Monday April 15, 2019
Pre-Conference Town Hall Kickoff
Mark Bachmann, Partner/Chief Client Officer, Marcus Thomas LLC
10:30 to 11:00 am
Win without the (Winning) Work
Chris Shumaker, Former CMO, The Martin Agency, FCB Worldwide, Publicis USA and Grey NA
Every agency in a spec creative new business pitch wants to bring the work that will win the day, of course. But what if you don’t bring the “winning” work on that day? Can you still win? The answer is yes. Spec pitches can be like football games: any given Sunday, anyone can win. So how do you plan to win without the work? The operative word here is “plan.” You plan to bring the best work to the pitch, naturally, but you also plan to win if you don’t have the best work that day. This type of pitch planning is achieved by having two sub-set teams on the pitch, the Content Team and the Competition Team. This session will explain the roles of both of these teams and how they work together to win the day.
11:00 to 11:40 am
Managing & Optimizing PxP (Project by Project) Relationships
Neal Grossman, Chief Operating Officer, The Designory and eg+ Worldwide, and Chief Compensation Officer, TBWA Worldwide
Marisa Lieberman, Vice President, Director of Project Management, McCann Health New Jersey (MHNJ)
Dave Lubeck, Executive Vice President, Executive Director, Bernstein-Rein Advertising / Unbound
Cathi Perkins, Business Optimization Manager, Butler/Till Media Services
The industry is seeing more clients evolving project-by-project (PxP) arrangements with agencies. PxP relationships between clients and agencies create both opportunities and challenges for marketers and marketing services firms.
Members of the 4A’s community have been working to figure out best practices for dealing with some clients’ shift from annual retainer relationships with their agencies to PxP relationships. Panelists from the 4A's community across multiple disciplines discuss agency PxP dynamics from three perspectives: (1) Agency New Business Considerations, (2) Agency Compensation and Terms Considerations and (3) Agency Operations Considerations.
Stop Negotiating, Start Talking
Brett Colbert, Colbert Group Consulting
Negotiating expert and procurement double agent Brett Colbert will provide suggestions on negotiating, differentiating your agency, charging for premium services and managing to scope. Conference attendees will learn how to negotiate effectively and how to switch conversations from cost to value.
12:15 – 1:00 pm
MPF Conference Kickoff
Andrew Graff, CEO Allen & Gerritsen
1:00 - 2:00 pm
Opening Keynote – The Quantum Age of Marketing
Marla Kaplowitz, President & CEO, 4A's
MPF will officially kick off with a forward-looking discussion on the future of marketing. Marla Kaplowitz will highlight findings from the 4A’s Quantum Age of Marketing research report, and discuss day-after-tomorrow thinking that will be essential to future-proofing marketer and agency organizations. MPF attendees will learn about winning the heart of forward-looking marketer CMOs.
2:05 - 2:45 pm
How Clients Approach Marketing Org Structure and External Agency Resources
Casey Burnett, Managing Partner, The Burnett Collective
Seventy-five percent of marketers are assessing or looking to assess their agency roster, including evaluating internal versus external resourcing, in the next nine to 12 months. And chances are the other 25% of marketers just finished the process. Casey Burnett will discuss the trends taking place within client marketing organizations and how marketing’s role is evolving as a result—from marketing org structure changes to in-house creative/media teams, and how clients are thinking about and using external resources. All of these factors impact client/agency relationships, creating some unique challenges, and many opportunities, for savvy agencies.
2:50 - 3:30 pm
The Client Point-of-View: What Clients Want and Need
Tanuja Singeetham, Vice President, Digital Marketing, BEHR Paint
Pam Piligian, SVP Marketing and Communications, Navy Federal Credit Union
Jim Low, EVP, Marketing & Sales, Schuman Cheese
Scott Nelson, VP, Marketing, Panera Bread
What is the client’s perspective in today's rapidly changing marketing environment? In this session, senior client marketers will highlight their consumer, technology and communications challenges and share their perspectives in terms of the needs, wants and expectations that they have for agency services and capabilities. Panelists will discuss their perspectives on marketing service supplier rosters as well as their thoughts on agency solicitations and pitches.
