Agency Relations, West Coast Chapter

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


I. AGENCY DIVERSITY – AN INNOVATION ENGINE & BUSINESS IMPERATIVE (10:00 – 10:45AM)
It was recently announced that HP's CMO Antonio Lucio asked their five agencies to lay out plans for increasing the number of women and minorities in key creative and strategy roles over the next 12 months. In this session, you'll hear from Jim Wallace, Director Worldwide Agency Strategy & Management - HP, on the importance of diversity at the agency level and why it's a business imperative. You'll also hear how HP plans to monitor and promote ongoing diversity efforts at the supplier level.

Speaker:
Jim Wallace, Director Worldwide Agency Strategy & Management – HP and ANA Agency Relations Committee, West Coast Chapter, Chair


II. AGENCY-CLIENT RELATIONSHIPS: MAKING THEM WORK AND THE LESSONS LEARNED (11:00AM –12:00PM)
One hears all the time how hard it is to build agency-client relationships that work. And it is hard. In this session, Courtney Buechert, CEO - Eleven, Inc. and Mark Viden, Vice President, Brand Marketing - Dignity Health, will share their secrets to a successful agency-client relationship.

Speakers:
Courtney Buechert, CEO - Eleven, Inc.
Mark Viden, Vice President, Brand Marketing - Dignity Health


LUNCH (12:00 – 1:00PM)


III. ESTABLISHING A PROCESS TO MAXIMIZE AGENCY OUTPUT AND PARTNERSHIP (1:00 – 2:00PM)
Constellation Brands is a Fortune 500 company and a top global producer of premium beer, wine, and spirits. Within the wine and spirits division, they work with a host of retained agencies across media planning, creative, shopper marketing, and events. To strengthen working relationships, optimize work output, drive efficiency, and maximize value, they established a standardized, collaborative annual feedback process with key agency partners. During this session, Sylvia Bronson, Marketing Director – Constellation Brands will present the process that was proposed to the Marketing Leadership Team for adoption, including agency scope, scorecarding, and frequency.

Speaker:
Sylvia Bronson, Marketing Director – Constellation Brands


IV. ROUNDTABLE DISCUSSION: ENHANCING THE BRIEF PROCESS (2:00 – 2:30PM)
In this roundtable discussion, we'll provide an update on the task force established to enhance the briefing process. We'll also have a candid conversation about the overall brief and briefing process: what's working, what isn't, and how we can work to make it better. Come with your thoughts and feedback on the briefing process, and feel free to bring examples of good and bad briefs. We will also discuss major trends, topics, and current issues members are facing in Agency Relations and which topics we should cover in more depth at future committee meetings.

Facilitators:
Jim Wallace, Director Worldwide Agency Strategy & Management – HP, Inc., and Chair – ANA Agency Relations (West Coast Chapter) Committee
Greg Wright, Director, Conferences and Committees – ANA