Advertising Financial Management Conference

Sunday, April 25, 2010

12:30pm

1:00 pm

Pre-conference workshop

HOW DO YOU KNOW IT’S TIME TO SPEND MORE?
As economic conditions rebound, marketers are beginning to sense opportunities to increase spending in pursuit of demand, share gains, or to restore brand luster that may have been lost in the past year or so. Finance managers, however, are still cautious, haunted by fresh memories of cash crunches and unforeseen risks. So how do you know if it’s really time to spend more? Forget all the usual arguments about what the competition is spending. This session will provide a simple and practical framework to determine if your marketing spend should be rising or falling. Marketers will learn how to structure their assessments and recommendations in credible ways. Finance managers will learn what questions to ask to separate the smart requests from the merely eloquent ones. All will leave with much greater clarity on if and when to seize opportunities.  This workshop is presented by the ANA School of Marketing.

Pat LaPointe
Managing Partner
MarketingNPV
Faculty Member, ANA School of Marketing
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Monday, April 26, 2010

Breakfast  Sponsored by Decideware

Welcome
Richard Benyon
Chief Financial Officer
Decideware
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 8:30 am

General Session

ECONOMIC OPENING KEYNOTE
Martin Walker is senior director of the A.T. Kearney Global Business Policy Council, which assists global executives in monitoring and capitalizing on macroeconomic, geopolitical, socio-demographic and technological change worldwide.  This opening keynote will explain why the course of the economy over the coming years is going to surprise us with the United States continuing to grow faster than other developed economies, booming at annual growth rates around 5% before the end of this decade.  Additionally, with the latest data from the demographic revolution now unfolding around the world, it will touch on China's pace of growth and address the issue of Europe being overwhelmed by Islamic immigration. Lastly, the session will cover the revolutionary ‘sweet spot' technique for predicting when and where particular markets are most likely to show the most promising growth rates.

Martin Walker
Senior Director, Global Business Policy Council
A.T. Kearney
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THE FRUGAL MARKETER
“I am frugal. I own it. I live it. I love it,” says Mark Wilson, head of marketing at Sybase, a leader in enterprise software and services. Wilson and his marketing team have taken a hard look at how to market effectively in these challenging times to carve out market share. “As we reviewed our marketing mix in this environment, we had the opportunity to look at being frugal and drive efficiencies,” he said. Sybase has transformed its marketing in a cost-effective way, applying its limited resources to the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

Mark Wilson
Vice President, Corporate Marketing
Sybase, Inc.
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EVERYTHING FINANCE & PROCUREMENT MUST KNOW ABOUT SOCIAL MEDIA
Social media has exploded. According to a recent ANA study, 66 percent of marketers use social media to reach their customers, leaping from 20 percent just two years ago. It’s imperative that financial and procurement professionals understand the seismic shifts being created by social media. Scott Monty heads up the social media function at Ford and is a strategic advisor on all social media activities across the company, from blogger relations to marketing support, customer service to internal communications and more, as social media is being integrated into many facets of Ford's business. Scott will discuss Ford’s experiences with social media and cover issues including measurement, internal org structure, agency relationships and relinquishing control to the consumer while trying to influence the dialogue.

Scott Monty
Global Digital & Multimedia Communications Manager
Ford Motor Company
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THE ASTRAZENECA PROCUREMENT JOURNEY – A FRAMEWORK FOR EFFICIENCY, SAVINGS AND VALUE
AstraZeneca will share its “procurement journey” and the resulting collaborative partnership with the marketing and sales teams. That partnership led to efficiencies, savings, and established processes which created internal alignment and a single voice to suppliers. Procurement built and implemented a framework with the core principle of focus on its key customers—the brands. The framework insures procurement is partnering with the brands and places the procurement function squarely in the hands of procurement. That minimizes scope creep, brings innovative approaches with suppliers to create greater value, makes it easier to use preferred deals, creates additional savings and efficiencies across brands, reduces the number of preferred vendors and minimizes risk.

Connie Dominianni
Executive Director, U.S. and Global Marketing Procurement and Commercial Support Services
AstraZeneca
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2:20 pm

General Session cont.

DISCOVERING MORE RESOURCES IN YOUR AGENCY RELATIONSHIPS
Much of the focus in financial discussions between corporations and agencies over the last few decades has been about reducing or controlling agency costs. It seems that no stone has been left unturned. Yet one has. Marketers have overlooked the impact of efficiencies available from raising the bar in the briefing and input process. Recent studies show that on average, 30 percent of fees are wasted in unclear direction to agencies. This figure does not include the added cost of marketing staff hours spent in redirects on campaigns, assignments and projects that could have been briefed better in the first place. Agencies are being held accountable for performance targets, yet few systems exist to evaluate the quality of the direction they are given. When it is unclear, the work and the relationship suffer, and budgets are consumed by hours wasted on changes and indecision. When it is outstanding, marketing success is more likely, agencies can achieve their financial goals and everyone benefits. Microsoft and Jones & Bonevac will share new ways for clients and agencies to be more productive and efficient. Their experience will provide surprising insights.

