This webinar will be run by ID Comms free and exclusively for ISBA members on a first-come, first-served basis.
It is estimated that many large brands could be losing up to 30% of the value of their communications investment in the media supply chain, with suppliers not always adding the value that their involvement (and fees) are supposed to deliver.
There are a number of possible reasons for this: incorrect objective setting, poor briefing, sloppy strategic planning, working with the wrong suppliers, non-transparent trading practices, weak remuneration models, incorrect media choice and execution, and lack of proper data, analysis and reporting. Minimising this value loss through productive agency management should be a priority for advertisers.
In this webinar, we look at the basic principles of managing your agency relationship. Agency groups manage large budgets on behalf of their clients so making sure you become a priority client with your agency means being aware of all aspects of agency media investment management.
Critical factors to a successful advertiser-agency relationship include, among others, an agreed scope-of-work, challenging but achievable KPI’s and a clear, manageable fee model.
It is important that advertisers collaborate effectively with their agency as partners to gain the best value from media investment through aligned objectives and a trusted, transparent
relationship.
Who is the webinar aimed at
This webinar is designed for media, marketing and marketing procurement professionals who
have oversight and responsibility for managing media investment, media agency relationships
and media productivity.
What will you gain from attending
- How to manage your media agency.
- How to ensure that you are getting the full value of your media investment.
- How to monitor and measure media performance.
The speakers
John Pain - Principal Consultant, ID Comms Advisory
John brings a passion for media excellence, and a track record of delivering value in a variety of
global organisations with expertise in comms planning, media operating model, agency
partnerships and media performance. As Global Media Director, he led LEGO Group’s first
global media review, where he designed and implemented a new global media model, and
transition to single global agency across multiple markets. With BP he won board level approval
for a new media performance programme, which operated across 12 markets and reset a
long-standing media agency partnership.
Paul Stringer - Consultant, ID Comms Advisory
Paul is a research expert who holds a PhD In Media and Communications. As the practice lead
for ID Comms’ Diagnostics and Insights, Paul has built up a wealth of experience managing
complex internal diagnostics and peer benchmarking to support advertisers through the process
of media transformation.