Home > DigitalDay News > Madison Ave, NYC for the TAAN 2007 Global Meeting

Madison Ave, NYC for the TAAN 2007 Global Meeting


The Transworld Advertising Agency Network’s (TAAN) Global Meeting was held at the Roosevelt Hotel in New York City April 27 — 29. The meeting included members from every continent, all agency principals, who gathered to discuss international and local marketing issues ranging from account planning, new business, media law and . . . the Internet.

The History of TAAN, Global Legal Update and Roundtable
After introductions and presentations of agency profiles Gary Lessner, TAAN’s soon-to-retire president, presented a brief history of TAAN, the oldest independent agency network, from its founding in 1936 through the present day and beyond. Additionally he described TAAN members’ extended global reach via our membership in the Network Summit.

The first morning also included a presentation on important international law issues and trends by John Feldman, an attorney with Reed Smith, the founding member of GALA (Global Advertising Lawyers Alliance) and TAAN’s corporate law firm.

The day ended with a lively round table discussion over a range of topics, including:

  • The Internet: how are agencies handling client requirements? A separate interactive division? Part of a direct response unit? Alliance with an outside web firm? Etc?
  • Account planning, channel planning – what strategic tools are agencies using? Who has on-staff planners?
  • New business – what’s your newest, most successful technique for bringing in new accounts?
  • Diversification – are agencies opening new divisions to specialize in specific disciplines such as PR, Direct, Web, etc.?
  • Are agencies able to get paid for planning, consultation, scope of work documents, etc.?

TAAN 2007 Global Meeting, NYC

Throw Away the Time Sheets?
How to charge for and get paid fairly for our services is an issue agencies everywhere share. Ron Barker, president of VeraSage Institute, a California based think-tank for professional service firms, presented Pricing on Purpose — his firm’s goal to eliminate “the archaic practices of billable hours and timesheets, and promote recognition that professionals are knowledge workers, not machines.” Ron discussed the principles of value pricing; why it is superior to cost-based compensation and how it aligns the interests of agency and clients. And how to introduce the concept of value pricing to your clients.

Heads were spinning. He made great sense, but everyone struggled with how we could implement it.

The Attendees
This was my second TAAN meeting, the first being at the Winter ’07 Meeting in Naples, and I’ve already become to feel comfortable and gain respect for the organization and its members. So, in an effort to give a little credit, seed some great search engine keywords, and document it for posterity, here’s a list of the TAAN 2007 Global Meeting Attendees:

TAAN US Attendees

TAAN President Gary Lessner, Scotland’s Alan Levy, Julio von Haezevelde from Argentina share a drink at the Saturday evening goodbye dinner.
TAAN President Gary Lessner, Scotland’s Alan Levy, Julio von Haezevelde from Argentina share a drink at the Saturday evening goodbye dinner

TAAN LATIN AMERICA Attendees

TAAN EUROPE Attendees

TAAN ASIA / PACIFIC Attendees

  • David Weekes, LOUD, North Sydney, Australia
  • Bill Ling, CCAA International Ltd., Hong Kong

TAAN MIDDLE EAST Attendees

TAAN PRESIDENT

  • Gary Lessner, TAAN, Naples, FL

TAAN PRESIDENT-ELECT

  • Peter Gerritsen, A-Team, Boston

Sean Duffy of Sweden, Rich Wahl of Orlando, John Reisky also of Sweden and TAAN President Elect Peter Gerritson of Boston
Sean Duffy of Sweden, Rich Wahl of Orlando, John Reisky also of Sweden and TAAN President Elect Peter Gerritson of Boston

Photos courtesy of Julio van Haezevelde and Rich Wahl. Thanks, Julio and Rich.

Advertisements
Categories: DigitalDay News
  1. No comments yet.
  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: