Since joining Boehringer Ingelheim (BI) seven months ago, Katherine Freeley, head of the organization's media center of excellence, has noticed various opportunities to optimize the media strategy. Along with George Manas, CEO of OMD Worldwide — BI's agency partner — Freeley will discuss how she has reimagined the client-agency relationship to fully optimize the power of programmatic media as a growth driver. The pair also will cover agency-compensation models, weighing engagement versus ad quality standards, and more.