IN-PERSON ONLY

IN-PERSON ONLY

UNDERSTANDING THE AGENCY FINANCIAL MODEL AND THE IMPACT ON PRICING NEGOTIATIONS (for in-person attendees only)

This workshop will teach the fundamentals of the financial structure of marketing service firms and how they price. The workshop includes detailed instruction on agency cost categories, staff utilization, billable and non-billable costs and how prices are determined for the services provided to clients. Hands-on worksheets will be provided to help participants understand the concepts presented.

The workshop will include discussions about pricing alternatives, the imperative for profit in the service industry, how hourly rates are derived, how output prices are created and what industry benchmarks can tell us. We will review what happens when the scope of work is poorly defined, the impact to the advertiser when agencies are underpaid, and how agencies negotiate their rates with advertisers.

Rick Brook

Agency Insider Formerly EVP, Global Clients Operations at WPP Group

ESSENTIALS OF HIGHLY EFFECTIVE AGENCY MANAGEMENT FOR FINANCE AND PROCUREMENT (for in-person attendees only)

When client and agency are aligned, they become a very powerful business driving engine. But oftentimes, the client/agency relationship is challenging. It can be very difficult to fully align client needs with the agency’s ability to effectively meet those needs. And these challenges are significantly compounded with each agency added to the roster.

The true opportunity lies not in replacing agencies, but in first improving 10 internal client/agency management processes.  Often, these processes have not been clearly outlined, are outdated, or nonexistent. And they must then be fully socialized across the client organization. This workshop will provide the frameworks and process needed to inspire your agencies to develop great work more efficiently with improved ROI on fees.

Dan Wald

Agency Veteran and Former Review Consultant WordsbyWald

IN-PERSON ONLY

IN-PERSON ONLY

AGENCY MANAGEMENT: LEARNINGS FROM THE PAST 18-MONTHS

Steven Wales, Chief Revenue Officer sits down with two industry leaders to hear their perspective on how the last 18 months has changed how clients and agencies work together. 

Join us as we hear from Greg Taucher, Hopp Faculty Fellow Professor of Practice at Michigan State University, formerly from DDB Worldwide and Denis Budniewski, Director Marketing Agency Strategy & Partner Relations at Verizon about what they have seen and experienced over the last year and a half and what will be important as we look ahead.

Steven Wales

Chief Revenue Officer Decideware

COUNTDOWN TO GENERAL SESSION

WELCOME REMARKS

Bob Liodice

Chief Executive Officer ANA

REMARKS FROM ACTIVE INTERNATIONAL

Diahanna Watson

SVP, Sales & Client Management Active International

OPENING REMARKS & HOUSEKEEPING

Bill Duggan (@BillDuggan)

Group Executive Vice President ANA

A CMO’S STANCE ON AGENCIES

Ivan Pollard was most recently the Global Chief Marketing Officer at General Mills and worked to help refine the marketing philosophies and practices for the company. Ivan is on record insisting that he values agencies and wants them to make money, but that should be contingent on the value the agency is creating for the marketer. This session will cover various topics important to the marketer/agency relationship including agency search/selection practices, payment terms and inclusion/diversity of agency staff.

Ivan Pollard (@londonivan)

Recently, Global Chief Marketing Officer General Mills

BUILDING AN ROI MODEL TO SECURE BOARD AND CFO APPROVAL

Banner Health is one of the leading nonprofit health care systems in the country and the largest employer in the state of Arizona, where it’s headquartered.  CMO Alexandra Morehouse led transformation of the consumer experience at Banner Health. Her team developed a business case that supported a large scale, multi-year digital transformation initiative that demanded significant investment, and also promised significant return in the desired timeframe. An ROI model was built with a narrative that successfully convinced both the CFO and board to invest. This session will share the process, lessons learned, and how the initiative positioned Banner to best serve their customers and communities.

Alexandra Morehouse

Chief Marketing Officer Banner Health

A BRAVE NEW WORLD: MEDIA, INFLUENCERS AND NFTS – OH MY!

