2018 ANA Advertising Financial Management Conference Presented by Active International

Welcome to your first ANA Advertising Financial Management Conference! Join us for an informal afternoon of conversation, networking, and fun at the First-Time Attendee Meetup. It's a great way to meet new colleagues and AFM Conference veterans who are available to answer questions to help get you off to a great start for your first conference. This reception is open to all first-time conference attendees. We look forward to meeting you!

BLOCKCHAIN’S IMPACT ON ADVERTISERS

This opening session will look at the impact of blockchain on advertisers. Are blockchain applications now like intranets were in 1993, the forerunners of something much bigger? Private blockchains can drive efficiencies in financial management and reporting as well as fundamental improvements in the advertising supply chain. That could be followed by changes in business models resulting from the convergence of blockchain advances and regulatory issues affecting the use of consumer data. Current case studies will be shared as well as steps to prepare organizations for new markets and ways of doing business that could be unleashed if public blockchain technologies fulfill their early promise.

Carolina Abenante (@Carolina_NYC)

President, Co-Founder, Vice Chairperson NYIAX

TRANSPARENCY, EFFICIENCY, AND SCALE IN PRODUCTION. THE TIME FOR TALK IS OVER.

We've been doing it the same way for 50 years, but for some reason we expect a different result.

From the ANA to the DOJ, from agency holding companies to the marketers that collectively spend billions on production, we all can explain the problem. We all know the requisite buzzwords — transparency, efficiency, scale — which describe what the industry wants and desperately needs, but is anybody really doing anything about it?

It turns out they are.

David Corts will lead a discussion with a few marketers who are leading the way with new technology, structuring new partnerships with their agencies, and implementing innovative models for production.

Facilitator: David Corts (@dcorts)

President and Chief Operating Officer StudioNow

UNIVERSITY SUPPLY CHAIN MANAGEMENT PROGRAMS AND THE FUTURE OF MARKETING PROCUREMENT TALENT

This session will provide academic insight from leading university supply chain management programs. We’ll discuss issues including:

• How popular is the supply chain management concentration and what is being taught?  How is marketing integrated in the curriculum?  What are the career paths for graduates?
• What would current practitioners suggest for enhancements to university supply chain management programs?
• How can marketing procurement become a more-desirable career path?
• What’s the academic perspective on improving efficiencies in the marketing supply chain?

Facilitator: Mary Ann Brennan

Senior Director, Global Procurement Mattel, Inc.

TRANSPARENCY IN DIGITAL

Trump, fake news, a constant hard news cycle, Russian malware, brand safety, price transparency, all dominated the headlines and presented unique challenges to Marketers in 2017. And yet digital media budgets continue to grow. How can we address media quality challenges head on and ensure that both the Brand and ROI standards we set align with real results for brands?  IAS will cover some of the latest trends in ad fraud, brand safety, and viewability, and how we can start taking practical steps toward a more transparent ecosystem and ROAS.

Jeff Plaisted

Managing Vice President, Americas Integral Ad Science

BREAKFAST ROUNDTABLE DISCUSSIONS

BREAKFAST ROUNDTABLE DISCUSSIONS

We are setting up a number of breakfast tables so that attendees can informally discuss key issues. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and moderators include:

MARKETING PROCUREMENT TALENT AND THE MENTORING PROGRAM
Facilitator: Sherry Ulsh (@slulsh) 
Senior Manager, Indirect Sourcing
The Hershey Company

IN-HOUSE AGENCIES
Facilitator: Kimberly McNeil-Downs
Leader – The Green Dot Agency
Deloitte

AGENCY COMPENSATION
Facilitator: Mark D. Hudson
Procurement Category Manager, Marketing
Walgreen Company

PRODUCTION BEST PRACTICES
Facilitator: Valerie Light
Manager, Broadcast Production
Verizon

SCOPE OF WORK (SOW)
Facilitator: Richard Benyon (@rbenyon)
CEO
Decideware

MAXIMIZING DIGITAL MARKETING INVESTMENTS
Facilitator: Chad Schulte
Chief Revenue Officer
iNvolved Media

WELCOME

Steven Wales

Chief Revenue Officer Decideware

OPENING REMARKS

Bob Liodice

CEO ANA

THE WORLD IN 2018 – TRENDS TO WATCH

Daniel Franklin is the executive editor of The Economist and editor The Economist‘s annual publication, “The World in…”; which focuses on the year ahead.  In this session, Daniel will discuss key global trends to watch from technology, politics, sports, and more.

Daniel Franklin (@TheEconomist)

Executive editor, The Economist Editor, The World in...

DELIVERING VALUE: MGM RESORTS’ IN-HOUSE AGENCY

Structuring your in-house agency to be efficient and to deliver value and quality can be a daunting task. MGM Resorts’ in-house agency does just that. We’ll take a look inside MGM Resorts in-house agency to see how it was created, including its re-organization and how the company’s focus shifted from scope creep and quantity to estimated hours and quality work.

