Agency Relations, West Coast Chapter

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


I. YOUR IN-HOUSE JOURNEY (WHAT TO MANAGE IN-HOUSE) (10:00-11:00AM)
In this session, learn about Yamaha's in-house agency journey. Jeff Hawley, Director of Customer Experience – Yamaha Corporation of America, will share how they set up the in-house agency, best practices for determining what should and can be managed in-house, and how to keep the creativity flowing.

Speaker:
Jeff Hawley, Director of Customer Experience – Yamaha Corporation of America


II. CASE STUDY: MAINTAINING CREATIVE FLAIR WHEN EMPLOYING IN-HOUSE AGENCIES (11:15AM-12:15PM)
Many companies have begun incorporating in-house agencies to handle creative work, resulting in quicker turnarounds and cost savings. But can in-house agencies be constructed in such a way that strengthens creativity, and the bottom line, rather than weakening it? Can you get the same results in house rather than employing an outside agency? Hear how Metro Los Angeles continues to tackle creative challenges and produce actionable results (like a $40 billion income stream for public transit), while making nice with procurement at the same time.

Speaker:
Michael Lejeune, Creative Director – LA Metro


III. MEMBER ROUNDTABLE DISCUSSION (12:15-12:45PM)
In this session, committee members will be asked to share their experiences and perspectives on in-house agencies. This is a great opportunity to learn from your peers at other companies.

Facilitators:
Mary Ann Brennan, Senior Director, Global Procurement – Mattel, Inc.
Crystal Albanese, Senior Manager, Content Marketing – ANA


IV. ANA PATENT INFRINGEMENT DEFENSE INSURANCE (12:45-1:00PM)
The ANA has announced a program to provide members with focused patent infringement defense insurance protection for marketing and advertising activities. Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms which have the sole business of asserting patent claims against targeted companies, costing those companies millions of dollars in fees in order to defend against the claim. In the advertising space, PAEs have been increasingly in the news by claiming ownership of many common advertising practices. As a result, marketers and/or their agencies could be faced with demands to pay large fees to PAEs that have not provided any direct services or technology to an advertising campaign, or, in many cases, contributed to any innovation. Furthermore, patent infringement is not covered under standard advertising liability policies, and thus far, standalone policies for patent infringement haven't met the specific needs and core concerns of members. To address this issue, the ANA Patent Infringement Defense Insurance Program provides members with focused patent infringement defense insurance protection for marketing and advertising activities. This session will provide an overview of the program.

Facilitators:
Alex Fjelstad, Retail Insurance Broker – Twin City Group
Marc Kaufman, Partner – Reed Smith


LUNCH (1:00 – 1:30PM)


V. HAVING A SEAT AT THE CREATIVE TABLE (1:30-2:30PM)
Stephen Black, Vice President, Marketing – Boeing Employees Credit Union (BECU), and Alan Brown, CEO – DNA Seattle, have been working together for more than 10 years and have built a partnership based on mutual respect. With each understanding what the other needs in terms of results and profits, they are able to work more closely than most agency/clients. This has led them to break down the walls of creative development and give BECU a seat at the table as creative ideas are being developed. In this presentation, Stephen and Alan will talk about how BECU works with the agency as a creative facilitator, encouraging new ideas and helping those ideas get buy-in from management throughout the creative process.

Speakers:
Stephen Black, Vice President, Marketing – BECU
Alan Brown, CEO – DNA Seattle