SCOPE MANAGEMENT BY THE NUMBERS

With 2021 just around the corner, marketers are working with their agencies to plan the initiatives, campaigns and specific activities needed to drive growth and build their brands.  At Decideware we call this time of year, “Scope Season”.  While some advertisers have a very rigorous and structure program for scope management, many do not.  As we head into “Scope Season” Steven Wales from Decideware will share a few practical tips to help any advertiser take some simple steps to improve their scope programs in the short term, for long term success.

Steven Wales

Chief Revenue Officer Decideware

Mark Hudson

Global Senior Procurement Manager, Media and Agency Walgreens Boots Alliance

FROM MARKETING PROCUREMENT TO CPO

Back in 2012, Sopan Shah chaired the ANA Advertising Financial Conference when he was head of procurement for global advertising, marketing services, and indirect at Nestlé.  Today, Sopan is chief procurement officer at InterContinental Hotels Group.  His marketing procurement background gives Sopan a unique vantage point as CPO – to help marketers build brands and maximize profitability. This session will feature Sopan’s perspective on the importance of marketing in the overall procurement mix; the intersection of procurement, IT, and marketing; driving value beyond cost savings; and more.

Sopan Shah

Chief Procurement Officer IHG

WHEN FINANCE AND MARKETING UNITE

Kerstin Benden is the chief financial officer and Laura Knebusch is the vice president of consumer experience for Georgia Pacific’s Consumer Business, one of the world’s leading manufacturers and marketers of paper products and makers of brands such as Dixie cups and plates, Angel Soft and Quilted Northern bathroom tissue, and Vanity Fair napkins.  Advertising spend is critical to brand health and success – but how do we know what the right amount is? The CFO can play a critical role in assessing short and long term value creation of advertising spend.  This session will explore the important relationship between CFOs and CMOs.

Kerstin Benden

CFO – Consumer Business Georgia-Pacific LLC

MARKETING AS AN ARCHITECT FOR GROWTH

At HP, marketing has been elevated to be a business solutions provider serving as an architect to drive growth.  There has been a focus on both people and process/systems. It’s important to have talent – both internally and at agency partners – who clearly understand how more effective creative can affect the business. And the partnership between marketing and both finance and IT is more important than ever.  How does procurement fit in?  When procurement has a firm understanding of how marketing can be an architect for growth, there can be huge benefits in identifying the right suppliers for the business.

Tara Agen (@taraagenhp)

Global Head and VP, Marketing Planning, Operations and Office of the CMO HP Inc.

IMPROVING FINANCIAL PERFORMANCE RESPONSIBLY

Companies are experiencing a lot of pressure around meeting forecasts, managing disruptions in the supply chain, and navigating competing corporate and social responsibilities. We are all tasked with finding new and innovative ways to be profitable. Kevin Farkas, Chief Risk Officer at Active International and Jeff Pappas, SVP, Enterprise Risk Management, give a brief overview of how Corporate Trade can help address changes in consumer demand, pivots in corporate asset strategy and challenges to media budgets. They’ll share a very recent example of how a client tapped into the model to sell a retail property at asking price while solving a community plight.

Kevin Farkas

President Sales Operations and Chief Risk Officer Active International

TAMING THE WILD WEST OF PITCHING

Even before COVID-19 and the unprecedented events of 2020, companies were under enormous pressure to deliver short term results against a backdrop of rising technology, new data requirements and an expectation to deliver users with intuitive and personal experiences for brands. As a result, the client-agency relationship has undergone dramatic change and the demand for new work and partnerships has increased. Out with the old and in with the new - in the words of new business veteran Matt Weiss –”Pitching has become the Wild West” – with a loss of humanity for all involved. The industry has taken notice and it’s time to discuss the good, bad and ugly, together. This session will explore the symptoms and root causes pressuring both clients and agencies and provide practical tips and suggestions, and perhaps most importantly, ideas to responsibly move forward by understanding the requirements on both sides of the relationship.

Matt Weiss

President, Strategic Growth HUGE

SUPPLIER DIVERSITY: A CALL TO ACTION

An increasingly diverse population means corporations are placing these communities front and center for their marketing and recruiting efforts. With today’s social unrest, Diversity, Equity and Inclusion (DE&I) are top of mind for most leading corporations. Join the conversation as we share the results of ANA’s first Supplier Diversity Survey, debunk the challenges and learn how you can push your company’s efforts forward in a time where the “diversity trifecta” – Multicultural Marketing, D&I and Supplier Diversity – are more important than ever to evolve DE&I efforts.

Simona Rabsatt Butler

Senior Director - Global Sourcing, Marketing Visa

MARKETING PROCUREMENT FOR GOOD

The World Federation of Advertisers created a Global Sourcing Board in June 2019, bringing together a group of senior and experienced marketing procurement executives. The objective that unites all members of the Board is to rid the profession of bad practice by showcasing good marketing procurement and how the function positively impacts on our industry. In this session, Tracy Allery, co-chair of the WFA Global Sourcing Board, will introduce the vision and mission of this leadership group, review their 10 standards of principled sourcing for global agency relationships, and provide an update on some of the group’s recent initiatives.

