Agency Relations, West Coast Chapter

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


I. THE BEST TOOL TO IMPROVE YOUR AGENCY RELATIONSHIPS IS ONE YOU NEVER THOUGHT OF (10:00-11:00AM)
Agency audits have historically been viewed as a means to determine contract compliance and uncover abuse, waste and errors leading to financial recovery. Marketers and their agencies typically dread them. However, the Marketing Audit 2.0 approach, where client and agency work collaboratively on process improvement yields amazing results. Bob Siegal, Advisory Director – KPMG LLP will share case studies demonstrating the value of this methodology as well as his insight brief outlining the steps to successfully utilize this new approach.

Speaker:
Bob Siegal, Advisory Director – KPMG LLP


II. TOP AGENCY MANAGEMENT TRENDS THAT WILL ROCK YOUR WORLD IN 2015 AND BEYOND (11:15AM-12:00PM)
As corporations step up to the challenge in 2015, a number of game-changing trends are likely to reshape the landscape and how companies are approaching the discipline of agency management and how they are working with their agency partners. Bruno Gralpois, Co-Founder – Agency Mania Solutions, will share what the future holds for Madison Avenue and the implications for brand advertisers who rely on their agencies to successfully compete in the marketplace.

Speaker:
Bruno Gralpois, Co-Founder – Agency Mania Solutions


LUNCH (12:00 – 1:00PM)


III. ANA/4A's COLLABORATION TO IMPROVE THE EFFICIENCY AND EFFECTIVENESS OF PROJECT REVIEWS (1:00-2:00PM)
ANA and 4A's (our sister trade association for the agency community) have a long history of collaboration. Most recent we published Agency Selection Briefing Guidance and Guidelines for Agency Search. There is now a trend toward more project assignments and project reviews–particularly in the digital and social media space. While ANA/4A's previous agency search guidance white papers were comprehensive and thoughtfully developed, they primarily focused on ongoing AOR/retainer relationship reviews. Recently 4A's conducted an agency survey on reviews for project assignments, where respondents were asked about their experience with project review dynamics. Based on the trend toward more project reviews and the perspective that more streamlined and efficient project review processes are in the best interests of both marketers and agencies, the development of project review process guidance is an important industry opportunity for 2015. In this session, members of the 4A's will discuss this opportunity with the ANA Agency Relations Committee.

Speakers:
Kristin Bloomquist, EVP, General Manager – Cramer-Krasselt
Tom Finneran, EVP, Agency Management Services – 4A's
Dave Lubeck, EVP, Executive Director – Bernstein-Rein


IV. ANA SURVEY RESULTS: AGENCY RELATIONS (2:00-2:30PM)
The ANA fielded a survey in January to client-side marketers and agencies to gauge how each perceived their role in a typical agency-client relationship. Join us for a sneak peek at these results and a discussion on what can be done to improve the relationship.

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