Led by a seasoned consultant with over 30 years of client, agency and agency review experience, this workshop provides the essentials as well as the advanced skills you need to inspire, incent, and effectively manage your agency partnerships.

 Most importantly, this workshop is highly interactive and full of hands-on exercises and opportunities to share. The skills you and your team hone in this workshop will position you to play a key role in the day-to-day management of your agency partners and you will be well on your way to becoming a client that agencies respect and want to work hard for as well as a marketing leader who drives business results.

Who is this workshop for?

This workshop has been designed specifically for Marketing Directors, all levels of Brand Managers, Social Media Directors and Managers, and Marketing Services Directors and Managers.

Procurement Directors and Managers who work with marketing agencies will also find this workshop extremely insightful and actionable.


Workshop Benefits

As a result of this workshop, you and/or your team will be better able to:

Increase marketing effectiveness by:

  • Understanding how to motivate your agency partners to develop excellent work
  • Learning how to write agency briefs that are clear and inspirational
  • Guiding multiple agencies with clear swim lanes and rules of engagement

Increase marketing efficiency by:

  • Learning how to optimize processes to reduce costs and wasteful miscommunications
  • Having the proper documentation is in place to guide your agency relationship(s)Understanding what is fair compensation for your agency partners so they put the right team on your account and can be proactive
    • Ensuring that proper legal protections are in place in your agency contract
    • Making sure that SOWs are as clear and precise as possible
  •  Understanding what is fair compensation for your agency partners so they put the rights team on your account and can be proactive.

Improve marketing ROI by:

  • Learning how to inspire agency partners to develop powerful creative that drives KPIs
  • Ensuring that agency fees are in line with industry benchmarks

Improve employee alignment and collaboration by:

  • Ensuring that your marketing team is consistent in how they engage with your agency partners


Download the full agenda here



Dan Wald

Dan is a 35-year veteran of the agency world who is currently an independent writer/consultant at WordsbyWald. Most recently, Dan worked as a review consultant with Joanne Davis Consulting and prior to that as Chief Growth Officer for Brunner, and earlier as SVP of New Business for Publicis Kaplan Thaler. He started his career client side at Citibank and Barnes & Noble in promotions, events and the bn.com website. He brings a true passion for advertising to his workshops. He has seen the great, the good, the bad and the ugly in client/agency relationships and has a deep understanding of how to make client agency relationships work. Dan has worked at agencies large and small, independent and networked and in holding company roles at WPP, IPG, and Publicis.

National and multi-national clients with whom Dan has worked include: McDonald’s, Kraft, Unilever, Kimberly Clark, Merck, Citibank, Hilton, Krispy Kreme, Serta, SAP, The Economist, Lufthansa, NBC Universal, Disney, Sears, Sprint, Boost Mobile, and Reckitt Benckiser.

Dan has been an active member of the 4A’s, the BAA, and the Mobile Marketing Association. He is also the author of Ad Asylum, a fictional send-up of all that we in the advertising world hold dear.