Effective Agency Management

This event is over.

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

To be added to the waitlist for this session, please send an email to zmorse@ana.net with your name, email and phone number. 


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)



Bruno Gralpois

Bruno Gralpois is the co-founder and principal of Agency Mania Solutions, a service and technology firm specializing in helping large marketing organizations realize the "transformational" value of managed agency partnerships. He is the former head of global marketing operations at Visa Inc., and the former director of global agency strategy at Microsoft. Bruno has also held leadership positions in pre-IPO high-tech companies Avenue A | Razorfish and Visio. He also served as head of relationship marketing at Clearwire/Sprint, and as chair of the ANA Client/Agency Committee. Bruno has been instrumental in establishing agency management as a central global discipline. He has shaped industry-wide initiatives to improve our understanding and practices in agency management. 

Bruno is an ANA Faculty member and the author of the highly regarded, international bestseller Agency Mania: Harnessing the Madness of Client/Agency Relationships for High-Impact Results. He received the prestigious Marketing Excellence Award from CEO Steve Ballmer for his continued leadership.