Advertising Financial Management

It's become a recent tradition for the ANA and WFA to hold yearly, back-to-back meetings of the ANA Advertising Financial Management Committee and WFA Sourcing Forum in New York.

This year, meetings will take place on December 8 for the ANA AFM Committee (see agenda below) and December 9 for the WFA Sourcing Forum. Members of both organizations are invited/encouraged to attend both meetings. (The WFA is the World Federation of Advertisers and provides a global perspective.)

On the evening of December 8, Decideware will host a networking cocktail hour and dinner (6:30 to 9:30 pm) at The Breslin, Mezzanine Room, 16 W 29th St., New York, NY 10001. Please RSVP for the dinner to Talia Fisher.


NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 10:00AM)


I. ANA PATENT INFRINGEMENT DEFENSE INSURANCE (9:45 – 10:00AM)
The ANA has announced a program to provide members with focused patent infringement defense insurance protection for marketing and advertising activities. Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms which have the sole business of asserting patent claims against targeted companies, costing those companies millions of dollars in fees in order to defend against the claim. In the advertising space, PAEs have been increasingly in the news by claiming ownership of many common advertising practices. As a result, marketers and/or their agencies could be faced with demands to pay large fees to PAEs that have not provided any direct services or technology to an advertising campaign, or, in many cases, contributed to any innovation. Furthermore, patent infringement is not covered under standard advertising liability policies, and thus far, standalone policies for patent infringement haven't met the specific needs and core concerns of members. To address this issue, the ANA Patent Infringement Defense Insurance Program provides members with focused patent infringement defense insurance protection for marketing and advertising activities. This session will provide an overview of the program.

Facilitators:
Alex Fjelstad, Retail Insurance Broker – Twin City Group
Marc Kaufman, Partner – Reed Smith LLP


II. TOUCHSTONE ENERGY: MAXIMIZING YOUR REACH WITH PROGRAMMATIC ADVERTISING (10:00 – 11:00AM)
Touchstone Energy Cooperatives is in their third year of programmatic advertising. In this session, Ruben Musca, Creative Director – Touchstone Energy Cooperatives, will focus on the what, why and how of programmatic advertising and how to put together a successful campaign. Ruben will also share key learnings from their campaigns and suggest how one can get started with programmatic.

Speaker:
Ruben Musca, Creative Director – Touchstone Energy Cooperatives


III. ROLE OF PR FIRMS IN TODAY'S MARKETING WORLD (11:15AM – 12:15PM)
In this session, CFOs from select PR firms of the PR Council, will join us for a discussion on the role PR firms play within your agency mix. We'll explore the changing business lines and skillsets of PR firms, the collaboration points when used with advertising agencies, and more. This is a great opportunity for ANA members to learn and ask questions of leaders in the PR industry.

Facilitators:
Michael Thyen, Director-Procurement-Emerging Markets – Eli Lilly and Company and Chair, ANA Advertising Financial Management Committee
Bill Duggan, Group Executive Vice President – ANA


LUNCH (12:15 – 1:15PM)


IV. AGENCY-MARKETER RELATIONSHIPS DURING THE YEAR OF MEDIAPALOOZA / REVIEWMAGEDDON (1:15 – 2:15PM)
In this session, Brian Wieser, Senior Analyst – Pivotal Research, will share insights on the impact the transparency issue has on agency holding companies and will discuss current pressures and expected agency reactions. Brian will discuss areas where marketers and agencies will look for savings in the current round of reviews, as well as alternative revenue sources and ancillary fees incorporated into the agency-marketer relationship.

Speaker:
Brian Wieser, Senior Analyst – Pivotal Research


V. UPDATE ON ANA MEDIA TRANSPARENCY RFP (2:15 – 3:00PM)
In late June ANA issued an RFP to hire a consultant to conduct an independent third-party assessment on media transparency issues. The project seeks to identify truth and set the record straight about rebates and transparency-related concerns around programmatic buying, agency trading desks and more. The RFP asks for recommendations on better business practices for agencies, marketers, media, suppliers, and vendors; suggestions for how marketers and agencies can optimize confidence and trust; a "code of conduct" for the industry; and principles for effective, high-quality contracts. This session will provide an update on the ANA Media Transparency RFP.

Speaker:
Bill Duggan, Group Executive Vice President – ANA


NETWORKING DINNER SPONSORED BY DECIDEWARE (6:30 – 9:30PM)
Location: The Breslin, Mezzanine Room, 16 W 29th St., New York, NY 10001