January 17, 2006 08:00 ET

AMA: January 19th Roundtable Discussions Focus On How Improving Your Traditional Agency Pitch Process Can Help Better Align Client And Supplier, Creating A Lasting Foundation For Better Results!

TORONTO, ONTARIO--(CCNMatthews - Jan. 17, 2006) - Despite the trend towards sophisticated RFP processes in other parts of their organizations, many marketers continue to use tried and true methods for establishing both long-term and project relationships. A January 19th AMA roundtable event in Toronto will examine the effectiveness of the traditional agency process and recommend action steps for creating a winning approach.

Do marketers invest enough time to create effective RFP's? Do suppliers ask the right questions of the brief and use sophisticated tools to answer them? Should agencies continue to rise to every RFP or piece of new business that comes along?

While both client and supplier benefit from an improved approach, the onus is on the client side to take action and responsibility for improving the agency search process. "There is new thinking required. We're doing ourselves a disservice by not getting smarter at this." states Alan Kay of the Glasgow Group, the event's moderator.

"I am consistently amazed by senior marketers who initiate an agency search with no real idea what they are looking for. The result is that they end up sending a number of agencies into a tail spin trying to guess what the right answer is and/or trying to win a popularity contest with the selection committee." says, Richard McLaughlin, one of the featured panellists who is a Consultant and former Head of Marcom at RBC.

What steps can the client side initiate to reduce the stress both sides feel? The panel of experts who will discuss topics such as:

- What are common issues clients and agencies face in the RFP process?

- Why does the final contract invariably look significantly different from the approved RFP proposal?

- What goals need to be addressed in order to make the RFP a success?

- Is there a way to find the right supplier without an RFP?

- What is the role of purchasing or procurement managers?

- Where can we look for best practices?

- How do influential marketing leaders inspire confidence and belief in the quality of their RFP briefing approach?

- How do suppliers show passion for helping the client and manage through the ambiguity of the RFP brief?

Featured Panelists Include:

Maria Gonzalez President, Argonauta Strategic
Alliances Consulting Inc.
Richard McLaughlin Consultant, Former Head of Marcom at RBC
Rick Wolfe President, PostStone Corporation
Julia Foster Business Development, TBWA\Chiat\Day
Linda Johannesson Principal, LJT Marketing Group


For over ten years Alan Kay of the Glasgow Group has hosted roundtable discussions bringing together like-minded executives and professionals to share their ideas and grapple with complex issues. These discussions have provided insights, provocative dialogue and, most importantly, change.

Media are invited to attend the event free of charge with a maximum of two individuals per outlet. For more information on this event, or to arrange interviews with panellists, please contact Alan Kay at 416.481.3588 or


Date: Thursday, January 19th, 2006

Time: 7.30 am - 10.00 am (roundtable begins at 8.00 sharp)

Location: Verity Club
111-D Queen Street East (Queen & Church area)
Toronto Room

Cost: Non Members - $75.00 AMA - $45.00
AMA Students - $16.05 Students - $26.75
GST included

To Register: To register, simply call 647-393-9649 or
e-mail or fax: 416.962.9149 -
bookings are firm unless cancelled five business
days before the event.


AMA Toronto is a leading professional association that promotes marketing leadership and provides ongoing career development, networking and knowledge-sharing opportunities through its Toronto chapter. Its activities centre on monthly roundtable seminars that support an entrepreneurial spirit and encourage passionate debate on emerging trends, evolving practices, and new theories.

The AMA (Toronto) has been an affiliate of the American Marketing Association since 1946. The AMA is a leading international non-profit association of marketing professionals, and has over 38,000 members worldwide.

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