Improving agency partnerships

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This outlines how companies can improve their agency relationships and productivity, the processes for implementing it and the role of how a "Chief Agency Officer" can help.

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Improving agency partnerships

  1. 1. Confidential | © 2013 Weiss Ideas Can Agency Partnerships Be Improved? The Chief Agency Officer! October 2, 2013
  2. 2. Just Ask Yourself Are you getting the most from your agencies? •  Do you have the right agencies and do they work together effectively? •  Are you getting the best talent on your business? •  Are you establishing the most productive work environment? •  How are you staying on top of the latest trends in agency leadership? •  Do your agencies feel listened to and contribute as real partners? •  Is your compensation both fair and motivating? •  Are you evaluating each other in the most productive manner? Confidential | © 2013 Weiss Ideas | Slide 2
  3. 3. Confidential | © 2013 Weiss Ideas | Slide 3 Overview •  Goals and Roles •  What is a Chief Agency Officer? •  Getting Started •  Industry Best Practices •  Recommendations •  Implementation •  Refinement •  Why Weiss Ideas! •  Next Steps
  4. 4. Confidential | © 2013 Weiss Ideas | Slide 4 Goals and Roles Ultimate Goal To improve the business impact of advertising and marketing communications. Objective of Role To ensure that The Company has the most effective Agency Architecture and that its partners are delivering the greatest value. Overall Definition of Role To develop, manage, nurture and refine the right agency partnership model.
  5. 5. Confidential | © 2013 Weiss Ideas | Slide 5 What is a Chief Agency Officer? Mondelez: Deb Giampoli describes her job as everything from “marriage counselor to adviser to agency slut.” Intel: Mariann Coleman defines her role in three stages of management 1.  Lifecycle- Defining specific requirements for the agency and making sure there are no redundancies in capabilities 2.  Manage- This depends on whether the agency is a roster agency or not. 3.  Compensation- This may or may not depend on KPI’s; they could just be project based. Agency Mania Solutions: In his book Agency Mania, Bruno Gralpois advocates for a Chief Agency Officer to “devote time to implementing and continually refining the right agency partnership model for the company to produce measurable results for the company”
  6. 6. Confidential | © 2013 Weiss Ideas | Slide 6 The Overall Approach To develop, manage, nurture and refine the right agency partnership model. •  Define the model •  Establish the rules of engagement •  Manage, mentor and nurture •  Refine
  7. 7. Confidential | © 2013 Weiss Ideas | Slide 7 The Role of the Chief Agency Officer To develop, manage, nurture and refine the right agency partnership model. •  Define company objectives •  Agency alignment and allocation •  Identify new opportunities •  Create ground rules •  Integration •  Evaluation •  Contract •  Compensation •  Conflict resolution •  Trend spotting •  New agency search •  Agency dismissal
  8. 8. Confidential | © 2013 Weiss Ideas | Slide 8 Getting Started Internally •  Define the company objectives and ideals •  Create an internal scorecard to evaluate current agencies: •  Result •  Work •  Talent •  Integration - internal and external •  Evaluation - full KPI model •  Compensation •  Map agency alignment versus objectives/needs •  Assess what is working and not
  9. 9. Confidential | © 2013 Weiss Ideas | Slide 9 •  Assess Best Practices from industry •  Identify key industry leaders: •  Result •  Work •  Talent •  Integration •  Evaluation •  Compensation •  Benchmark your efforts Determine Best Practices
  10. 10. Confidential | © 2013 Weiss Ideas | Slide 10 Identify opportunities for improvement and their priority •  Portfolio •  Assignment •  Evaluation •  Compensation •  Integration Recommendations
  11. 11. Confidential | © 2013 Weiss Ideas | Slide 11 Implementation is prioritized but ultimately covers the followed: •  Agency alignment and allocation •  Identify new opportunities •  Creation of ground rules •  Establishing and managing Integration •  Evaluation criteria and timing •  Contract specificity •  Compensation •  Conflict resolution •  Trend spotting •  New agency search •  Agency dismissal Ongoing Role
  12. 12. Confidential | © 2013 Weiss Ideas | Slide 12 •  Proven successful results for companies including P&G, Clorox, Xerox, Dell, Danone, Agilent and many others •  Global and regional senior agency management experience with Grey Global and Havas •  Global Agency and Corporate management expertise in the USA, Europe, Asia and Latin America •  Digital focus with integrated perspective •  Fair. Objective. Decisive. Actionable. Why Weiss Ideas?
  13. 13. Confidential | © 2013 Weiss Ideas | Slide 13 •  Agree on the company’s desires and objectives. •  Establish an objective internal review. Let’s talk: 914-882-0545 (Portland, Oregon based) peter@weissideas.com www.weissideas.com http://www.linkedin.com/in/peterfweiss Next Steps

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