2016 ANA Advertising Financial Management Conference Presented by Active International

FIRST-TIME ATTENDEES MEET UP

Welcome to your first ANA Advertising Financial Management Conference! Join us for a fun networking reception and learn great tips from ANA Advertising Financial Management Conference veterans on how to make the most of your time at this event.  This gathering is open to all first-time conference attendees. We look forward to meeting you! 

PROGRAMMATIC TOWN HALL

Spending in programmatic buying (the automation of media buying and selling processes and decisions, enhanced through data) continues to grow.  Programmatic buying offers many benefits, including better targeting and real-time optimization.  However, there are significant challenges such as bot fraud, viewability issues, and lack of transparency.  Transparency issues include lack of inventory transparency, lack of transparency regarding the costs within the programmatic supply chain, lack of data transparency, and not knowing if the agency is making money from the media sellers on the client’s buy.  The ANA Media Transparency Task Force performed a deep dive on programmatic buying as a follow-up to its work on rebates.  Just recently, ANA and Forrester Research surveyed members on their use and perspective of programmatic buying.  This programmatic town hall will highlight recent ANA learning on programmatic buying then transition into an open discussion to get the input of conference attendees.

Facilitator:

IMPACT ON ROI BY MAXIMIZING MEDIA QUALITY

Understanding the quality of digital media is key to advertisers, but the ability to mitigate waste when it comes to ad fraud, brand risk and ads lacking viewability, directly impacts ROI.  Join Whitney Low, Head of Client Development at Integral Ad Science, and Gary Milner, Director, Global Digital Marketing of Lenovo, as they share the blueprint for maximizing media quality and increased ROI for Lenovo.

Whitney Low (@whitneylow)

Head of Client Development Integral Ad Science, Inc.

WELCOME

Steven Wales (@stevenwales)

Chief Revenue Officer Decideware Development Pty Ltd.

OPENING REMARKS: MEDIA’S “BIG FOUR” CONCERNS

The media industry is plagued by the shaky foundation of technology.  While technology has catapulted the industry's ability to increase efficiencies and consumer targeting, it has also left us extraordinarily vulnerable.  Technology has given rise to the "big four" of generally interrelated concerns that threaten the underpinning of digital marketing and sub-optimize the financial investments of marketers: 

• Ad blocking
• Ad fraud
• Media transparency
• Viewability/measurement

Bob Liodice

President and Chief Executive Officer ANA

THE LANGUAGE AND BEHAVIORS OF BRAND LOVE AND PROFITABLE GROWTH

It’s the stereotypical wrangle: marketing overemphasizes creativity, finance fixates on cost, and the conversation grinds on from there. In this keynote presentation, Jeff Jones, executive vice president and chief marketing officer at Target, will lead the discussion about how marketing hasn’t done enough to earn its seat at the proverbial table, relying too much on vague, intangible concepts like branding. At the same time, finance can stifle growth and innovation through fear, false precision, and a focus on cutting costs rather than adding value. Drawing on 25 years of experience leading marketing teams and creative organizations in startups and Fortune 40 organizations, Jeff will provide insight into how Target achieves brand love and profitable growth through common purpose, partnership, and mutual respect for functional expertise.

Jeffrey Jones

Executive Vice President and Chief Marketing Officer Target Corporation

MICHAEL ROTH’S PERSPECTIVE ON TOP INDUSTRY ISSUES

Michael Roth is the chairman and CEO of Interpublic Group, one of the world's largest advertising and marketing services companies. Since assuming leadership of Interpublic in 2005, he has righted the company’s financial course and moved to make it an industry leader by defining new models that provide value to clients in a rapidly changing media and marketing environment.  Michael will provide his perspective on top issues, including new agency compensation models; the increase in 2015 media agency reviews, with an outlook on 2016; and the growth of programmatic.

Michael Roth

Chairman and Chief Executive Officer The Interpublic Group of Companies, Inc.

