Effective Agency Management

Seats are limited and confirmation of attendance will be required in advance of the session.


Significant budgets are invested every year into marketing efforts that fuel tremendous growth, build brands or fall short of expectations. As a marketer, you spend years acquiring essential skills — as a generalist or a specialist — to master your craft. One of the most critical skills is often the least understood but has the most impact: how to work effectively with your agency (ies). This is an important muscle for any marketer to build as the quality and effectiveness of the work you produce is often a direct reflection of a strong agency relationship and how well you collaborate. Recent studies that the effective use of agency resources has significant impact on marketing’s ability to be successful. Under constant pressure, marketers want more, better, cheaper, faster work from their agencies. In return, agencies want clients who know how to enable them to do their best work, compensate them fairly and collaborate efficiently. Yet getting there proves to be increasingly difficult for marketers and agencies alike. Few marketers know how to build outstanding partnerships that perform consistently and meet their expectations. They often wonder: Why do some relationships thrive while others miserably fail? How do you motivate your agency to deliver outstanding work? What are the key ingredients of a successful, lasting relationship? How should you handle hot and controversial topics like contracts, scope of work (SOW), briefing, compensation, reviews and more. Develop the critical skills of an effective client leader or active user of agencies. 

As a participant of this workshop, you will walk away with tangible ideas, best practices and tools to inspire your agency to do their best work… and ultimately, make you a far more successful marketer and well-respected client. Led by one of the leading world experts on agency management, this engaging, interactive workshop is packed with hands-on exercises, case studies, anecdotal stories, fun videos and opportunities to share as a group. Throughout this session, you will discover what makes a better client and how to get the quality work you deserve.

Who Is This Workshop For?

This workshop has been designed specifically for:

  • Anyone in a marketing role who interacts with, or manages an external or in-house agency;
  • Any procurement professional responsible for relationships with agencies.

It is a great introduction for those new to agency management and a welcome refresher for seasoned professionals.

Download the full benefits here 


  • Setting the Stage (30 min)
  • Understanding the Agency World (45 min)
  • Selecting the Right Agency Model for Your Organization (30 min)
  • Finding the Right Agency (30 min)
  • Break (15 min)
  • Scoping and Briefing Agencies (60 min)
  • Lunch (45 min)
  • Evaluating Great Work (45 min)
  • Understanding Strong Agency Agreements and Compensation (60 min)
  • Conducting Effective Client/Agency Evaluations (30 min)
  • Break (15 min)
  • What Makes Relationships Work (45 min)
  • Wrap Up - Reflection and Additional Resources (15 min)


Start: Thursday, March 19, 2020 at 9:00am

End: Thursday, March 19, 2020 at 5:00pm


Reed Smith LLP
1301 K Street NW
Washington, DC 20005

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Effective Agency Management Client-Side Tier $0 Platinum Tier $0 Gold Tier $499 Silver Tier $599 Individual $799 Nonmember $799



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.