Agency Relations, West Coast Chapter

Theme: Technology Day

Technology is playing a key role to help marketers make smart decisions quickly.  In this meeting, client-side marketers and industry experts will share best practices with ANA West Coast Agency Relations Committee members on leveraging technology to maximize marketing management optimization, cost efficiencies and sales.

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. IMPROVING ROMI THROUGH BETTER AGENCY ENGAGEMENT (10:00-11:00AM)
Agency engagement is one of the key inputs to maximize Return on Marketing Investment (ROMI). In this session, A.T. Kearney will share best practices on ways to leverage your agency relationships, including remuneration strategies and operational tactics such as utilizing Marketing Resource Management (MRM) tools.

Speaker:
Basil Wuson, Principal – A.T. Kearney


II. WELLS FARGO: INTEGRATED MARKETING MANAGEMENT SOFTWARE BEST PRACTICES (11:15AM-12:15PM)
In today's marketing environment, there is a greater need for software to help marketers stay on top of their projects. This can include help with asset management, project collaboration, reporting, task management, time tracking, as well as workflow and project portfolio management.  In this session, Wells Fargo will discuss the project management solution they are currently using and some of the new requirements that marketers might encounter when exploring software options. This session will also include a roundtable discussion on the "wants" and "needs" of project management solutions.

Speaker:
Esther Saidman, Senior Vice President, Support Services Marketing – Wells Fargo


LUNCH (12:15-12:45PM)


III. PROGRAMMATIC BUYING (12:45-1:45PM)
Programmatic media buying, once dismissed by many marketers as "not for me," is increasingly becoming a critical component in leading brands' paid digital media efforts. In this session, Brian Wieser, CFA, Senior Research Analyst – Pivotal Research Group will share the latest trends in programmatic buying, discuss considerations for choosing a programmatic buying technology and talk about the challenges and benefits for bringing programmatic in-house.

Speaker:
Brian Wieser, CFA, Senior Research Analyst – Pivotal Research Group


IV. ANA MEMBER ROUNDTABLE DISCUSSION: MARKETING AUTOMATION (1:45-2:30PM)
Technology and data ownership is changing between the client and agency.  Does this mean that there is also a need for technology independence? And what about media buying? Many marketers buy and manage their own paid search media. The question, "Is programmatic buying too complex for brands, or should client side marketers build their own trading desks?" In this session, we will share ideas and viewpoints, as it relates to marketing automation, the investment, and value required making it work.

Facilitators:
Kellie Krug, Senior Vice President, Enterprise Marketing Services – Wells Fargo Bank, N.A.
Andrew Kritzer, Senior Director – ANA