Read the news coverage of the AdForum Summit Debate:
Articles on MEDIAPOST.COM
Brand Clients Must Decide Whether To Open Source
Agency Execs: Clients Lack Loyalty, Strategic Direction
The AdForum Summit Debate:
"Open Source, Multiple Suppliers: Why it will change dramatically the way you operate!"
Clients wanting to execute big ideas have more media and creative options than ever before. And with the growing complexity of campaigns, advertisers are starting to believe one agency can no longer do it all. Are these marketers right? If the ad business is going to an open source model where many vendors work on an account, what does it mean for marketers and their agencies?
Quickly shifting landscape...
Media agencies are purchasing creative assets; hot Creative shops are setting down global footprints; Digital agencies and their specialists are either settling within or being acquired by traditional agencies; Creative agencies are racing to embrace digital; and Holding Companies, well, they’re trying to acquire assets to compete with the likes of Google and Microsoft! What does all this strategic shifting and agency realignment mean to agencies and advertisers? Is it all meant to stop the open source model in its tracks?
Changing: The Client-Agency Dynamic...
Whatever the future, new practices and rules for managing accounts are emerging because of what’s happening right now. Agency management consultants have the inside view on these changes. At this Summit Debate, leading consultants from the US and all over the world will share their expertise and experience on the changing dynamic of Client-Agency Relationships through the main aspects of relationship management: appraising the relationship, compensation models, and operating processes.
The AdForum Summit Debate...
We’ll delve into the reasons for why there’s a growing gap between how advertisers and agencies view and measure each other, and explore findings from eye-opening surveys conducted for AAAA and SCAN International.
Some of the key questions for clients...
How do you assess the quality of your advertising team? How do you fairly remunerate multiple suppliers on success without inflating your overall compensation costs? What new process do you put in practice so that your competing suppliers will actually collaborate on your behalf?
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WHO SHOULD ATTEND: CMO Advertisers, Chief Clients Officers Agencies, New Business Officers |
WHEN?New York, Thursday October 4th, 2007
Full Debate from 2:30pm to 5:30 |
COST?$75 |
WHERE?
Time and Life Building
1271 Avenue of the Americas
2nd Floor Conference Room
Moderator: Avi Dan
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Surveys Reports |
How Agencies Rate Their Clients: Highlights of the first ever multinational quantitative survey of agency leaders on the quality of clients on wasting money, briefings, integration, relationship management and pitch process and compensation.
Presented by Hein Becht & Joanne Davis, Partners Scan International
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Clients want multiple partners: the Corporate Executive Board's Advertising and Marketing Communications Roundtable release the results of a survey which reinforces what many in the marketing world have been experiencing firsthand for several years: The traditional, static model of a single ad agency or a fixed roster of agencies working on a brand is being supplanted by an open-source model for some marketers.
Presented by Pat Spenner, CEB Research Director, Practice Manager Ad & Marcom Roundtable
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What are the issues and good practices in managing multiple advertising suppliers?
A client’s view: Jim Akers, Global Category Lead, Creative Agencies Pfizer Worldwide Procurement and Diane Gibbons, Director Agency Management.
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Clients want multiple partners: the Corporate Executive Board's Advertising and Marketing Communications Roundtable release the results of a survey which reinforces what many in the marketing world have been experiencing firsthand for several years: The traditional, static model of a single ad agency or a fixed roster of agencies working on a brand is being supplanted by an open-source model for some marketers.
Presented by Pat Spenner, CEB Research Director, Practice Manager Ad & Marcom Roundtable
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Speakers Gallery: |
1. Rules of the game: In the digital era where convergence of the contents meet divergence of the channels, Agency Relationship Management has become more and more complex: the number of suppliers has increased at least by 20%, the fee budgets are stable, and the briefing process is now to be reinvented. Some tools exist in order to support the players in the wind of change…
Speakers: Florence Garnier, Videotheque
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2. Agency compensation: how can new remuneration systems can help both client and agency drive innovation in the changing environment? How can clients and agency agree on a fair and incentive-oriented compensation. How is added-value rewarded
Speakers: David Wethey, Agency Assessments Int’l & Russel Wohlwerth, ARK Advisors
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3. Collaboration or Extinction: Your Agency used to do it all for you and maintained Brand stewardship. Its not that way anymore. Instead of 2 or 3 marketing suppliers, there can be up to dozen. And any one of them may be asked to develop the governing idea. What's a Marketer or an Agency to do? Roth Observatory will comment on the current supplier landscape, some of its best practices and share its own experience in how to drive collaboration.
Speakers: Stuart Pocock, The Observatory & Dick Roth, Roth & Associates
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Floor Debate |
Concluding Remarks: (15 min.) |
Consultants Experience: The 10 commandments of a productive relationship.
By Leslie Winthrop (AAR Partners), Paul Phillips (AAR Group), Peggy Mitchell-King (Aquent Consulting), Angel Riesgo (Grupo Consultores), Ann Billock (ARK Advisors), Richard Shain (PAG), Cam Carter (Navigare), Dan Hestbaek (Hestbaek Consulting), Bernard Petit (Videotheque), Linda Fidelman (ADvice & ADvisors), Christian Larger (Gibory Consultants), Dan Pearlman (Bob Wolf Partners/TPG).
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