Agency Relations, West Coast Chapter

9-9:30am  Networking Breakfast
9:30-9:45am  Introductions and review of agenda


I. LEGAL AND REGULATORY ISSUES IN SOCIAL MEDIA AND THE IMPACT ON CLIENT/AGENCY RELATIONSHIPS (9:45-10:45)
Reed Smith is a global firm representing many of the world's leading companies in crucial regulatory matters with experience in the interactive advertising and digital media and marketing industries. They will be discussing current legal and regulatory issues in social and media and implications for client/agency partnerships. This presentation will cover:

• Interaction with consumers through social media: case studies of how social media can go well and how it can go wrong
• User generated content, including the solicitation of UGC, potential legal claims that arise from the use of UGC
• Legal protection for the passive posting of third party content and defamatory speech
• The rules for using testimonials and endorsements, including unsubstantiated statements made by bloggers, consumer and celebrity endorsements, expert endorsement, and employee endorsements
• Top takeaways for the use of social media

It will include a substantive discussion of the applicable laws, as well as extensive real world examples from United Airlines, Starbucks, Best Buy, Doritos, and Subway/Quiznos to illustrate the applicable rules and regulations.

Speaker:
Kathyleen A. O'Brien, Partner - Reed Smith, LLP


II.  ANA MEMBER BENCHMARKING DISCUSSION: AGENCY SEARCH (11:00-12:00)
The agency search process has been identified as a "pain point" by the 4A's (American Association of Advertising Agencies) and many of its member agencies. Today, issues such as media fragmentation, new agency types, multiple reviews and frustrating RFP and pitch practices have made the search process even more challenging. We'll discuss best practices for the agency search process with the objective of ultimately publishing a joint white paper with the 4A's on this important issue.

Moderator:
Bruno Gralpois, Head of Relationship Marketing & CRM, Clearwire Corporation and Chair, ANA Agency Relations Committee, West Coast Chapter

LUNCH (12:00 - 1:00)


III. FINDING THE RIGHT AGENCY MODEL FOR YOUR COMPANY (1:00-2:00)
Bruno will draw from some key chapters in his book, Agency Mania and discuss methods and best practices for finding the right agency model for your organization.

Speaker:
Bruno Gralpois, Head of Relationship Marketing & CRM, Clearwire Corporation and Chair, ANA Agency Relations Committee, West Coast Chapter

ADJOURNMENT (2:30)