Jessica Cipolla-Tario (@Vegasmktgdiva)

Senior Vice President, Advertising and Content MGM Resorts International

REIMAGINING AGENCY COMPENSATION: CAPITALIZING ON THE CHANGING TECHNOLOGY LANDSCAPE

The future of the marketing industry is not about advertising, it’s about driving commerce. With the proliferation of new technologies like artificial intelligence, augmented reality, and voice technology, how can we ensure that our organizations have the right mindset to not only identify growth opportunities in technology that drive commerce, but be internally organized to capitalize on these changes? In this session, Sarah Hofstetter, CEO at 360i will discuss how marketers can create compensation models for agencies and vendors that are bringing these ideas forward and what internal changes can be made to position them for success.

Sarah Hofstetter (@Pezmeister1)

Chief Executive Officer 360i

THE EVOLUTION OF TRANSPARENCY

If there's a single watchword for the advertising world, it's "transparency." With marketers increasingly under pressure to drive new growth, they are obsessed with maximizing the value of each and every dollar spent. Today's marketers are focused on developing transparent relationships with their agencies to better understand how their media dollars are being invested, how data is managed, and who owns the technology. McKinsey leaders sat down with key stakeholders to better understand how transparency is evolving in the industry today. They will share revealing anecdotes and the most compelling insights into modern marketing practices.

Sarah Armstrong

Partner McKinsey & Company

LUNCHEON SPEAKER

Lisa Brown

Global Chief Strategy and Business Development Officer Active International

TAKING CONTROL OF PROGRAMMATIC

After building out their in-house search and programmatic teams, JP Morgan Chase & Co. went on a mission to ensure their ads were appearing on safe sites. This mission led them to drastically reduce the number of sites their ads appeared on and ended up having an incredibly positive effect. They’ve reduced detected fraud by 49 percent and increased ad viewability 5 percent. But the work hasn’t stopped and they’re now combating other means of digital ad fraud, including domain spoofing.

Jake Davidow

Head of Digital Marketing for Chase Home Lending JP Morgan Chase & Co.

USING ARTIFICIAL INTELLIGENCE TO ENHANCE CREATIVITY

A team in Japan calling themselves the McCann Millennials was formed to bring creativity to a whole new level. As their first project, they built a “creative director - AI-CD β” using artificial intelligence that analyzed award-winning Japanese television commercials from the past 10 years to identify what makes great creative. They also invented the world's first AI robot “Shiromaru” that can increase human creativity. The leader of McCann Millennials APAC will discuss how his teams leveraged AI to enhance creativity.

Shun Matsuzaka

Founder, McCann Millennials APAC Head, McCann NEXT

In this modified breakout attendees have the opportunity to attend a more-intimate session with a presenter and learn more about the topic at hand. Questions and discussion are highly encouraged during these sessions. There are four total sessions, two will run concurrently followed by another two running concurrently.

1A: FOLLOW THE BLOCKCHAIN ROAD

Transparency, risk, cost inefficiencies, oh my! Can blockchain be the solve for these marketing finance challenges? In this session, you will hear about the promise of blockchain and how it will impact marketing finance and procurement in the years to come. Discover the basics behind how it works, how it can be separated or used concurrently with cryptocurrencies, and how other industries are utilizing the technology to extract every working dollar’s potential. You will also learn what you need to do to brace your organization for the impact of this game changing technology.

Dustin Engel (@dustinengel)

Head of Product Strategy and New Ventures PMG

1B: IBM TRANSFORMS DATA AND ANALYTICS TO DRIVE ROI

The ANA Genius Award for Analytics Impact recognizes outstanding achievement in demonstrating marketing’s influence on business outcomes. In this session, you will hear how IBM, the 2017 winner of the ANA Genius Award for Analytics Impact, transformed data and analytics internally to optimize campaigns based on ROI and performance.

Ari Sheinkin (@arisheinkin)

Vice President, Marketing Analytics IBM

2A: BETTER CREATIVE BRIEFS (CAN DRIVE PRODUCTIVITY AND REDUCE COSTS)

The brief is the very foundation of creative work. Despite its importance in the creative process, clients often don’t give briefing the attention it deserves. A bad brief can start a time-consuming and expensive process heading off in the wrong direction, leading to many rounds of revisions, confusion, and unnecessary tension in the client/agency relationship. Furthermore, there is the opportunity cost due to subpar creative in the marketplace. The ANA Briefing Task Force was established to provide guidance for developing briefs and optimizing the briefing process. The Better Creative Briefs white paper identifies the characteristics of a great brief, best practices for delivering the brief to the agency, and suggestions on measuring briefs.

