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 6 for the ANA AFM Committee (see agenda below) and December 7 for the WFA Sourcing Forum. To register for the WFA meeting, please email events@wfanet.org. 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 6, Decideware will host a networking cocktail hour and dinner (5:00 to 8:00 pm) at Trattoria Il Mulino, 36 E 20th St, New York, NY 10003. Please RSVP for the dinner to Crystal Albanese.


NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. FIAT CHRYSLER AUTOMOTIVE: LEAVING THE MIDDLE MAN ON THE CUTTING ROOM FLOOR (10:00 – 10:45AM)
In 2015 Fiat Chrysler Automotive (FCA) decided to look at production a little differently. Rather than working through their advertising agencies they changed their process and began sourcing production internally themselves. In this session, Mary Ann Kirsch, Head of Sales and Marketing Purchasing – Fiat Chrysler Automotive will share the journey of how FCA started, what they learned along the way in this process, best practices they've developed and any advice for brands that are also looking to start this model internally.

Speaker:
Mary Ann Kirsch, Head of Sales and Marketing Purchasing - Fiat Chrysler Automotive


II. MANAGING AGENCY RELATIONSHIPS USING DATA (10:45 – 11:15AM)
Increasingly, marketers are using data to manage their agency relationships. Data is used to help better manage agency time/fees, creative, media, production, billing/budgets, and other aspects of agency relationships. A marketer's use of data for managing agency relationships helps improve agency efficiencies, internal efficiencies at the client, and contributes to a better overall agency/client relationship. We'll share the detailed results of a new ANA survey, in partnership with Decideware, on using data to manage agency relationships.

Speaker:
Richard Benyon, CEO – Decideware


III. MEDIA TRANSPARENCY UPDATE (11:30 – 11:55AM)
ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. This session will provide a "cliff notes" summary of both reports, with an emphasis on suggested action steps for advertisers including an in-depth review of the new contract template.

Speaker:
Bill Duggan, Group Executive Vice President – ANA


IV. USING DATA TO UNLOCK VALUE FROM DIGITAL ADVERTSING (11:55AM – 12:15PM)
According to new research from ANA and AppNexus there is almost universal agreement that data is indispensable for driving the effectiveness of today's digital advertising. Yet only half feel that the ownership and management of their first-party data and its application in digital advertising is currently a strategic differentiator for their company. This session will provide insights into using data to unlock value from digital advertising and include perspective on data technology procurement, data security, contract terms for data ownership, talent, and more.

Speaker:
Bill Duggan, Group Executive Vice President – ANA


LUNCH (12:15 – 1:15PM)


V. FALLOUT FROM FACEBOOK'S VIDEO AD METRICS MISSTATEMENT (1:15 – 2:00PM)
In September, Facebook announced it had overestimated a key video metric for two years. Shortly thereafter, ANA president and CEO Bob Liodice said an audit and accreditation by the Media Rating Council are imperative for Facebook to achieve the measurement transparency that marketers require and expect. In this session, George Ivie, CEO and executive director - Media Rating Council, will share an update on Facebook's measurement status and lead a discussion on the difficulties in accurately measuring data in a fragmented media landscape.

Speaker:
George Ivie, CEO and Executive Director - Media Rating Council


VI. MEMBER DISCUSSION: TRENDS IN MARKETING PROCUREMENT (2:00 – 2:30PM)
In this member roundtable discussion, we'll focus on trends in marketing procurement, so bring your thoughts and insights! We will also discuss potential topics and presentations you want to see at the annual Advertising Financial Management Conference in 2017. We will also discuss major trends, topics, and current issues members are facing in marketing procurement and which topics we should cover in more depth at future committee meetings.

Facilitators:
Michael Thyen, Director-Procurement-Emerging Markets – Eli Lilly and Company and Chair, ANA Advertising Financial Management Committee
Gregory Wright, Director, Conferences and Committees – ANA


NETWORKING COCKTAIL HOUR AND DINNER (5:00 – 8:00PM) sponsored by Decideware
Trattoria Il Mulino, 36 E 20th St, New York, NY 10003