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How To Optimize Your Agency Partner Relationships

How to be your agencies’ client of choice and get more, better, faster from your agencies without paying more


Workshop Description

The best advertising and marketing communications is always created in the spirit of partnership with our agencies. If clients could create all their advertising themselves, why would agencies be necessary? Too often we forget that clients and agencies are co-producers. Wouldn’t it be great if we could reduce costly and time-consuming agency reviews and work more effectively and cost efficiently with our current agency partners?

Achieving this goal requires:

  • Deep understanding of motivating agencies to ensure you get the agency A-team.
  • Knowledge of process and costs.
  • Understanding how to orchestrate multiple agencies: general, media digital, PR and other specialists.
  • Recognition of the client’s roles and who is the leader.

This highly interactive course is designed to help you develop the skills of an effective client leader of agencies.  It provides insights, tips, tools, exercises, handouts and ample real-life examples on how to produce excellent collaborative work with one’s agencies. Hands-on exercises cover agency differences, motivations, rules for success, effective briefs, successful creative feedback and orchestrating multiple agencies. We also provide tips and tools for agency evaluations, scopes of work, agency compensation and contracts.

Who Is This Workshop For?

Marketers responsible for managing agency relationships or the financial 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.

Workshop Benefits

  • You score a client-to-agency brief to better harness the power of effective briefing.
  • You have the chance to participate in a creative role play to learn more-effective feedback practices.
  • Learning how to orchestrate managing multiple agencies -- general, media, digital, PR, and other specialists -- to better integrated marketing.
  • Learning how to conduct better financial and contract management.
  • If retaining your current agencies isn’t an option, you learn how to conduct a more-effective agency review.

When
Begins:Monday, October 6, 2014 at 8:30am
Ends:Monday, October 6, 2014 at 5:00pm
Where

Reed Smith
599 Lexingston Aveue
22nd Floor
New York, NY 10022

Registration Pricing

Early-bird pricing is in effect through 09/06/2014

    Member Rate Non-Member Rate
  Program Registration Fee $ 995  (Reg: $ 1,095) $ 1,095  (Reg: $ 1,195)

Instructor: Joanne Davis

Joanne Davis is president of Joanne Davis Consulting, which she founded in 2000. The firm specializes in agency search and compensation, client/agency relationship optimization, training and coaching for marketers, and procurement. Clients include and have included ExxonMobil, Johnson & Johnson, Macy’s, Marriott International, Pfizer, Subway, and leading companies in multiple industries. Prior to starting her firm, Ms. Davis spent 18 months as acting chief marketing officer of the U.S. Department of Defense. She began her career on the agency side.

She is the author of several best-selling books for the ANA and the 4A’s including Agency Audits, Optimizing Client-Agency Relations, A Marketer’s Guide to Conducting an Agency Search, and Build a Better Financial Relationship with Your Agency. Ms. Davis is a member of the executive committee of the board of directors, a former president, and foundation chair of the Advertising Club; a former governor and board member of the American Advertising Federation; and she is a five-time Effie judge. She was profiled by USA Today as one of the five best rainmakers in the U.S., selected by Advertising Age as one of the original 25 Women to Watch, and she has received numerous Presidents’ Awards from advertising clubs. She has a B.A. from the College of New Rochelle and did postgraduate work at New York University.

Ms. Davis has spoken on four continents on client-agency optimization, agency models, and agency search and selection, including in the Kremlin in Moscow, Venice, Tokyo, Hong Kong, Paris, London, and throughout the United States. She has been involved with the ANA since 2002 as a speaker and author. A member of the faculty of the School of Marketing since 2004, she has been the lead instructor for Optimizing Client/Agency Relations.

 
Agenda

#

Module

Length

Takeaways / Content Summary

1

Introductions to Session and Instructor

:30M

  • Objectives for the session
  • Goals of participants
  • Understand how this course differs from textbook learning -- real-world applications
  • Exercise: Team member roles
  • Exercise: The client video
  • Exercise: One night stand versus partnership role play

2

What Makes the Relationship Work

1H

  • Motivation

              – What clients want

              – What agency management wants

              –What key agency department members want

              –What specialist agencies want

              – Global survey results

  • Exercise: Rules for success
  • Exercise: Right side, left side of the brain

3

Creative Brief and

Creative Briefing

1H

  • Types of briefs
  • Best practices in briefing
  • Briefing creative teams
  • Exercise: Creative brief assessment

4

Creative Review

1H

  • The objective
  • Preparing for the review
  • How to review creative work
  • Giving feedback, evaluating the work
  • Exercise: Creative role play assessment

5

Agency Evaluations

:30M

  • Objectives and guidelines
  • Types of evaluations
  • Exercise: Troubled client-agency relationship case study

6

Agency Compensation

1H

  • Compensation models
  • Agency compensation trends
  • Incentive compensation
  • Exercise: Negotiation

7

Agency Management

1H

  • Audits
  • Contracts
  • Scope of work
  • Agency critique
  • Selecting a new agency
  • Discussion, questions

8.

Multiple Agency Management

:30M

  • Exercise: Orchestrating multiple agencies
  • 15 ideas in 15 minutes

9.

Wrap Up

:30M

  • Review of the day
  • Takeaways
  • Audience choice

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