Advertising Financial Management

NETWORKING BREAKFAST (9:00–9:45AM)
INTRODUCTIONS (9:45–10:00AM)


I. THE NEED TO SUPPORT IN-HOUSE AGENCIES (10:00–10:45AM)
The growth of in-house agencies has been tremendous in recent years. According to the ANA survey, Rise of the In-House Agency, penetration of in-house agencies increased to 58 percent in 2013. The scope and types of services handled in-house vary widely and range from more basic collateral materials, to digital communications, to media planning/buying. It is now more important than ever to support the growth and success of in-house agencies. John Licardi, Business Development – Talent Partners, will explore how procurement through talent and business affairs can support the in-house agency.

Speaker:
John Licardi, Business Development – Talent Partners


II. HOW TO TAKE CONTROL OF PROGRAMMATIC (11:00AM–12:00PM)
With the rapid adoption of programmatic media, the supply chain has quickly become complicated – agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, publishers – and to many, the result is a financial 'black box.' Where does each dollar go? Where is value created (and costs incurred)? How do you maximize every marketing dollar? Andrew Altersohn, CEO – AdFin, will help you answer these fundamental questions and guide you on how to demand greater visibility and accountability into the programmatic black box....before the industry shifts even more budget into programmatic channels.

Speaker:
Andrew Altersohn, CEO – AdFin


LUNCH (12:00–1:00PM)


III. FORGET RECOVERY! USING AGENCY COMPLIANCE REVIEW TO IMPROVE MARKETING & MEDIA OPERATIONS (1:00–2:00PM)
Agency compliance audits have historically been viewed as a means for internal audit, finance and procurement to uncover agency overbilling, abuse and errors they are sure exist resulting in financial recovery. Marketers and their agencies typically dread them as intrusive, destabilizing and counter-productive. However, the Marketing Audit 2.0 approach, where client and agency work collaboratively on process improvement, yields amazing results with value beyond recovery. Kevin Sheehan and Bob Siegal, KPMG Contract Compliance Services will share case studies as well as the ANA Insight Brief outlining the steps to successfully capitalize on this new approach.

Speakers:
Kevin Sheehan, Advisory Managing Director – KPMG LLP
Bob Siegal, Advisory Director – KPMG LLP


IV. MEMBER ROUNDTABLE DISCUSSION: TRENDS AT THE ADVERTISING FINANCIAL MANAGEMENT CONFERENCE (2:00–2:30PM)
We'll explore and discuss the major trends and topics from the 2015 ANA Advertising Financial Management Conference. We will also explore which topics we should cover in more depth at future committee meetings.

Facilitators:
Sal Vitale, Category Lead, Media Procurement – Johnson & Johnson
Gregory Wright, Director, Content Marketing – ANA