Stand Up for Your Value!


The ICA’s Agency Transformation Summit is an engaging and essential leadership forum for the agency sector.

Addressing how the profitability and growth of an agency is directly related to valuing creativity and championing that value to clients, procurement officers and consultants, the Summit is a unifying call-to-action for our industry.

Today’s business challenges – compressed margins, procurement-driven agency selection processes, increased commodification and longer and longer payment terms – require nerve and new thinking.

The Summit’s agenda is a blueprint to empower agencies to stand up for their value. Topics and dialogue will generate ideas to amplify, protect and transform the value of “work that works.”

How do we navigate the relationship between marketing and procurement?

How do we put a price on creativity that emotionally targets consumers, solves business problems and drives behavioural change?

How do we promote the value of our talent and their ability to solve client business challenges?



Join us at the Agency Transformation Summit on May 14-15th to answer the call and stand up for your value.

Speakers

  • Ronald J. Baker

    VeraSage Institute

  • Blair Enns

    Win Without Pitching

  • David Meikle

    David Meikle

    How to Buy a Gorilla

  • Tom Morton

    Tom Morton

    R/GA

  • Jack Skeels

    Jack Skeels

    AgencyAgile

  • Jody Sutter

    The Sutter Company

  • Kerry Fleiser

    Kerry Fleiser

    ‎K.I.F. Marketing Solutions

  • Darren Martin Jr

    Darren Martin Jr

    Bold Culture

  • Biana Bakman

    Biana Bakman

    Bold Culture

  • Ahmad Barber

    Ahmad Barber

    Bold Culture

  • Sumit Ajwani

    Sumit Ajwani

    Makers.to

  • Harish Hemmige

    Harish Hemmige

    Boston Consulting Group

  • Gabe Gonda

    Gabe Gonda

    The Globe and Mail

  • Sean Stanleigh

    Sean Stanleigh

    Globe Content Studio

  • Anthony Thomas

    Anthony CK Thomas

    Rogue

  • Brett Colbert

    Brett Colbert

    Strategic Acquisition Solutions

  • Jacqueline Milczarek

    Jacqueline Milczarek

    Content & Communications Consultant

PROGRAM

Opening Breakfast

Register, enjoy breakfast, meet your fellow Agency Transformation Summit attendees and get ready to be inspired to Stand Up For Your Value!

60 mins

Location: Metropolitan Ballroom

15 mins

Location: Metropolitan Ballroom

David Meikle - How to Buy a Gorilla

David Meikle, author of How to Buy a Gorilla, works with agencies and clients to ensure that both parties are set up for success. He’s crafted a framework predicated on the Monkey House that helps clients identify and choose the right agency partner to help them achieve their goals.

60 mins

Location: Metropolitan Ballroom

Challenge Everything: A New Way of Approaching Creative Production

Hear from Sumit Ajwani, Founder & Executive Producer, Makers.to


30 min

Location: Metropolitan Ballroom

Partner Café

Refresh & mingle with your fellow attendees and explore the vendors at the Partner Café.


15 min

Location: Metropolitan Ballroom

Visiting Agency Amplification Presentations & Facilitated Exchange

Hear how Bold Culture and R/GA are dealing with disruption, transforming their businesses and achieving sustainable profitability & growth.

Tom Morton, SVP, US Head of Strategy, R/GA


Darren Martin Jr, founder and CEO, Bold Culture


Ahmad Barber, Managing Partner & CCO, Bold Culture


Biana Bakman, COO, Bold Culture


40 min

Metropolitan Ballroom

Visiting Agency Facilitated Exchange

Moderator Sean Stanleigh, Managing Editor at the Globe Content Studio facilitates an exchange between the audience and Tom Morton, Darren Martin Jr, & Biana Bakman.

20 min

Metropolitan Ballroom

Lunch

Enjoy lunch with your team and fellow Agency Transformation Summit attendees.


60 min

Location: Metropolitan Ballroom

10 min

Location: Metropolitan Ballroom

New Business Amplification

Kerry Fleiser, Jody Sutter and Anthony CK Thomas jointly present a holistic view of agencies within the search process and provide three varying perspectives on how agencies can amplify their value.

Kerry has spent two decades helping to shape the marketing strategies for some of the world’s most beloved brands. She’s now created a marketing consulting, k.i.f marketing. She straddles the line between procurement and marketing, assisting both groups with agency searches, relationship management, and negotiations. Hear her thoughts on how agencies can stand up for their value by amplifying their value proposition throughout the search process.

Jody is an agency new business expert with 20+ years of experience running new business development teams for agencies, large and small. These have included R/GA, OMD, Havas Media and The VIA Agency. Through her consultancy, The Sutter Company, she helps small ad agencies craft their new business strategy and ultimately find and amplify their value proposition.

Anthony is a new business gun-for-hire who has helped agencies navigate the gruelling agency search process to success. He loves the hunt and is a voracious proponent of going all in. He will speak about the pitfalls that agencies often fall into and will offer guidance on how agencies can find their maximum potential.

60 min

Location: Metropolitan Ballroom

New Business Amplification Facilitated Discussion

Brett Colbert moderates a facilitated discussion with Kerry, Jody and Anthony. Brett himself has over 20 years of procurement experience, both client-side and agency-side. He’s operated as a "double agent" focused on driving top and bottom line results. Passionate about delivering value and driving results, he helps organizations work and spend smarter. Brett seeks to facilitate an interactive, collaborative and provocative session with our New Business specialists.

30 min

Location: Metropolitan Ballroom

Disruption is the wrong word: How the Globe & Mail survived, and learned to thrive in the new world order

Gabe Gonda, Managing Director, Corporate Development, The Globe and Mail


40 min

Location: Metropolitan Ballroom

Partner Café

Refresh & mingle with your fellow attendees and explore the vendors at the Partner Café.