ECONOMIC KEYNOTE

Adam Davidson tries to make a confusing economy clear, and even fascinating.  He co-founded NPR's Planet Money and writes the "On Money" column for The New York Times Magazine, which provides understandable and engaging analysis to help readers grasp the sometimes maddeningly opaque worlds of economics and finance. His work has won major awards in journalism, including the Peabody, DuPont-Columbia, and the Polk.

Adam Davidson (@adamdavidson)

Co-founder / Columnist NPR’s Planet Money / The New York Times Magazine

THE RISE OF MARKETING TECH

Digital ad tech has had a great run, as ad servers delivered, counted, and retargeted trillions of impressions to audiences who were “cookied”, analyzed, segmented, and resold. However, the power in the media and marketing world is shifting from serving intermediaries to serving principals, from delivering media outputs for agencies to guaranteeing business outcomes for marketers, from serving agency trading desks to serving marketer enterprises. Unfortunately, most ad tech today is anchored on the wrong side of those shifts. Hence, the rise of marketing tech — the intersection of marketing and technology.  According to Dave Morgan, over the next five years we will see ad tech supplanted by technology and companies that directly serve marketers and their enterprises.  Marketers will benefit from speed, greater control over their consumer relationships, and increased safety of their proprietary data.  Learn how to prepare your company for the rise of marketing tech.

Dave Morgan (@davemorgannyc)

Chief Executive Officer Simulmedia, Inc.

REAL SOLUTIONS FOR TODAY’S MARKETPLACE

Today’s changing marketplace makes it imperative to drive new business and manage costs. Corporate trade can provide real solutions to tackle the challenges faced by finance, procurement, and marketing. 

Barbara Martino

Chief Revenue Officer Active International

TRENDS IN AGENCY/CLIENT ENGAGEMENT

While media has been in a state of major reinvention for years, the way clients engage with their agencies has been slower to evolve. Change is now the only option. Clients are working with multiple partners because one agency cannot meet all communication needs. Project work is increasing as clients engage more-specialized partners for shorter periods of time. In a zero-based budgeting world, cost pressures are relentless and fee budgets must go further than ever before. The partners that are proving their value to clients range from traditional and specialized agencies to production partners, media partners, digital partners, even consumers themselves. Managing the complexity has never been more challenging. In this session, Mondelēz International shares its response to the shift, learning along the way, and why it is so important for clients to lead the change.

Debra Giampoli (@Deb_Giampoli)

Director, Global Strategic Agency Relations Mondelez International, Inc.

AT&T: CRACKING THE CODE FOR ADVERTISING ROI MEASUREMENT

Want to find out the latest approaches that top brands are using to quantify advertising’s return on marketing investment? AT&T’s Greg Pharo will provide an overview of how brands combine marketing science with business savvy to measure and maximize advertising returns. Topics will include relating advertising measurement to financial outcomes, determining advertising ROI using Customer Lifetime Value, and other techniques, measuring upselling, cross-selling, and retentive impacts of advertising and more!

Greg Pharo (@greg_pharo)

Director, Market Research and Analysis AT&T Inc.

BARBIE’S BACK: THE STORY BEHIND THE STORY OF THE ICONIC BRAND’S RESURGENCE

For more than 56 years, Barbie has inspired imaginations and encouraged girls on their journey to self-discovery. From Mermaid to Movie Star, Pet Vet to Police Officer, Fashionista to Fairy Princess, Barbie continues to celebrate the belief that “You Can Be Anything.” In this session, hear an update on Barbie's journey to becoming a global brand and how Mattel engaged BBDO to lead that effort, including the importance of Mattel’s relationship with the agency and the similar cultures between Mattel and BBDO, that led to a new direction for Barbie. Additionally, they’ll share the brand perception shift they have seen through these efforts.

