Sunday, April 8

4A's Management Practitioners Forum (MPF)

4A's members only

7:00 AM - 8:30 AM
Registration and Breakfast
Americana Rotunda and Americana 4

8:30 AM - 8:40 AM
Welcome and Overview

Marla Kaplowitz, President & CEO, 4A's
Mark Bachmann, Partner, CCO, Marcus Thomas
Andrew Graff, CEO, Allen & Gerritsen

8:40 AM - 9:40 AM
Driving Creativity, Commerce and Culture

Creativity is the spark that accelerates business growth and connects brand campaigns with culturally relevant dynamics. Creativity is the unique, sustaining, leverageable skill that drives the marketing services industry. Agency SMEs discuss the dimensions of creativity, share case examples, and discuss the foundational components and environmental considerations that facilitate creative inspiration.

David Angelo, Founder/Chairman, David&Goliath
Dave Edwards
, SVP, Managing Director, Growth, U.S., R/GA
Carmen Graf, SVP, Executive Media Director, GSD&M
Darren (Daz) McColl, Chief Brand & Marketing Strategy Officer, Global, SapientRazorfish

Moderator: Andrew Graff, CEO, Allen & Gerritsen

9:40 AM - 10:10 AM
A Commitment to Culture: The Best Business Decision We Ever Made

While every agency has a culture, not every agency culture is nurtured to its fullest. At Moxie, an ongoing commitment to culture has enabled the agency to effectively navigate a series of events that commonly leave agencies without a clear understanding of who they are, and where they fit in the world: Moxie’s acquisition by a holding company, acquisition of others, holding company realignment, five leadership changes, multiple office expansions, client wins, client losses and everything in between

Through it all, Moxie has invested meaningfully in the agency’s culture, a demonstrative effort that has maintained Moxie’s identity, galvanized employees, catalyzed client engagements and provided a North Star by which Moxie operates day-in and day-out. Moxie has had the courage to live on the fringe of “what’s next” for the better part of two decades and by doubling down on investment in the agency’s culture over the last three years, spurred the most successful period in the agency’s history.

Sean Reardon, CEO, Zenith USA, Moxie & MRY

10:10 AM - 10:40 AM
10 Tips in 20 Minutes to Tip Your Pitch in the Winning Direction

Do you ever think that the best pitch team wins the pitch? Want to know what really creates connections for chemistry meetings? Ever wonder what works in a work session? Don't you wish you could be a fly on the wall in some of those other agencies pitch meetings to witness best and worst practices from competitive agencies? See the dos and don’ts through the eyes of a search consultant who has managed a myriad of new business pitches over the past 17 years. Learn about the good, bad and ugly through stories and examples of what resonates and what should be buried. Listen to Lisa give agencies the advice they need to put their best foot forward and increase their chances of winning new accounts.

Lisa Colantuono, Co-President, AAR Partners and Co-Founder, Access Confidential

10:40 AM - 11:00 AM

11:00 AM - 12:00 PM
The Trust Dividend

Trust always affects two measurable outcomes: Speed & Cost. These also happen to be the two most important variables in this industry. Advertising is the process by which trust is monetized—certainly with consumers and the public, but before that, between agencies and clients, and before that, between agencies and employees. Right now the advertising industry is paying a significant, and expensive “low-trust tax.” Becoming the high-trust player has never been more urgent. In this hands-on session we will take an in-depth look at the hard economics of trust for an advertising management practitioner, and explore how to create a “high-trust dividend.”

David Kasperson, Director of Speaking & Business Development, Franklin Covey’s Speed of Trust Practice

12:00 PM - 12:30 PM
The 11 Agency-Client Warning Signs: How to Change the Outcome

TBWA\WorldHealth has evolved a compelling approach to agency-client relationship management. The agency has identified 11 warning signs and created a proactive process called Client Success Plans that solidifies client relationships. This approach has dramatically reduced client churn resulting in 100% client retention. Robin Shapiro will discuss the 11 early warning signs and highlight elements of their proactive Client Success Plans process that has helped the agency proactively address relationship issues before they disrupt engagement with a client.

