2019 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!

CURRENT PRACTICES IN MEDIA AGENCY COMPENSATION

Results from a new ANA survey will provide insight into ANA member practices related to media agency services and compensation in today’s rapidly changing digital landscape. Highlighted topics will include programmatic media practices and costs, today’s primary methods of media agency compensation, commission rates by media channel, and the treatment and transparent reporting of media rebates. David Beals, President of JLB + Partners and author of the ANA’s Triennial Trends in Agency Compensation surveys, will present this first look at the survey findings. He will be joined by Brittany Elliott, Director, Digital/Non-Linear Analytics at AMI + Partners, to share media industry insights and related implications.

David Beals

President JLB + Partners

WIDENING YOUR APERTURE: LESSONS FROM A MODERN MEDIA COMPANY

It’s an uncomfortable truth that the rate of change all businesses are dealing with is only going to intensify. The dynamics of the current marketplace require companies to work with fewer, smarter and better partners. In the age of shorter life cycles and near-term expectations, Financial and Procurement functions are taking on increased importance within organizations. The partners they bring in will need to possess the same focus on the core business objectives: to deliver value, create efficiencies, drive costs savings and deliver ROI. Some of these can come from unexpected places. Join James Russo, SVP of Client Strategy & Development at WarnerMedia, as he shares insights and client case studies that highlight the steps marketers can take to assure their objectives are met.

James Russo

Senior Vice President of Client Strategy & Development WarnerMedia

SHAPING THE FUTURE OF MARKETING AND ADVERTISING

Brian Wieser, who has been described by the trade press as “Madison Avenue’s de facto Chief Economist” and “The Most Quoted Man in Advertising,” has a new gig. After eight years as a senior analyst at Pivotal Research responsible for the firm’s coverage of all things advertising, he’s moved back to the agency side, joining GroupM as Global President, Business Intelligence. In this role Brian will help gather, analyze, and distribute marketplace intelligence to provide insights on markets, audiences, partners and platforms, and supply and demand dynamics. In the press announcement, Brian was quoted as saying, “There is no better opportunity to help shape the future of marketing and advertising.” In this session, Brian will share his thoughts on how to do just that!

Brian Wieser (@brianwieser)

Global President, Business Intelligence GroupM

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 number that corresponds to the topic as indicated below. Those who would like to participate should arrive at the start of breakfast. Topics and facilitators include:

1. AGENCY COMPENSATION
Facilitator: Dave Beals, President, JLB + Partners

2. IN-HOUSE AGENCIES
Facilitator: Heidi Tuneberg, Senior Director, U.S. Marketing Creative Operations, Best Buy

3. THE IMPORTANCE OF A QUALITY SCOPE OF WORK
Facilitator: Richard Benyon, CEO, Decideware

4. HOW TO BE A GREAT CLIENT
Facilitator: Dodie Martz, Partner, COO, General Manager, WHM Creative

5. CREATIVE AGENCY MODELS
Facilitator: Kris Mangan, Senior Director, Global Category Lead Media & Agencies, Johnson & Johnson

Steven Wales

Chief Revenue Officer Decideware

Bob Liodice

CEO ANA

Tracy Avelar

Managing Director, Vendor and Sourcing Management Charles Schwab & Company, Inc.

TRANSFORMATION: IT’S A THRILL RIDE

Transformation is something that happens inside of you. That differs from change, which is something that happens to you. Transformation can redefine what an organization is and what it does, taking it to new heights. But it’s hard as 70 percent of transformation programs fail. This session, from the chief transformation officer at MediaLink, will share tips and strategies for driving successful transformation.

Dana Anderson (@DanaAnderson)

Chief Transformation Officer MediaLink

IT WAS THE BEST OF TIMES, IT WAS THE WORST OF TIMES

It can be difficult to talk business with your agency, while also maximizing the value for your organization. With more than 25 years of agency compensation experience, Carl will provide an alternative point of view for creating a partnership between agency and brand.

Carl Johnson (@CarlAnomaly)

Founding Partner and Chairman Anomaly

CMO KEYNOTE

Raja Rajamannar is responsible for building the Mastercard brand, driving business, and advancing sustainable competitive edge. He has overseen the successful rebranding of Mastercard, the organization’s first major rebrand effort in 20 years. Furthermore, Raja led the integration of both marketing and communications to create one global integrated function. He is passionate about evolving both contemporary and classical marketing and communications skill sets to future proof the workforce. His numerous awards and recognitions include recently being named one of the World’s Most Innovative CMOs by Business Insider and the World Federation of Advertisers’ Global Marketer of the Year for 2018.

