Advertising Financial Management, West Coast Chapter

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


I. ANA PATENT INFRINGEMENT DEFENSE INSURANCE (10:00 – 10:15AM)
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.

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


II. NESTLÉ'S JOURNEY TO SUPPLIER RELATIONSHIP MANAGEMENT (10:15 – 11:15AM)
Supplier relationship management is more than just having the right mix of suppliers for your business, especially when it comes to advertising. Forging positive relationships and establishing evaluation criteria can go a long way to ensuring a lasting and mutually beneficial relationship with your agencies. In this session, Lisa Kodama, Group Purchasing Manager – Nestlé USA, will explore their journey to supplier relationship management and lessons learned.

Speaker:
Lisa Kodama, Group Purchasing Manager – Nestlé USA


III. USING AGENCY DATA ANALYTICS TO GAIN PURCHASING EFFICIENCIES & COST SAVINGS (11:30AM – 12:30PM)
In this session, Olga Payne, Purchasing Manager – Nestlé USA, and Richard Benyon, CEO – Decideware, Inc., will look at how to apply business intelligence tools to analyze agency budgets and performance using available marketing procurement data. Kate will share how Nestlé USA is using this information to better manage their agencies, increase purchasing efficiencies and find cost savings.

Speakers:
Olga Payne, Purchasing Manager – Nestlé USA
Richard Benyon, CEO – Decideware, Inc.


LUNCH (12:30 – 1:15PM)


IV. MEMBER ROUNDTABLE DISCUSSION: "SELLING" MARKETING PROCUREMENT INTERNALLY (1:15 – 1:30PM)
In this short member roundtable discussion, co-chairs of the ANA's Procurement Task Force will lead a brainstorming session and discussion on how marketing procurement can better "sell" their function and benefit internally.

Facilitators:
Sal Vitale, Category Lead, Media Procurement – Johnson & Johnson and ANA Procurement Task Force Co-Chair
Terri Burns, Manager, Strategic Sourcing and Marketing Procurement – AFLAC, Inc. and ANA Procurement Task Force Co-Chair


V. HOW TO TAKE CONTROL OF PROGRAMMATIC (1:30 – 2:15PM)
With the rapid adoption of programmatic media, the supply chain has quickly become complicated – agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, publishers – and to many, the result is a financial 'black box.' Where does each dollar go? Where is value created (and costs incurred)? How do you maximize every marketing dollar? Andrew Altersohn, CEO – AD/FIN, will help you answer these fundamental questions and guide you on how to demand greater visibility and accountability into the programmatic black box....before the industry shifts even more budget into programmatic channels.

Speaker:
Andrew Altersohn, CEO – AD/FIN


VI. MARKETING PROCUREMENT 101: AGENCY FEE STRUCTURES (2:15 – 2:45PM)
While an ad agency's fee may vary based on the pricing agreement, there are certain factors to take into consideration when beginning fee negotiations. So, what makes up an ad agency's fee structure? How do you reconcile scope, with Fees or FTEs? How do you help your business rationalize agency profit with talent costs? Where does your negotiation leverage come from? This session is perfect for all levels of experience in marketing procurement and is a great opportunity to share knowledge. Nick Kline, Strategic Sourcing Manager – Toyota Motor Sales U.S.A., Inc., will lead this discussion on agency fee structure and share how you can use this information to create a mutually beneficial pricing agreement.

Facilitator:
Nick Kline, Strategic Sourcing Manager – Toyota Motor Sales U.S.A., Inc.