Agency Compensation Day: Advertising Financial Management

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NETWORKING LUNCH (11:45AM – 12:30PM)
INTRODUCTIONS (12:30 – 12:45PM)


I. TARGET: EVOLUTION OF AGENCY COMPENSATION (12:45 – 1:30PM)
In this session, Melissa Lewis, director marketing strategic partnerships – Target Corporation, will discuss the history of how Target has compensated agencies, their current compensation model, and how they arrived there. Melissa will also share best practices and key learnings along the way.

Speaker:
Melissa Lewis, Director Marketing Strategic Partnerships – Target Corporation


II. AGENCY COMPENSATION TRENDS AND BEST PRACTICES (1:40 – 2:25PM)
The ANA's 2016 Trends in Agency Compensation survey results show how marketers structure and manage agency compensation, including various incentives and overall compensation. The work illustrates key trends in agency remuneration methods and practices. Hear the results of this survey along with an expert analysis of what it means for you. We'll do a deep dive into the results and discuss what it means for members.

Speaker:
David Beals, President - JLB + Partners


III. E*TRADE FINANCIAL: GOING BACK TO A COMMISSION MODEL FOR MEDIA
(2:35 – 3:15PM)
In this session, Lauren Radcliffe, VP, media and acquisition - E*Trade Financial Corp., and Tracy-Ann Goodwin, SVP, integrated communications group director – Assembly, will share their new compensation model. They will also cover why E*Trade went back to a commission model for media, the lessons learned along the way, and what it takes to build support for a new compensation model.

Speakers:
Lauren Radcliffe, VP, Media and Acquisition - E*Trade Financial Corp.
Tracy-Ann Goodwin, SVP, Integrated Communications Group Director - Assembly


NETWORKING BREAK (3:15 – 3:45PM)


III. THE NEW ERA OF COMPENSATION: HOW AGENCIES ARE TRANSFORMING THEIR REVENUE MODEL (3:45 – 4:30PM)
The Madison Avenue revenue model has evolved through the years as the marketing discipline has transformed. Agencies introduced new services and offered new competencies ranging from breakthrough digital and content solutions to programmatic buying. The seismic size of changes under way in advertising has created new business opportunities, a need for greater transparency and some inevitable headaches for brands looking to compensate their agencies fairly but competitively. In this session, Bruno Gralpois, Co-Founder and Principal – Agency Mania Solutions will explore the many ways agencies are building revenue opportunities, evolving their pricing, and delivering value. He will also discuss how brand advertisers should prepare themselves to navigate these uncharted waters and successfully negotiate with their agency partners in this new era of compensation.

Speaker:
Bruno Gralpois, Co-Founder and Principal – Agency Mania Solutions


IV. ROUNDTABLE DISCUSSION: AGENCY COMPENSATION (4:30 – 5:00PM)
In this member roundtable discussion, we'll continue the focus on agency compensation. Come ready to share and learn from each other! We will also discuss major trends, topics, and current issues members are facing in marketing procurement and which topics we should cover in more depth at future committee meetings.

Facilitators:
Michael Thyen, Director-Procurement-Emerging Markets – Eli Lilly and Company and Chair, ANA Advertising Financial Management Committee
Gregory Wright, Director, Conferences and Committees – ANA


V. "ANA UNPLUGGED" NETWORKING RECEPTION (5:00 – 7:00PM)
Please join us for the next installment of the "ANA Unplugged" networking reception. Open to ANA members and invited guests. Enjoy beer, wine, and good conversation. Plus, a Q&A with Michael Farmer, author of Madison Avenue Manslaughter. Please register separately for this event.