Advertising Financial Management

Media Procurement Day

I. NETWORKING BREAKFAST (9:00 – 9:30AM ET)
II. INTRODUCTIONS (9:30 – 9:45AM ET)

III. MEMBER ROUNDTABLE DISCUSSION: UPDATE TO THE ANA/REED SMITH MEDIA AGENCY CONTRACT (9:45 – 10:30AM ET)
The ANA, working with Reed Smith, is updating the ANA Master Media Planning and Buying Template Agreement (“ANA Template”) and would like your feedback. The last time the ANA updated the template was 2018. Since then, the media buying landscape and scope of agency services has continued to evolve. The ANA is exploring what updates might make sense and would be beneficial to U.S. and global marketers. The ANA’s focus is on simplifying and improving the ANA Template and modifying it to meet the evolving needs of U.S. and global advertisers and the overall marketplace. In addition, the ANA has received feedback from the 4A’s on key areas it would like to see updated in the agreement. 

Facilitator:
Keri Bruce, Partner, Reed Smith

IV. 2022 IN-HOUSE EXCELLENCE AWARDS BEST MEDIA PLAN GRAND PRIZE CATEGORY WINNER: MAYBELLINE NEW YORK: DEFINING OUR BROWS AND STREAMING SUCCESS (10:30 – 11:15AM ET)
In this session, learn how L'Oreal's in-house agency LeDesk used programmatic media to break through the clutter in the competitive streaming CTV landscape. Maybelline New York bolstered the return to makeup in Q4 2021 and delivered 2x the reach, brand lift, and incremental return on ad spend.

Speakers:
Allison Grimmel, Assistant Vice President, Precision Advertising, L'Oréal USA

V. BREAK (11:15 – 11:30AM ET)

VI. RETAILER MEDIA: WHAT IS IT? AND HOW DOES IT FIT IN YOUR MEDIA MIX? (11:30 – 12:15PM ET)
Take a double click into how Stanley Black & Decker's Performance Marketing Team tackles retailer media. Learn where this tactic may fit into your company's overall media mix and how to avoid reporting and attribution pitfalls.

Speaker:
David Rehkemper, Director of Performance Marketing - Stanley Black & Decker

VII. NETWORKING LUNCH (12:15 – 1:00PM ET)

VIII. THE HERSHEY COMPANY: BUILDING PARTNERSHIPS WITH MARKETING THROUGH SERVANT LEADERSHIP (1:00 – 1:45PM ET)
In this session, learn about how a procurement professional with a focus on media went from zero experience to trusted partner and team member through the use of servant leadership, and how you can put this model into practice to build strong and lasting partnerships with your marketing peers and leaders.

Speaker:
Kevin J. McCollum, Manager, Indirect Sourcing – The Hershey Company

IX. PROCUREMENT: THE GOOD, THE BAD, & THE UGLY (2022) (1:45 – 2:30PM ET)
In 2010, the ANA took the pulse of the industry on the state of marketing procurement to measure perceptions among professionals in three functional areas: procurement, marketing, and agencies. The study found wide and disturbing gaps between both procurement and marketing and between procurement and agencies in terms of the perceived contribution of procurement. We have updated this work in 2022 to reveal what has changed ... and what has not.

Speaker:
Bill Duggan, Group Executive Vice President - ANA