Agency Relations, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:30)

INTRODUCTIONS (9:30 – 9:45)


I. DIRTY LITTLE SECRETS OF AD BIZ (HOW TO GET THE BEST OUT OF YOUR CREATIVE PARTNERS) (9:45-11:00AM)
Every client wants great work. So do agencies and, of course, their creative people too. The problem is that creative people and clients don't always have the same definition of what "great" work is.

Nina (one of the most accomplished creative leaders that this industry has ever seen) says: "Yes, we do want to win awards, but there are other things driving creative people, and if you can understand these things you will have a better chance of developing a true partnership with them. Or at a minimum, a decent working relationship."

This session takes an in-depth look at the world of the agency creative department, including departmental structure, left brain vs. right brain thinking, the key drivers of creatives' behavior and other "dirty little secrets" that will help you manage creative people more effectively. "And let's face it," Nina says, "if you can manage a creative person you can manage anyone."

Speaker:
Nina DiSesa, Creative Management Consultant –  R3:JLB and former Chairman and Chief Creative Officer of McCann, New York


II. AGENCY EVALUATION CASE STUDY: DELL (11:15AM-12:00PM)
In this session, Jennifer Statham, Executive Director, Global Agency Management – Dell, Inc. will share a case study on how they approached an agency evaluation process from start to finish, including the lessons learned along the way, challenges and successes, and actionable key takeaways.

Speaker:
Jennifer Statham, Executive Director, Global Agency Management – Dell, Inc.  


LUNCH (12:00-12:45PM)


III.  MEMBER CASE STUDY: HOW THE WALT DISNEY COMPANY STRATEGICALLY PARTNERS WITH THEIR AGENCIES TO CREATE EFFICIENCIES   (12:45-1:45PM)
In this member case study, Kristin Cobuzzi, Sourcing Specialist - The Walt Disney Companywill share their process for working strategically with and managing multiple agency partners for various business and marketing functions while always partnering with these key stakeholders to create efficiencies and better working relationships across the creative and production supply chains.

Speaker:
Kristin Cobuzzi, Sourcing Specialist – The Walt Disney Company


IV. MEMBER ROUNDTABLE DISCUSSION: AGENCY EVALUATIONS (1:45-2:30PM)

Facilitator:
Bruno Gralpois, Head of Global Marketing Operations – Visa