Advertising Financial Management
This event is over.
Disrupting the Status Quo: How Decoupling Production from Creative Can Improve the Bottom LineEvent Recaps
Marketing Procurement: Building a Relationship With Marketing and Other Centralized ServicesEvent Recaps
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. MARKETING PROCUREMENT – BUILDING A RELATIONSHIP WITH MARKETING AND OTHER CENTRALIZED SERVICES (10:00-10:50AM)
When you are new in a procurement position, setting yourself up for success is one of the most important things you want to do. In many cases it could entail generating healthy relationships and opening lines of communications, as these are important factors for any person in marketing procurement. If not done correctly, it could become a major pain point. AIG will discuss the importance of having that open line of communications and building the right relationships with marketing and other internal resouces, in order to evolve to a successful joint partnership.
Anna Maria Pochatko, Operations Manager - Corporate Communications – American International Group, Inc. (AIG)
Mark Clowes, Director, Global Branding – American International Group, Inc. (AIG)
II. WHAT DO MARKETING PROCUREMENT PROFESSIONALS NEED TO KNOW ABOUT SCALING SOCIAL MEDIA? (11:00-11:50AM)
In this ever-changing social media world, companies are using this medium to help impact their brand. Generating more business exposure and leads, gathering marketplace intelligence, increasing search engine rankings...the list goes on. Organizations can optimize their online presence and branding with social media marketing, but what do procurement professionals need to know about to cost effectively scale this powerful medium? Peter Friedman will give an overview of the social segment and share what's procurement professionals need to know about scaling Social Media.
Peter Friedman, Chairman and CEO – LiveWorld
III. ANA PROCUREMENT MENTORING PROGRAM UPDATE (12:45-1:00PM)
The program is up and running, and we added new mentors and mentees. It's a program committeed to improving the relationships between procurement and internal marketing, as well as procurement and external agencies. It's also a great way to improve your marketing procurement knowledge and expertise. Find out what this program can do for you.
Janine Martella, Director – ANA
IV. DISRUPTING THE STATUS QUO: HOW DECOUPLING PRODUCTION FROM CREATIVE CAN IMPROVE THE BOTTOM LINE (1:00-1:50PM)
Production decoupling, or separating marketing execution from creative development, can enable greater control over brand assets, a simpler way to manage production complexity, and savings of up to 25%. While it's a trend that has taken hold in Europe, the U.S. has been slower to disrupt the status quo. This facilitated discussion will invite members of the committee to join other marketing and procurement professionals in a lively debate on the pros and cons of decoupling.
Gregory North, Vice President– Xerox Corporate Lean Six Sigma & Business Transformation
V. ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session, committee members will be asked to share their experiences and perspectives on the following topics:
- What industry trends, developments or themes were most significant in 2013?
- What topics would you like to see covered at the next Advertising Financial Management Committee meeting?
Michael Thyen, Director-Procurement-Emerging Markets– Eli Lilly and Company
Andrew Kritzer, Senior Director – ANA