2017 ANA Advertising Financial Management Conference Presented by Active International

FIRST-TIME ATTENDEE MEETUP

Welcome to your first ANA Advertising Financial Management Conference! Join us for an informal afternoon of conversation, networking, and fun at the First-Time Attendee Meetup. It's a great way to meet new colleagues and AFM Conference veterans who are available to answer questions to help get you off to a great start for your first conference. This reception is open to all first-time conference attendees. We look forward to meeting you! 

ANA PRODUCTION TRANSPARENCY TASK FORCE UPDATE

In 2016, the ANA issued its much-anticipated report on media transparency, in which nontransparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. The ANA has since convened a task force to engage in fact finding to determine if transparency issues exist in production. This session will provide an interim report and recommendations for marketers.

Bill Duggan (@billduggan)

Group Executive Vice President ANA

MANAGING THE CREATIVE PROCESS AND TALENT IN THE MARKETER-LED SUPPLY CHAIN

Traditionally, the creative production process was managed vertically starting with a creative brief from the marketer handed down to the agency. The agency then took over, engaging production, distribution, and other suppliers further down the chain. While this vertical creative supply chain worked for decades, today the supply chain has become horizontal with scores of marketers taking more control and, in many cases, bringing functions in-house. Marketers now directly engage agencies, content producers of all types, influencers, and other entities that support the creative process. In this session, discover best practices for taking increased control of the creative process and managing creative talent. 

Rori Floyd

Senior Vice President, Business Affairs The TEAM Companies

AGENCY COMPENSATION TRENDS & BEST PRACTICES

The ANA’s 2016 Trends in Agency Compensation survey results show how marketers structure and manage agency compensation, including various incentives and overall compensation. The work illustrates key trends in agency remuneration methods and practices. Hear the results of this survey along with an expert analysis of what it means for you.

David Beals

President JLB + Partners

CONSUMER EXPOSURE OPTIMIZATION: INCREASE ROI WITH NO INCREASE IN MEDIA COST

Viewable, human, brand safe ad impressions are only the beginning.  Have you been spending more to achieve "better" viewability with little or no increase in ROI?  These well-intentioned efforts may be killing your ROI.  Good news, there's an easy fix. Learn how consumer exposure can unlock campaign potential, and dramatically increase ROI. 

Travis Lusk

VP, Business Development, Analytics Integral Ad Science

WELCOME

Steven Wales

Chief Revenue Officer Decideware

Opening Remarks

Bob Liodice

CEO ANA

CONNECTING TO CONSUMERS IN A DIGITAL WORLD

In a complex media environment, where consumers migrate seamlessly from one interconnected device to another, how does a marketer keep up? In this session, Geoff Ramsey, co-founder and CIO at eMarketer, will paint a vivid picture of the new consumer journey, covering the latest trends in mobile, social, and video. Geoff will also explore how marketers can improve capabilities for marketing attribution and ROI, re-allocate media dollars to digital platforms and programmatic media, explore new forms of content, and leverage the power of mobile to engage consumers at the right time and place.

Geoff Ramsey (@geofframsey)

Co-Founder and Chief Innovation Officer eMarketer

JACK IN THE BOX EVOLVES THEIR BRAND TO MEET CUSTOMER EXPECTATIONS

Marketers must ensure the customer has a proverbial seat in the C-suite if brands are to evolve and keep pace with changing market dynamics. They must not only provide a clear vision for the brand's future, they must put analytics to work to speak the language of cross functionality and generate true system alignment. In this session, you’ll discover how the Jack in the Box brand is evolving to meet customer expectations through vision, strategy, research, and smart analytics.

Frances Allen

Brand President Jack in the Box

PERSPECTIVE FROM 4A’S INCOMING PRESIDENT AND CEO

Marla Kaplowitz officially joined the 4A’s on May 8 as president and CEO. As the former CEO of MEC North America, Marla has built a truly integrated digital and unique client-centric partnership model that elevated media to the heart of the communications planning process. Under her leadership, the agency has grown in both size and scope as it sharpened its focus on content and invested in the development of a best-in-class suite of cross-channel data and analytics tools. This will be one of Marla’s first industry events in her new position, and ANA is honored to feature her at this conference.