Robin Shapiro, Global President, TBWA\WorldHealth

12:30 PM - 1:30 PM
Lunch - Brought to you by dataxu
Americana 4

1:30 PM - 2:00 PM
Meet Laughlin Constable - The Rebirth of the Griffin

When Mat Lignel joined Laughlin Constable almost 5 years ago, LC was about to celebrate its 40th anniversary as an independent agency. Although LC had been successful over the years, it needed to evolve significantly to stay relevant, and ahead of the proverbial curve. Embracing LC’s unique entrepreneurial DNA, Mat and his team embarked on a journey of reinvention that came to life with the rebirth of LC’s spirit animal, the Griffin. He’ll share some of the challenges and successes they encountered along the way, as well as what’s next.

Mat Lignel, President and CEO, Laughlin Constable

2:00 PM - 2:30 PM
Making Agile Work in Agencies

Agencies are facing more and more project work and also challenged to deliver quality work quickly and efficiently. The adoption of “Software Agile” techniques in the software industry created dramatic increases in the speed and quality of delivery.  But most agencies struggle to get similar results, and the Software Agile processes typically don’t scale well across a multi-disciplinary, multi-project environment like that found in agencies.  Having successfully implemented Agile techniques at almost 100 agencies – and seen them tried at hundreds more – Jack Skeels will explain which techniques work and don’t, why that is, and what sort of results you should expect in your implementation.

Jack Skeels, CEO, AgencyAgile, Inc

2:30 PM - 3:10 PM
Choice Architecture in Agency Compensation

Why does every major marketer offer options when they price, package and sell their products and services?  What do they know that we (agencies) don’t?

Brand marketers give their customers a set of choices: different sizes, different features — and of course — different prices.  These powerful "choice architecture"  techniques can easily be adopted by professional service firms like agencies. Agencies that offer options in place of a single price experience higher average revenues for the same work and a more effective sell-in process. In this session, you’ll learn how to apply behavioral economic and value engineering principles which can help change the conversation with clients to a dialog on outputs and deliverables instead of getting mired in a discussion about hourly rates and staffing plans.

Rick Brook, SVP, Global Client Operations, WPP
Tim Williams, Founding Partner, Ignition Consulting Group

3:10 PM - 3:30 PM

3:30 PM - 4:10 PM
The Client Point of View

4A's members will learn about client perspectives in today's rapidly changing marketing environment. In this session senior executives, who have experience in both the agency and client world will share their perspectives on marketer needs, wants and expectations along with their perspectives on mission critical agency services and capabilities. Panelists discuss agency solicitations and pitches, agency-client relationship management and the challenges associated with concurrently delivering speed-to-market, effectiveness and efficiency. The session will conclude with insights about marketer business imperatives and the implications for marketing services firms.

Deb Giampoli, Co-Founder and Partner, Stone Soup Consultants, LLC
Jim Harrington, CMO, Cremo Company
Yin Woon Rani, VP & Chief Consumer Experience Officer, Campbell Soup Company
Liz Vanzura
, CMO, Wahlburgers

Moderator: Mark Bachmann, Partner, CCO, Marcus Thomas

4:10 PM - 5:00 PM
Agency Models and Models of the Future

MPF attendees will learn how industry thought leaders have been evolving their agency models and learn about models, service capabilities and resources that will be needed 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
  • Changes on the horizon

Courtney Buechert, CEO, Eleven Inc
John Gatesman, CEO, Gatesman
Leeann Leahy
, CEO, The VIA Agency
Britton Upham, COO, McGarrah Jessee
Russ Williams, CEO, Archer Malmo

Moderator: Mark Bachmann, Partner, CCO, Marcus Thomas

5:00 PM - 5:10 PM
Key Learnings

Mark Bachmann, Partner, CCO, Marcus Thomas
Andrew Graff
, CEO, Allen & Gerritsen

6:00 PM - 8:00 PM
Welcome Reception

Americana 4


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