3:30 - 3:50 pm
3:50 - 4:40 pm
You Can’t Compete with an Enemy You Don’t Understand
Rob Quish, Executive Director, EY
EY’s Media and Entertainment Global Agency leader, Rob Quish, will provide perspectives on how leading management consulting firms differ from agencies in their approach to clients, resources, talent, pricing, process, rigor, risk and other business dynamics while illuminating best practices agencies should consider adopting.
4:45 - 5:30 pm
Industry thought leaders discuss how they have been evolving their agency models, service capabilities and resources in order to succeed in the future. Business development strategies that will be addressed in the session will include:
Client service models including range of services and unique specialist expertise
In-house capabilities and out-sourced partnerships
Talent skill set requirements
Operations systems and structures
Panelists will also share their views on changes that they see on the horizon.
5:30 - 7:00 pm
Tuesday April 16, 2019
7:30 - 8:30 am
Breakfast and Registration
Day 2 - Conference Kickoff
Tim Leake, SVP / Chief Marketing & Innovation Officer, RPA
8:30 - 9:00 am
Agency leaders struggle when assessing the range and dimensions of their agency's strategic planning capability—it's complicated. Two leaders from the 4A's strategy community—subject matters experts on both brand and experience strategy practice areas, as well as integrated communications strategy (media/social/discoverability) practice areas—will discuss evolving strategic capability and possible models of the future. This session will help agency leaders think through possibilities for evolving strategic excellence and provide a few tips related to recruiting, training, and partnerships that can facilitate more robust strategic planning capabilities.
9:00 - 9:10 am
The Real State of the Consumer: Shattering Generational Perceptions
Ericka McCoy, Chief Marketing Officer, Resonate
One of the most common ways advertising and marketing professionals segment personas is by generation. Conventional wisdom assumes that all members of a single generation think, act and respond the same way. In response, marketers endeavor to engage them with a similar strategy. But, are all millennials really the same? Do all Gen Xers have the same shopping habits? Do all baby boomers choose the same products? Today more than ever, advertising agencies and brands alike need to create strong relationships with customers to drive customer lifetime value. And strong relationships are built on a deeper understanding of people, beyond demographics, purchase data and assumptions. And so, we conducted research using our consumer insights platform, diving through 12,000 attributes representing 200 million U.S. consumers to truly understand the nuances within generations and how they make their daily purchasing decisions. What we’ve discovered impacts the way agencies and marketers should connect with today’s consumer, and we’re excited to share it with you.
9:15 - 10:15 am
A View From the Edge: The Future of Innovative Marketing
Mike Edelhart, Managing Partner, Social Starts and Joyance Partners
If all information is available on all actions taken by all people, what might the future of marketing look like? And how will brands interact with customers over the worldwide network when those customers themselves—their habits, heartbeats, brain waves, biomes and deepest emotions—are the worldwide network? In this session, Mike Edelhart will delve into startups from the edge that already can laminate reality, predict behavior, create and alter emotions, know what our bodies and brains need before we do, and produce products customized to the level of our individual genes
10:15 - 10:40 am
10:40 -11:10 am
The Rejuvenation of Bandy Carroll Hellige
Tim Hellige, Co-Founder, Bandy Carroll Hellige
What to do when that “Oh sh#t” moment happens and you lose a large piece of business in a way you never thought could happen? One agency found out the hard way. As one of about 45 agencies that lost McDonald’s regional media business all at once, Bandy Carroll Hellige, a McDonald’s agency for 27 years, had to address a lot of issues and decisions on the spot. The McDonald’s brand had been part of the fabric of the agency. In a step-by-step process, the agency shares how it dealt with the loss and how it also saw an opportunity to do something it had never done before.
