Committees | Events & Webinars | Agency Relations Committee Meeting | ANA

Agency Relations Committee Meeting

This event is over.


I. WELCOME REMARKS (11:00 – 11:10a.m. ET)

II. MEMBER ROUNDTABLE DISCUSSION: AI’S IMPACT ON AGENCY COMPENSATION AND SCOPING (11:10 – 11:45a.m. ET)
Mentioned during the 2025 Advertising Financial Management Conference, 47 percent of respondents in the upcoming Trends in Agency Compensation 19th Edition report noted a neutral to moderate impact of AI on agency compensation. With AI use increasing across the industry, we want to hear from you:

  • How are your agency partners including AI in their scopes?
  • What changes (if any) have you made to your compensation strategies based on AI?
  • Have you noticed any change in agency fees because of AI?

This is an open discussion for all meeting attendees. Come prepared to share your perspective.

Moderators:
Kerry Kielb, Director, Vendor and Agency Management – AT&T and Agency Relations Committee Co-Chair
Kwan Yim, Director, Global Agency Management – Citi and Agency Relations Committee Co-Chair

III.THE STATE OF GENERATIVE AI IN US MARKETING AGENCIES (11:45a.m. – 12:20p.m. ET)
Following our group discussion, Forrester principal analyst Jay Pattisall will walk us through his latest report on generative AI use in US agencies. Agencies are accelerating the integration of genAI with their offerings, focusing on enhancing internal productivity and applying use cases for content, media, SEO, and strategy. This report examines the latest insights regarding adoption, objectives, use cases, benefits, barriers, partners, and remuneration to reveal the current state of genAI inside agencies.

Speaker:
Jay Pattisall, Vice President, Principal Analyst – Forrester

IV. BREAK (12:20 – 12:25p.m. ET

V.BETTER CREATIVE BRIEFS FOR BETTER BRAND BUILDING (12:25 – 1:00p.m. ET)
Achieving exceptional creative is hard. It takes a great client, a great agency, and a shared set of steadfast beliefs about a product, messaging, and the consumer. One pathway to great creative is an excellent creative brief, which can act as a roadmap and catalyst for creative teams. Our latest research features new stats and figures, but the overall message is the same: Creative briefs remain critically important, and we are still a long way from routinely achieving greatness.

Speaker:
Stephanie Fierman, Executive Vice President, Brand Practice – ANA