in association with

Presents

H

ear from the leaders

The

who make their

Advertising Agency Profitability

agency’s most important strategic decisions. Executive management from many of

Forum

the country’s top 200 ad agencies will share how they

Driving Growth, Maximizing Opportunity

have negotiated with their clients, brought in new

General Session

business, attracted and

Pre-Conference Workshops

March 3-4, 2005 March 2, 2005

retained their best talent,

The Princeton Club New York, New York

benchmarked agency performance, invested in technology and prepared for

Conference Highlights Include:

• Strategic and Financial

growth and opportunity!

• •

Co-Chairs

•

John B. Adams, Jr. Chairman and CEO The Martin Agency Richmond, VA

• •

Management Tools for Gauging the True Performance of Your Agency Increasing Your "Below the Line" Profitability Utilizing Alternative AgencyClient Compensation Approaches Branded Entertainment—New Ways to Increase Revenue The Account Person of the Future Practical Strategies for Creating and Driving Shareholder Value

Ronald Urbach Partner Davis & Gilbert LLP New York, NY

www.northstarconferences.com

NORTHSTAR CONFERENCES

Presents

The

Advertising Agency Profitability

Where Professional

Forum

Growth and Business

Driving Growth, Maximizing Opportunity

Development Meet The NorthStar team has produced over 1,000 national and international conferences, trained over 50,000

Plan now to attend "The Advertising Agency Profitability Forum," March 3-4, 2005 in New York City and hear from the leaders who are responsible for their agency’s strategic decisions. Executive management from some of the country’s top 200 ad agencies will share how they improve profitability and increase efficiency – while maintaining creative excellence and staff morale. Hear from an array of agency leaders from all over the country who grapple with the same problems you face everyday!

senior executives and worked with more

Topics discussed will include:

than 16,000 speakers. We are

• • • • • • •

dedicated to bringing cutting-edge topics and key networking opportunities to top executives from around the nation. As the premier provider of business-to-business conferences, our programs include: “The Advertising Agency CIO Summit,” “Strategic and Financial Best Practices for Public Relations Agency Management,” and

the “The Law Firm Chief Marketing Officers' Forum.”

BUSINESS DEVELOPMENT OPPORTUNITIES

Strategic and financial management tools for gauging the true performance of your agency Increasing your "below the line" profitability Branded entertainment—new ways to increase revenue Leveraging the advantages of the small and mid-size agency The account person of the future Practical strategies for creating and driving shareholder value Achieving organic growth vs. growth through mergers and acquisitions

Don’t take our word for it! Here are some enthusiastic remarks from attendees about last year’s conference: "Gave me great fundamentals on agency financial operations and the core principals for developing new business." Eric Cote, Principal, Cote & D’Ambrosio, Wickford, RI "Solid group of speakers and information shared!" Peter Stern, President, Strategic Sports Group, New York, NY "Good practical take-aways particularly in the area of client/corporate budgeting, staff retention and agency morale building." Gary McCorry, EVP and CFO, MPG, New York, NY

Also, don’t miss the special pre-conference workshops on March 2nd! NorthStar offers customized sponsor and exhibitor packages at our industry-specific conferences. Showcase your products and services while networking with decision-makers in a non-trade show environment. Whether it’s hosting a networking cocktail or luncheon reception, our sponsor and exhibitor benefits bring you closer to your clients and prospects. Find out how we can assist you with your business development initiatives by calling David Schneider

Optional Pre-Conference Workshop: Manager in the Mirror 9:00-1:00 As part of this session, you’ll receive personal feedback from management consultant John Ranalletta. He’ll share insights on personal work needs, risk orientation, communication style and mode of operation. Armed with this knowledge, you’ll gain a deeper understanding of your managerial strengths, and learn strategies for minimizing potential weaknesses. Optional Pre-Conference Workshop: The High Performing Agency: How to Build the Agency of the Future! 2:00-6:00 The greatest barrier to change, and something our clients have been doing for years – is to change the way we operate. In this high impact 4-hour session, Bob Sanders from Sanders Consulting will help you determine if changing your structure would improve productivity, client satisfaction and operating margins.

today at 201-938-3020 or via e-mail at [email protected].

