Advertising Financial Management
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Understanding the Difference Between Agency-Owned and Independent Corporate Trade CompaniesEvent Recaps
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. HOW WE GET AN ECONOMIC "WIN-WIN" BY PARTICIPATING IN THE AGENCY TRANSFORMATION (9:45-10:45AM)
There are few who will disagree that there's a lot of room to improve the client-agency dynamic. One such focus area for improvement is the cost of agency services relative to the value the agency creates. During this session, David Kohl, Advertising Sector Leader – Ernst & Youngwill lead us through an open dialog to identify ways in which agencies can improve this cost-to-value ratio, with a focus on plotting what your agency does for you against an index of "commodity" to "rocket science" services. This session will be highly interactive and will focus on how clients can enable the operating-model changes necessary so that both agency and advertiser engage in a healthier economic relationship.
David Kohl, Advertising Sector Leader – Ernst & Young
II. MEMBER ROUNDTABLE DISCUSSION (11:00-11:45AM)
In this session, we will open up the discussion to the committee to talk about top of mind topics and issues that procurement professionals are facing. Some topics of discussion will be Integrated Agency Teams and Compensation Models therein, In-House Media Buying Agencies, and Agency Performance Scorecards
Michael Thyen, Director Marketing and Sales Procurement – Eli Lilly and Company and ANA Advertising Financial Management Committee Chair
III. UNDERSTANDING THE DIFFERENCE BETWEEN AGENCY-OWNED & INDEPENDENT CORPORATE TRADE (BARTER) COMPANIES (12:30-1:30PM)
Corporate trade (barter) has evolved from being a "last resort for excess inventory" into a tool that's being integrated into business operations at a strategic level. This shift is based on a business environment that demands more efficiency and a marketplace which has seen agency-owned barter companies join the space. However, independently owned trade companies operate in a much different manner than those of holding companies. These differences greatly impact the value a company receives, the amount of trade credits that can realistically be used and ultimately, the value realized from a corporate trade/barter program.
In this discussion, Kevin Farkas, Executive Vice President, Sales and Business Development – Active International and Robert Pankuck, SVP Managing Director– Active International will outline the differences between the two models and what to consider when selecting a partner including case studies of how media providers and corporate clients have benefited.
Kevin Farkas, Executive Vice President, Sales and Business Development – Active International
Robert Pankuck, SVP Managing Director– Active International
IV. PROCUREMENT TASK FORCE UPDATE AND OTHER COMMITTEE BUSINESS (1:30-2:15PM)
The mission of the ANA Procurement Task Force is to define and elevate the role of marketing procurement and close the "gaps" on the value of procurement between procurement and internal marketing as well as procurement and external agencies. We will discuss the initiatives of our subcommittees and recent research conducted on the mentor program and Procurement Value Metrics.
Terri Burns, Marketing Strategic Sourcing Consultant – Aflac, Inc. and ANA Procurement Task Force Co-Chair
Sal Vitale, Category Management, Agencies – Johnson & Johnson and ANA Procurement Task Force Co-Chair
Meghan Medlock, Director, Committees – ANA