Risdall Advertising Agency Hosts Intermarket Agency Network Meeting

NEW BRIGHTON, MINN. — Risdall Advertising Agency (RAA) successfully hosted the fall Intermarket Agency Network (IAN) meeting at the Graves601 Hotel in Minneapolis Oct. 4-7. Member independent advertising agencies were able to listen to top industry speakers, participate in roundtable discussions and share business suggestions.

“Because each member is competing in different markets nationwide, the IAN meetings are candid and valuable,” says John Risdall, chairman of RAA. “Agencies are able to apply everything to their own situations. It’s a remarkable opportunity.”

The speakers included: Robyn Waters, former vice president of trend, design and product development at Target and now owner of the consulting firm RW Trend. Pat Fallon and Fred Senn, co-authors of “Juicing the Orange” and founding partners of Fallon Worldwide, also spoke about the compelling approach to building creativity into campaigns.

Between speakers, roundtable discussions allowed each member to share a “burning issue or topic” within their agency. Other members then offered advice on how to improve or change the situation.

“The Minneapolis meeting hosted great speakers, unique insights and industry trend discussions,” says Steve Karakas, president of IAN. “Now we can apply the ideas to our businesses.”

IAN holds various meetings at different locations throughout the United States. With agency tours at RAA and Fallon Worldwide, a line up of quality speakers, interactive round table discussions and tours at Twin Cities attractions, the fall meeting at RAA proved to be a memorable IAN event.

“The work Risdall did on behalf of IAN and the meeting was fabulous,” says Walter Ohlmann, President of Penny/Ohlmann/Neiman, Inc. “The Risdall culture oozes fun and creativity, and that was evident at every turn of the event.”

One of the world’s foremost experts on intellectual property and advertising law, Steve Bergerson of the Fredrickson & Byron law firm spoke on ad law. Another speaker, Carol Pine, noted author, professor, writer and former top 10 PR firm owner presented on agency corporate culture. Also joining in on the events was Jack Tesmer and Joe Romeo. Both St. Thomas University Professors and members of the Jack Tesmer Institute spoke on strategic marketing for agencies and “Blue Ocean Strategy.”

 About Intermarket Agency Network
The Intermarket Agency Network (IAN) is a nationwide organization that allows independent advertising agencies to freely share experiences, ideas and resources. By limiting membership to the top leaders in each major market, IAN members do not compete with one another, but rather share business suggestions or ask for advice from fellow members.

Risdall Advertising is a proud member of the Intermarket Agency Network. IAN is a global alliance of 70 worldwide and 20 U.S. ad agencies. Known as a marketing powerhouse; these agencies hold on to the highest levels of professionalism, sound business practices, creativity and long-range planning.

About Risdall Advertising Agency
Established in 1972, Risdall Advertising Agency has annual capitalized billings of $135 million and over 60 employees. Headquartered in New Brighton, Minn., Risdall Advertising is heralded as one of the oldest and most successful agencies in the Twin Cities market and is recognized nationally for its leading-edge interactive marketing capabilities. The full-service agency embraces an integrated approach offering marketing, advertising, public relations, promotion and collateral development, traditional and interactive media, research and fundraising capabilities.

Minneapolis Meeting-October 4-7, 2006

Day 1, Wednesday October 4:

• 6:00 pm-Midnight Welcome reception and dinner at  the Graves601 hotel --- Minneapolis’ newest and most modern hotel ( 3 years old  -- formerly the Le Meridian) located on famous Block E in the Minneapolis Skyway system and located right next to one of the light rail stations that goes to the Mall of America and Mpls/St Paul Airport

Day 2, Thursday October 5:

