Advertising Financial Management
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WEDNESDAY, DECEMBER 11
JOINT ANA/WFA DINNER SPONSORED BY DECIDEWARE
7 East 54th Street
Between Madison and Fifth Avenues
New York, NY
Cocktails at 6:00pm (private dining balcony) and dinner at 7:00pm
RSVP for the dinner to Janine Martella at ANA (firstname.lastname@example.org).
THURSDAY, DECEMBER 12
WFA SOURCING FORUM HOSTED BY PFIZER
Agenda items include global management of marketing sourcing, procurement's role in media management, global agency management, and SOW cost management.
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Please RSVP to Steve Lightfoot (email@example.com) to attend.
ANA Advertising Financial Management Committee Meeting (December 11, 2013)
NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. AGENCY SEARCH: INNOVATIVE RFI/RFP APPROACHES, AND AN AGENCY PITCH PROCESS—CASE STUDIES FROM ELI LILLY AND COMPANY (10:00-10:50AM)
Continued attention has been drawn to the frustration of agencies dealing with Procurement and the RFI/RFP/pitch process. While industry guidelines highlight best practices for a general search, sometimes innovation is needed to deliver the goods. Plus, by customizing the regular pitch process to address your specific needs, you can increase the chances of long term success and achieve satisfaction with the Procurement process. Lilly will share some case studies that include customized approaches to the process that helped deliver the desired success.
Anna Horgan, Procurement Executive – Eli Lilly and Company, United Kingdom
Micah Yeung Shi Yin, DSM Neurosciences – Eli Lilly and Company, United Kingdom
Mike Thyen, Director of Procurement—Emerging Markets – Eli Lilly and Company
II. USING CORPORATE TRADE (BARTER) TO ACHIEVE MORE (11:10AM-12:00PM)
Corporate trade is increasingly being integrated as a solution for recovering more value for excess corporate assets than what can be received from liquidation and other traditional solutions. In this session, Kevin Farkas and Bill Georges of Active International will discuss what steps procurement executives should take when considering corporate trade. He'll also discuss how your company can get more value, extend marketing budgets, generate immediate cash flow and gain a powerful competitive advantage.
Kevin Farkas, EVP, Sales & Business Development – Active International
Bill Georges, President, Sales and Operations – Active International
III. 2013 ANA PAYMENT TERMS SURVEY – CURRENT PRACTICES FOR MARKETING SERVICES (12:30-12:45PM)
Andrew Kritzer, Senior Director, Committees and Conferences – ANA
IV. HOW HOLDING COMPANIES PROVIDE SUPPORT TO ENSURE THEIR AGENCIES CAN BEST MEET THEIR CLIENTS' NEEDS (12:45-1:30PM)
With a vast portfolio of agencies and clients that need specialized services, there is a need to provide custom solutions to meet those needs. Eliseo Rojas, Chief Procurement Officer of The Interpublic Group of Companies, will share how a holding company's strategic sourcing, procurement and supplier functions help create better partnerships with their agencies and clients.
Eliseo Rojas, Vice President of Global Sourcing & Chief Procurement Officer – The Interpublic Group of Companies
V. MARKETING AND FINANCE – WORKING TOGETHER ON MEASUREMENT FOR CREATING VALUE (1:50-2:30PM)
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
– John Wanamaker (1838-1922)
Many people have heard that quote over the years, used both in jest and in frustration over the challenge of how to use limited marketing resources most effectively. The topic of marketing accountability, how to measure and plan marketing expenditures for predictable results, has bedeviled the industry since its early days (and it has been a top concern of senior marketers in ANA surveys since we began polling industry leaders).
Meg Blair, the President of MASB, will join the AFM Committee to provide the group with an overview of the MASB initiative, a partnership between top-tier marketers, industry associations (ANA, MSI, AMA, iAB, 4As, etc.) and leading academics that has come together to develop these standards and measures.
Meg Blair, President – MASB