11:10- 11:20 am
Artificial Intelligence (AI) Demystified: The Strengths and Weaknesses for Advertisers and How to Maximize its Benefits
Dan Jenkins PhD, VP, Data Science, AdTheorent
AI is all the rage, a huge industry buzzword—but what is it? And how can advertisers employ this powerful technology to drive results? In this session, AdTheorent’s lead data scientist will explain how AI can benefit advertisers, including its strengths and how it works, as well as its limitations, and the importance of the human role in AI.
11:20 am - 12:00 pm
MPF attendees are interested in meeting and learning about agencies on the upswing. In a fast-paced session, principals at the emerging agencies will introduce themselves to the MPF community and discuss their growth vision. Panelists will highlight their agency positioning and service offerings and share a few examples of their most effective work.
12:00 - 1:15 pm
Mark Bachmann, Partner/Chief Client Officer, Marcus Thomas LLC
1:15 - 2:00 pm
Relationship Management - Best Practices Playbook
Steve Boehler, Co-Founder, Mercer Island Group
Robin Boehler, Co-Founder, Mercer Island Group
Jennifer Eiselein, VP, Marketing & Product Development, VTech and LeapFrog Brands
Jamie McGarry, SVP, Director of Business Development, DDB
Chip Schuman, SVP Marketing, Sargento Foods Inc.
The art and science of client- relationship management is more important than ever.
CMOs may be enjoying better tenure than years ago, but their agency relationships are not. Agency tenures continue to decline, and new competitors—from consultants to in-house operations—threaten existing client-agency relationships daily. How can an agency maintain clients in this unsettled environment? Great work is, of course, important, but masterful client-relationship management is the glue that holds relationships together. In this session, you will learn strategies for engendering long-lasting relationships and delivering better results. Topics will include:
Getting off to a great start
Staying sharp despite the day to day grind
Working well with others
How to love the one you’re with
2:00 - 3:00 pm
Leading Your Agency at the Speed of Trust
Barry Rellaford, Co-founder and Master Facilitator, Global Speed of Trust Practice
How can you grow your agency to be a great place to work? Through the same means you’ve been using to develop greater trust with your external stakeholders. Barry Rellaford, a co-founder of The Speed of Trust, will build on the foundation established last year and apply trust concepts to strengthening relationships within your agency. The MPF audience key takeaways from the session will include:
Giving your agency a leader they can trust
Strengthening each agency member in their role
Building healthy relationships within and between teams
Aligning your organization through the lens of trust
3:00 - 3:15 pm
3:15 - 4:00 pm
The Business Case for Workplace Enlightenment
Natasha Bowman, President and Founder, Performance ReNEW
Post #metoo and #timesup, agency management must be conscious of the need to improve workplace conditions for marginalized, underrepresented groups and provide cross-cultural and cross-identity training. Wåorkplace Enlightenment programs send a clear signal to agency executives, employees, clients, and potential talent that there will be a safe and productive work environment. There is a strong business case for adopting enlightened workplace principles and practices. Learn how your agency can reduce reputational and economic risk, attract high-quality and diverse talent. and facilitate staff motivation and collaboration.
4:00 - 4:40 pm
Agency Compensation Hacks You Can Use Now
Tim Williams, Founder, Ignition Consulting Group
Agencies struggle to get paid for the value they create, not just because they aren't charging enough, but because they're selling the wrong thing to their clients in the first place. Instead of adopting the same modern pricing methodologies used by their clients, most agencies are stuck in the deeply unproductive practice of negotiating their costs instead of selling their value. In this thought-provoking presentation, Tim Williams will share five transformative compensation practices you can put into practice immediately. Come prepared to roll up your sleeves and develop your competencies as a professional seller, better equipped to deal with the professional buyers on the other side of the table.
4:50 - 5:00 pm
Marla Kaplowitz, President & CEO, 4A's