Advertising Financial Management
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I. AGENCY MANAGEMENT MODEL-THE PFIZER APPROACH (9:45 - 10:45)
Pfizer has been developing its agency management model for several years. The company's approach, the skill sets necessary for success, and how the model works across regions and business units will be discussed. Although the model is a work in progress, it has become a critically important component to the success of Pfizer's marketing efforts.
Diane Gibbons, Team Leader, Agency Management - Pfizer
Stacy Joslin, Director, Global Marketing and Communications Agencies - Pfizer
II. HOW SHOULD PROCUREMENT BE MEASURED & A PROCUREMENT TASKFORCE UPDATE (11:00 - 12:00)
Measuring marketing procurement performance is tricky since there are two roles that need to be recognized within a procurement organization, strategic sourcing and operational/tactical buyers. One way to measure procurement is to decide what needs to be measured, set targets for the level of performance, compare current performance against those targets, decide what action (if any) needs to be taken, and then checking for effectiveness. This may answer the question as to how procurement is being measured in some organizations, but it doesn't address the question of how should procurement be measured. Procurement's value to an organization should be based on the value it adds and that is a reflection of how it is managed. This discussion is intended to get people thinking-and most of all talking- about the best ways to measure and manage a procurement organization. Additionally, the leaders of the procurement task force will provide the committee with an update of their current and future activities.
Brett Colbert, Global Procurement Manager, Advertising and Market Research - Anheuser-Busch InBev
III. WHAT IS THE FUTURE OF THE DIGITAL MEDIA MARKET? (1:00 - 2:00)
There is always the "next new thing" for marketers to do in digital media, but what is happening behind the scenes? How does the market operate financially? Gone are the days when it consisted of just four big portals. Now there are ad exchanges, DSPs, ad networks, aggregators on aggregators. There is a multibillion-dollar digital media "spot market" right now. Is digital media ripe for a futures market-potentially bigger than oil worldwide? How do we know what a "good" or "fair" price is? How do we manage and ensure quality and delivery of media? We as advertisers must understand this and make our voices heard before "market rules" have been established.
Andy Atherton, COO - Brand.net
Paul Smith, Media Buying Director - Mars North America