Register Today. Call 1-866-265-1975, fax 1-866-265-1976 or register online at www.northstarconferences.com

FACULTY

Andy Fletcher President and CEO Fletcher Martin Ewing Atlanta, GA

Chuck Southworth EVP and COO Yesawich, Pepperdine, Brown & Russell Orlando, FL

Robert Isherwood SVP and CTO WestWayne Atlanta, GA

Ben Wiener Chief Executive Officer WONGDOODY Los Angeles, CA

Grant MacDonald EVP and Partner North Castle Partners Advertising Stamford, CT

Mike Carlton President Carlton Associates Incorporated Chagrin Falls, OH

Michael Birkin President Diversified Agency Services, A Division of Omnicom Group Inc. New York, NY

Patrick Madden President Banjo Strategic Entertainment San Francisco, CA

Philip Palazzo Jr. Managing Director AdMedia Partners, Inc. New York, NY

Jon Bond Co-Chairman kirshenbaum bond + partners New York, NY

Eric Mower Chairman and CEO Eric Mower and Associates Syracuse, NY

John Ranalletta Senior Management Consultant Bob Wilson & Associates, Inc. Indianapolis, IN

Avi Dan Managing Partner Berlin Cameron/Red Cell New York, NY

Chris Perkins President/CMO Fahlgren Columbus, OH

Bob Sanders President Sanders Consulting Richmond, VA

Eugene M. Faison Chairman and CEO Equals Three Communications, Inc. Bethesda, MD

J. Christopher Roe Chief Technology Officer Avrett, Free & Ginsberg New York, NY

Brad Schwartzberg Partner Davis & Gilbert LLP New York, NY

CO-CHAIRS John B. Adams, Jr. Chairman and CEO The Martin Agency Richmond, VA Ronald Urbach Partner Davis & Gilbert LLP New York, NY FACULTY

Corporate Sponsors

Media Partners

AGENDA Wednesday, March 2, 2005 9:00-1:00

OPTIONAL WORKSHOP A: MANAGER IN THE MIRROR – READY TO LEARN MORE ABOUT YOURSELF?

8:00-9:00

Prior to this workshop, pre-registered attendees will receive an email invitation to complete The Predictive Index© Survey online. Then, as part of this session, you’ll receive your Predictive Index© Profile along with real-time feedback from management consultant John Ranalletta. He’ll share insights on personal work needs, risk orientation, communication style and mode of operation.

9:00-9:15

WELCOME AND OPENING REMARKS

9:15-10:00

STATE OF THE INDUSTRY: WHERE ARE ADVERTISING DOLLARS BEING SPENT AND WHAT’S THE OUTLOOK FOR 2005-2006?

Armed with this knowledge, you’ll gain a deeper understanding of your managerial strengths, and learn strategies for minimizing potential weaknesses. In addition, the discussion will underscore the importance of determining “behavioral assets” required by jobs and possessed by candidates, so you’re more likely to choose the right person for any creative position. John Ranalletta Senior Management Consultant Bob Wilson & Associates, Inc. Indianapolis, IN 2:00-6:00

Thursday, March 3, 2005

OPTIONAL WORKSHOP B: THE HIGH PERFORMING AGENCY: HOW TO BUILD THE AGENCY OF THE FUTURE In this time of change, there have been many new ideas and concepts presented on the future of marketing. There is one area that has not been fully addressed, until now. The greatest barrier to change, and something our clients have been doing for years – is to change the way we operate. Bob Sanders from Sanders Consulting will show how leaders can evaluate their current agency structure and method of operating, and the different ways an agency can be organized. This high impact 4-hour session will help you determine if changing your structure would improve productivity, client satisfaction and operating margins. Topics include: • Industry overview • Introduction to agency structure • High-performing agency model • Keys to successful change • How to get started Bob Sanders President Sanders Consulting Richmond, VA

REGISTRATION & CONTINENTAL BREAKFAST Sponsored by:

