Agency Relations, West Coast Chapter

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


I. THE STATE OF THE ART ON AGENCY INTEGRATION (10:00-11:00AM)
Single holding company agencies, multi-agency 'war rooms', Brand Agency Leader models – it seems everyone has a fresh take on the ideal agency integration model. Over the last six months, consultancy firm R3 has reviewed hundreds of models worldwide, and produced a report – "Integration 40" – to look at the forty best examples of integrated marketing – from a creativity and process perspective – in the last year. In this session, Greg Paull, Principal – R3, will showcase working examples from Coca-Cola, Lego, Unilever, AB InBev and others to help answer the question – "What is Best Practice?"

Speaker:
Greg Paull, Principal – R3


II. 15 YEARS OF MAKING IT WORK AND THE LESSONS LEARNED (11:15 AM–12:00 PM)
One hears all the time how hard it is to build client-agency relationships that work. And it is hard. But after 15-years working together across three different companies Julia Mee, Sr. Director of Advertising, Media & Sponsorships – Cisco Systems, and John Coyne, Global Group Account Director – Goodby, Silverstein & Partners, have learned a handful of lessons that are fundamental to building an enduring partnership. They will share their principles and experiences that have led to award-winning work, built brands and driven results, and made it fun to work together for more than a decade.

Speakers:
John Coyne, Global Group Account Director – Goodby, Silverstein & Partners
Julia Mee, Sr. Director of Advertising, Media & Sponsorships – Cisco Systems


LUNCH (12:00 – 1:00PM)


III. TAKING A WALK IN OUR AGENCY'S SHOES (1:00-2:00PM)
In this session, learn how Big Heart Pet Brands leveraged the partnership with their advertising agency to develop creative evaluation skills and effective ways for their marketing team to deliver creative feedback. Kate Herbert, Marketing Excellence Manager – Big Heart Pet Brands and Becky Mercer, SVP Group Account Director – Arnold Worldwide, will share their process for agency/client collaboration and why that involved putting themselves in the agency's shoes. Through role-reversal they were able to have a real and honest dialogue around how to be more effective partners.

Speakers:
Kate Herbert, Marketing Excellence Manager – Big Heart Pet Brands
Becky Mercer, SVP Group Account Director – Arnold Worldwide


IV. MEMBER ROUNDTABLE DISCUSSION: TRENDS AT THE ADVERTISING FINANCIAL MANAGEMENT CONFERENCE (2:00-2:30PM)
We'll explore and discuss the major trends and topics from the 2015 ANA Advertising Financial Management Conference. We will also explore which topics we should cover in more depth at future committee meetings.

Facilitators:
Kellie Krug, Senior Vice President, Enterprise Marketing Services – Wells Fargo & Co., and Chair – ANA Agency Relations (West Coast Chapter) Committee
Gregory Wright, Director, Content Marketing – ANA