Raja Rajamannar (@RajaRajamannar)

Chief Marketing and Communications Officer and President, Health Care Mastercard

SOMETIMES YOU DRIVE ME CRAZY – BUT I STILL LOVE YOU!

The goal of this session is to change the industry conversation between advertisers and agencies – from being adversarial to collaborative. Featuring both the advertiser and agency perspectives, we’ll explore how to change our behaviors to drive efficiencies, reduce costs, and improve the work. We will cover issues including briefing, working with multiple agencies, giving feedback, staffing, and financial accountability. Together, we can improve the process and save significant time, energy, and money while making the work better.

Lisa Miller

Chief Financial Officer Colle McVoy

A ROCK AND A HARD PLACE: EVALUATING MARKETING INVESTMENTS

As the first CFO of marketing at Farmers Insurance, Scott Griffiths strives to answer two questions: How best to allocate marketing resources; and how to demonstrate the business value of marketing to the C-suite. In this session, Scott will share some of the lessons he has learned along the way, mistakes he has made, and changes he has affected.

Scott Griffiths

Chief Financial Officer, Marketing Farmers Insurance

Nearly four decades ago, Active International, disrupted the marketplace by developing an innovative, market leading approach to Corporate Trade. Join Lisa Brown, Global Chief Strategy and Business Development Officer at Active International to learn how Active took a no fear approach taking the insights gained from serving its clients to expand its capabilities and redefined what's possible. Deploying a market driven, client-centric approach that improves business outcomes, Active International has now emerged as a Commercial Innovation Company.

Lisa Brown

Global Chief Strategy and Business Development Officer Active International

YOU’VE BEEN SERVED

A lot is happening that could directly hit your bottom line, including a host of legal issues that could make 2019 a watershed year for both opportunity and risk. This session will cover a whirlwind of topics that may well make your head spin, including digital fraud, the latest on the FBI investigation of the media buying industry, an update on the commercials contract negotiations with SAG-AFTRA, how best to deal with celebrity talent and influencers, successful negotiation techniques for supply chain contracts to ensure transparency and accountability, and more.

Stacy Marcus

Partner Reed Smith LLP

THE QUANTUM AGE OF MARKETING

4A's chairman and the founder and co-chairman of Butler, Shine, Stern & Partners will share findings from new 4A's research, "The Quantum Age of Marketing." The study is based on an extensive review of marketing dynamics and interviews with industry leaders. It details megatrends that will influence and reshape marketing in the future as well as critical recommendations and next steps.

Greg Stern (@gtstern)

Board Chair, 4A's Founder and Co-Chairman, Butler, Shine, Stern & Partners

EVOLUTION OF AGENCY COMPENSATION

Putting together an effective performance-based agency compensation plan takes time to develop, as Christina Earley, global head of sales, marketing, event planning, and travel purchasing at Fiat Chrysler Automobiles, and Antonio Humphreys, senior manager of global procurement at Adobe Systems, Inc., know all too well. Both will share their approach to agency compensation, including a methodical look at pay for performance and open cost modeling approaches. They’ll review what has and hasn’t worked, performance metrics one should and shouldn’t use, and overall lessons learned.

Christina Earley

Global Head of Sales, Marketing, Event Planning and Travel Purchasing Fiat Chrysler Automobiles

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 number that corresponds to the topic as indicated below. Those who would like to participate should arrive at the start of breakfast. Topics and facilitators include:

1. PRODUCTION TRENDS
Facilitators: Charlie Shikany, Vice-President Corporate Indirect Procurement, Constellation Brands &
Jillian Gibbs, Founder and Global CEO, APR

2. MANAGING AGENCY RELATIONS
Facilitator: Jason Pierce, Agency Strategy and Management, Global Marketing, Dell

3. MARKETING PROCUREMENT TALENT AND MENTORING PROGRAM
Facilitator: Sherry Ulsh, Senior Manager, Indirect Sourcing, The Hershey Company

4. LEGAL Q&A
Facilitators: Douglas Wood, Partner, Reed Smith LLC & 
Stacey Marcus, Partner, Reed Smith LLC

5. CHALLENGES OF THE CFO IN THE NEW AGENCY WORLD
Facilitator: Chris Schafer, Vice President, Advertising and Marketing Services Vertical, Oracle NetSuite

6. PUBLIC RELATIONS MANAGEMENT STRATEGIES
Facilitator: Karen Schade, Senior Manager, Johnson & Johnson

BREAKFAST SPEAKERS

Brands and agencies can be experts in many things from creative to operational planning and everything in between. But, what if every pitch deck, interview or conversation was boiled down to one thing: What is the single thing that makes you extraordinary? Your competitive advantage. Your north star.