Bill Duggan (@BillDuggan)

Group Executive Vice President ANA

2B: TOP 3 TRENDS IN PRODUCTION: DIVERSITY, IN-HOUSE, & EFFICIENCIES

In this session, members of the ANA Production Management Committee will share their thoughts on the top trends in production in 2018. We will discuss diversity in production, the rise of in-house content studios, and best practices for production efficiencies. Also, come to this session ready with your production questions as we’ll open the floor to the audience to ask our panelists about these and additional issues in production.

Facilitator: Gregory Wright (@g_j_w)

Director, Content Marketing, Conferences & Committees ANA

BREAKFAST ROUNDTABLE DISCUSSIONS

We are setting up a number of breakfast tables so that attendees can informally discuss key issues. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and moderators include:

MARKETING PROCUREMENT TALENT AND THE MENTORING PROGRAM
Facilitator: Sherry Ulsh (@slulsh) 
Senior Manager, Indirect Sourcing
The Hershey Company

IN-HOUSE AGENCIES
Facilitator: Kimberly McNeil-Downs
Leader – The Green Dot Agency
Deloitte

PROGRAMMATIC BUYING
Facilitator: Jake Davidow 
Head of Digital Marketing for Chase Home Lending
JP Morgan Chase & Co.

NEGOTIATION BEST PRACTICES
Facilitator: Rahul Khanna
Head, Global Marketing Negotiations
Uber Technologies, Inc.

EVOLUTION OF PROJECT WORK
Facilitators: Chris Hering
Director, Product Marketing: Advertising, Media & Publishing
Oracle Netsuite
and
Bob Silverman
Chief Financial Officer
VSA Partners

WORDS TO GROW BY WITH NETSUITE

It can be hard to keep up with the rapid pace of change in the advertising and media industry – don’t let your systems hold you back! Businesses that choose the right technology to support their talent grow faster. Some companies choose band-aid solutions that will inevitably need replacing, however, a scalable solution that can support your business’s entire lifecycle will fuel long-term growth. Join our breakfast session to learn how NetSuite clients are leveraging the platform to stay ahead of their competition.

Chris Hering

Director, Product Marketing: Advertising, Media & Oracle NetSuite

THE ACCOUNTABLE CMO

As chief marketing officer of TD Ameritrade, Denise Karkos has a relentless focus on driving marketing return on investment.  She will discuss the process for that, including how the firm’s substantial media budget is optimized. Further, Denise will share how she built the business case to take some work in-house and how the marketing procurement team is a full partner in the quest for marketing accountability at TD Ameritrade.

Denise Karkos (@dckarkos_TDA)

Chief Marketing Officer TD Ameritrade

FRENEMIES: THE EPIC DISRUPTION OF THE AD BUSINESS (AND EVERYTHING ELSE)

Frenemies is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, many "frenemies" as former allies become competitors, and accusations of kickbacks and corruption swirl. The book is due out June 5 and this session will provide an intimate, unfiltered preview.

Ken Auletta

Journalist and Media Critic, The New Yorker National Best-Selling Author

DATA – INSIGHTS ON PROTECTING YOUR DATA AND STAYING OUT OF JAIL

There has never been more talk about “data” in the ad industry than there is today. Properly leveraging data provides many benefits to advertisers, but data missteps pose threats and huge risks. Recent news items have included costly state and private actions over data breaches, class action suits on how data is mined, concerns about how media companies may be misusing data for targeting, and new data regulations in China and the GDPR – General Data Protection Regulation – in Europe. The GDPR in particular represents a global regulatory sea change for the advertising industry. A single data mistake could corrupt an entire database and cost a company millions of dollars. In China, a breach could lead to the loss of a business license or imprisonment. In this session, ANA’s general counsel will help you stay within the law with insights on data protection.

Keri Bruce

Partner ReedSmith LLP

THE FUTURE OF MARKETING: AUTOMATION

By automating repetitive tasks across the marketing mix, marketing automation gives marketers the ability to engage customers and build brands more effectively than ever before. Tom Klein, CMO of MailChimp, was recently recognized as a member of the Adweek 50, celebrating “the most indispensable executives across marketing, media and technology.” Hear from Mr. Klein how brand builders use marketing automation to connect with customers and grow their insurgent brands. According to Adweek, transformation and automation are two themes that define the current list – themes that Mr. Klein is well qualified to address.

Tom Klein (@tomklein)

Chief Marketing Officer MailChimp

THE FUTURE OF ADVERTISING MUST BE CUSTOMER OBSESSED

Marketers and their agencies need to be more customer obsessed and do so at every touchpoint in the consumer journey. A better understanding of customers is required and that needs to include knowledge of the relationship individual consumers actually want to have with brands. Companies including Amazon and Netflix get this but most do not. In this session Forrester analyst Joanna O’Connell will share how mastering customer obsession can help “future proof” a brand.

