1. WHY DO SOME RELATIONSHIPSTHRIVE WHILE OTHERS FAIL?HARNESSING THE MADNESS OF CLIENT/AGENCYRELATIONSHIPS FOR HIGH IMPACT RESULTS September 2012

2. While creating men and women,God also created consumers, advertisersand their agencies.Agency Mania 2012 20112 3. He promised agencies thatgood & reasonable clients would befound in all corners of the earth. Agency Mania 2012 20113 4. He promised clients that affordable andeffective agencies would be found in allcorners of the earth as well.Agency Mania 2012 20114 5. Then he made the earth... ROUND!Agency Mania 2012 20115 6. Have We Gone CompletelyMad??? Agency Mania 2011 6 7. What Advertisers Worry About do we build a roster do we build brands that of key agency partnersbreak through the clutter? to beat the competition? do we successfully do we get most valuemotivate partners to deliver from these partnerships?outstanding work? do we best scope work do we pick the rightand brief agencies?agencies to move ouradvertising from good to do we enable our partnersgreat?to do their very best work? Agency Mania 20122011 8. A Groundbreaking Study of the Artand Science of Getting Most Valuefrom Client/Agency Partnerships Includes words of wisdom and insight from: Agency Mania 20122011 9. Table of Content1.The Multiplier Effect7. Just Six Numbers Why we need agencies Determining the right client/agency compensation2.Golden Eggs 8. Six Men of Indostan Understanding the mysterious world of Madison Avenue Successfully scoping work and briefing agencies3.The Buck Stops Here 9. The Lombardi Rules Mastering the discipline of agency management Conducting productive client agency performance evaluations4.Marc, Catherine and John 10. Gottmans Paper Towel Test Building a sound agency strategy Partnering towards mutual success5.Assortative Mating and the 11. A Brave New WorldSweety T-Shirt Theory A glimpse at the future and what it Conducting a successful agency search means to agency/client relations6.Pacta Sunt Servanda12. Entering The Era of Setting up a rock-solid agency search Relationship Capital Change or perishAgency Mania 2012 9 10. A Must Readfor Advertisers and Agencies International Best-Seller Received Immediate Industry Recognition:Fortunately for us, [Bruno Gralpois] steers clear oftheoretical quagmires common to marketing booksand focuses his analysis on stuff we can all learnfrom: Client/agency partnerships that actually work.- By Elena Malykhina, AdWeekAnd Received Accolades From Industry Leaders On The Client and Agency Side: Agency Mania 201210 11. An International Best-SellerAgency Mania 2012 11 12. AVAILABLE NOWAT MAJOR BOOK STORESGET YOUR COPY TODAY www.agencymaniathebook.comAgency Mania 2012 13. WHY DO SOME RELATIONSHIPSTHRIVE WHILE OTHERS FAIL?HARNESSING THE MADNESS OF CLIENT/AGENCYRELATIONSHIPS FOR HIGH IMPACT RESULTS September 2012