Monday April 15, 2019
Pre-Conference Town Hall
10:30 to 11:00am
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 to 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 11:40am
Managing & Optimizing PxP (Project by Project) Relationships
Neal Grossman, Chief Operating Officer, The Designory and eg+ Worldwide, Chief Compensation Officer, TBWA Worldwide
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 arrangements with agencies. Project-by-Project (PxP) relationships between clients and agencies create both opportunities and challenges for both marketers and marketing services firms.
Members of the 4A’s community have been endeavoring to figure out best practices for dealing with the shift by some clients 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 & 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 – 1:00pm
Andrew Graff, CEO Allen & Gerritsen
1:00 - 2:00pm
MPF Opening Keynote
The Quantum Age of Marketing
Marla Kaplowitz, President & CEO, 4A's
MPF will kick off at a forward looking discussion on the future of marketing. Marla Kaplowtiz 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 - 2:45pm
How Clients Approach Marketing Org Structure and External Agency Resources
Casey Burnett, Managing Partner, The Burnett Collective
According to several recent surveys, 75% of marketers are assessing or looking to assess their agency roster in the next 9-12 months, including evaluating internal versus external resourcing. 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 - 3:30pm
The Client Point-of-View: What Clients Want and Need
4A's members are interested in learning about client perspectives 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 - 3:50pm
3:50 - 4:40pm
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 - 5:30pm
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 addresses 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 - 7:00pm
Tuesday April 16, 2019
8:00 - 9:00am
Breakfast and Registration
9:00 - 9:30am
The Future of Strategy, Creativity & Innovation
Strategists are uniquely positioned to identify consumer & customer expectations and to lead the orchestration of innovative marketing programs that leverage creativity in ways that positively impact consumer behavior.
In this session the MPF audience will learn a thought leading strategist’s perspectives on evolving marketing dynamics and advertising methods that facilitate the connection of brands with culture, purpose and consumer behavior.
The MPF audience is interested in learning about how agency strategists are:
Structuring their planning capabilities
Leveraging new technology and information tools
Coordinating complex messaging platforms
Creatively connecting with demanding consumers
The MPF audience will want to learn about compelling case examples of best in class marketing programs.
9:30 - 10:30am
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 start ups 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.
10:30 - 10:45am
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 ever happen. As one of the 45 or so agencies that lost McDonald’s regional media business all at once…we had to address a lot of issues and decisions. Especially since we had been a McDonald’s agency for 27 years. The McDonald’s Brand was part of the fabric of our agency. In a step by step process we will share how we dealt with the loss and how we also saw an opportunity to do something we had never done before.
11:20am - 12:00pm
MPF attendees are interested in meeting and learning about emerging agencies that are on the upswing. In a fast paced session, principals at the emerging agencies will introduce their agency to the MPF community and discuss their growth vision. Panelists will highlight their agency positioning, service offering and share a few examples of their most impactful work.
12:00 - 1:15pm
1:15 - 2:00pm
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
Client-agency relationships have never been more unsettled. 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
The art and science of client relationship management is more important than ever.
2:00 - 3:00pm
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, one of the co-founders 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 - 3:15pm
3:15 - 4:00pm
The Business Case for Workplace Enlightenment
Natasha Bowman, CEO, 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. Workplace 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, diverse talent and facilitate staff motivation and collaboration.
4:00 - 4:40pm
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.