Marla Kaplowitz (@meknyc)

President and Chief Executive Officer 4A’s

BOT FRAUD – DEBUT OF RESULTS FROM LATEST ANA/WHITE OPS STUDY

ANA and White Ops have teamed up for the third time to measure the amount of bot fraud — i.e., non-human traffic — in the advertising ecosystem. In the prior study, it was estimated that 2016 global losses due to bots amounted to approximately $7.2 billion. The ANA/White Ops work has elevated the issue of bot fraud in the industry and offered practical recommendations to reduce fraud going forward. This latest study is the biggest one yet, with 49 participating companies and 15 billion impressions. Issues covered will include mobile, programmatic, and sourced traffic as well as action steps to fight fraud. 

Michael Tiffany (@kubla)

Co-Founder and Chief Executive Officer White Ops

LEVERAGING FOR SUCCESS

Advertisers are at the top of the food chain and fund the entire advertising ecosystem, including agencies, media companies, and various suppliers. Yet advertisers can do more to leverage their advantage in contract negotiations, the process of "give and take" parties go through to reach an agreement. You must "give to get." That is where leverage comes in and the principle of using even a small advantage to gain a larger benefit is applied. As Archimedes said in 230 BC, “Give me a lever long enough and a place to stand, and I will move the world.” Or, as said in business, "You don't get what you deserve; you get what you negotiate." Learn how advertisers, the ultimate decision makers, can use leverage to achieve more uniform contracts, cost savings, and smoother relationships with suppliers.

Stacy K. Marcus (@AdLawByRequest)

Partner Reed Smith LLP

ARE JOINT VENTURES THE NEW AGENCY MANAGEMENT MODEL?

A joint venture model is aligning the way a global house of brands and its agency are improving the go-to-market process for Jaguar and Land Rover. Established as a fifty-fifty joint venture between Jaguar Land Rover and SPARK44 management, Jaguar Land Rover’s end-to-end marcom partner. Hear how this new agency management model has delivered greater value, transparency, and accountability.

Kim McCullough

Vice President Marketing Jaguar Land Rover North America

ACHIEVING MORE IN THE “WHAT’S NEXT” ECONOMY

The “what’s next” economy is Active’s term for the disruptive marketplace we all find ourselves in. Beyond cutting costs, brands that survive in the current volatile marketplace are looking for innovative solutions that are sustainable, enhance business outcomes and enable them to gain traction and leap ahead. While technology is a key disruptor and has created havoc in certain verticals, it also has the potential to make us better, faster, smarter. The challenge is – how can brands harness the power created by that technology, along with other innovative business solutions, to move their business forward. With 80 percent of the C-suite experimenting with alternative business models, this session will discuss ways that companies can achieve more in the “what’s next” economy.

Lisa Brown

Global Chief Strategy and Chief Business Development Officer Active International

PROGRAMMATIC – SEEING THROUGH THE FINANCIAL FOG

With the rapid adoption of programmatic media, the supply chain has quickly become complicated — regarding agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, and publishers. To many, the result is a financial “fog.” ANA, the Association of Canadian Advertisers, AD/FIN Solutions, and Ebiquity PLC commissioned a study to investigate the costs and economics of the programmatic ecosystem and to explore the lack of transactional transparency in many programmatic buys.  This was reported by multiple advertisers and highlighted in last year’s K2 Intelligence study on media transparency in the U.S. advertising industry.  In this session, we will reveal key findings from this programmatic study and provide action steps for marketers.

Andrew Altersohn

Chief Executive Officer AD/FIN Solutions

BREAKFAST ROUNDTABLE DISCUSSIONS

We are organizing a number of tables at breakfast for attendees to informally discuss key issues. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and moderators include:

MARKETING PROCUREMENT TALENT AND THE MENTORING PROGRAM
Facilitator: Mary Ann Brennan
Senior Director, Global Procurement
Mattel, Inc.

