Optimizing Agency Relations (Full Day) | School of Marketing | ANA

Optimizing Agency Relations (Full Day)

How to be Your Agencies’ Client of Choice to Get Stronger and Faster Work
(Full Day Workshop)

Every year, billions of dollars in advertising and marketing budgets are invested into efforts that strive to deliver engaging consumer experiences, measurable results and fuel growth. To benefit fully from their investment, brand advertisers face the daunting task to demand increasingly more from their agencies while simultaneously maintaining an effective and efficient relationship. Clients want more, better, faster from their strategic relationships. Their ability to manage these relationships correlates directly with their ability to succeed in the marketplace. However, why do some relationships thrive while others miserably fail? What works and what does not? What should brand advertisers do to set themselves up for continued success?

This interactive course is designed to help you develop the skills of an effective client leader. It provides insights, tips, handouts and ample real-life examples on how to produce excellent collaborative work with one or multiple agencies. In addition, participants can expect hands-on exercises, facilitated discussions, case studies, industry best practices, research studies involving client/agency performance evaluations, scope of work planning, briefing and compensation.

Who is this workshop for?

Marketers responsible for managing agency relationships or the contractual/financial/transactional relationship, such as procurement, strategic sourcing, and purchasing managers. This workshop is extremely valuable for a manager new to agency management and a great refresher for senior professionals. Team leaders who want to improve their relationship with advertising or marketing agencies and get greater value from their partnership can also benefit from attending this workshop.

Workshop Benefits

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

This workshop helps attendees increase marketing effectiveness by teaching them:

  • How to build the right agency strategy in support of your organizational needs and considerations
  • How to conduct a search for a new agency partner and handle this process effectively and efficiently
  • How to conduct an effective evaluation of your agency relationships to drive greater value and better work

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to understand what are client responsibilities in the management of their agency partnerships
  • The set up of a solid contractual relationship with your agencies and management of expectations
  • Orchestration of multiple agencies – creative, media, digital, PR, and others — in a cohesive way

This workshop helps attendees improve marketing ROI by teaching them:

  • How to scope work and deliverables and brief agencies to ensure alignment and minimize waste
  • Tools to negotiate favorable compensation terms that motivate your partners to deliver excellent work
  • How to foster collaboration and teamwork that translates into marketing success and long-term relationships

Download the full agenda here


  • Bruno Gralpois

    Bruno Gralpois is the co-founder and principal of Agency Mania Solutions, a service and technology firm. He is a member of the ANA Faculty who has shaped industry-wide initiatives to improve understanding and practices in agency management. Bruno teaches our Optimizing Agency Relations Workshop.