President
February 28 4:15PM
An overview on building agency value, including a discussion of “buy versus build” when considering new service offerings, latest trends in executive compensation, and a review of industry merger & acquisition activities.
March 1 8:00AM
Clients continue to increase their emphasis on marketing accountability, with measurement and tracking a key to all things marketing this year. This session will help you to learn key benchmarks, best practices and cutting-edge trends in marketing measurement, analytics and return on marketing investment. You’ll discover how to apply metrics and key performance indicators for offline, online and social media programs. You’ll gain knowledge of how attribution models are used to conquer the challenges of measuring multichannel communications campaigns. And, you’ll gain insight into the tools that direct and digital marketers use to develop more efficient campaigns and narrow the gap between marketing and financial outcomes.
March 1 10:45AM
Agencies are under tremendous pressure from clients on compensation. Clients are challenging agencies to reduce expenses and compensation. Agencies can still negotiate win/win agreements but it takes both the right mindset and the right skill set. Agencies must match the “professional buyers” in client organizations with “professional sellers” on the agency side, armed with the knowledge, tools and resources that can help demonstrate the value they bring to the relationship. This session explores not only the right answers, but perhaps more importantly, the right questions.
