2015 ANA Advertising Financial Management Conference presented by Active International

TRANSPARENCY TOWN HALL

Ad Age identified media transparency as one of its 2014 “Biggest Stories of the Year.”  An ANA survey found that nearly half of respondents were concerned about the transparency of media buys – undisclosed rebates and programmatic buying were among the issues noted for transparency concerns. This session will feature perspective from a panel of industry leaders on transparency issues and will then evolve into a town hall discussion to get the input of conference attendees.

Facilitator:

Welcome

Steven Wales

Chief Operating Officer Decideware, Inc.

Opening Remarks

Jim Porçarelli

Executive Vice President, Chief Strategy Officer Active International

THE WALL STREET PERSPECTIVE

Peter Stabler covers the internet, digital media, and advertising sectors for Wells Fargo Securities. He transitioned to equity research in 2007 following an 18-year advertising agency career (on the media side). Agency coverage consists of WPP, Omnicom, IPG, and MDC Partners. In the internet/digital media space, his coverage includes Google, Facebook, LinkedIn, Yahoo, Twitter, Pandora, and AOL. From this unique vantage point, Peter will provide a foundation for the conference, addressing issues including the health of the agency sector, outlook for agency growth/expansion, agency profitability, opportunities in digital media, and the impact of programmatic.

Peter Stabler

Managing Director Senior Equity Analyst Wells Fargo Securities, LLC

TODAY’S CLIENT/AGENCY RELATIONSHIPS – WHAT’S WRONG AND HOW TO MAKE THINGS BETTER

There is no denying that advertising agencies continue to play important roles in the client marketing world. However, in today’s complex and fragmented landscape, the agency/client partnerships that were so critical in past eras are often not seen as strong and can dangle on the thread of procurement, categorizing the relationship as primarily transactional and easily opening up the door for divorce. What can today’s agencies do to reverse this trend and once again be seen as business partners? What role should clients play? This session will combine the personal perspective of a leading marketer with results from a new ANA survey on agency relations issues and opportunities. The survey provides feedback from clients and agencies and examines areas including process management (i.e., briefing and approvals), the role/contribution of the agency, compensation, the value of procurement, and talent.

Marc Strachan

Vice President, On Premise Strategy and Multicultural Marketing USA Diageo North America

BALANCING AGENCY RELATIONS AND PROCUREMENT

Eve Reiter’s career includes the unique mix of a stint as vice president, agency relations and now vice president, global supply management. In her current role, she leads global procurement categories including marketing, print, consulting, financial services, facilities, HR, and customer service. Responsibilities include category strategy and delivery, supplier sourcing and contract negotiations, procurement process re-engineering, and senior-level stakeholder engagement. A former ANA Agency Relations Committee chair for five years, she has spoken at the ANA Advertising Financial Management Conference in 2004 and 2008. In a world where agency relations and procurement often collide, Eve’s perspective is unique. She will share best practices and insights taken from her journey from agency relations to procurement.

Eve Reiter

Vice President, Global Supply Management American Express Company

FINANCIAL KEYNOTE

Eric Chan, SVP, finance and strategic planning, global brands at Mattel, will take us through a day in the life of a division/commercial CFO. He will focus on the interrelations between driving revenue, funding the right advertising, and everything in-between. Eric oversees 40-plus brands including Fisher Price, Barbie, and Hot Wheels through a team that works closely with global marketing, finance, strategic planning, supply chain, and procurement teams.

Eric Chan

Senior Vice President, Finance and Strategic Planning, Global Brands Mattel, Inc.

PROGRAMMATIC MEDIA MANAGEMENT

“Programmatic” is 2014’s ANA Marketing Word of the Year according to a member survey. Programmatic media’s rise is massively disrupting traditional media management models, with many client/agency relationships in a state of flux. In this session, examine the current landscape of programmatic media management models and learn how to select the right model for your organization.

Joanna O’Connell

Lead Analyst AdExchanger Research

GLOBAL MARKETING PROCUREMENT TRANSFORMATION

Steve Lightfoot, Senior Manager, Global Marketing Procurement – WFA, will share how category management is changing from a global perspective and what the future may hold for marketing procurement around the world.  Steve will also share examples from their members of how marketing procurement organizations have built their groups from the ground-up and best practices on driving engagement with their marketing teams.

