Agency Relations, West Coast Chapter

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


I. PUTTING THE WHY IN TEAM: THE YAMAHA IN-HOUSE AGENCY JOURNEY (10:00 – 11:00AM)
In this session, Yamaha will share how they have been able to break down silos, better share marketing insights and bring the marketing team together through a rethinking and reworking of the client/in-house agency relationship. This session will explore key challenges, lessons learned and high-level successes the team has experienced.

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


II. CHARLES SCHWAB: AWARD WINNING CAMPAIGN WHILE SHIFTING AWAY FROM AOR MODEL (11:15 AM –12:15PM)
Charles Schwab wants its customers to ask the big questions – in life and in investments. Charles Schwab's "Own Your Tomorrow" campaign educates in an emotional and insightful way how asking the right questions can lead to personal and financial success. In this session, you will learn what led to the award-winning campaign, how moving from an agency of record to using a multitude of partners shaped it, how it has performed for Charles Schwab, and the lessons learned from this game changing multichannel effort.

Speaker:
Peter Boland, Senior Vice President, Brand & Advertising – Charles Schwab & Company, Inc.


LUNCH (12:15 – 1:00PM)


III. USING DATA TO MANAGE AGENCY RELATIONSHIPS (1:00 – 1:30PM)
Increasingly, marketers are using data to manage their agency relationships. Data is used to help better manage agency time/fees, creative, media, production, billing/budgets, and other aspects of agency relationships. A marketer's use of data for managing agency relationships helps improve agency efficiencies, internal efficiencies at the client, and contributes to a better overall agency/client relationship. We'll share the detailed results of a new ANA survey, in partnership with Decideware, on using data to manage agency relationships.

Speaker:
Richard Benyon, CEO – Decideware


IV. MEDIA TRANSPARENCY UPDATE – CONSIDERATIONS FOR AGENCY RELATIONS (1:30 – 2:00PM)
ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed a fundamental disconnect in the advertising industry about the basic nature of the advertiser/agency relationship. In general, advertisers expressed a belief that their agencies were duty-bound to act in their best interests. They also believed that this obligation, essentially a fiduciary duty, extends beyond the stated terms in their agency contracts. While some agency executives expressed similar beliefs, others told K2 Intelligence that their relationship to advertisers was solely defined by the contract between the two parties. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. The session will provide a "cliff notes" summary of both reports, with an emphasis on suggested action steps for advertisers.

Speaker:
Greg Wright, Director, Conferences and Committees – ANA


V. AGENCY RELATIONS: ENHANCING THE BRIEFING PROCESS (2:00 – 2:30PM)
In this roundtable discussion, we'll have a candid conversation about the 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 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