Jim Lesser (@JimLesser)

President and CEO BBDO San Francisco

CORPORATE TRADE BREAKOUT

There are numerous media and business challenges facing brands today. Learn how savvy marketers use corporate trade to mitigate risk and create efficiencies for their organizations in an unpredictable marketplace.

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

Erik Mason (@nosamewe)

Team Captain, Broadcast Advertising Quicken Loans

BREAKFAST ROUNDTABLE DISCUSSIONS

We are organizing a number of tables at breakfast for attendees to 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:

RETURN ON INVESTMENT (ROI)
Facilitator: Greg Pharo
Director, Marketing Analysis and Research
AT&T Inc.

HOW CAN MARKETING PROCUREMENT BE A BETTER PARTNER TO MARKETING?
Facilitator: Mary Ann Brennan
Senior Director, Global Procurement
Mattel, Inc.

WHAT DOES DIGITAL MARKETING MEAN TODAY?
Facilitator: Mike Thyen
Director, Procurement, Emerging Markets
Eli Lilly and Company

MARKETING PROCUREMENT TALENT AND THE MENTORING PROGRAM
Facilitator: Kate Short
Marketing Procurement Group Manager
Nestle USA

USING CLOUD TECHNOLOGY FOR PROJECT AND RESOURCE MANAGEMENT
Facilitator: Chris Hering
Director of Industry, Advertising, Media & Publishing
NetSuite

DO YOU HAVE THE RIGHT ENTERPRISE RESOURCE PLANNING TECHNOLOGY TO POWER YOUR BUSINESS GROWTH?

Michael Greiner, CFO of Extreme Reach, and Chris Hering, industry director of NetSuite, will discuss the differentiators in technology platforms that provide insight and analysis for finance teams in companies large and small. Hear about the benefits of the NetSuite platform and how its capabilities can drive success for both you and your clients. 

Chris Hering

Director of Industry, Advertising, Media & Publishing NetSuite

CPO KEYNOTE

Christina Ruggiero is the chief procurement officer at Coca-Cola Refreshments and president and chief executive officer at Coca-Cola Bottlers’ Sales and Services Company.  In this CPO keynote, Christina will provide her perspective on how marketing procurement can support broader value creation in working with marketing.  She will also highlight Coca-Cola’s marketing procurement team’s successful efforts in collaborative planning and implementation with their marketing teams and supplier diversity initiatives. 

Christina Ruggiero

Chief Procurement Officer Coca-Cola Refreshments and Coca-Cola North America

THE NEW CMO MANDATE

While marketers remain responsible for their brands, they no longer control them. Unscripted, multi-channel conversations have forever altered the marketing landscape and the role of the CMO. In this session, Diana O’Brien, chief marketing officer at Deloitte, will discuss this evolving role and the opportunity it creates for marketers to enhance their influence in the C-suite, demonstrate ROI, and relay the value marketing brings to the organization. In the context of the greater change taking place in the marketing world, she will also address the need to trust, inspire, and empower the new “brand ambassadors” — employees, clients, and stakeholders — to fuel authentic conversations about their organizations.  She will draw upon her experiences at Deloitte, where her key priorities are building the firm’s reputation, developing stronger client insight and relationships, innovating marketing approaches, and fostering business growth.

Diana O’Brien (@DianaMOBrien)

Chief Marketing Officer Deloitte Consulting LLP

THE VIEW FROM WASHINGTON

Both the political and business worlds are facing critical challenges that could affect every company’s bottom line.  Dan Jaffe, ANA group EVP and head of the association’s Washington office, will discuss the rapidly changing political environment and its potential impact on issues including data security, privacy, the growing challenge of ad blocking, the potential significance of Supreme Court appointments to the advertising sector, and the threat of tax reforms that could limit deductions for advertising.  Dan will also provide insights on the 2016 presidential race and how the business world might be affected.