Steve Lightfoot

Senior Manager, Global Marketing Procurement WFA

CLIENT/AGENCY RELATIONSHIPS TOWN HALL

Following the morning presentations, two separate town hall discussions will be held — one for clients and the other for agencies — to get the input of conference attendees. Each will discuss the agency relations issues and opportunities identified in the morning session, with the goal of identifying ideas and solutions to move the industry forward. Those ideas and solutions will be shared with all conference attendees in the general session on Tuesday.  (Again, there will be separate town hall discussions for clients and agencies. Apologies to other conference constituents who are not a part of these respective groups.)

The CLIENT Town Hall Discussion will take place in Frank Lloyd Wright A-F.

The AGENCY Town Hall Discussion will take place in McArthur Ballroom.

Breakfast Roundtable Discussions

We are organizing a number of tables at breakfast for attendees to informally discuss key issues.  Those are:

Agency Relations
Facilitator: Bruno Gralpois, co-founder, Agency Mania Solution

Global Procurement
Facilitator: Steve Lightfoot, senior manager, global marketing procurement, WFA

In-House Agencies
Facilitator: Sarah Cavicchi, executive director, In-House Agency Forum

Procurement Mentoring
Facilitator: Mary Ann Brennan, senior director, global procurement, Mattel

IRWIN GOTLIEB’S PERSPECTIVE ON TOP MEDIA ISSUES

Irwin Gotlieb is chairman of GroupM Worldwide, the world’s leading full service media investment management company, he has served as CEO since its inception in 2003. A legend in the advertising/media agency business and recipient of many awards, he is the first industry executive to be inducted into the Broadcast & Cable Hall of Fame. Irwin will share his perspective on top issues, including the growth of programmatic, new agency compensation models, and WPP’s perspective on media transparency.

Irwin Gotlieb

Chairman GroupM Worldwide

THE INVENTION OF ADVERTISING

Technology sneaked up and slapped traditional advertising out of its sleep. The power has shifted — brands have never been so transparent and the consumer more powerful. What impact does this have on advertising, the user experience, and the definition of a creative idea? Who’s doing it right? How crazy is it going to get? Success, in the digital discourse, depends less on thinking like an advertiser and more like an inventor.

Mike Yapp

Director, The ZOO Google | YouTube

THE INCREASING INFLUENCE AND VALUE OF THE IN-HOUSE AGENCY

According to a 2013 ANA survey, 58 percent of marketers have an in-house agency of some type. In-house agencies have historically provided the benefits of cost savings, faster turnaround time, and an intimate, working knowledge of the brands they serve. Over the past few years, State Farm’s creative services department has undergone significant change designed to generate qualitative and quantitative value to the nation’s largest insurer of cars and homes. Katie Dundas and Greg Sutter oversee a staff of nearly 200 dedicated creative professionals who serve the unique, diverse, growing creative needs and platforms, and address all challenges. This session will focus on some of the most-valuable lessons learned so far and how to articulate value, drive cost-avoidance and efficiencies, empower creativity, and build brands.

Katie Dundas

Creative Services Director State Farm

IS THE ADVERTSING ECOSYSTEM ON THE EDGE OF ARMAGEDDON?

Doug Wood is a partner at Reed Smith LLP and ANA’s general counsel. Author of the industry’s leading legal treatise Please Be Ad-Vised, Doug is one of the most-knowledgeable and entertaining speakers you’ll ever see! In this session, he will discuss a number of urgent marketing issues, including data breach and security, patent trolls, bot fraud, piracy, native advertising, programmatic buying, and AVBs/rebates. You’ll leave the session with information and insights you need to deal with these issues in ways that will help you avoid Armageddon.

Doug Wood

Partner Reed Smith LLP

BRAND IN THE BOARDROOM: MAKING THE CASE FOR INVESTMENT IN THE BRAND

Brands that demonstrate the financial value they create are able to elevate their stewards’ seat at the table in the corporate boardroom. Brand value analysis provides a strong financial rationale for strategic recommendations and budget requests, changing the way that marketing is measured while increasing the respect the brand engenders and its credibility. This can lead to better brand and marketing decision making to accelerate business growth and push share prices upwards. Brand value analysis can link brand and marketing to real money! In this session, the brand valuation guru at a major agency will share perspective on using brand value analysis to increase the bottom line.