In this session, Sunday Dinner Founder Lindsey Slaby will explore what it means to identify your superpower and how this can guide both your personal and company vision. Lindsey will also discuss this process with NetSuite’s VP of Advertising & Marketing Services, Chris Schafer, as it relates to driving strategic decisions within your business. Join us to discover your superpower, learn how to harness it and engage in conversation about implementing it to benefit your business’s growth.

Chris Schafer

Vice President, Advertising and Marketing Services Vertical Oracle NetSuite

THE EXPERIENCE OF THE EXPERIENCE AGENCY

CEO Brian Whipple is building a new, transparent and efficient model to serve today’s CMO by delivering transformative business solutions. Accenture Interactive is data-rich, technology-driven and stands on the shoulders of a global management and consulting firm. Brian will share how Accenture Interactive is catering to the evolving role of the CMO and growing expectations of consumers by creating the most meaningful experiences on the planet. 

Brian Whipple (@accentureACTIVE)

CEO Accenture Interactive

PROCUREMENT FOR SOCIAL GOOD

Johnson & Johnson is one of the world’s most broadly-based health care and wellness companies. They are committed to using their reach and size for good, striving to improve access and affordability, creating healthier communities, and putting a healthy mind, body, and environment within reach of everyone, everywhere. J&J’s procurement organization plays a significant role in shaping its enterprise supplier base. They focus on increasing the global diversity of its suppliers, supporting social enterprises, and outlining stronger sustainability standards. This session will encourage others in the industry to think bigger about their impact, and to highlight opportunities for procurement to drive social good.

Julian Hooks

Chief Procurement Officer, Corporate Tier Johnson & Johnson

BREWING PARTNERSHIP FOR GROWTH

The key element to any growth strategy is culture. And, it’s the people and the environment who create that culture. Anheuser-Busch is on a mission to lead the growth of the beer category by building winning brands. This requires collaboration and innovation to fundamentally change the ways in which business is done with both internal and external partners. Anheuser-Busch is evolving their approach from transaction to partnership in order to holistically drive business growth, with new relationship models, review processes and a renewed focus on creativity and learning to build a winning culture with a winning team.

Dan Andrzejewski

Vice President, Indirect & Commercial Procurement Anheuser-Busch

THE EVOLUTION OF MARKETING PROCUREMENT

Marketing was the first indirect procurement category at Microsoft… way back in the late 1990s.  Over the past 20+ years, the team has grown and learned along the way.  John Stephens, the man who started marketing procurement at Microsoft, will share key lessons from this journey – including building mutually beneficial strategic supplier relationships, digitally transforming to drive simplicity in the process, employing AI and machine learning to ensure compliance, and more, allowing Microsoft procurement to expand far beyond optimizing marketing and media spend to drive influence in all categories globally.

John Stephens

Senior Director, Global Strategic Sourcing and Operations Microsoft

NAVIGATING WHAT’S NEXT IN AN EXPLOSIVE MEDIA UNIVERSE

Disruption is the hallmark of the What’s Next Economy. The winners will be those with the greatest organizational resilience - the ability to better navigate volatility and absorb disruption. Never has this been truer than in media today. After half a century of steady evolution, the media landscape has now fully exploded into a radically different universe. What has emerged is a highly fragmented series of ecosystems within ecosystems, new content producers, new distribution platforms, and new business models that are still being formed. It’s a level of complexity that traditional strategic planning models and metrics were never designed to address. In this provocative discussion, Jim Meskauskas, will provide clarity to the chaos and share some insight in how to navigate this new universe for growth. 

Jim Meskauskas (@mediadarwin)

Executive Vice President Active International Digital

ARE YOU PAYING TOO MUCH?

Extreme Reach will share 3 tips for achieving success and efficiency in your video advertising strategy.

Stephen Robinson

General Counsel Extreme Reach

MANDATE FOR CHANGE

The digital revolution began with a series of technological innovations that quickly coalesced into a completely new connected way of living, working, and communicating. After decades of progress and trillions of dollars of investment, why are brands and their partners still struggling to navigate these evolutions in technology and the corresponding shifts in consumer behavior? Tom Morton, chief strategy officer, U.S. at R/GA, will explore the three mandates for change that all modern brands must navigate, while providing real-world case studies of those successfully making the shift. The presentation will reveal new ways of working, new types of deliverables, and corresponding compensation models.

