Agency Relations Committee Meeting
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I. WELCOME REMARKS (11:00 – 11:10a.m. ET)
II. MEMBER ROUNDTABLE DISCUSSION: OPTIMIZING THE RFI PROCESS (11:10 – 11:45a.m. ET)
Before the RFP, there is the RFI (request for information), the stage in which clients request baseline information from agencies to understand their background, and agencies determine their fit for the RFP. But at times, clients are given more information than necessary in the RFI, adding time and complexity to the process. Likewise, agencies are sometimes asked to over-deliver in the RFI phase, straining resources before the RFP begins. What are you requesting of agencies before the RFP to ensure they are an appropriate fit? How has the RFI affected your search and selection process? Use this roundtable discussion to share your experiences and hear from other committee members.
Moderators:
Kerry Kielb, Director, Vendor and Agency Management – AT&T and Agency Relations Committee Co-Chair
Kwan Yim, Director, Global Agency Management – Citi and Agency Relations Committee Co-Chair
III. GENERAL MILLS & UM: STRENGTHENING PARTNERSHIPS BETWEEN MEDIA SOURCING, BRAND EXPERIENCE, AND AGENCY (11:45a.m. – 12:20p.m. ET)
IPG’s UM is General Mills’ global media partner. They handle all strategy, planning, buying, analytics, performance, and commerce efforts for their client across over 36 markets. Stakeholders on the client and agency sides have worked closely to start the partnership on a high note in its first year of operation. We’ll hear from leaders across all three key areas of the partnership—media sourcing, brand experience, and agency—on their lessons learned since they began working together.
Speakers:
Shannan Cranbrook, Senior Manager, Brand Experience Media – General Mills
Katie Hiller, Senior Sourcing Manager, Global Media – General Mills
Scott Schwartz, EVP, Global Managing Partner – UM
IV. BREAK (12:20 – 12:25p.m. ET)
V. HOW AGENCIES ARE USING AI IN THE RFI PROCESS (12:25 – 1:00p.m. ET)
For those agencies answering RFIs with a deliverable (i.e. creative concepts), AI provides an essential solution to resource management. By expediting the creative process, AI can offer clients a loose interpretation of the agency’s approach to their business without diverting too much time away from other imperatives. At Archer, an independent and employee-owned agency out of Memphis, AI is changing their approach to the RFI. Meredith Cuevas, chief growth officer, will outline the impact AI has had on their business development strategy.
Speaker:
Meredith Cuevas, Chief Growth Officer – Archer