IN-HOUSE AGENCIES
Facilitator: Kimberly McNeil-Downs
Vice President, Agency Workflow Management
Fidelity Investments

MANAGING SCOPES OF WORK (SOW)
Facilitator: Mike Thyen
Director, Procurement, International Business
Eli Lilly and Company

PRODUCTION TRANSPARENCY
Facilitator: Jim Wallace
Global Head of Agency Strategy & Management
HP Inc.

PROJECT AND RESOURCE MANAGEMENT IN THE CLOUD
Facilitator: Chris Hering
Director of Industry, Advertising, Media & Publishing
Oracle NetSuite

SCALE YOUR BUSINESS TO LIMITLESS WITH NETSUITE

Join NetSuite’s roundtable discussion to learn about agency leading practices to scale your business. In today’s world, there are many factors driving change that it can be hard to keep up; don’t let your business system’s hold you back! During our conversation, we will talk about 2017’s industry currents, and we will also dive into what it means to scale to limitless. Join us to discuss how businesses can benefit from having the right enterprise resource planning (ERP) solution in place, and come prepared to learn about how NetSuite clients are leveraging the platform to stay ahead of their competition.  

Chris Hering

Industry Director Advertising, Media & Publishing Oracle NetSuite

DON’T GET ME STARTED

Jeff Goodby, co-founder of Goodby Silverstein & Partners and One Club Hall of Fame member, will reflect on the thorny business of valuing creative work. Can the billing of creative be data- or performance-driven? How do we build compensation plans that still encourage unexpected thinking? Is it worth even trying? Predictably, the answer is “yes” and Mr. Goodby will present cases to make this clear. 

Jeff Goodby (@JeffBadby)

Co-Chairman and Partner Goodby Silverstein & Partners

THE FINANCIAL IMPACT OF THE MILLENNIAL INFLUENCE ON BABY BOOMERS AND GEN X

The largest and most-influential generation of consumers ever, millennials are no longer an unreachable audience. While some brands may fear the unknown factors presented by the “innovation generation,” the real winners are those who engage and interact with today’s millennial consumers. Millennials are influencing the attitudes and purchase decisions of baby boomers and gen Xers, and we’ve quantified the financial impact across brands and categories. This provocative presentation will challenge participants to unlearn and reimagine what they thought they knew about the millennial generation.

Jeff Fromm (@JeffFromm)

President of Futurecast, Barkley Co-author, Marketing to Millennials and Millennials with Kids

MEDIA KEYNOTE

Media has become a topic of great interest at the ANA Advertising Financial Management Conference as it represents the biggest marketing spend item for many companies. Lou Paskalis oversees Bank of America’s substantial media investment across traditional, digital, and social media channels. He leads the media analytics practice and is the co-executive sponsor of the bank’s newly formed Content Center of Excellence. Given his role, Lou has expertise on urgent media-related topics and issues facing marketers, including programmatic buying, data, transparency, mobile, optimizing the media mix, and the digital supply chain. Adweek recently recognized Lou as one of the “most indispensable professionals across marketing, media, advertising, and technology,” and attendees will benefit from hearing his perspective.

Lou Paskalis (@LouPas)

Senior Vice President, Global Media Executive Bank of America

BLOCKCHAIN – A REVOLUTION FOR THE AD INDUSTRY

Blockchain will revolutionize the business world - and that includes the advertising industry. Blockchain is a decentralized digital ledger for a transaction which provides a sequential list of digital records, written and maintained by consensus and distributed across its participants. This provides a detailed audit trail as all transactions are auditable within Blockchain’s universal, immutable ledger. Blockchain technology injects a trust layer and allows stakeholders to operate from a single, unchangeable version of digital truth.

Babs Rangaiah

Executive Partner, Global Marketing IBM Corporation

NEW TREND? DIRECT SOURCING PRODUCTION PANEL

Marketers have begun to look at their production services a little differently. Rather than working through advertising agencies, they are beginning to source production internally with great success. In this session, panelists will share their experiences with direct sourcing production, lessons learned, best practices, and advice for marketers looking to start direct sourcing production.

Nick Felder (@LNFelder)

Group Director, Film Production The Coca-Cola Company

TREES, CLOUDS AND THE FUTURE OF ADVERTISING

A Forestry major turned CTO tells a story that began nearly half a century ago, yet is more relevant today than ever. Join Dan Brackett, Co-Founder and CTO of Extreme Reach, for a surprising story that proposes a radical change for the video advertising industry and one where everyone wins.    

