Joint Production Management and Advertising Financial Management, West Coast Chapter

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


I. EA: CONFIGURING IN-HOUSE PROGRAMMATIC BUYING (10:00 – 11:00 AM)
Join us as Belinda J. Smith, EA's Global Director of Media Activation, will discuss EA's multi-year journey to bring programmatic buying in-house. Starting small with running a few programmatic test buys, EA now houses media activation teams across the world and continues to partner with their global agency. Smith will talk about EA's learnings on their road to in-housing and what lies ahead for the brand.

Speaker:
Belinda J. Smith, Global Director, Media Activation – EA


II. TRANSPARENCY ISSUES IN EXPERIENTIAL AND EVENT PRODUCTION (11:00 – 11:45 AM)
ANA released the report, "Production Transparency in the U.S. Advertising Industry," in August. The report concluded that transparency issues in the production ecosystem exist at multiple agencies and holding companies. While many of those issues relate to television/video production, the report also offered perspective that there are transparency issues in experiential and event production. Experiential and event production can have significant spend in a short period of time. Furthermore, there are often more frequent financial, operational, and reporting lapses than are typically found in broadcast and digital ad production due to the just-in-time nature of experiential and event production. A leading auditor will provide perspective.

Speaker:
Bob Siegal, Director – KPMG LLP


III. HOW BLOCKCHAIN INCREASES TRANSPARENCY AND FINANCIAL RIGOR OF MEDIA (12:00 – 12:45 PM)
Blockchain and other technology and business workflow advances promise to increase the transparency and financial rigor of many markets. During this presentation, Dayna Moon from MetaX will discuss Blockchain, its impact on the advertising industry. and what brands need to know.

Speaker:
Dayna Moon – MetaX


NETWORKING LUNCH (12:45 – 1:15 PM)


IV. PRACTICAL STEPS TO INCREASE CONTROL OF THE PRODUCTION PROCESS AND GAIN TRANSPARENCY (1:15 – 2:00 PM)
On the heels of the ANA Production Transparency Study, the ANA concluded that "Advertisers must understand that there is a direct correlation between the level of transparency and level of control taken by the advertiser - the more control, the more transparency." This can be a daunting task for many advertisers as they face cost pressures, headcount reductions, and limited general expertise in production. In this session, Steven Wales, CRO of Decideware, will use the ANA study and his own 10+ years of industry experience to lead a discussion centered on practical steps that advertisers can take to increase control of the process and gain the transparency they desire.

Speaker:
Steven Wales, CRO – Decideware


V. PANEL AND MEMBER ROUNDTABLE DISCUSSION: DIVERSITY IN PRODUCTION AND ADVERTISING (2:00 – 2:30 PM)
Representatives from Free the Bid, Women in Music and Streetlights will join members in this panel and roundtable discussion. The discussion will focus on the importance of diversity and increasing diversity in production and advertising.

Panelists:
Emma Reeves, Executive Director – Free The Bid
Dorothy Thompson, Executive Director – Streetlights


VI. WB VIP STUDIO TOUR (2:45 – 5:15 PM)
Warner Bros. Studios has graciously offered a complimentary studio tour for a limited number of attendees. You must register for the studio tour separately from the meeting, by emailing Greg Wright. Please note, that due to security restrictions once the tour begins you will not be able to leave early and must stay for the duration of the tour. Space is limited to thirteen seats and will be reserved on a first come, first serve basis.


VII. NETWORKING COCKTAIL HOUR AND DINNER SPONSORED BY DECIDEWARE (5:30 – 8:30 PM)
Location: The Front Yard, 4222 Vineland Ave, North Hollywood, CA 91602
You must register for the networking cocktail hour and dinner separately from the meeting, by emailing Greg Wright.