Agency Relations Day @ Pfizer

This event is over.

Client/agency relationships are the MOST important external relationships for most marketers. In the best circumstances, agencies are valued business partners (not simply suppliers or vendors) and the strategic thinking and creativity provided by agencies are catalysts for business growth. But client/agency relationships have generally become more complex and increasingly strained in recent years. Media fragmentation has led to newer and more agency types as well as an increased number of agencies for marketers to manage. The rate of agency turnover seems to have increased, driven by CMO changes and an emphasis on short-term business results. Further, agencies feel squeezed from cuts in compensation and the increased role of procurement.

Agency Relations Day, hosted by Pfizer, will bring together clients to discuss how to maximize client/agency relations to lead to the best possible work and business results. For some of the sessions we'll be joined by agencies and other industry experts for additional perspective.

Agenda

8:15am	Breakfast
9:00am	General Session PFIZER: THE UNIFIED AGENCY MODEL For the last several years, Pfizer has been exploring various models to balance cost, quality and top line growth for the organization. In this session, Pfizer and their marketing and agency partners will share their innovative method on how an Agency Unification Model can serve as an efficient and unique model to achieve cost savings and still maintain creative quality. We will hear a 360 degree review of the Unified Model from all parties involved including procurement, marketing, advertising agencies as well as an industry expert. They will share the opportunities, challenges and successes this new model has to offer. Joanne Davis President Joanne Davis Consulting Diane Gibbons Director, Agency Management Global Procurement and Operations Pfizer, Inc. Dana Maiman CEO & President, Draftfcb Healthcare CEO, Draftfcb New York Donna Murphy Global Chief Executive Officer, Partner Havas Worldwide Health Marc Schwartz Director, U.S. Brands, Established Products Pfizer, Inc. ______________________________________ WALL STREET'S VIEW ON MADISON AVENUE A leading Wall Street analyst will share perspective on the publicly traded holding companies - Havas, IPG, Omnicom, Publicis, WPP. Strengths, challenges, digital prowess, new compensation strategies, strategies for margin growth, and more will be discussed. Michael Nathanson Managing Director - Equity Research, Americas Nomura Securities International, Inc. ______________________________________ MAKING AGENCY EVALUATIONS MORE MEANINGFUL & ACTIONABLE Having a formal agency evaluation process is always imperative but even more so at a time of heightened focus on marketing accountability. Formal agency performance evaluation programs are employed by a majority of ANA members and implemented to identify both successful and under-performing agency relationships, leading to constructive dialogue and exchanges to support improvements to productivity and collaboration. But how effective are marketers in accomplishing these goals? What are we holding our agencies accountable for? How do we define the metrics and are they being used to set goals as well as evaluate? In this session, we will discuss how to make agency evaluations more meaningful and actionable, discussing best practices in the areas of qualitative vs. quantitative metrics, implementation and follow through, fiscal stewardship, 360 evaluations and more. Attendees will also be encouraged to participate in a town hall format discussion, sharing their own experiences and driving an open debate on evaluation best practices. Eve Reiter Vice President, Marketing & Advertising Category Management and Agency Relations American Express Company Chair, ANA Agency Relations Committee ______________________________________ TOUGH CONVERSATIONS AND MUTUAL RESPECT: ELEVATING THE TARGET AND WIEDEN+KENNEDY RELATIONSHIP In 2007 Target engaged Wieden+Kennedy to work on a project by project basis. Today, Target has designated Wieden+Kennedy as its lead agency, helping define the brand voice, strategic focus and campaigns across all categories and channels. It wasn't planned and it wasn't always a smooth process, but the open and honest dialog created a close relationship that is the basis for identifying a broader vision for how they could be stronger partners and help grow each of their respective businesses. Learn how Target and Wieden+Kennedy created a mutually beneficial relationship that has led to some of the most effective advertising in the industry. Ed McFadden Group Manager, Partner Management Target Corporation Trish Adams Group Account Director Wieden+Kennedy ______________________________________
12:45pm	Lunch
1:45pm	General Session cont. THE FUTURE OF AGENCY RELATIONS - INSIGHT FROM FORRESTER As digital alters client/agency dynamics, both parties need to redefine themselves. Marketers and agencies must become more adaptable as new channels for interacting with consumers flood the market. Marketing has entered the "Adaptive Marketing era." Marketers must change how they assess their partners by focusing on "the three I's": ideas, interaction and intelligence. The implication for providers is that they need to stretch their core competencies to cover all areas of the CMO agenda. Chris Stutzman Principal Analyst Forrester Research ______________________________________ 10 THINGS AGENCIES WANT CLIENTS TO CHANGE We've invited five agencies to each contribute two ideas on things they would like clients to change. Fasten your seat belts and expect to hear a number of constructive suggestions. Jon Bond Chief Executive Officer Big Fuel Mike Burns Managing Partner BurnsGroup Doug Scott President OgilvyEntertainment Paul Lavoie Co-founder and Chairman TAXI Barry Wacksman EVP, Chief Growth Officer R/GA
4:00pm	Adjournment