Tracy Allery

Marketing Business Partner, NUSA Procurement Nestlé USA

MAXIMIZING VALUE WITH UNION TALENT

One may think that using union talent comes with a hefty price tag. However, the Joint Policy Committee has identified a number of major cost-saving opportunities for advertisers and agencies when using union talent. Stacy Marcus, Chief Negotiator for the JPC and partner at Reed Smith LLP, will discuss how to leverage the JPC’s complimentary services to achieve significant savings under the SAG-AFTRA Commercials Contract. The JPC represents advertisers and advertising agencies who have authorized them to collectively bargain on their behalf with SAG-AFTRA and the American Federation of Musicians.

Stacy K. Marcus (@AdLawByRequest)

Partner Reed Smith LLP

Mark Hudson

Global Senior Procurement Manager, Media and Agency Walgreens Boots Alliance

LESSONS BRANDS CAN LEARN FROM POLITICS

In this fireside chat, Mark Penn and Bob Liodice will discuss the intersection of brand and political campaign strategy and the trends in both worlds that have been irreversibly accelerated by the pandemic.  Mr. Penn will bring to bear his decades of experience straddling the corporate and political worlds in senior advisor roles for global leaders such as Bill Gates, Steve Ballmer, Tony Blair, and the Clintons.

Mark Penn (@Mark_Penn)

Chairman and CEO, MDC Partners President, The Stagwell Group

GLOBAL BUSINESS TRENDS TO WATCH

Tom Standage’s job is within “the department of futurology” at The Economist. He identifies trends and addresses their implications. This session will discuss the current global business trends to watch – including the pandemic and its consequences, the acceleration of technology, and the role of business in social change.

Tom Standage (@tomstandage)

Deputy Editor, The Economist Editor, The World in…

DRIVING INNOVATION WITH TALENT

When it comes to marketing procurement and agency operations, there are always questions on process, efficiency, and ROI. But what about the true subject matter that will drive innovation, which is talent? In this session we'll go through three pattern areas important beyond just skill and why today’s client-side marketers and agencies should look for these similar skills in hiring to thrive and prosper.

Geoffrey Colon

Head of Microsoft Advertising Brand Studio Microsoft

MANAGING VIDEO ASSETS FOR GREATER ROI

Learn about one change marketing teams can make to create efficiencies, increase ROI, improve workflow and future proof their brand for the complexities of today and tomorrow.  

Stephen Robinson

General Counsel & Chief Privacy Officer Extreme Reach

PROGRAMMATIC MEDIA; IMPROVING YOUR BOTTOM LINE

The ANA, WFA, and ISBA have all done studies showing that billions of dollars of brand investments in programmatic media are being wasted, yet nothing seems to change, despite advertisers clamoring for a solution. This session, led by Keri Bruce of Reed Smith and Sam Tomlinson of PwC, will issue a warning call to the industry to fix its measurement and transparency issues now – or continue to be mired in inefficiencies. 

Keri Bruce

Partner Reed Smith LLP

THE COST OF LOSING CREATIVITY

The CMO's go-to playbook for growth has run its course. Customer experiences are stagnant; digital sameness has taken hold; tech spend is skyrocketing; and cost reductions have cut to the quick. Where should we turn to grow our brands? Forrester research shows that investing in creativity will help brands achieve higher returns over a six-year period. Understand the new ROI model for agency creativity.

Jay Pattisall (@jaypattisall)

Principal Analyst Forrester

BUILDING EFFECTIVE PARTNER ECOSYSTEMS

In today’s hyper-connected world, building and cultivating effective partner ecosystems will be a critical differentiator and the recent pandemic has reinforced the importance of this. Leading companies are redefining what it means to be a partner, evolving from transactional models based largely on price to multi-dimensional, strategic relationships which offer all parties in the ecosystem the opportunity to generate value and growth. In 2019, global marketing sourcing at WarnerMedia, with assistance from KPMG, began this journey. Get insight and guidance into what it takes to build and foster a marketing partner ecosystem built on generating growth and value for all parties involved.  

Nathan Clark

Director - Procurement Advisory KPMG US Procurement Advisory

THE BUSINESS CASE FOR CLIENT/AGENCY RELATIONSHIP MANAGEMENT

A formal relationship management program between client and agency is just good business according to a new report from the 4A’s and the ANA. The report found that the key benefits of having a relationship management program are better communication, greater efficiency, greater speed, and, most importantly, better work and improved ROI. Understand the components of a best-in-class relationship management program and how it can help keep your client/agency relationship running strong.

Greg Wright

VP, Content Marketing ANA