Advertising Financial Management

I. WELCOME (11:00 – 11:05am ET)

II. THE HP WAY: SUPPLIER DIVERSITY STRATEGY WITHIN MARKETING (11:05 – 11:40am ET)
In this session, Terrell Smith, global supplier diversity program manager, and Danielle Tisser, marketing agency strategy and management, both at HP will explore their approach to supplier diversity within the marketing space.

Speakers:
Terrell Smith, Global Supplier Diversity Program Manager – HP
Danielle Tisser, Marketing Agency Strategy & Management, Global BUs, North America, Latin America – HP

III. HOW GENERAL MOTORS NAVIGATES THE MULTICULTURAL AGENCY LANDSCAPE (11:40am – 12:15pm ET)
General Motors will share how they utilize multicultural agencies to drive cultural relevance, insights, and experiential strategy. They will also share how they proactively connect with multicultural audiences to earn brand awareness.

Speakers:
Tarshena Armstrong, Director of Diversity Marketing & Development – General Motors
Charles Chapman, Manager, Diversity Marketing and Development – General Motors

IV. BREAK (12:15 – 12:25pm ET)

V. WALGREENS’ OUTCOMES-BASED AGENCY REMUNERATION MODEL (12:25 – 1:00pm ET)
In this session, hear how Walgreens Boots Alliance set out to create an agency partnership that put customer data and loyalty at the center of the model with a heavy emphasis on outcomes. They will also share how they landed a revolutionary model with an outcomes-based remuneration and a single profit-and-loss (P&L) across all the agency disciplines, including creative, media, and public relations.

Speakers:
Merete Wells, Director, Strategic Partnerships, U.S. Marketing and Communications - Walgreens Boots Alliance
Mark Hudson, Global Senior Procurement Manager, Media and Agency – Walgreen Company