Tom Morton (@rga)

Chief Strategy Officer, U.S. R/GA

250 DIRECT BRANDS TO WATCH

In February the IAB released its second annual “IAB 250 Direct Brands to Watch” report identifying the top direct-to-consumer brands that are disrupting their industries and driving positive change in the U.S. consumer economy.  This session will provide a deep dive into the report’s findings including emerging trends in marketing, advertising and data usage as well as ways traditional brands can leverage new techniques to drive growth.

Patrick Dolan (@patrickdolan)

President & Chief Operating Officer Interactive Advertising Bureau

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: SOW: THE PRENUP FOR A SUCCESSFUL RELATIONSHIP

Crafting, negotiating, and managing Scopes of Work (SOW) is an art and a science. Much like a good prenup, a well-crafted SOW provides a solid foundation for a successful relationship. Take a minute to do this assessment: imagine someone in your organization had to assume duties for management of an active SOW -- could they do it just by looking at the document? If not, don't miss this session -- the magic of SOW generation, negotiation, and management will be discussed, and you'll learn how to make SOWs the secret sauce of a successful relationship.

Dodie Martz

Partner, COO, General Manager WHM Creative

1B: A HOLISTIC APPROACH TO IMPLEMENTING PRODUCTION TRENDS

The advertising industry is in a constant state of change which challenges the traditional creative eco-system. In this deep dive presentation, Constellation Brands will share their journey to tackle recent creative and production trends. They’ll share their holistic approach to moving procurement and marketing teams toward embracing those trends over a long-term plan to build on their successes.

Jillian Gibbs (@theAPRco)

Founder/ Global CEO Advertising Production Resources

2A: DELL: EVOLVING FROM “SUPPLIER” TO ROSTER MANAGEMENT

Dell Technologies relies on its agency partners to successfully compete in the global marketplace and support its ambitious marketing goals.  Learn how Dell’s Agency Strategy & Management team has established an engagement process by which the marketing organization can more easily access its supplier and partner information, which results in a more effective matching of partner resources with its marketing objectives.  Discover how the agency management and procurement teams at Dell have partnered together to realize this vision, promote better use of agency resources, drive cost efficiencies, reduce onboarding, and manage its roster by a more organized joint-team approach.

Jason Pierce (@jasonwpierce)

Agency Strategy and Management, Global Marketing Dell

2B: MOVING IN-HOUSE: IS IT RIGHT FOR ME?

According to the recent ANA study, “The Continued Rise of the In-House Agency,” there has been substantial growth in the number of marketers with in-house agencies. More than two-thirds of client-side marketers now have an in-house agency, compared to less than half 10 years ago. Hear more about moving in-house and how to know if it’s the right move for your brand.

Wayne Barringer

Director, Creative Services The Boeing Company

SUPPLIER DIVERSITY

Facilitator: Simona Rabsatt Butler (@SimonaE)

Director, Procurement – Marketing & Supplier Diversity Quicken Loans, Inc.

SO YOU WANT TO START AN IN-HOUSE AGENCY?

Recently, the ANA surveyed members about their use of in-house agencies. The results identified an increase in the adoption of (or plans for) the creation of in-house agencies, content studios, and production management capabilities. From business case to build-out, right-scoping internal versus external services, and securing and sustaining stakeholder support, this is the story of how one agency veteran took on the task of figuring it out for Revlon, and the lessons learned along the way. 

Kristi VandenBosch (@vbosch)

formerly SVP, Global Head, RedHouse Revlon

FRAUD IN DIGITAL ADVERTISING

Bot fraud costs the advertising industry literally billions of dollars a year, but the fight continues and progress is being made.  The Trustworthy Accountability Group (TAG) is a cross-industry program that creates transparency in the business relationships and transactions in the digital ad industry and one of its core areas of focus is to eliminate fraudulent digital advertising traffic. Meanwhile, ANA and White Ops have once again partnered (for the fourth time) on a study to measure bot fraud in the digital advertising ecosystem. The first study, conducted in 2014, was revolutionary as it drove widespread awareness of the digital ad fraud problem and was a “call to arms” for marketers to take an active role in addressing the issue. The last study published (our third in May 2017) estimated global losses due to fraud to be $6.5 billion. Fifty ANA member companies participated in the most recent study. This session will debut results and share best practices to help combat and minimize the dollars lost to digital ad fraud.

Michael Tiffany (@kubla)

Co-Founder & President White Ops

10 ISSUES

To close the conference, a panel comprised of ANA client-side marketing members will address key issues discussed at the conference. Those will likely include new agency relationship models, legal challenges, data management, building more collaborative relationships, and more.

Facilitator: Bill Duggan (@BillDuggan)

Group Executive Vice President ANA