Agency Relations, West Coast Chapter

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


I. REEVALUATING PERFORMANCE EVALUATIONS FOR GREATER VALUE (10:00 – 11:00AM)
In this session, learn how Genentech's agency landscape has grown over time creating greater complexities and demands for the agency management services team, particularly around the supplier relationship management task of agency performance evaluations. With the increase in internal expectations, brands to support, marketing spend and supplier base, the self-service approach to conducting performance evaluations became increasingly labor intensive, tactically-driven and therefore less focused on delivering the type of strategic and actionable insight fast-growing marketing and procurement teams require to drive greater value from their partnerships. Anne Cutshall, Agency Management Services – Genentech Inc., and Bruno Gralpois, Co-Founder and Principal – Agency Mania Solutions will share how they formed a partnership to enable a new and far more strategically-focused process to create a winning solution for Genentech's commercial and agency partners.

Speakers:
Anne Cutshall, Agency Management Services – Genentech Inc.
Bruno Gralpois, Co-Founder and Principal – Agency Mania Solutions


II. USING BENCHMARKING TOOLS TO MORE EFFECTIVELY NEGOTIATE AGENCY AGREEMENTS (11:15AM – 12:15PM)
In this session, Paul DeLucchi, Sr. Sourcing Specialist – Adobe Systems Incorporated, and Tim Bajraktari, Partner – Beekman Associates, will look at how to apply agency compensation/remuneration benchmarking tools to build, benchmark, assess, and track agency scopes of work and compensation. Paul will share how Adobe is using RightSpend to more effectively negotiate agency agreements.

Speakers:
Paul DeLucchi, Sr. Sourcing Specialist – Adobe Systems Incorporated
Tim Bajraktari, Partner – Beekman Associates


LUNCH (12:15 – 1:15PM)


III. AGENCY REVIEWS FOR PROJECT WORK (1:15 – 2:00PM)
Project assignments are on the rise. Unlike AOR work, project assignments are limited in time and scope, and are usually driven by a need to address a defined business opportunity. While best practices for conducting an agency search for an AOR are well documented, agency reviews for project work did not have a similar guidance tool – until now. The success of the selection process, the quality of the work, and the relationship are maximized when both sides enter discussions with thoughtful and deliberate consideration of their own needs and that of their prospective partners and a clear assessment of the opportunity and the options. The ANA and the 4A's have collaborated to provide both clients and agencies with considerations to help optimize the review process. Done well, project work can be an efficient way for clients to find new resources and for agencies to find new business opportunities.

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


IV. MEMBER ROUNDTABLE DISCUSSION: AGENCY RELATIONS TRENDS AND HOT TOPICS (2:00 – 2:30PM)
In this session, we will explore and discuss the major trends, topics and current issues members are facing in Agency Relations. 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
Crystal Albanese, Senior Manager, Conferences and Committees – ANA