Dan Brackett

Chief Technology Officer & Co-Founder Extreme Reach

CONTRACT WORKSHOP FOF ADVERTISER/AGENCY AGREEMENTS (ANA CORPORATE MEMBERS ONLY)

In June 2016, K2 Intelligence issued a report, commissioned by the ANA, called, "An Independent Study of Media Transparency in the U.S. Advertising Industry." A key finding was that there is a fundamental disconnect in the industry about the basic nature of the advertiser/agency relationship with many agency executives believing that their relationship to advertisers was solely defined by the contract between the two parties. K2 Intelligence found evidence of situations where some media agencies sought to avoid explicit contract language in order to preserve their ability to retain various types of incentives.

Given this and the fact that the contract defines the commercial relationship between advertiser and agency, the ANA, in conjunction with its general counsel, Reed Smith, has developed a media agency Master Media Planning & Buying Services Agreement, which can be used by advertisers in developing their own agency agreement. This workshop will cover key issues in the advertiser/agency contract, including agent versus principal status, audit rights, and contract governance.

Douglas Wood (@djwood1976)

Partner Reed Smith LLP

MEMBERS-ONLY DEEP DIVE (ANA CORPORATE MEMBERS ONLY)

In this deep dive, ANA’s East and West Coast Advertising Financial Management Committee chairs will facilitate a session to discuss issues and share insights and best practices on various topics of interest or concern. This forum will allow participants to take full advantage of the largest annual assembly of both committees’ members. Come prepared to participate in a dynamic session.

Discussion Leaders:

WHY TRANSPARENCY MATTERS IN THE PRODUCTION PROCESS

Kelly Metz, Vice President of Business Development at StudioNow, will walk through the value of transparency in today's marketing procurement and production landscape. Metz will give real-world examples of how StudioNow client partners are leveraging software to achieve real-time collaboration, cost-savings and scale in video content creation through the brand and agency eco-system.

Kelly Metz

VP of Business Development StudioNow

INTEL’S AGENCY INSIDE AND GLOBAL PRODUCTION LAB

Intel established its in-house agency to drive greater quality and better brand alignment globally. In just two years, Agency Inside is fully immersed in Intel’s advertising, including the company's recent Super Bowl spots. Teresa Herd, vice president and global creative director, who also works at the Intel Global Production Lab, a growing production and content creation studio, will share Intel’s in-house agency journey, best practices, how to coordinate with external agencies, and more!

Teresa Herd

Vice President and Global Creative Director Intel Corporation

TRANSFORMING MARKETING PROCUREMENT

As marketing procurement professionals partner more and more with marketers; to add value, ensuring that the marketing procurement organization is comprised of individuals with a wide array of diverse backgrounds, experience, and skills has become essential. Mark Passy, associate director of global marketing procurement at Bristol-Myers Squibb, had a successful career as a record producer and brings unique skills to marketing procurement. Mark will share what drove Bristol-Myers Squibb to diversify its marketing procurement organization and how that has propelled marketing procurement and Bristol-Myers Squibb forward.

Mark Passy

Associate Director, Global Marketing Procurement Bristol-Myers Squibb Company

WALL STREET’S VIEW OF MADISON AVENUE

Brian Wieser, a Wall Street analyst, covers all things advertising – including traditional, online, ad-tech, marketing tech, measurement, all major agency holding companies, and major digital media companies. He regularly opines on issues such as programmatic buying, ad growth forecasts across all media (and on a global basis), programmatic buying, the upfronts, as well as trends impacting the agency and marketing services worlds.  Brian’s presentations are always insightful and great learning experiences.

Brian Wieser

Senior Analyst Pivotal Research

10 ISSUES IN 50 MINUTES

To close the conference a panel comprised of ANA members will address key issues discussed at the conference. Those will include agency compensation, production, programmatic buying, new agency management models and more.

Panelists: Tracy Avelar

Managing Director, Vendor and Sourcing Management Charles Schwab & Company, Inc.