AMPlify. Understanding relationships to improve agency business.
Clients’ relationships with agencies invariably consist of: what they do, how they do it and how they pay for it. But, processes, behaviours and remuneration methods vary widely from client to client and even within client companies. AMPlify is a one-day training course designed to look at the interests and practices of the three main parties involved: Agencies, Marketing and Procurement, and to understand how their interests can be aligned to:
- Improve the quality of the client/agency relationship
- Improve its efficiency
- Improve agency performance and ultimately business results
…or, in short, how they can AMPlify their collective effectiveness.
9.00 Overview of the day, how the differing processes and behaviours influence outcomes in their client/agency relationships, including a brief examination of trust in relationship.
Money and Procurement
How agencies make money. Looking at the difference between value-based pricing and value-based remuneration. Understanding the difference between time, effort and value.
Examining the rise and changing role of procurement, their move into marketing services and understanding procurement buying strategies.
Marketing departments and client behaviour
11.30 Examination of client behaviours, in particular responsibility and control in the development process of projects and campaigns. Assessing the logical impact of poor processes and behaviours on efficiency, talent and outcomes.
14.00 Agencies as businesses – managing a portfolio of clients
The role of agency management. Running an agency portfolio – how agencies prioritize clients. Examination of how talent:
- behaves in the marketing services sector
- behaves within an agency portfolio
- responds to clients processes and behaviours …and ultimately why clients usually get the work they deserve.
- Understanding the role of the client’s business problem. Using the Boston Matrix as a means of categorizing client problems (investment vs. divestment, speculation vs. risk-aversion). How these different business problems need appropriate processes, behaviours and procurement buying strategies.
15.45 Understanding AMPlify – Agencies, Marketing and Procurment
Looking at case studies to demonstrate how client business problems can be better solved with the correct application of procurement remuneration models, client processes and behaviours to match talent to task within the agency.
17.00 Summary, discussion
Prior to founding his consultancy business, David had been a career advertising man. After early days in regional agencies, David joined Grey in 1995 and rose quickly to Board Director. David ran Grey’s flagship creative accounts such as Allied Dunbar, Ben Sherman and Nokia.
In 2000, David joined Ogilvy & Mather London as a Business Director running the BP Retail business across Europe, latterly GSK and the COI. Three years later, David was appointed Managing Director of Ogilvy Moscow, which became Ogilvy’s fastest growing office in Europe.
Whilst in Russia, David became Group Managing Director having established a further five companies within the Ogilvy Group and grew revenues by more than 400%.
But four years of Moscow was enough, so in 2008 David conceived of and launched Salt Value Management. Salt is a consultancy business specialising in the more effective procurement and management of marketing communications services. Salt’s clients already include EMI,
Merck Schering Plough, the General Healthcare Group and ISBA for whom David runs a series of Marketing Procurement Master Classes.