Michael Birkin President Diversified Agency Services, A Division of Omnicom Group Inc. New York, NY 10:00-10:45 STRATEGIC AND FINANCIAL MANAGEMENT TOOLS FOR GAUGING THE TRUE PERFORMANCE OF YOUR AGENCY • Major categories agency managers need to constantly monitor to assure profitability • Since agency management is too busy to pore over massive financials they need a "dashboard" to show where the business is • What are the major challenges to profitability • What are the red flags to watch out for Chuck Southworth EVP and COO Yesawich, Pepperdine, Brown & Russell Orlando, FL 10:45-11:00 MID-MORNING BREAK 11:00-12:00 PRACTICAL STRATEGIES FOR CREATING AND DRIVING SHAREHOLDER VALUE FOR YOUR AGENCY • Managing for profit • Building a team • Establishing the mindset Philip Palazzo Jr. Managing Director AdMedia Partners, Inc. New York, NY 12:00-12:45 ACHIEVING ORGANIC GROWTH Few agencies leaders have had any training on the best way to grow existing business but it’s an important source of new revenue. See how to use Value Added Services (VAS) to sell in other agency resources. Discover the power of Value-Based Initiatives (VBIs) and how to find them, present them and price them.

www.northstarconferences.com

AGENDA See why clients want a continuing stream of Business Building Ideas (BBIs) coming their way and how only a few agencies understand this strong client desire. All the secrets of organic growth are covered in this important session on generating profitable growth the right way.

3:45-4:00

AFTERNOON BREAK

4:00-5:00

BRANDED ENTERTAINMENT—NEW WAYS TO INCREASE REVENUE • Everyone's scrambling to take part in crosspromotional ventures, but what are such partnerships really worth? • What ways can your agency maximize their opportunities in this space? • How can your agency adapt to the changes in the business? • How do advertisers – who routinely risk tens of millions of dollars on a single promotion – measure their return on investment? • How do studios value placement in a film or TV show? • Demystifying the process and actionable strategies

Increase your firm’s organic growth • How much of your annual growth should come from existing clients • How to set up a strong organic growth plan • How agencies harm themselves by pushing ValuedAdded Services • Where to find Value Based Initiatives that earn your firm more fees • Where to find Business Building Ideas and why clients want them once a month • How you can check your growth potential with a key client

Patrick Madden President Banjo Strategic Entertainment San Francisco, CA

Bob Sanders President Sanders Consulting Richmond, VA 12:45-2:00

LUNCHEON

2:00-3:00

NEGOTIATING AGENCY-CLIENT AGREEMENTS TO BEST ADVANTAGE IN THE WORLD OF PROCUREMENT • Key financial and billing provisions • Indemnities – find the right balance of risk and liability • New compensation models • The use of bonuses to increase profitability • Media and regulatory liability • Client defaults – how to protect your agency • Ownership of creative and compensation, "work for hire" or joint ownership Ronald Urbach Partner Davis & Gilbert LLP New York, NY

3:00-3:45

WHY SUCCEEDING BELOW THE LINE IS EASIER SAID THAN DONE AND WHAT YOU CAN DO TO INCREASE YOUR CHANCES OF SUCCESS • Where does "below the line" belong in agency growth? • How agency culture so often spoils the mission and how to counteract • When employee compensation defeats its purpose • Why recruitment frequently finds the wrong people • What professional respect means "below the line" • Who decides what client dollars go above or below? Eric Mower Chairman and CEO Eric Mower and Associates Syracuse, NY

Chris Perkins President/CMO Fahlgren Columbus, OH 5:00

COCKTAIL RECEPTION Sponsored by:

Friday, March 4, 2005 8:30-9:00

CONTINENTAL BREAKFAST

9:00-10:00

BRINGING IN NEW BUSINESS • How to win $1.5 billion in new business billings in two years • Understanding WHY new business is important • Understanding what word guarantees new business success • Why agencies are really bad at winning new business • How to find out if you'll win the pitch, BEFORE the pitch • Prospecting: selecting your targets, not the other way around • What makes for a great new business director? Hint: it's not the CEO Avi Dan Managing Partner Berlin Cameron/Red Cell New York, NY Ben Wiener Chief Executive Officer WONGDOODY Los Angeles, CA

www.northstarconferences.com

AGENDA 10:00-10:45 ADDING VALUE TO THE AGENCY ACQUISITION PROCESS

2:00-2:45

• Preparing for a potential sale • Understanding different transaction structures (stock vs. asset sales) • The advantages and disadvantages of selling less than 100% of your company • Earn-outs • Valuation issues – what impacts your multiple • The acquisition agreement – what the buyer will expect

