How To Optimize Your Agency Partner Relationships

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#	Module	L.E.A.D. Learning Approach	Time	Learning Experience Summary
1	Introductions to session and instructor	Learn Experience	0H:30M	Objectives for the session Goals of participants Understand how 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	Learn Experience Apply	1H:00M	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 & Creative Briefing	Learn Experience Apply	1H:00M	Types of Briefs Best Practices in Briefing Briefing Creative Teams Exercise: Creative Brief Assessment
4	Creative Review	Learn Experience Apply	1H:00M	The objective Preparing for the review How to review creative work Giving feedback, evaluating the work Exercise: Creative Role Play Assessment
5	Agency Evaluations	Learn Experience Apply	0H:30M	Objectives and guidelines Types of evaluations Exercise: troubled client/agency relationship case study
6	Agency Compensation	Learn Experience Apply	1H:00M	Compensation models Agency Comp trends Incentive compensation Exercise: Negotiation
7	Agency Management	Learn Experience Apply	1H:00M	Audits Contracts Scope of Work Agency Critique Selecting a new agency Discussion/questions
8	Multiple Agency Management	Learn Experience Apply	0H:30M	Exercise: Orchestrating Multiple Agencies 15 Ideas in 15 Minutes
9	Wrap Up	Discover	0H:30M	Review of the day Take aways Audience Choice
10	Learning Reflection and L.E.A.D. Action Plans	Discover	0H:15M	Group reflects on learnings “Discover More” resources Create L.E.A.D. action plans

Instructors

Joanne Davis

Joanne Davis is the president and founder of Joanne Davis Consulting and has been a client CMO, agency president, and consultant to companies large and small, including Arby’s, ExxonMobil, JPMorgan Chase, Marriott, Macy’s, Memorial Sloan Kettering Cancer Center, Microsoft, and Sonic Drive-In. Joanne helps clients better search for, select, and compensate agencies and improve client marketing organizations. In 2005, Joanne Davis Consulting became a shareholding partner in SCAN International. Prior to founding Joanne Davis Consulting, Joanne spent 20 years in domestic and international advertising and marketing communications agencies. She spent 18 months as Acting CMO for the U.S. Department of Defense.

Joanne leverages her expertise to coach and train client companies on how to improve their agency relationships. She is a member of the ANA Faculty and one of the industry’s best-known speakers and writers on client-agency relations and has coached thousands of marketing and procurement executives across four continents.