2021 has already brought a whirlwind of changes to our (hopefully) soon-to-be post-pandemic world.  Many of these changes could impact your bottom line and the way you do business. This session led by ANA’s outside legal counsel, Reed Smith, may well make your head spin as they cover five top industry issues and buzzwords: (1) trends in how your business buys media; (2) the new SAG-AFTRA influencer agreement and the 2022 negotiations; (3) trends in influencer and celebrity deals; (4) consumer reviews and the FTC endorsement guides; and (5) NFTs and the metaverse.

Keri Bruce

Partner Reed Smith LLP

THE GROWTH OF SUPPLIER DIVERSITY

The importance of supplier diversity for marketing and advertising has increased for almost 90 percent of marketers over the past year, according to a new ANA survey. Procurement has a significant role in managing supplier diversity for many organizations. This session will share survey results including: the specific diverse segments marketers are supporting; metrics used to assess progress; benefits; and challenges.  We’ll discuss ways companies can enhance their existing supplier diversity initiatives as well as ideas to help companies launch new programs.

Simona Rabsatt-Butler

Senior Director Global Sourcing Visa

ACHIEVING A SUCCESSFUL CORPORATE TRADE PARTNERSHIP

This session will feature a case study of a successful corporate trade partnership. Rust-Oleum was founded on the principle of providing innovative products that protect surfaces from the elements. Rust-Oleum worked with Empower Media, their AOR, and Active International to leverage a corporate trade partnership that resulted in a creative integrated program on the Discovery Networks. The session will share their process, execution, and lessons learned.

Lisa Bialecki

Senior Director, ROUS Communications Rust-Oleum

MAKING CREATIVE ASSET MANAGEMENT A COMPETITIVE ADVANTAGE

Seamless campaign activation and management of creative assets is more important than ever as ad spend increases and the world recovers from 2020. Learn about essential best practices for marketers, their agencies and regional partners worldwide, that give brands a competitive advantage in today’s complex media landscape. 

Stephen Robinson

General Counsel & Chief Privacy Officer Extreme Reach

IN-PERSON ONLY

A NEW ECONOMIC MODEL FOR BRANDS AND THEIR AGENCIES

The economic model of agencies serving brands remains unchanged for the last four decades. The outmoded fee-based compensation model combined with today’s cost management strategies denies brands dedicated agency resources and agencies the top talent and resources to deliver results. In short, the agency economic model is broken. Join Forrester’s Jay Pattisall, as he discusses the next evolution of agency compensation that aligns people, platforms and performance.

A presentation PDF will not be available until after the conference.

Jay Pattisall

Principal Analyst Forrester Research

OPTIMIZING CLIENT & AGENCY RELATIONSHIPS: 4P's 3.0

Former AFM Conference Chairs Mary Ann Brennan and J. Francisco Escobar will lead a session that delves into the very fabric of client/agency relationships and what makes the great ones work.  Whether these unions operate functionally or have opportunities for growth, small changes can be made on both sides with the People involved and the Process they follow, to impact the Productivity and Profitability of the engaged entities. People, Process, Productivity, Profitability.

Mary Ann Brennan

Freelance Executive & Consultant 9thWonder / Alpha St8 Consulting

MAD-VERTISING: ADVERTISING EFFECTIVENESS THROUGH THE LENS OF THE “MAD” STRATEGY FRAMEWORK

Long-term growth is top of the agenda for today’s business leaders and advertising is a powerful tool to help achieve that ambition. The MAD Strategy framework explores the strategic opportunities that advertising can create.  Specifically, it shows how to define your “change signal” based on your market and competitive context and suggests what advertising should be aiming to do in terms of “fit to purpose” and “relative advantage,” two key elements in the MAD Framework that help companies chart their optimal path to sustainable growth.