Bruno Gralpois
Director, Global Agency Management
Microsoft

Casey Jones
Co-Founder
Jones & Bonevac (also former VP, Marketing at Dell) 
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BRAND VALUATION – ON THE BALANCE SHEET
Brand value has been getting increased scrutiny in the marketplace over the past decade. Yet, with all of the attention, focus, and noise that marketers bring to bear about “building brands”, there is no value ascribed to brands on the corporate balance sheet in the United States. England and Germany, have, in fact, made the leap and allow for brands to be included on corporate balance sheets. Brand value also receives substantial focus when companies / brands are bought and sold – as the value is a critical intrinsic component that can influence the purchase price in mergers and acquisitions. In this session, we will get perspective from industry leaders who are involved in the process of identifying brand values and debate the risks and rewards of having brands valued on the balance sheet.

Moderator
Bob Liodice
President and Chief Executive Officer
ANA

Panelists
Andy Bateman
CEO
Interbrand New York

Gus Carlson
Executive Vice President & Chief Marketing Officer
Thomson Reuters

Jim Gregory
Chief Executive Officer
CoreBrand
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4:15 pm

Tuesday, April 27, 2010

Breakfast Sponsored by STRATA

Welcome
John Shelton
President and Chief Executive Officer
STRATA
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8:30 am

General Session

OPTIMIZING PRICING DECISIONS
When it comes to the pricing of products and services, marketers take great care utilizing cost accounting as well as analysis of the competitive landscape. We think we are rational and fact driven when making pricing decisions, but are we? Research from the field of behavioral economics reveals that marketers make astonishingly simple, even irrational, mistakes, and make them repeatedly. This has serious implications regarding how a company prices its products, the choices it offers customers, and a host of other economic decisions such as motivating employees with bonuses, benefit plans, and more. By becoming more aware of your irrational side, you will be better equipped to make optimal pricing decisions for your business.

Ronald J. Baker
Founder
VeraSage Institute
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MAXIMIZING PRODUCTION SPEND
Production budgets continue to come under intense scrutiny. This roundtable discussion from the ANA Production Management Committee will feature tips, best practices, and new ideas to help marketers get the most from their production spend in both traditional and newer media. Areas to cover will include: green production, decoupling, multicultural, HDTV, digital, 3D television, and more.

Chris Furse
Senior Manager, Advertising
Burger King Corporation

John Lick
Senior Manager, Executive Producer
Target Corporation
Co-Chair, ANA Production Management Committee

Valerie Light
Manager, Advertising Production
Verizon Communications
Co-Chair, ANA Production Management Committee

Barry Rosen
Executive Producer
Pepsi
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SOCIAL MEDIA & THE LAW
Friends, tweets, profiles, avatars, blogs, chats, personalized pages, customized URLs—keeping up with social media can be daunting. Social media continues to change the rules of engagement for companies, brands, marketing professionals and their legal advisors. Just as marketing models are changing to take advantage of social media, industries must confront new and unprecedented legal risks in this brave new world of engagement—a world lawmakers, regulators and courts are struggling to figure out. This session will cover best practices for corporate engagement in social media, how to approach workplace policies, the legal landscape evolving around social media platforms, as well as case studies of social media successes and failures.

Doug Wood
Senior Partner
Reed Smith LLP
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PROCUREMENT: THE GOOD, THE BAD, & THE UGLY
Procurement has now been a force in marketing services for about a decade. But for every success story, there are reports of procurement bad behavior. Recently, the advertising trade press has been feasting on negative stories—e.g., “Fed up shops pitch a fit at procurement” in Advertising Age. Common complaints include the perspective that procurement’s primary focus is on cost cutting and most procurement professionals have no prior marketing experience. Where’s the truth and where’s the road to better alignment between procurement, internal client stakeholders, and agencies? A panel of “great marketing procurement professionals”—identified as such by their peers and agencies—will comment on the myths and best practices of marketing procurement, and offer insight on a new ANA/4A’s survey that takes the pulse of procurement, internal clients, and agencies on the state of marketing procurement.

Moderator
Jim Akers
Senior Director, WW Procurement Global Category Lead - Commercialization & Communications
Pfizer Inc.

Panelists
Chris Baker
Senior Director, Corporate Purchasing
Heineken USA

Lisa Figel
Group Category Manager, Agencies
Johnson & Johnson 
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12:15pm

Lunch
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1:00 pm

BREAKOUT SESSIONS
There will be two tracks of more intimate breakout sessions.

