Advertising Financial Management Committee

The Advertising Financial Management Committee strives to bring better value to members' organizations by discussing such important topics as process efficiencies, cost savings, and return on investment. Participants on this committee have varied job responsibilities including financial managers, marketing procurement and sourcing professionals, and members within general marketing and advertising management.

This committee helps program the ANA Advertising Financial Management Conference, which will be held at the Omni La Costa Resort & Spa from April 27-30. Click here to learn more and register.

• Co-Chair: Vikki Rohrer, Global Agency Operations and Strategy Manager, GAMT, Ford Motor Company
• Co-Chair: Sherry Ulsh, Director, Indirect Procurement, The Hershey Company

Contact the ANA staff managing the Advertising Financial Management Committee:

• Greg Wright, Senior Vice President
• Peter Kenigsberg, Senior Director

Discussion Topics:

The Advertising Financial Management Committee is open to all client-side marketer members.

Request to Join

Resources

• Supplier Diversity Resources
• Presentations and recaps from the 2024 ANA Advertising Financial Management Conference
• Finance and procurement content in the ANA Marketing Knowledge Center
• The Agency Search and Selection Playbook
• Resources for Media Agency Contract Compliance, Media Auditing and Related Services
• Agency Compensation Methods: An ANA Guidebook

Thought Leadership

• Cost of the Pitch II: The Rise of Value (June 2024)
  While cost may be a factor in selecting an agency partner, 90 percent of clients prioritize overall value and long-term ROI. This report also found that trust and campaign performance/ROAS are the top two factors cited as keys to maintaining a successful long-term client/agency relationship. Despite the importance of value, the report identifies a significant industry-wide gap in defining and measuring value, with only 5 percent of clients and 10 percent of agencies having a formal definition in place.
• The Acceleration of Principal Media (May 2024)
  Increasingly, advertising agencies are now acting as principals rather than agents. That means they acquire media — therefore becoming the owner, or "principal," of that media — and resell the media to their clients. The purpose of this paper is to increase awareness and help educate marketers on principal media — the background, benefits, challenges, and guidelines — so they can make an informed decision about the role of principal media for them.
• Decoding Compensation Models and Implementing the Right Model (April 2024)
  This joint initiative from the ANA and the 4A's, developed by a task force of ANA and 4A's members, is an executive-level guide that details various compensation models that focus on better outcomes for both marketers and their agencies. The guide outlines commonly used compensation models, provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model. Moreover, it offers a framework enabling both agencies and marketers to determine the right model for their engagement and strategies for successful implementation.
• ANA Programmatic Media Supply Chain Transparency Study: The Complete Report (December 2023)
  A profound transformation has taken center stage in media and data-driven marketing. The advent of open web programmatic media has revolutionized how brands think about and interact with their audiences, promising unparalleled precision, efficiency, scale, and accountability in advertising outcomes. However, this transformative journey has not been devoid of challenges. As a follow-up to our First Look study published in June 2023, this enhanced report delves deeper into the dynamic world of open web programmatic advertising, with a keen focus on a pivotal issue: transparency.
• ANA/4A's Cost of the Pitch (July 2023)
  Historically, it has been understood that agencies devote significant resources to the defense of an existing account when put into review and to the pursuit of new business. Until now, however, there has been little if any data on the cost of any agency review to the client. The findings from this research identified a significant cost to the client when they run a review, as it is a time-consuming and resource-intensive process. The cost implications, potential for disruptions in daily work, and delays in campaign and product launches, as well as the evident impact on partner relationships, should not be taken lightly.
• Trends in Agency Compensation, 18th Edition (November 2022)
  For more than 50 years, the ANA has fielded this unique and comprehensive agency compensation survey among client-side marketer members. According to the results of the 2022 ANA Trends in Agency Compensation survey, fees, particularly labor-based fees, are the most dominant method of compensation. Fees are becoming so prevalent that they are, in fact, increasing in popularity over newer methods of compensation, such as value-based compensation and sales commission-based methodologies. The report also revealed that the use of performance incentives as a complement to fees are being increasingly questioned with most respondents stating that they "don't know" whether performance compensation is improving their agency's performance.
• ANA/4A’s Agency Search Simplification Report (September 2022)
  The agency search/pitch process has become fraught with concerns by both agencies and clients. Both sides recognize the complexity of the process yet aspire for an opportunity to reach a mutually agreeable solution. The ANA and the 4A’s surveyed their respective members to understand the various pain points in the agency search process, as well as their value (or lack thereof) to the overall process. This report contains results of that survey, as well as key findings, conclusions, and next steps.
• Procurement 2022: The Good, the Bad, and the Ugly (August 2022)
  The relationship between marketing procurement and marketing has shown some modest improvement while the relationship between procurement and agencies has not. The report concludes with ten specific recommendations to improve the relationships between procurement and marketing and procurement and agencies.