Agency Relations Committee Meeting, Hosted by NBCUniversal

I. NETWORKING BREAKFAST (9:30 – 10:00a.m. ET)

II. WELCOME AND INTRODUCTIONS (10:00 – 10:20a.m. ET)

III. THE KEYS TO POWERHOUSE PARTNERSHIPS: TRUST, TRANSPARENCY, AND INSPIRATION (10:20 – 11:00a.m. ET)
From fortune 500’s to small-medium-sized businesses, learn the tips and tricks of developing powerhouse partnerships with agencies through the lens of a local to global publisher, NBCUniversal. By fostering a partnership of trust and transparency with ongoing communication, brands can open up new opportunities to be inspired by their agency partners, leading to creative, strategic, and effective media planning across all platforms in the television ecosystem.

Speakers:
Kristin Hansell, VP, Agency Partnerships – NBCUniversal Advertising & Partnerships
Karen Kovacs, President, Advertising and Partnerships – NBCUniversal Advertising & Partnerships
Maureen Murphy, Executive Vice President, Client Partnerships – NBCUniversal Advertising & Partnerships

IV. ROUNDTABLE DISCUSSION: EVALUATING AI IN AGENCY SCOPES (11:00 – 11:40a.m. ET)
Traditionally, agencies use time-based and materials-based billing models, emphasizing project duration over output. Today, with the growth of generative AI, value-based billing may become a new norm, or compensation for the results of the work rather than the time it takes to complete. In this roundtable discussion, all participants are encouraged to discuss their compensation model approach, and how the prevalence of AI will impact agency scope reviews.

Moderator:
Kwan Yim, Director, Global Agency Management – Citi and Agency Relations Committee Co-Chair

V. BREAK (11:40 – 11:50a.m. ET)

VI. HOW TO INCORPORATE IN-HOUSE AGENCIES INTO YOUR ROSTER STRATEGY (11:50a.m. – 12:30p.m. ET)
In-house agencies—with capabilities in creative, media, production, and more—live in over 80 percent of ANA member companies. They are a thriving part of many organizations, and as such need room to grow in a complex agency roster plan. We’ll be joined by two panelists, leaders of their respective in-house creative agencies, to talk about their collaborations with external partners, and how they have partnered with leadership to determine which services remain in-house and which ones are left to an agency to supplement. 

Speakers:
Bonnie Isaac, Head of Creative and Agency – Guardian Life Insurance
Brad Lund, Senior Director, In-House Creative Agency – Avantor

VII. BNY MELLON + VSA PARTNERS: BNY MELLON REBRAND (12:30 – 1:10p.m. ET)
As BNY Mellon continues to transform as an organization, it was clear the brand had to follow suit — to finally tell a story that embraces both its heritage and vision, and to connect on a deeper level with traditional audiences and the next generation alike. Together with VSA Partners, they put everything on the table and let the best ideas win in an effort to create a system that finally told its full story — and importantly, gave its people the tools and inspiration they need to express their vision, and write the next chapter. See a client-agency partnership flourish through this award-winning rebrand.

Speakers:
Jim Kotulka, Executive Creative Director – BNY Mellon
Allison Warren, Head of Brand Strategy and Management – BNY Mellon
YanYan Zhang, Associate Partner, Executive Creative Director – VSA Partners

VIII. NETWORKING LUNCH (1:10 – 2:00p.m. ET)