Dan Jaffe

Group Executive Vice President, Government Relations ANA

MARRYING MONEY AND MARKETING: A NEW CLIENT-AGENCY RELATIONSHIP

In a world where client-agency relationships are becoming more frayed, less transparent, and tougher to evaluate, this session will unveil a relationship model based on the client rewarding the agency only when its business achieves key financial targets.  Mutual success is dependent upon the client sharing complete business information and both client and agency working in partnership on all aspects of the business, well beyond simply developing marketing communications.

Brad Charron (@BRCharron)

Senior Vice President & General Manager, Sports & Active Nutrition Division NBTY

HOW THE NEW 2016 SAG-AFTRA COMMERCIALS CONTRACT WILL IMPACT YOUR BOTTOM LINE

The current Commercials Contract between the advertising industry and SAG-AFTRA — the largest collective bargaining agreement in the entertainment industry — expires March 31.  By the time of this conference, a new agreement will likely be in place.  On the heels of brokering this latest deal, Stacy Marcus, counsel to the ANA-4A’s Joint Policy Committee, will discuss the financial impact of the new Commercials Contracts.  This session is an opportunity to learn the financial intricacies of the Contracts from one of its negotiators.

Stacy K. Marcus

Partner, Entertainment and Media Industry Group Reed Smith LLC

WINNING IN TODAY'S MASSIVELY FRAGMENTED VENDOR ECOSYSTEM

The marketing technology landscape is more fragmented and crowded than ever, and your organization is spending dollars and energy in research and discovery in an effort to separate the signal from the noise.  However, as people and teams in the marketing organization are distributed by brand, function, geography and more, it is incredibly difficult to ensure that the knowledge an individual or team gains about a vendor or a category can be an asset that others in the organization can tap into over time. Often this key knowledge lives in an individual’s brain or email inbox dictating that the next person or team to look into a category will have to start from scratch.  Matt Karasick from Glassnetic will offer his perspective on how marketing organizations can win in today’s fragmented ecosystem.

Matthew Karasick

Co-Founder and Chief Executive Officer Glassnetic

There will be two simultaneous breakout sessions.

MEMBERS-ONLY DEEP DIVE (open to client-side marketers only)

In this members-only deep dive, the ANA’s East and West Coast Advertising Financial Management Committee chairs will facilitate a session allowing ANA members to discuss issues and share insights and best practices on various topics of interest or concern. The chairs will start by examining novel, different, and more effective/efficient agency models and types. Another topic that scored high on the pre-conference survey of members was measuring marketing procurement’s effectiveness and progress. This forum will allow for members to raise additional issues, or share best practices, to take full advantage of the largest annual assembly of members of both Advertising Financial Management Committees. Come prepared to participate in a dynamic session. 

Discussion Leaders:

Mary Ann Brennan

Senior Director, Global Procurement Mattel, Inc.

STRENGTHENING THE MARKETING ECOSYSTEM (open to all conference attendees)

We have the opportunity to strengthen the marketing ecosystem by improving industry collaboration. The marketing industry has never been more exciting and dynamic than it is at this time. The emergence of new technologies, consumer engagement platforms, and focused audience message delivery capabilities has created almost limitless two-way communications possibilities. Marketing industry dynamics are not without challenges, however, we have the opportunity to expand the growth and impact of marketing via collaboration that addresses consumer communications preferences, ecosystem complexity, and agency-client relationships. This forum, facilitated by leaders of the 4A’s, will encourage attendees to openly share suggestions to strengthen the marketing ecosystem. There will be four thought-starter segments. Each segment will be followed by open discussion which will invite comments from session attendees.

