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Session VI
May 16, 10:15–11 a.m.

"Leveraging Research to Enhance Agency-Client Relations: Improve Your Program Planning, Performance and Client Retention"

While the role of research in the planning, executing and evaluating of public relations is commonly accepted, the role of research in establishing and sustaining healthy relationships with clients is not often considered. As the communications landscape becomes increasingly complex and fast-changing, practitioners will increasingly find that successful and enduring client relationships are anchored in data. The session will explore:

Allyson Hugley is the executive vice president of analytics at Weber Shandwick. In this role, Hugley is responsible for leading measurement and analytics work across the global network, spearheading agency thought leadership in this area and providing analytics and insights counsel to the agency’s top global accounts. Since joining Weber Shandwick in 2011, Hugley has worked on measurement and program evaluation projects for key accounts, including Honeywell, Michael and Susan Dell Foundation, Genentech, Amway, Verizon and Electrolux. Hugley is also the vice chair for the North American chapter of the International Association for the Measurement and Evaluation of Communications (AMEC), and a member of the Market Research Council.