Joanna Seddon

President, Global Brand Consulting OgilvyRED

INTUIT ENSURES MARKETING CATEGORY MANAGEMENT SUCCESS THROUGH TALENT

Intuit has been successful in developing and retaining the right talent mix to ensure marketing category management success. This session spotlights best practices on finding and nurturing procurement talent including:

• How to develop a career path for marketing procurement professionals to minimize turnover.
• Skill sets marketing procurement professionals need in today’s rapidly changing environment.
• Who to look for when building your team.
• Why it is important to keep team members engaged.
• How to measure, evaluate, and incentivize marketing procurement practitioners.

Firat Ozkan

Group Manager, Global Marketing Sourcing Intuit Inc.

Operating in Today’s New Media Marketplace

Fragmentation, the rise of programmatic, unprecedented competition, and an expanding digital footprint make delivering audiences more challenging than ever. In this session, Active International will unveil results from its survey of media companies on how the landscape is changing, what new investments in technology and data media organizations are making, and the impact those will have on companies in 2015 and beyond.  In addition, Active will discuss the impact of technology on the media buying process and offer some considerations for advertisers. 

(Please note: this session is closed to competitive barter/corporate trade companies.)

Jim Porçarelli

Chief Strategy Officer Active International

RECRUITING AND RETAINING MARKETING PROCUREMENT TALENT

Marketing procurement has been one of the fastest-growing and most-influential categories for corporate indirect procurement organizations over the past decade. For many global marketers, marketing procurement is rapidly gaining momentum and maturity in the overall procurement category spend index and is a significant value contributor. Maintaining and/or advancing that level requires great talent and leadership. While the talent pool is deep and continues to evolve, the demand for top, ‘A+’ talent has never been greater. In this session, you will discover strategies, solutions, and trends for attracting, recruiting, developing and, ultimately, retaining top marketing procurement professionals.

Steve Shea

Founder and President SPS Consulting Group

INCENTIVE COMPENSATION TOWN HALL

About 60 percent of marketers currently utilize performance-based incentives and that percentage has increased significantly in recent years, according to the most- recent ANA Trends in Agency Compensation report. However the question remains, do such incentives really work? The 4A’s has serious doubts, and a recent outsider’s perspective from Forrester Research is titled “It’s Time To Abandon Performance-Based Agency Compensation.” Key industry research results on incentive compensation will be presented then followed by a town hall open discussion.

TECHNOLOGY KEYNOTE: GETTING TO TEN PERCENT AND THE INNOVATION IMPERATIVE

Joseph Jaffe, author of Flip the Funnel and Z.E.R.O., is CEO and co-founder of Evol8tion, a technology boutique that connects startups and brands. In this session, he will discuss the 70/20/10 rule and explain specifically why and how brands need to get to a budget allocation of ten percent dedicated toward "NEXT." Joseph will outline the journey toward a ten percent allocation to innovation, introduce benchmarks against which to measure and track progress, discuss the importance of protecting this fund from inevitable budget cuts, and suggest various ways of engaging both internal and external stakeholders to deliver against this imperative.

Joseph Jaffe

Chief Executive Officer and Co-Founder Evol8tion

ELI LILLY AND COMPANY: PROCUREMENT’S BUSINESS PARTNERING JOURNEY

Michael Thyen, director, procurement, emerging markets of Eli Lilly and Company and chair, ANA Advertising Financial Management Committee will share his company’s journey to increase the value of procurement as a strategic business partner. Discover how procurement is assessed and has evolved its “brand” through research and more-structured focus. Hear examples of progress on Eli Lilly and Company’s journey to deliver greater value through advanced business partnering practices.

Michael Thyen

Director, Global Procurement - Emerging Markets Eli Lilly and Company

CROWD SOURCING PRODUCTION EXPERTISE

The high level of expertise in the room presents the perfect opportunity to discuss best practices. In this session, we will crowd source that knowledge by inviting conference attendees to take the stage (as many want!) to each contribute an idea. You are guaranteed to leave the room with a list of new ideas to help optimize production spend.  (Interested in participating?  Please contact Greg Wright at gwright@ana.net.)

TOP AGENCY MANAGEMENT TRENDS THAT WILL ROCK YOUR WORLD IN 2015 AND BEYOND

As corporations step up to the challenge in 2015, a number of game-changing trends are likely to reshape the landscape, how companies are approaching the discipline of agency management, and how they are working with their agency partners. Discover what the future holds for Madison Avenue and the implications for brand advertisers who rely on their agencies to successfully compete in the marketplace.

Bruno Gralpois

Co-Founder Agency Mania Solutions