The business of advertising and can be maddeningly inefficient at times. It's not difficult, for example, to spend more time gaining approvals than coming up with campaign ideas. Add in the back and forth between marketers and agencies, and it's easy to find yourself living in a world of frustration.

Nationwide CMO Matt Jauchius dug into this problem at yesterday's Ad Age CMO Strategy Summit in San Francisco, giving the audience a slew of helpful advice to cut the waste out of their operations. One tip for improving the relationship between marketers and agencies: stop referring to agencies as vendors.