• Track 1: A track specifically for pharmaceutical companies and the unique issues they face. This will be a 2-hour extended session.
• Track 2: A more general track featuring two sequential 50-minute sessions.

PHARMACEUTICAL MARKETING: NAVIGATING THE COMPLEX WATERS (Track 1)
This super-sized breakout session will focus on the unique regulatory and marketing challenges facing the pharmaceutical industry. We’ll start with an update on the implications of the new political reality including the regulatory, legislative, and legal issues that impact directly, or impinge, DTC and OTC drug advertising. Already saddled with unprecedented regulation, more is likely on the way. Then we’ll take a deep dive into one of the hottest topics facing the pharmaceutical industry—the role of social media, discussing how marketers can participate in the conversation in a regulated environment. The session will conclude with an open discussion on whatever other issues are keeping pharma marketers awake at night.

Daniel Jaffe
Executive Vice President, Government Relations
ANA  

Plus several pharmaceutical marketers to be announced
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WHAT THE 2010 CENSUS MEANS FOR MARKETING AND ADVERTISING (Track 2a)
Peter Francese is demographic trends analyst at Ogilvy & Mather and founder of American Demographics magazine. The Census Bureau won’t release results of the 2010 census until spring 2011, but there's no need to wait for perspective behind the expected findings. Mr. Francese will discuss what the census will say about the changing face of consumers and what financial, marketing, and advertising professionals need to know. He’ll offer key insights: how we have become a truly multicultural nation; where the population is moving; what an aging America means for marketers; which demographic groups have money to spend; and more.

Peter Francese
Demographic Trend Analyst
Ogilvy & Mather
Founder, American Demographic magazine
Author of Advertising Age white paper, “2010 America: What The 2010 Census Means For Marketing And Advertising.”
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ARE YOU AS SMART AS A SIXTH GRADER … WHEN IT COMES TO ECONOMICS? (Track 2b)
In this highly interactive, fun, and exciting session, you will play the Trading Game. Participants will learn the subjective nature of value, and how increasing the availability of goods and services your company offers can lead to prosperity, happiness, and a higher standard of living for all. Participants will come away with their eyes open to a deeper understanding of how business works and how value is highly emotional, rather than tangible. Peter Drucker taught that, “Business is society’s change agent. All other institutions are designed to conserve if not to prevent change.” Companies exist to create wealth; no other institution can do it. This session will put you right in the middle of the action and you will come away smarter and enlightened.

Ronald J. Baker
Founder
VeraSage Institute
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Wednesday, April 28, 2010

8:30 am

General Session

AGENCY KEYNOTE: JEAN-MARIE DRU
Jean-Marie Dru recently issued a call to action for both clients and agencies: 2010 should be the start of a new era where agency compensation is addressed both objectively and calmly. Mr. Dru believes that we are faced with a paradox. While clients have never leaned upon their agencies more, it has never been more difficult to justify a decent level of agency remuneration. He will share his views on agency compensation, procurement, the state of client/agency relations, and more.

Jean-Marie Dru
Worldwide Chairman
TBWA

MAXIMIZING MEDIA SPEND
While the topics of agency compensation and production spending are often “hot-button” issues for attendees of this conference, media represents the single biggest expense item for most marketers. This session will get perspective on how to maximize effectiveness and efficiency in media spending, covering issues including: the value of media audits, working with multiple media agencies and ownership among agencies of areas including social media and branded entertainment; role of procurement in the media process; the worth of media agency services above and beyond planning and buying; and measurement of digital and social media. We'll also hear agency perspective that, on occasion, some advertisers are encouraging agencies to take commercial risks that are disproportionate with rewards and, in turn, creating downward pressure on costs of service that can impact the quality of people and tools in agencies.

Moderator
Louis M. Schultz
Chairman and Chief Executive Officer
LMS-Unlimited, Inc.  

Panelists
Tia Lang
Director, Media and Interactive
Burger King Corporation

Rob Norman
CEO
GroupM North America
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THE LATEST IN AGENCY COMPENSATION
Every three years ANA surveys its members on the types of compensation arrangements used by national marketers to pay their agencies. This survey has become the leading benchmark for the industry and has always been the “go to” report for the latest news, trends and practices. Exclusive results from the brand new survey will be premiered, discussed, and debated.

Rich DelCore
Finance Director, Global Marketing
Procter & Gamble
Co-Chair, ANA Advertising Financial Management Committee

Jim Zambito
Executive Director, Agency Relations and Finance Controller
Johnson & Johnson
Co-Chair, ANA Advertising Financial Management Committee

Tom Finneran
Executive Vice President, Agency Management Services
American Association of Advertising Agencies 
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