Advertising Financial Management

when

Start: Tuesday, December 5, 2017 at 10:30am

End: Tuesday, December 5, 2017 at 4:00pm

WHERE

ANA Headquarters
708 Third Avenue (between 44th and 45th Streets)
33rd Floor
New York, NY 10017

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Attend In-Person ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A
Attend via Webinar ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A
Will Not Attend ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A


This is the annual ANA Advertising Financial Management Committee and WFA Sourcing Forum meeting. This year, meetings will take place on December 5 for the ANA AFM Committee (see agenda below) and December 6 for the WFA Sourcing Forum. The WFA agenda will be linked here when available. 

To register for the WFA meeting, please email events@wfanet.org. Members of both organizations are invited/encouraged to attend both meetings. (The WFA is the World Federation of Advertisers and provides a global perspective.)

On the evening of December 5, Decideware will host a networking cocktail hour and dinner (5:00 to 8:00 pm) at Trattoria Il Mulino, 36 E 20th St, New York, NY 10003. Please RSVP for the dinner to Greg Wright.

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NETWORKING (10:30 – 10:45 AM)
INTRODUCTIONS (10:45 – 11:00 AM)


I. EXPERIENTIAL PROCUREMENT (11:00 – 11:45AM)
Diageo North America, Inc. participates in many experiential events from large scale to smaller, local experiential activations. In this session, Roger Battacharia, procurement director, marketing at Diageo North America, Inc., will share the many ways procurement is involved in these experiential activations.

Speaker:
Roger Battacharia, Procurement Director, Marketing – Diageo North America, Inc.


II. BRIEFING ON GENERAL DATA PROTECTION REGULATIONS (11:45AM – 12:15PM)
While primarily a European issue, U.S. marketers need to be aware of the General Data Protection Regulations and its impact. GDPR represents a regulatory sea change for advertising industry. In this session, you will learn more about the regulation and what the ANA, with ReedSmith, is doing to support advertisers.

Speaker:
Douglas Wood, Partner - ReedSmith


NETWORKING LUNCH (12:15 – 12:45PM)


III. 3 PRACTICAL STEPS TO INCREASE CONTROL OF THE PRODUCTION PROCESS AND GAIN TRANSPARENCY (12:45 – 1:30PM)
On the heels of the ANA Production Transparency Study, the ANA concluded that "Advertisers must understand that there is a direct correlation between the level of transparency and level of control taken by the advertiser - the more control, the more transparency." This can be a daunting task for many advertisers as they face cost pressures, headcount reductions, and limited general expertise in production. In this session, Steven Wales, CRO of Decideware, will use the ANA study and his own 10+ years of industry experience to lead a discussion centered on 3 practical steps that advertisers can take to increase control of the process and gain the transparency they desire.

Speaker:
Steven Wales, CRO – Decideware


IV. HOW TO BUY A GORILLA - A NEW VALUE-BASED PARADIGM FOR MARKETING PROCUREMENT (1:30 – 2:15 PM)
"How to Buy a Gorilla" notes that there are multiple symptoms of an often dysfunctional relationship between marketing, procurement, and agencies. Author, David Meikle, offers an approach that focuses on the needs of the advertiser and recalibrates these relationships according to the clients specific marketing needs. In this session, David will share his thoughts on how marketing procurement can enhance the relationship with agencies and marketing.

Speaker:
David Meikle, Author – "How to Buy a Gorilla"


V. TRANSPARENCY ISSUES IN EXPERIENTIAL AND EVENT PRODUCTION (2:15 – 3:00PM)
ANA released the report, "Production Transparency in the U.S. Advertising Industry," in August. The report concluded that transparency issues in the production ecosystem exist at multiple agencies and holding companies. While many of those issues relate to television/video production, the report also offered perspective that there are transparency issues in experiential and event production. Experiential and event production can have significant spend in a short period of time. Furthermore, there are often more frequent financial, operational, and reporting lapses than are typically found in broadcast and digital ad production due to the just-in-time nature of experiential and event production. A leading auditor will provide perspective.

Speaker:
Kevin Sheehan, Partner - KPMG


VI. THE WELL-WRITTEN CREATIVE BRIEF: YOUR BEST UNDERLEVERAGED TOOL FOR DRIVING PRODUCTIVITY (3:15 – 4:00PM)
The best creative work is the outcome of a well-written and inspiring brief delivered to a high performing agency creative team. Subpar briefs result in disappointing work, rework, and hours of wasted agency time and client money. Industry surveys reveal a sizeable gap – clients think they're providing good briefs; agencies think the briefs they're getting from clients are unclear, poorly written, and uninspiring. In response to this gap in the industry, the ANA Briefing Task Force was established to identify best practices in the briefing process, including the writing of briefs and the process by which the briefs are presented to the creative team (referred to as the "briefing process"). In this session, you'll learn how great creative briefs can drive productivity and reduced costs, the characteristics of great briefs, and how marketers can learn to leverage briefs to get to the best possible work from their agencies, thereby maximizing productivity and marketing ROI.

Speakers:
Bill Duggan, Group Executive VP – ANA
Anna Ross, Principal and Chief Strategist – Anna Ross Consult


NETWORKING COCKTAIL HOUR AND DINNER (5:00 – 8:00PM) sponsored by Decideware
Trattoria Il Mulino, 36 E 20th St, New York, NY 10003

 


Webinar information, if available, will be provided to registrants only.