Managing Multiple Agencies (Half Day)

Frameworks, Best Practices, Tools, and more for Managing Multiple Agencies
(Half Day Workshop)

Most modern marketers are faced with the challenge of managing multiple agencies, and getting them to work together effectively and efficiently can often be a full-time job. The potential issues are numerous – from strategic and creative continuity to aligning roles, to agencies pursuing their own agendas. Compounding things, there are numerous operating model options to utilize – from Holding Company solutions to Best-of-Breed, to every combination or hybrid in-between. Many companies have no framework to help them decide the right operating model for them.

In this workshop, you’ll gain a complete understanding of the pros and cons of each multiple agency operating model, and learn the frameworks, best practices, and tools you need to align your agency partners in a seamless fashion. We begin with a comprehensive process to determine what your needs are, and then follow up with proven strategies for success such as defining the role of the lead agency, best practices for briefing, budgeting, establishing lines of communication, providing creative feedback, and evaluating agency performance within a multiple agency environment.

This workshop is led by a seasoned consultant with over 35 years of client, agency and agency review experience. He’ll take you deep into the dynamics of why agencies act the way they do and how to motivate them to work together towards your goals. This workshop is highly interactive and full of hands-on exercises and opportunities to share.

Who is this workshop for?

This workshop has been designed specifically for Managers, Directors, and C-suite executives who are responsible for selecting and managing their agency partners across all disciplines and channels.

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

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: increasing marketing effectiveness, increasing marketing efficiencies, improving marketing ROI and improving employee alignment.

This workshop helps attendees increase marketing effectiveness by teaching them:

  • How agency partners provide a seamless customer experience


This workshop helps attendees increase marketing efficiency by teaching them:

  • How to get multiple agencies to work together without wasting time and budget resources


This workshop helps attendees improve marketing ROI by teaching them:

  • How to inspire multiple agency partners to develop cohesive, powerful creative that drives KPIs


This workshop helps attendees improve employee alignment by teaching them:

  • How marketing teams know how to manage and inspire multiple agencies to work together toward a common goal

Download the full agenda here

 


trainer

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.