Break Out SessionBreak Out Session

Agency/Client/PublisherAgency/Client/PublisherRelationshipsRelationships

Some Assumptions…Some Assumptions…1.1. The Agency & the Publisher/Seller Both Want The Agency & the Publisher/Seller Both Want

to Bring the Client Impactful, Strategic Ideasto Bring the Client Impactful, Strategic Ideas2.2. There Is Some Inherent Tension in The There Is Some Inherent Tension in The

RelationshipRelationship3.3. Both Parties Would Like to Come Up With A Both Parties Would Like to Come Up With A

Model for Real Strategic CooperationModel for Real Strategic Cooperation4.4. A Set of Best Practices and Rules-of-Thumb A Set of Best Practices and Rules-of-Thumb

Would Help Govern These Relationships and Would Help Govern These Relationships and Improve Performance and Yield on both sidesImprove Performance and Yield on both sides

We’re all in the business of ideas, but We’re all in the business of ideas, but profitable, successful ideas don’t get profitable, successful ideas don’t get

realized often enough. realized often enough. What’s the What’s the single biggest process single biggest process issueissue in the agency/seller relationship in the agency/seller relationship

that that stands in the waystands in the way of of idea generation? idea generation?

Issue One: Issue One:

Seller organizations want access Seller organizations want access to clients for many reasons. to clients for many reasons.

Give us three common sense rules Give us three common sense rules for them to follow in pursuing those for them to follow in pursuing those

client relationships so that they won’t client relationships so that they won’t destroy the agency relationship. destroy the agency relationship.

Issue Two: Issue Two:

The RFP is a staple of our short business cycle, but is it really a good vehicle for exchanging

creative ideas?

Issue Three: Issue Three:

Many sales organizations would love to have higher level relationships

with high level agency executives – media directors, AMD’s, agency

presidents, and so on. What’s the right strategy for creating and fostering those relationships?

Issue Four: Issue Four:

One thing sales and agency executives share is a common

focus on profitability. I’d like each of you to finish this sentence: “Agencies (or Sellers)

would help me make my business a lot more profitable if they would…”

Issue Five: Issue Five:

Pick an agency relationship (or a seller relationship) in which spending has

increased dramatically and consistently over the past three years. Without saying who it is, please offer up several adjectives that describe the character of the relationship.

Issue Six: Issue Six:

In all relationships, things can go wrong. In overcoming adversity (a major error on a campaign; a budget cut that really hurts

the publisher’s bottom line; missed creative deadlines; political disagreement)

what are some of the best practices? How can you fix a problem without

damaging the relationship?

Issue Seven: Issue Seven:

Thank You!

Please e-Mail Your Comments & Questions

dweaver@upstreamgroup.com