Agency Relations, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:45)

INTRODUCTIONS (9:45 – 10:00)


I. LOS ANGELES METRO...HOW ITS IN-HOUSE AGENCY HELPED MAKE PUBLIC TRANSIT COOL (10:00-10:50AM)
Charged with "making public transportation cool," is a not-so-easy task in the car culture of sprawling Los Angeles. In today's session you will hear how L.A. Metro's studio and staff of more than 20, applied design strategy and thinking to the nation's second largest transit agency, which serves some 1.5 million people each day. This in-house agency has  been honored with more than 100 awards for their work. Their mix of consistent design standards, commonsense approaches to complex information, and engaging communications strategies has made L.A. Metro a standout in the public sector and a creative innovator in the marketing of public transportation.

Speaker:
Michael Lejeune, Creative Director – Metro Design Studio


II. WHAT'S ON EVERY ADVERTISER'S MIND: BIG CONTENT (11:00-11:50AM)
Everyone's talking about content these days, but planning and executing a comprehensive content strategy isn't business as usual. Kristi VandenBosch, Chief Digital Officer of Meredith Xcelerated Marketing, will discuss the development of a unique content mapping process for the digital ecosystem of marketers, provide advice on how brands can reorient themselves around a content-first approach, and present a revolutionary way of looking at how consumer engagement with content can help predict product demand.

Speaker:
Kristi VandenBosch, Chief Digital Officer – MXM


LUNCH (12:00 – 1:00PM)


III. SEVEN YEARS TOGETHER.  MUSIC UNLEASHES THE ABILITY TO WORK IN CONCERT (1:00-1:50PM)
The relationship between The Recording Academy (GRAMMYs) and TBWA\Chiat\Day L.A. is one that goes back several years. It's one that gets the agency snapping their fingers and tapping their feet, and confirms the inspirational aspect of music that the Academy is looking to move in their message. It's not just a relationship of agency and marketer, but one of friendship and integrated partnership. And the work netted out a 65% increase in tune in and is #2 in social mentions, behind the Super Bowl. Both will share what makes this relationship work and what goes into making a campaign that visualizes music and how it moves us.

Speaker:
Evan Greene, Chief Marketing Officer – The Recording Academy/The GRAMMY Awards
Carisa Bianchi, President – TBWA\Chiat\Day L.A.
Bob Rayburn, Creative Director – TBWA\Chiat\Day L.A.

IV. ROUNDTABLE DISCUSSION (2:00-2:45PM)
In this session, Agency Relations, West Coast Committee members will be asked to share their experiences and perspectives on the following topics:

• Payment Terms – How is this impacting you and your agency.
• What industry trends, developments or themes were most significant in 2013?
• Made-for-web video. Real-time topical marketing/Emerging platforms (Snapchat, Vine, Instagram Video)...
• Going Over Budget...What do you do?
• What topics would you like to see covered at the next Agency Relation Committee Meeting?

Speakers:
Kellie Krug, Senior Vice President, Enterprise Marketing Services– Wells Fargo Bank, N.A.
Andrew Kritzer, Senior Director – ANA