Richard Ettenson

Professor &Thelma H. Kieckhefer Fellow of Global Marketing & Brand Strategy Thunderbird School of Global Management

THE NEW CREATIVE ECONOMY

COVID-19 had a drastic impact on the advertising industry. An industry already wrought with consolidation that incentivizes short-term engagements, is now trying to figure out how to strategically allocate spending. In the midst of this, 'the death of the AOR model' is a pretty pervasive narrative due to the increased volatility that the pandemic has caused. However, in spite of this Bill Afonso, chief financial officer at Johannes Leonardo, believes that we are seeing the pendulum swing once again toward strong and long-term client-agency relationships. If we learned anything from this past year, it’s that partnership is a proven business metric. In this session, he will discuss the true value of creativity and how modern day models cannot purely sit on efficiencies and savings, or the value of the industry will be lost.

Bill Afonso

Chief Financial Officer Johannes Leonardo

IN-PERSON ONLY

IN-PERSON ONLY

IN-PERSON ONLY

CONNECTIVITY: FINANCIAL AUTOMATION IN MEDIA

This talk will be about automation in the media industry from a financial/accounting standpoint. We'll discuss the most recent innovations in financial software capabilities and how it's possible to connect, sync, and automate all the tools needed to make your processes more efficient.

Erik Johnson (@itserikjohnson)

Vice President, Advertising & Media Payment Solutions Corporate Spending Innovations

COUNTDOWN TO GENERAL SESSION

OPENING REMARKS & HOUSEKEEPING

Bill Duggan (@BillDuggan)

Group Executive Vice President ANA

LEVERAGING ATTRIBUTION

Attribution is both an art and a science.  In today’s hyper-fragmented communications environment, attribution has never been more important … or more challenging.  The ultimate goal of attribution is to more effectively and efficiently allocate marketing expenditures by understanding channel contribution and other key performance metrics.  Attribution also helps the CMO in making the case for marketing investment with the CFO.

Dorothy Dowling

Senior Vice President and Chief Marketing Officer BWH Hotel Group

ENHANCING ENTERPRISE VALUE THROUGH PURPOSE-DRIVEN MARKETING

Gen Z and millennials make up the largest groups of consumers and employees. These cohorts feel a tremendous personal responsibility to make a difference in the world. Their purchase and employment practices demand that brands and companies not only have a strong purpose, but are also completely authentic.

Enterprise value will be enhanced for those doing so. This perspective is from a creative, independent agency based in Phoenix.

Brad Casper (@bradacasper)

Chief Executive Officer Heart & Soul Marketing

THE GROWING IMPORTANCE OF ESG

Environmental, social, and governance (ESG) concerns are top-of-mind for companies today. Investors, clients, talent, and regulatory agencies are demanding a thorough and thoughtful approach to ESG. How to do so is a company-wide challenge, impacting corporate departments from real estate to procurement to human resources to tax. Join us for a thoughtful look at a balanced, intentional approach to ESG as a business driver.

Ellen Johnson

Executive Vice President and Chief Financial Officer IPG

COMMERCIAL RELATIONSHIPS WITH AGENCIES POST PANDEMIC

In a volatile pandemic year of constant change, this session will explore the multiplicity of impacts on commercial relationships with agencies. There have been media spend shifts across media types, budget challenges, talent challenges where new and different talent have been required to deliver on new scopes, questioning of agency structures against new resource requirements, production challenges and much more. Having commissioned a survey of procurement professionals, the session will discuss the findings and share experience and learnings over the past 18 months on how to ensure corporate governance and contracts protect your company going forward.

Patricia McGregor

Managing Director, Canada FirmDecisions

AD-EFFECTIVENESS AND EFFICIENCIES IN A COOKIE-LESS MARKET

In a digital world with third party unique identifier access being taken away, it can be difficult to measure effectiveness. However, proper measurement with existing transactional data can be used to optimize supply paths and eliminate 30% of budget waste. Marketers are working to ensure that ad-effectiveness is not seriously hindered by the loss of open third-party cookies and data exchanges. In this session, learn how 100% measurement with existing and reliable transactional data can maintain proper ad effectiveness and delivery efficiency without risking violation of regulatory and industry rules around user data utilization.

