Agency Relations

This event will be in-person only until 2 PM ET. From 2:00 - 3:00 PM ET, the Client/Agency Relationship Forum session will be offered in a hybrid format (virtually and in-person). The 2:00 - 3:00 PM ET session is the only hybrid session of the day. To access the zoom link for the Client/Agency Relationship Forum please register here.

The June 27 Agency Relations Committee meeting and Client-Agency Relationship Forum are supported by Decideware.

I. NETWORKING BREAKFAST (9:00 – 9:30AM ET)

II. WELCOME AND INTRODUCTIONS (9:30 – 9:50AM ET)

III. MEMBER ROUNDTABLE DISCUSSION: AGENCY SCOPING TOOLS (9:50 – 10:30AM ET)
In this roundtable discussion, members of the Agency Relations Committee will discuss the various scoping tools in the market. Which tools are most used? What key considerations are made when choosing a new scoping tool? What are the most important use cases for the scoping tool, if used beyond scope reviews? Come prepared to participate and share your pros and cons about the scoping tools your company uses.

Moderators:
Kerry Kielb, Director, Vendor and Agency Management – AT&T and Agency Relations Committee Co-Chair
Kwan Yim, Director, Global Agency Management – Citi and Agency Relations Committee Co-Chair

IV. PROCUREMENT TO PARTNERSHIPS: THE PEPSICO (PBNA) STORY (10:30 – 11:05AM ET)
Damian Branch, Director of Agency Partnerships, PBNA, PepsiCo, will share insights from his first year managing a department in transition. His newly formed team was charged with changing the perception around the necessary procurement processes leading to improvements in approach, management, and communication with key internal and external partners. Damian will share key insights in areas including process simplification, tool management, information access, training, and partnership that can grow the influence and creditability of your team.

Speaker:
Damian Branch, Director, Agency Partnerships, PBNA – PepsiCo

V. BREAK (11:05AM – 11:15AM ET)

VI. KPMG: IN A CHALLENGING YEAR, HOW DO MARKETERS BALANCE BETWEEN IN-HOUSE AND AGENCIES? (11:15 – 11:50AM ET)
Cost cutting is the harsh reality of 2023 and perhaps beyond. Learn how marketing organizations are making the decision between focusing on in-housing or external agencies, in a time where they still must deliver efficiency and effectiveness.

Speaker:
Mitchell Caplan, Managing Director, Marketing Consulting Practice – KPMG

VII. JOANNE DAVIS CONSULTING: AI MARKETING IN AGENCY SCOPES (11:50AM – 12:25PM ET)
More than a passing trend, AI is becoming a new tool in the marketer’s tool belt. If not regulated carefully, client-side marketers risk not fully understanding the ramifications. Whether your company has begun experimenting with AI marketing or it is merely a topic of conversation, Joanne Davis will walk you through use cases of AI in marketing, how agencies are introducing this tool in their scopes, and what you can do as the client/agency relationship steward to make sure it is leveraged responsibly in your marketing strategy.

Speaker:
Joanne Davis, President – Joanne Davis Consulting

VIII. AN INDUSTRY PERSPECTIVE ON PERFORMANCE EVALUATIONS, KPIs, AND COMPENSATION (12:25 – 1:00PM ET)
In late 2022, Decideware and the World Federation of Advertisers (WFA) conducted a research study exploring industry perceptions on performance evaluations, KPIs, and compensation. Insights discovered in this study highlight neither agencies nor clients are fully satisfied with current KPIs to measure agency performance and relationship health. This session works to provide a top-level overview of this research and spur discussion about how our industry can progress toward more useful and measurable KPIs.

Speakers:
Ed McFadden, Chief Growth Officer – Decideware
Robin Seasock, Chief Executive Officer – Decideware

IX. NETWORKING LUNCH SPONSORED BY DECIDEWARE (1:00 – 2:00PM ET)

X. WELCOME AND INTRODUCTIONS TO CLIENT/AGENCY RELATIONSHIP FORUM (2:00 – 2:15PM ET) - VIRTUAL AND IN PERSON

XI. EDGEWELL PERSONAL CARE AND DIGITAS: ANA/4A'S CLIENT/AGENCY RELATIONSHIP FORUM (2:15 – 3:00PM ET) - VIRTUAL AND IN PERSON
Building off the work from the 4A's/ANA Agency Search Simplification Report, the ANA and 4A's are holding a series of conversations between client and agency partners to understand where there is room for improvement in the search process and overall agency-client relationships.

In our fourth discussion in the Client-Agency Relationship Forum series, representatives from the
ANA and 4A’s were joined by representatives from Edgewell and Digitas, who explored areas of the
search process where there is room for improvement.

Speakers:
Matthew Kasindorf, Senior Vice President, Business Intelligence and Insight Group – 4A's
Ian McDonald, Global Category Senior Manager, Marketing Procurement – Edgewell Personal Care
Caroline Winterton, President – Digitas, New York
Greg Wright, Senior Vice President, Brand & Media – ANA

XII. RECEPTION AND NETWORKING SPONSORED BY DECIDEWARE (3:00 – 4:00PM ET)