Nestlé's Nicole Lesinski and WPP Media's Jaime Martin plan together, buy together, and filter the pitches you send. In this session they open the client-agency relationship to the room: how they split the work, why Nestlé routes new tests through its agency rather than around it, and what the trifecta of retailer, agency, and brand demands from each side.

They will be straightforward about what earns their attention. The old ask, "spend X on this program," is dead; the question now is what a brand needs a given retailer to deliver, and the answer changes by category and operating company. Networks that show up begging for budget lose. Networks that show up with a defined problem to solve, a test worth running, and measurement they didn't grade themselves get a hearing.

For this session, we’re inverting the usual format: we’ll have 10 minutes of conversation then 20 minutes of audience questions. Bring yours.