Marc Goldberg (@Marcjgoldberg)

Chief Revenue Officer Method Media Intelligence

THE ONE WHERE PARTNERSHIPS ARE STRENGTHENED

WarnerMedia’s Global Sourcing team fostered a marketing agency program to strengthen its partnership with a curated list of their key creative, social, and publicity agencies. At the outset, as planned, new external resources were on boarded, new processes drafted, and innovative tools began development… and then the world changed. Despite the unforeseen hardship, could this program still bolster the marketer/ agency relationships, and even help accelerate the speed to market for its new streaming service HBO Max?

Sebastien Slek

Executive Director – Global Sourcing Marketing WarnerMedia

IN-PERSON ONLY

MEDIA FOR GROWTH

This session will provide procurement leaders with new ideas, strategies, and techniques to re-engineer media investment to drive the growth agenda and be champions of marketing transformation. Learn three ways to unlock new value by rethinking media as an investment and not a cost.  Explore how progressive procurement leaders have elevated media – typically the largest budget item in marketing – to have a higher set of strategic KPIs to drive growth.

Tom Denford (@denfordtom)

Co-founder & CEO ID Comms Group

USING ADVANCED ANALYTICS TO DRIVE MARKETING ROI

There is great value in using analytics and modelling to optimize marketing ROI. Strong models help define the KPIs that drive business outcomes and enable adjustments along the way for continuous performance improvement.  In this session, Julie Cary will discuss how advanced analytics have helped answer questions including – Should we spend more on media?  What’s the impact of upper funnel media on lower funnel KPIs?  What about a change in the weather or the economy? Julie loves the line, “People dismiss what they don’t understand.” Well … dismiss analytics and modelling at your own peril!

Julie Cary

Chief Brand & Innovation Officer Massage Envy

NATIONWIDE: MANAGING INFLUENCER MARKETING PROGRAM COSTS EFFICIENTLY

Nationwide will present on how to balance costs with agencies, influencers, owned and paid media to ensure an effective campaign. Marketing objectives are key when seeking an influencer to support any evergreen or timely campaign. What you’re measuring may help define your cost and inform what kind of influencer(s) you should be using. That in turn can drive the agency partner you need, if any, to source and craft a campaign with the right KPIs.

Kristi Daraban (@kristidaraban)

Associate Vice President, Social Media Nationwide

MAKE YOUR MARKETING INVESTMENTS EFFICIENT

Maximizing and accelerating the impact of marketing investments is a critical issue for today’s marketing executives, and the partnership with procurement continues to shift from a focus on cost cutting to delivering strategic financial value and spend efficiencies.  This heightened focus on value and efficiencies requires tight alignment with finance and procurement, while also re-evaluating the spend management model. KPMG’s proprietary research and client engagements shows that new processes, including leveraging data and analytics, and new skills and capabilities, all support this critical evolution.

Mitchell Caplan

Managing Director, U.S. Marketing Consulting Practice KPMG LLP

IN-PERSON ONLY

IN-PERSON ONLY

OPENING REMARKS & HOUSEKEEPING

Bill Duggan (@BillDuggan)

Group Executive Vice President ANA

On Wednesday morning, we’ve scheduled “town hall” discussions on four topics.  A facilitator will lead each session and provide an initial foundation. Then we expect attendees to contribute to the discussion – a great way to share perspective while learning from your peers. This is for in-person attendees only.

AGENCY COMPENSATION

Facilitator: Rick Brook

Agency Insider Formerly EVP, Global Clients Operations at WPP Group

SUPPLIER DIVERSITY

Facilitator: Simona Rabsatt-Butler

Senior Director Global Sourcing Visa

PRODUCTION

Facilitator: Jillian Gibbs (@theAPRCo)

Global CEO & Founder APR

THE ROLE OF PROCUREMENT

Facilitator: Sherry Ulsh

Senior Manager, Indirect Sourcing The Hershey Company