Agency Relations, West Coast Chapter

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

I. CREATIVE BRIEFS THAT DON'T KILL CREATIVE (10:00 – 11:00AM)
Briefing is such an integral part of any brand's or creative agency's daily bread, that it can tend to become a "lights out" part of your operation -- guided more by habit than the unique needs of the project you're undertaking. How can you make your briefing more focused on your end-goal, as opposed to a reflection of your standard process? What we'll be offering in this talk is not another new structure (there are plenty of those) – but rather, key elements for consideration in any briefing approach you use. What can you do to energize and feed creative thinking, instead of suffocating it.

Speaker:
Steve Lindstrom, Head of Innovation – Tongal

II. MY/MO: GETTING THE BEST CREATIVE FROM YOUR BRIEF (11:15AM – 12:15PM)
My/Mo Mochi ice cream is a new way to experience a favorite frozen treat with fun, poppable, and delicious mochi ice cream. Bringing this new, delicious treat to market in a crowded ice cream category required a creative approach to their advertising. In this session, Russell Barnett, Chief Marketing Officer – My/Mo, will share their approach to writing briefs and conducting the briefing process with their agency to ensure great, breakthrough creative.

Speaker:
Russell Barnett, Chief Marketing Officer – My/Mo

LUNCH (12:15 – 1:15PM)

III. THE IMPORTANCE OF THE BRIEF AND THE BRIEFING (1:15 - 2:00PM)
The ANA and a task force of ANA members have focused on developing guidelines for advertisers use in writing briefs and conducting briefings. Eleven subject matter experts who each had a thoughtful, well-informed perspective to share, met weekly with the task force to share their best practices. These SMEs included advertisers, agencies, and consultants. The learning has been condensed into guidelines, which will be distributed prior to this meeting.

Speaker:
Greg Wright, Director, Content Marketing – ANA

IV. ROUNDTABLE DISCUSSION: ENHANCING THE BRIEF PROCESS (2:00 – 2:30PM)
In this roundtable discussion, we'll continue the 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. 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, Global Head of Agency Strategy & Management - HP Inc. and Chair, ANA Agency Relations Committee, West Coast Chapter Chair
Gregory Wright, Director, Conferences and Committees – ANA