1. The Changing Client-Agency Relationship in an Integrated Marketing World Amy Wagner October 15 th, 2012

2. Agenda The changing world of integrated marketing Lessons learned How agencies can win

3. 1992

6. Ad agency

7. Promotion agency

8. Agencies executed tactics

9. Spring Valley Juice Print Point of Sale

10. Motrin FSI Print

11. 1992 spider chart FSI Print Ad

12. Mid 2000s

13. Integrated marketing embraced What the Heck is Integrated Marketing Anyway?

14. According to Wikipedia Integrated Marketing Communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, personal selling, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness

15. Integrated Plans Brand X

16. Clients embraced IMC

17. Integrated marketing required new way of thinking Channel Agnostic IMC IAT Media Neutral ATL BTL Engagement Customer Journey Zero Based Budgeting

18. The average consumer is exposed to as many as 5,000 messages/day Source: http://www.cbsnews.com/2100-3445_162-2015684.html Today

20. More art than science

21. Agenda The changing world of integrated marketing Lessons learned How agencies can win

22. Lesson #1: Spend time getting the team right

23. The Client Lead the team

24. Lesson #1: Spend time getting the team right The Client Lead the team Set up operating procedures

25. Lesson #1: Spend time getting the team right The Client Lead the team Set up operating procedures Manage the logistics or appoint an administrative agency

26. Lesson #1: Spend time getting the team right The Agency Ensure consistent participation of seasoned players

27. Lesson #1: Spend time getting the team right The Agency Ensure consistent participation of seasoned players Be truly passionate about our brand Know our consumer

28. Lesson #1: Spend time getting the team right Credibility, Commitment and Chemistry!

29. Lesson #2: Ground yourself in a strong brief “If you don’t know where you are going, any road will take you there”

30. Lesson #2: Ground yourself in a strong brief Program brief content -Business and Marketing objectives -Target -Strategies - Brand’s point of difference

31. Lesson #3: Crafting a great integrated plan takes work

32. 1.Look at what has worked in the past – and what hasn’t

33. Lesson #3: Crafting a great integrated plan takes work 1.Look at what has worked in the past – and what hasn’t 2.Embrace that integrated planning is an iterative process

34. Ideate with pre-thinking

35. Core team work session

36. Lesson #3: Crafting a great integrated plan takes work 1.Look at what has worked in the past – and what hasn’t 2.Embrace that integrated planning is an iterative process Ideate, but tap into more resources by doing pre-work Get core team alignment by building on those ideas together 3.Identify the strategic role of every tactic

37. Lesson #3: Crafting a great integrated plan takes work 1.Look at what has worked in the past – and what hasn’t 2.Embrace that integrated planning is an iterative process Ideate, but tap into more resources by doing pre-work Get core team alignment by building on those ideas together 3.Identify the strategic role of every tactic Understand the quantity and quality of impressions

38. Evaluate new media against benchmarks

39. Lessons Learned Lesson #1: Spend time getting the team right Lesson #2: Ground yourself in a strong brief Lesson #3: Crafting a great integrated plan takes work Lesson #4: All of the previous lessons don’t matter if you don’t execute with excellence!

40. Agenda The changing world of integrated marketing Lessons learned How agencies can win

41. Agencies will win who… Understand the consumer and the brand’s fundamentals

42. Think in terms of ideas, not just disciplines Agencies will win who…

43. Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Agencies will win who…

44. Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Become experts in the retail environment Agencies will win who…

45. Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Become experts in the retail environment Use emerging media intelligently, to support a key strategy Agencies will win who…

46. Understand the consumer and the brand’s fundamentals Think in terms of ideas, not just disciplines Work seamlessly with other agencies as well as client partners Become experts in the retail environment Use emerging media intelligently, to support a key strategy Help define and measure success – and own the results Agencies will win who…

47. In summary…

48. The marketing world is constantly changing, so clients and agencies must change the way they work together to deliver the best plans and business results

49. In summary… The marketing world is constantly changing, so clients and agencies must change the way they work together to deliver the best plans and business results Crafting integrated marketing plans is challenging, but there are best practices that work

50. In summary… The marketing world is constantly changing, so clients and agencies must change the way they work together to deliver the best plans and business results Crafting integrated marketing plans is challenging, but there are best practices that work Agencies will win who excel at their core business, but can also work with other agencies to bring big, insight-driven, impactful ideas to life!

51. Thank You! Questions? Amy Wagner 847-337-5843 amykwag@gmail.com