EMPLOYEE RETENTION AND COMPENSATION: THE RIGHT BALANCE • Building core talent in good and bad times • How to create highly functioning teams through financial mechanisms • Creating shared fate, history and commitment though these mechanisms including: - Open book salary policy - Equity awarding phantom stock and hybrids - Profit-sharing based on group performance - Open book to financial planning

Brad Schwartzberg Partner Davis & Gilbert LLP New York, NY

Grant MacDonald EVP and Partner North Castle Partners Advertising Stamford, CT

10:45-11:00 MID-MORNING BREAK 2:45-3:30 11:00-12:00 RECRUITING AND RETAINING KEY TALENT

• Successfully identifying and establishing your niche • Leveraging your independence as an agency to clients • Working with affiliates • Partnerships and strategic alliances • Value of global networks

• Your firm’s culture and the hiring process • Identifying and nurturing your stars • Developing your agency’s future management • Ways to reward your staff without over-spending Mike Carlton President Carlton Associates Incorporated Chagrin Falls, OH

Eugene M. Faison Chairman and CEO Equals Three Communications, Inc. Bethesda, MD

Andy Fletcher President and CEO Fletcher Martin Ewing Atlanta, GA

3:30-4:30

• Role has been shrinking: planners organize strategy, project managers get the work through, creatives present the work, but what do account people do? • Account people should be chief integrators across all disciplines and should know enough about all marketing disciplines to direct entire communications for the brand • They must fulfill the need to manage the relationship with agency and with other types of agencies, more like a Hollywood talent agent • 'Spotting icebergs' charts regarding how account people should spot problems before anyone else

12:45-2:00

NEW DEVELOPMENTS IN AD AGENCY TECH INVESTMENTS • The right tools for the right trade – Are we spending more than we need? • Tools on bringing the profit in-house and stopping the outflow of money • Tech as a profit center, not a financial burden! • Growing the agency without growing overhead • Winning and retaining clients and talent • Investment or expense? ROI and other metrics

12:00-12:45 THE ACCOUNT PERSON OF THE FUTURE

Jon Bond Co-Chairman kirshenbaum bond + partners New York, NY

LEVERAGING THE ADVANTAGES OF THE SMALL AND MID-SIZE AGENCY

Robert Isherwood SVP and CTO WestWayne Atlanta, GA J. Christopher Roe Chief Technology Officer Avrett, Free & Ginsberg New York, NY 4:30

ADJOURNMENT

LUNCH BREAK

www.northstarconferences.com

REGISTRATION Registration Fee Single Registration: $395 One Workshop Only (March 2, 2005) $595 Both Workshops Only (March 2, 2005) $1,395 Conference Only (March 3-4, 2005) $1,595 Conference & One Workshop Only (March 2-4, 2005) $1,795 Conference & Both Workshops (March 2-4, 2005) Special Discounts: Group Discount (for 3 or more): $100 off Early Bird Discount (by 1/19/05): $100 off Discounts apply to Conference and Conference & Workshop Combo only.

Four Easy Ways To Register PHONE 1-866-265-1975 or 201-938-3700 (open until 5:00 p.m. EST)

MAIL NorthStar Conferences PO Box 2210 Jersey City, NJ 07303-2210

FAX (available 24 hours) 1-866-265-1976 or 201-938-3734

ONLINE www.northstarconferences.com

Payment

The Advertising Agency Profitability Forum

Payment is due within 30 days upon receipt of invoice or 7 days prior to the conference, whichever is earlier. You may pay by check, Visa, MasterCard, American Express or Discover. Payment includes the cost of continental breakfasts, luncheon, refreshment breaks and notebook. Federal Tax ID #06-1623588.

Driving Growth, Maximizing Opportunity

Cancellation Fee

General Session • March 3-4, 2005 Pre-Conference Workshops • March 2, 2005 The Princeton Club • New York, New York

Cancellations are subject to a non-refundable 10% administrative fee. Substitutions are permitted. To receive a refund, your written cancellation must be received by February 18, 2005. You are responsible for payment in full if not cancelled before February 18, 2005.

