Media Leadership, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME/INTRODUCTIONS (9:45 – 10:00AM)


THEME: MEDIA MEASUREMENT


I. PREPARING FOR MARKETING'S PROGRAMMABLE AGE(10:00-10:45AM)
As consumers become increasingly hyper-connected and cognitive technology capabilities approach star-trek boundaries, the convergence of these trends will create new opportunities for marketing and will call for a new kind of marketer. In this session, AppNexus will share what lessons can be learned from the first wave of advertising technology innovations, and why taking more than your fair share of the advantages of the Programmable Age can be key to driving sustainable, successful marketing outcomes.

Speaker:
AJ Kintner, Vice President DSP, AppNexus


II. MGM RESORTS INTERNATIONAL MEDIA MEASUREMENT CASE STUDY (11:00AM-12:00PM)
MGM Resorts International is one of the world's leading global hospitality companies, operating a portfolio of destination resort brands, including Bellagio, MGM Grand, Mandalay Bay and The Mirage. In this session, Megan Estrada, Vice President of Media – MGM Resorts International will share their insights and learnings for measuring and real-time optimization for their portfolio of brands across traditional and social media channels.

Speaker:
Megan Estrada, Vice President of Media – MGM Resorts International


III. LUNCH (12:00-12:30PM)


IV. MEDIA TRANSPARENCY – UPDATE FOR MEDIA LEADERSHIP COMMITTEE (12:30-1:30PM)
ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. Key recommendations include:

• Where the advertiser agrees to the agency acting as a principal, the advertiser should have disciplined, reliable processes to manage the potential conflict of interest.
• Advertisers should ensure that contracts with their media agencies contain robust provisions to deliver full transparency. Note that ANA General Counsel, Reed Smith LLP, has developed a media agency Master Media Planning & Buying Services Agreement template which can be used by advertisers in developing their own agency agreement.
• Advertisers are responsible for more active stewardship of their media investments, and should appoint a chief media officer to take responsibility for the internal media management and governance processes.

This session will provide a "cliff notes" summary of both reports, with an emphasis on suggested action steps for advertisers including an in-depth review of the new contract template.

Speakers:
Keri Bruce, Advertising, Technology & Media Law Attorney - Reed Smith (via phone)
Meghan Medlock, Senior Director, Committees and Conferences - ANA


V. MEMBER ROUNDTABLE DISCUSSION: TOP MEDIA ISSUES (1:30-2:30PM)
So many important issues and so little time! In this ANA member roundtable, we will ask the Committee to share their thoughts on the following media issues and discuss topics that can brought to the Committee as we plan our content for 2017. Key topics will include:

1. Programmatic / Agency Trading Desks
2. Native Advertising
3. Measurement
4. Data / Media Attribution
5. Global Media Management
6. Media Agency Management
7. Mobile
8. Branded Content

Facilitators:
Michael Kelly, Senior Influencer Program and Social Media Manager, Plantronics, Inc. and ANA Media Leadership, West Coast Committee Chair
Meghan Medlock, Senior Director, Committees and Conferences – ANA