Marketing Procurement Day

MARKETING PROCUREMENT DAY

NETWORKING BREAKFAST (9:15 – 10:00AM)
WELCOME by Mark Hudson, Cross-Divisional Marketing Procurement at Walgreen Co. (10:00 – 10:15AM)
INTRODUCTIONS (10:15 – 10:30AM)

I. PROCUREMENT IN A MARKETING INNOVATION LANDSCAPE (10:30 – 11:15AM)
The marketing landscape is changing by the day - or even by the minute. Marketing looks to have the flexibility to be relevant in the current marketplace. Procurement looks to provide the structure and processes that are best for the business and compliant. So how does procurement and marketing work together to win together? Our goal is ultimately the same. In this session Mark Hudson, cross-divisional marketing procurement at Walgreen Co., and Mercedes Ritchey, marketing operations director, U.S., at Walgreens Boots Alliance, will facilitate a discussion. Where is it working? Where are the gaps?

Speakers:
Mark Hudson, Cross-Divisional Marketing Procurement – Walgreen Co.
Mercedes Ritchey, Marketing Operations Director, U.S. – Walgreens Boots Alliance

II. IMPROVING EFFICIENCY & EFFECTIVENESS IN MEDIA, SPORTS & SPONSORSHIPS (11:15AM – 12:00PM)
In this fireside chat with State Farm’s Ed Gold, we’ll cover topics including how to find efficiencies to maximize your ad spend, leveraging first party data to optimize content and your marketing mix, aligning on media performance metrics, and valuation and ROI of sports & sponsorship programs.

LUNCH (12:00 – 1:00PM)

III. KELLOGG: ACHIEVING EFFICIENCIES AND INVESTMENT OPTIMIZATION THROUGH AUTOMATION (1:00 – 1:45PM)
In this session, Jody Naragon from Kellogg and Steven Wales from Decideware will share the journey that Kellogg embarked on, over a year ago, to improve agency relationships and ultimately increase marketing effectiveness. Jody will discuss the internal change management, required communication planning, increased structure, and platform rollout that is driving increased transparency, improved agency/marketer communication, and helping to drive marketing strategy across the business.

Speakers:
Jody Naragon, Senior Manager, Marketing Procurement – Kellogg Companies
Steven Wales, Chief Revenue Officer – Decideware, Inc.

IV. QUICK HITS: UPDATES FROM THE ANA (2:00 – 3:00PM)
In this session, we'll share updates on the latest ANA initiatives and studies relevant to marketing procurement and advertising financial management. Note times below are approximate. Topics to include:

• Media Agency Compensation Practices (2:00 – 2:15PM)
• ANA Trust Consortium (2:15 – 2:30PM)
• Agency Relationship Management (Joint initiative with the 4A's (2:30 – 2:45PM)
• ANA Procurement Mentoring Program (2:45 – 3:00PM)

Speaker:
Pamela Gross, Senior Manager – ANA

V. MEMBER ROUNDTABLE & OPEN DISCUSSION FORUM (3:00 – 3:30PM)
One of the top benefits of ANA committees is the ability to share and learn from your fellow marketers in a closed-door environment and gain insights from peers that can be applied to your own business. We've reserved this time for open discussion on key topics and industry initiatives, including those below and any others you want to explore:

• Production Benchmarking / Production Cost Savings
• Agency Compensation
• Going In-House
• Measurement and ROI

*If you'd like to include an additional topic, please email pgross@ana.net 

Facilitator:
Pamela Gross, Senior Manager – ANA

NETWORKING COCKTAIL HOUR & DINNER sponsored by DECIDEWARE (5:00 – 7:30PM)
After the event, please join us for complimentary cocktails and dinner courtesy of Decideware (RSVP required):

The Gage
Theodore Ascher Room
24 South Michigan Ave.
Chicago, IL 60603
thegagechicago.com