“Getting Creative with the B2B Agency of the Future”

Erin Paul, Director of Design Strategy, Trinity Brand Group

Linda McGovern, Senior Vice President, Global Marketing, USG Corporation
Michael Hensley, Co-Founder/President, Gyro (Chicago and Denver)


What is a B2B “agency” today? What are successful B2B agencies doing to keep clients? Andperhaps most important of all — how will they need to “get creative” to keep client
relationships thriving in an ever-changing future? As in the morning session covering B2C, Erin Paul will interview the leaders from a very agency-client partnership, this time B2B: Linda McGovern, SVP of Global Branding for USG and Michael Hensley, President of Gyro (Ad Age’s 2016 B2B Global Agency of the Year). Attendees will get a real-world look at how to make the client-agency relationship mutually productive, and also have the chance to ask questions of the participants.

Key Takeaways:

1. How to recognize and deal with the biggest current challenges in client agency relationships.
2. What capabilities clients expect any single agency to offer — and how to meet those expectations.
3. How agency and client resources need to evolve.
4. What kind of talent agencies, and clients, will need to develop or recruit in the future.

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