• 8:00 am-9:00 am Breakfast and formal welcome- opening remarks/agency updates
• 9:00 am-11:00 am   Roundtable discussion.  Each member raises a burning topic or issue within their agency.  The group then discusses and offers solutions or at least food for thought.
• Sample topics
• Real estate-faced with the end of a lease, should this agency move or remodel?  Buy or lease?  Take more space or less?
• Timesheets-one agency has a superstar creative who simply won’t do timesheets, even with withheld paychecks.
• New Business-what do you do when a once-hot prospect to whom you’ve presented simply never calls back?
• Mergers and Acquisitions-discussion of the pitfalls and opportunities for two agencies facing this business challenge.
• 11:00 am-12:00 pm Carol Pine, author, Professor, former top 5 PR firm owner, and expert on culture and corporate history who has written dozens of corporate histories including FedEx and 3M will speak on ad agency culture.
  Lunch
• 1:30 pm-3:30 pm Robyn Waters, former Vice President of Trend, Design and Product Development at Target and now owner of consulting firm RW Trend will speak on trend tracking.  Her consulting firm and two books, “The Trendmaster’s Guide: Get a Jump on What Your Customer Wants Next” and “The Hummer and the Mini: Navigating the Contradictions of the New Trend Landscape” work to track the latest consumer trends and advise companies on how to stay ahead of the curve.
• 4:00 pm Tour Minnesota’s #1 independent advertising agency, Risdall Advertising. 
• 5:00 pm-6:00 pm A dinner buffet will be served at the agency (catered by  3 of the agency’s top chef clients).
• Individual guides, or ambassadors, will be provided from the agency to show IAN members a night of Minnesota hospitality of their choice.  A few of those choices are the Mall of America, the new Guthrie Theatre, the Tony award winning  Theatre de le Juene Lune production “The Miser”  ( this is John’s personal recommendation), the Walker Art Museum, the season opener of the Minnesota Wild hockey team, nightlife, and more…
• A complete list of these activities will be available closer to October

Day 3, Friday October 6:

• 8:00 am-9:00 am Breakfast
• 9:00 am-10:00 am Show and Tell
• 10:00-11:00 The Jack Tesmer Institute featuring Jack Tesmer, former marketer for 3M, and his associates have created a Snapshot program much like Blue Ocean Strategy-disks will be provided of Blue Ocean Strategy.  This allows businesses to take a short survey, realize who their real competitors are, and determine how they can be more effective in the marketplace.  We will use these tools to learn where your agency is going in the future and how you can remain on the cutting edge.
• 11:00-noon  Group Discussion
• 12:00 pm-1:00 pm Lunch
• 1:00 pm-3:00 pm Additional Roundtable time to discuss questions from agencies that are at the IAN meeting.
• 3:00 pm-4:30 pm Co-authors and founding partners of Fallon Worldwide Pat Fallon and Fred Senn will speak on a compelling approach to building creativity into campaigns which delivers measurable results, as discussed in their book “Juicing the Orange”.  Together the two hold the titles chairman, chief learning officer, chancellor of Fallon University, and many more.
• 4:45 pm-6:00 pm Tour Minnesota’s second largest advertising agency, Fallon Worldwide.  They have accounts such as Citibank, Purina, Holiday Inn Express, and Brawny.
• 7:00 pm Group dinner at La Belle Vie which was recently heralded as “The best restaurant in the history of Minnesota”. Tim McKee, executive chef, is nationally recognized for his fresh interpretation of traditional French Mediterranean cuisine. At La Belle Vie, food is close to their hearts, and you are invited to share that dining experience with them.  (one of Risdall Advertising’s 34 restaurant clients and very special gastronomical friends)

Day 4, Saturday October 7:

• 8:00 am-9:00 am Breakfast
• 9:00 am- 12:00 pm Business Meeting:
• Financial report
• New member prospects
• Election of officers
• Discussion of next meeting
• Lunch and afternoon free time  ---   suggested activities would be Mall of America or golf at North Oaks Country Club with the Risdall’s
• Optional: 7:00 pm Minnesota Wild hockey game.  Enjoy a true Minnesotan spectacle when you watch the Minnesota Wild and “The State of Hockey” take on the Nashville Predators.
• Barbeque dinner with John, Tina and Lily at their house

Day 5, Sunday October 8 (optional):

• 6:00 am Early morning exercises -- self directed and on your own AM --- Golf? whatever
• 12:00 Vikings game vs. Detroit Lions 
• Risdall Advertising has a box reserved for the Vikings vs. Lions game.  Tickets are available for the box as a guest of the agency if you are interested.

Other:

• Golf is available on Tuesday, Wednesday, Saturday, or Sunday.  Please schedule through Ted Risdall at ted@risdall.com

• Real estate-faced with the end of a lease, should this agency move or remodel? Buy or lease? Take more space or less?
• Timesheets-one agency has a superstar creative who simply won't do timesheets, even with withheld paychecks.
• New Business-what do you do when a once-hot prospect to whom you've presented simply never calls back?
• Mergers and Acquisitions-we discussed the pitfalls and the opportunities for two agencies facing this business challenge.

• Financial report
• New member prospects
• Election of officers
• Discussion of next meeting