Town Hall Facilitator: 
Tom Finneran
EVP Agency Management Services
4A's

• Segment 1: Embrace the Empowered Consumer’s Preferences
  
  Discussion Leaders:

  Mollie Rosen
  EVP Agency Relations & Membership
  4A's
  
  Darren McColl
  Chief Brand Strategy Officer
  Sapient

   

• Segment 2:  Optimize Growth of the Digital Media Ecosystem by Managing Complexity

  Discussion Leaders:
  Terry Cohen
  SVP Media and Media Research
  4A's

  Ian Wallin
  NA Sales
  Integral Ad Science

   

• Segment 3: Strengthen Agency-Client Relationships   
  
  Discussion Leaders:
  Diane Fannon
  Brand Management/Principal
  The Richards Group (Chair: 4A's New Business Committee)
  
  Rick Weber
  SVP, Client Finance & Operations
  Interpublic (Chair: 4A's Finance Committee)
  
  

  Ron Urbach
  Partner
  Davis & Gilbert LLP (4A's Advertising Legal Affairs Committee)

   

• Segment 4: Consider Lessons Learned from Industry Subject Matter Experts 
  
  

  Discussion Leaders:
  Casey Burnett
  Founder
  The Burnett Collective

  Gerry Preece
  Partner
  External View Consulting Group

MADISON AVENUE MANSLAUGHTER

Ad agency people — the Mad Men of yesteryear — put on a brave face today, struggling with increasing workloads and demanding clients, and feel like players on a losing team, unable to break out or at least pull even with their clients as respected, secure partners. What has happened over the past few decades to bring this about? In this session, Michael Farmer, chairman of Farmer & Co., will explore how remuneration changes, globalization, holding company ownership, the concept of “shareholder value,” and the new digital and social media brought about a decline in the fortunes of today’s advertising agencies. He will also offer key insights about how agency health can be restored, turning around industry trends, and strengthening agency-client partnerships to solve today’s complex marketing problems.

Michael Farmer (@Farmerandco)

Chairman Farmer & Company LLC

STRENGTHENING THE MARKETING ECOSYSTEM -- LEARNING

A high-level  debrief will be provided on learning from Tuesday afternoon’s session covering these four topics:

• Embrace the Empowered Consumer’s Preferences
• Optimize Growth of the Digital Media Ecosystem by Managing Complexity
• Strengthen Agency-Client Relationships   
• Consider Lessons Learned from Industry Subject Matter Experts 

Tom Finneran

EVP Agency Management Services 4A's

AGENCY REVIEWS FOR PROJECT WORK

Project assignments are on the rise.  Unlike AOR work, project assignments are limited in time and scope and are usually driven by a need to address a defined business opportunity.  While best practices for conducting an agency search for an AOR are well documented, agency reviews for project work did not have a similar guidance tool until now.  The success of the selection process, the quality of the work, and the relationship are maximized when both sides enter discussions with thoughtful and deliberate consideration of their own needs and that of their prospective partners and a clear assessment of the opportunity and the options.  The ANA and the 4A’s have collaborated to provide both clients and agencies with considerations to help optimize the review process.  Done well, project work can be an efficient way for clients to find new resources and for agencies to find new business opportunities.

Kim Courtney

Director, Business Affairs MillerCoors LLC

PROCURING CELEBRITY TALENT

The use of celebrity talent in marketing campaigns has increased dramatically as more A-list celebrities are being paid millions of dollars for their likeness and in some cases “creativity.” Further, the definition of celebrity has expanded beyond Hollywood and the sporting world to now include “YouTube personalities.” This session will discuss best practices for procuring celebrity talent and address areas including: identifying the right talent, ensuring usage for digital and social content as well as appearances, SAG considerations, and paying the right amount for a celebrity.

Jeff Chown

President, Celebrity Acquisition The Marketing Arm

USING ANALYTICS TO BUILD A BETTER AGENCY MANAGEMENT PROGRAM

Analytics are hot!  Nestlé uses data analytics and available marketing procurement data to gain greater insight regarding agency budgets and performance.  Analytics have helped Nestlé create a solid foundation for data integrity, ultimately strengthening their scope of work program.  Nestlé uses this information to provide better insight and visibility, allowing them to more effectively manage their agencies, increase sustainable efficiencies, and deliver value to their marketing stakeholders.

Kate Short (@kateshort78)

Marketing Procurement Group Manager Nestlé USA