Joanna O’Connell (@joannaoconnell)

VP, Principal Analyst Forrester

WHEN BAD THINGS HAPPEN TO GOOD BRAND STORIES

The time is now for marketers to take full control of creative assets across every screen, device and platform — before things get even more complex. Learn how to minimize risk and be prepared for any situation that calls for swift action or immediate course correction. You’ll quickly see why it’s good for your brand, all your partners, and your bottom line.

Melinda McLaughlin

Chief Marketing Officer Extreme Reach

TALK TO YOUR CLIENTS ABOUT MONEY LIKE YOU'D TALK TO YOUR KIDS ABOUT SEX

Marketing and advertising communicators are in a creative business, and the "business" side of what we do is often hard to talk about — especially when it comes to money. Maybe if we took a nontraditional approach in talking about money, we'd find our daily work a little easier and much more successful. Independent agency Eleven has been successful with some big brands by believing that financial conversations should be natural and productive instead of awkward and defensive. Hear how Eleven healthily hashes out financial relationships and the importance of transparency and humanity when it comes to the difficult conversations.

Dodie Martz

Associate Partner, Director of Revenue and Operations Eleven Inc.

TRANSPARENCY 2.0 (ANA CLIENT MEMBERS-ONLY BREAKOUT)

Over the past couple of years, transparency has been among the hottest issues in the advertising industry. ANA issued its perspective on media transparency, programmatic transparency, and production transparency, including recommended action steps. Despite progress, many problems still exist, including issues relating to transparency in experiential and promotion marketing. Marketers must stay vigilant and not lose sight of the issues around knowing where their money is spent and, more particularly, wasted. Without question, there is a direct correlation between the interest and control taken by a marketer and the level of transparency received. Reed Smith, ANA’s legal counsel and drafters of the ANA Master Media Planning & Buying Services Agreement, will provide insight and new perspectives about optimizing transparency in your advertising investments across all silos, including media, production, creative, experiential, and promotion. This session is open to ANA marketer members only, please.

Douglas J. Wood

Partner ReedSmith LLP

BUDGET ACCOUNTABILITY - HOW TODAY'S MARKETERS ARE SOLVING THEIR THREE BIGGEST CHALLENGES

Today’s marketing professionals are struggling to overcome the three biggest challenges they face:

• Lacking transparency across all channels, campaigns, and most importantly, spend
• The lack of speed to optimize campaigns in real-time
• An inability to drive growth by holding every dollar accountable to ROI

 Join Datorama’s CSO and co-founder, Katrin Ribant, to learn how AI-powered Marketing Intelligence is solving for transparency, speed and growth — and how leading companies like IBM, Pernod Ricard and Ticketmaster use it to unlock budget, increase speed to insight, and drive growth across all channels, campaigns and teams.

Katrin Ribant

CSO & Co-Founder Datorama

SPONSORSHIP ACCOUNTABILITY METRICS

Sponsorship has become an increasingly important component of the marketing communications mix, with growth outpacing traditional advertising and promotion. North American sponsorship spending was expected to reach over $23 billion in 2017, per IEG. Yet measurement of the ROI of sponsorship continues to be difficult. ANA and the Marketing Accountability Standards Board have teamed up on an initiative to address the lack of identified metrics that tie to sponsorship’s contribution to brand and business outcomes. The expected deliverable is a road map for brand sponsorship investment and activation.

Karen Ebben

Director, MASB Founder, Global Marketing Impact, LLC

NEGOTIATING WITH SILICON VALLEY TITANS

Business moves fast at Uber and employees must adapt and hustle in an environment where you are encouraged to “be an owner, not a renter.” That means negotiations and deals within marketing procurement have to move just as fast, if not faster, to keep up. That can be a challenge when working with Silicon Valley titans like Facebook and Google. Hear how Uber’s marketing procurement team earned a seat at the C-suite table and tackles negotiations with titans.

Rahul Khanna (@sociallyRK)

Head, Global Marketing Negotiations Uber Technologies, Inc.

THE SOURCING OF TALENT: INFLUENCERS

The task of identifying social media influencers for brand marketing can make or break your social activations. The Hershey Company will share its approach to influencer sourcing and management, including experience in the acquisition process of influencers, contract management, influencers’ platforms, and UGC.

Sherry Ulsh (@slulsh)

Senior Manager, Indirect Sourcing The Hershey Company

10 ISSUES

To close the conference, a panel comprised of ANA members will address key issues discussed at the conference. Those will likely include new agency compensation models, in-house agencies, data protection, programmatic buying, creative briefs, AI, transparency, blockchain, and more.

Facilitator: Bill Duggan (@BillDuggan)

Group Executive Vice President ANA