SESSION: #53ADV01/R5021

Continuing Education To obtain continuing education credits, please check the appropriate box on the registration form. If registering by phone, please advise customer service of your requirements. For any questions, contact Nicole Cordani at [email protected]. Applications for Continuing Legal Education Credits vary from state to state. Please contact us to see if CLE has been applied for in your state. NorthStar Conferences has a financial hardship policy in place. For more information contact Customer Service at 1-866-265-1975. NorthStar Conferences LLC is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Nashville, TN, 37219-2417. Web site: www.nasba.org. For more information regarding administrative policies such as complaints and refunds, please contact NorthStar offices at 1-866-265-1975. Course Level: Update No prerequisites and/or advance preparation is required. Recommended CPE credit: General Session – 14 *Workshop A – 4.5 *Workshop B – 4.5

Conference Handbook and Audio Tapes Audio tapes of the conference and the handbook of written materials are available for purchase at the following prices. (NY and NJ residents add appropriate sales tax.) Handbook & Audio Tapes $395.00 Audio Tapes $295.00 To order these items, simply check the appropriate box on the registration form and provide credit card information or payment. All meeting materials will be shipped within six weeks of the conference.

Venue The Princeton Club 15 West 43rd Street New York, NY 10036 212-596-1200

Hotel Accommodations The Roosevelt Hotel 45 East 45th Street New York, NY 10017 212-661-9600 The hotel has set aside a block of rooms at a special discount price for conference attendees. The cutoff date for the special rate is 2/8/05 or earlier if the room block is full. You must mention that you are attending The Advertising Agency Profitability Forum to be eligible for the special discount.

Payment Options: Payable to NorthStar Conferences LLC ❏ Check enclosed ❏ American Express ❏ MasterCard ❏ Visa ❏ Discover Account Number ——————————— Exp. Date ———— Signature

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Please check the appropriate boxes: (copy this form for multiple registrations)

❏ Register the following for: ❏ One Workshop Only (March 2, 2005) ❏ Workshop A ❏ Workshop B ❏ Both Workshops Only (March 2, 2005) ❏ Conference Only (March 3-4, 2005) ❏ Conference & One Workshop Only (March 2-4, 2005) ❏ Workshop A ❏ Workshop B ❏ Conference & Both Workshops (March 2-4, 2005) ❏ I cannot attend, but wish to purchase: ❏ ——Audio Tapes $295 ❏ ____ Handbook and Audio Tapes $395 Indicate number of manuals/tape sets desired. NY and NJ residents add appropriate sales tax %

IMPORTANT! All D&G friends and clients will receive a 25% discount off the single registration fee. Mention VIP Code: DGL2 (No other discounts will apply) Name

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Agency Size (# of employees) _________________________________ After attending, I wish to receive continuing education credits for: ❏ CPE ❏ CLE Bar # —————————————————— in the state(s) of ———————————————————— ❏ I do not wish to receive future promotions from NorthStar Conferences.

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Where Professional Growth and Business Development Meet

Harborside Financial Center • 201 Plaza Three • Jersey City, NJ 07311-3881

The

Advertising Agency Profitability Forum

Driving Growth, Maximizing Opportunity General Session March 3-4, 2005

Pre-Conference Workshops March 2, 2005 The Princeton Club New York, New York

RESERVE YOUR SEAT TODAY HEAR FROM THE FOLLOWING ORGANIZATIONS: AdWeek Avrett, Free & Ginsberg Banjo Strategic Entertainment Berlin Cameron/Red Cell Diversified Agency Services, A Division of Omnicom Group Inc. Equals Three Communications, Inc. Eric Mower and Associates Fahlgren Fletcher Martin Ewing kirshenbaum bond + partners The Martin Agency North Castle Partners Advertising WestWayne WONGDOODY Yesawich, Pepperdine, Brown & Russell AdMedia Partners, Inc. Bob Wilson & Associates, Inc. Carlton Associates Incorporated Davis & Gilbert LLP Sanders Consulting

in association with

Presents

The

Advertising Agency Profitability Forum

Driving Growth, Maximizing Opportunity General Session March 3-4, 2005

Pre-Conference Workshops March 2, 2005 The Princeton Club New York, New York www.northstarconferences.com