Confidential | © 2013 Weiss Ideas
Can Agency
Partnerships Be
Improved?
The Chief Agency
Officer!
October 2, 2013

Just Ask Yourself
Are you getting the most from your agencies?
• Do you have the right agencies and do they work together
effectively?
• Are you getting the best talent on your business?
• Are you establishing the most productive work environment?
• How are you staying on top of the latest trends in agency
leadership?
• Do your agencies feel listened to and contribute as real partners?
• Is your compensation both fair and motivating?
• Are you evaluating each other in the most productive manner?
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Overview
• Goals and Roles
• What is a Chief Agency Officer?
• Getting Started
• Industry Best Practices
• Recommendations
• Implementation
• Refinement
• Why Weiss Ideas!
• Next Steps

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Goals and Roles
Ultimate Goal
To improve the business impact of advertising and marketing
communications.
Objective of Role
To ensure that The Company has the most effective Agency
Architecture and that its partners are delivering the greatest value.
Overall Definition of Role
To develop, manage, nurture and refine the right agency partnership
model.

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What is a Chief Agency Officer?
Mondelez: Deb Giampoli describes her job as everything from
“marriage counselor to adviser to agency slut.”
Intel: Mariann Coleman defines her role in three stages of management
1. Lifecycle- Defining specific requirements for the agency and making
sure there are no redundancies in capabilities
2. Manage- This depends on whether the agency is a roster agency or
not.
3. Compensation- This may or may not depend on KPI’s; they could just
be project based.
Agency Mania Solutions: In his book Agency Mania, Bruno Gralpois
advocates for a Chief Agency Officer to “devote time to implementing
and continually refining the right agency partnership model for the
company to produce measurable results for the company”

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The Overall Approach
To develop, manage, nurture and refine the right agency partnership
model.
• Define the model
• Establish the rules of engagement
• Manage, mentor and nurture
• Refine

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The Role of the Chief Agency Officer
To develop, manage, nurture and refine the right agency partnership
model.
• Define company objectives
• Agency alignment and allocation
• Identify new opportunities
• Create ground rules
• Integration
• Evaluation
• Contract
• Compensation
• Conflict resolution
• Trend spotting
• New agency search
• Agency dismissal

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Getting Started Internally
• Define the company objectives and ideals
• Create an internal scorecard to evaluate current agencies:
• Result
• Work
• Talent
• Integration - internal and external
• Evaluation - full KPI model
• Compensation
• Map agency alignment versus objectives/needs
• Assess what is working and not

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• Assess Best Practices from industry
• Identify key industry leaders:
• Result
• Work
• Talent
• Integration
• Evaluation
• Compensation
• Benchmark your efforts
Determine Best Practices

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Identify opportunities for improvement and their priority
• Portfolio
• Assignment
• Evaluation
• Compensation
• Integration
Recommendations

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Implementation is prioritized but ultimately covers the
followed:
• Agency alignment and allocation
• Identify new opportunities
• Creation of ground rules
• Establishing and managing Integration
• Evaluation criteria and timing
• Contract specificity
• Compensation
• Conflict resolution
• Trend spotting
• New agency search
• Agency dismissal
Ongoing Role

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• Proven successful results for companies including P&G,
Clorox, Xerox, Dell, Danone, Agilent and many others
• Global and regional senior agency management
experience with Grey Global and Havas
• Global Agency and Corporate management expertise in
the USA, Europe, Asia and Latin America
• Digital focus with integrated perspective
• Fair. Objective. Decisive. Actionable.
Why Weiss Ideas?

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• Agree on the company’s desires and objectives.
• Establish an objective internal review.
Let’s talk: 914-882-0545 (Portland, Oregon based)
peter@weissideas.com
www.weissideas.com
http://www.linkedin.com/in/peterfweiss
Next Steps