20 min

Location: Metropolitan Ballroom

Time's Up/Advertising

Doors open for the Time’s Up/Advertising community meeting; the discussion begins at 4:00 pm. While separate from the Agency Transformation Summit, the ICA supports this important initiative to promote diversity, inclusion and equality in the advertising agency sector. We encourage female identified attendees to participate in this discussion by clicking on this link: Time’s Up/Advertising.

120 min

Location: Metropolitan Ballroom East

Unconscious Bias & Management Sensitivity Training

Bold Culture's Darren Martin Jr will be running a sensitivity & unconscious bias training session for ATS2018 attendees.

The lack of diversity and inclusive work environments is a recognized issue among advertising, marketing, media and public relations agencies. But why is resolving this lack of diversity such an urgent issue? Research shows that unengaged workers contribute to approximately $500 billion in lost productivity for companies. Additionally, an inability to reach and connect with diverse consumers can result in dwindling market share for brands.

However, it can be difficult for individuals who are members of one or more dominant social groups to have an awareness and understanding of a life experience that is not their own. This interactive workshop will facilitate attendee's ability to identify their own unconscious biases and resulting microaggressions that affect the larger company culture. Through facilitated discussions and interactive exercises, we will uncover solutions to combating unconscious bias and microaggressions and offer ways to hold oneself and others accountable for creating an inclusive work environment.

105 min

Location: Metropolitan Ballroom West

What's Next

Harish Hemmige, Partner & Managing Director, Boston Consulting Group will be discussing what's next.

40 min

Location: Metropolitan Ballroom

Closing Remarks: Andrew Saunders

Andrew Saunders, The Globe and Mail’s Chief Revenue Officer, delivers the closing remarks for Day One of the Agency Transformation Summit.

20 min

Location: Metropolitan Ballroom

Cocktails

Enjoy cocktails with your fellow Agency Transformation Summit attendees and presenters.

30 min

Location: Metropolitan Ballroom

Dinner

Explore the vendors at the Partner Café before dinner with your team, fellow Agency Transformation Summit attendees and presenter.

120 min

Location: Harbour Ballroom

Cocktails

Enjoy cocktails with your fellow Agency Transformation Summit attendees and presenters.

60 min

Location: Metropolitan Ballroom

Breakfast

Enjoy breakfast then mingle with your fellow attendees and explore the vendors at the Partner Café.

60 min

Location: Metropolitan Ballroom

15 min

Location: Metropolitan Ballroom

Ronald J. Baker - Pricing on Purpose: Implementing Value Pricing

Protect the Value of the Work that Works! with Ronald J. Baker, the founder of VeraSage and pre-eminent voice in urging professional services to embrace and Implement Value Pricing. He is a speaker, writer and educator who will be discussing how professional firms such as lawyers, architects and engineers throughout North America have moved from billable hours to value pricing.

30 min

Location: Metropolitan Ballroom

Blair Enns - Pricing Creativity

Blair, best known for his Win Without Pitching Manifesto, helps creative and design agencies around the world Protect the Value of Work that Works! Blair will be expounding on principles set out in his newest book, Pricing Creativity: A Guide to Profit Beyond the Billable Hour. You’ll learn why value pricing isn’t enough to truly transform your business and how to take it to the next level by overcoming objections and mastering the value conversation.

30 min

Location: Metropolitan Ballroom

Value Protection Facilitated Discussion

David Meikle hosts a lively and interactive discussion with Ronald J. Baker and Blair Enns. Attendees can engage with our three distinguished and vocal guests on how to transform their business and Protect the Work that Works!

30 min

Location: Metropolitan Ballroom

Partner Café

Refresh & mingle with your fellow attendees and explore the vendors at the Partner Café.


20 min

Location: Metropolitan Ballroom

5 min

Location: Metropolitan Ballroom

Jack Skeels – Agencies Under Siege:  Battle for the CMO’s Heart

Jack, once the CEO of Sapient LA, has left agency life behind and is now the CEO and founder of AgencyAgile, a training and coaching consultancy. Jack and his team aim to create a revolution in leadership and management practices. At the Summit Jack will be helping agency leader Win the Battle for the CMO’s Heart – do that and you transform your business.

60 min

Location: Metropolitan Ballroom

Call to Action: Evaluating Your Clients Using the 4Fs - #theFwords

Scott Knox, the ICA’s President & CEO, will build on the results of the Agency Growth Driver survey and propose a rubric for evaluating your clients to truly Transform the Work that Works!

50 min

Location: Metropolitan Ballroom

10 min

Location: Metropolitan Ballroom

Lunch

Enjoy a pre-packed lunch with your team and fellow attendees or take it back to the office.

60 min

Location: Metropolitan Ballroom

venue

The Westin Harbour Castle

Located on the waterfront, the Westin Harbour Castle is a landmark downtown Toronto hotel offering stunning views of Lake Ontario. With special rates for Summit attendees, the hotel’s first-rate rooms, amenities and accessible meeting and business facilities make it an ideal setting.

address

1 Harbour Square
Toronto, ON M5J 1A6
(416) 869-1600

Rooms can be booked for a special rate of $249+ for Agency Transformation Summit attendees with a special code.

more information

register


Take The ICA Leadership Challenge

Stand up for equality, diversity and inclusion at the Agency Transformation Summit. Identify and invite a future female leader from your agency to attend.


sponsors

TIME’S UP™/ADVERTISING

ICA supports Time's Up/Advertising
in Canada

Separate from the Summit, the ICA is hosting Time's Up/Advertising, Toronto at the Westin Harbour Castle on May 14. Female identified summit goers are encouraged to register and attend this free event. #TimesUpAdvertisingCA

Register