Advertising Financial Management
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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. LAND O'LAKES CASE STUDY: BUILDING MARKETING STRATEGIC SOURCING FROM SCRATCH (10:00 – 11:00AM)
The best procurement and marketing professionals work to maximize value, delivering price efficiencies and effective marketing tactics. Galen Hersey, Sr. Category Manager, Indirect Sourcing – Land O'Lakes, will share how he built marketing strategic sourcing at his company from the ground up over a three-year period. This session will explore the key challenges, lessons learned and high-level successes his team experienced.
Speaker:
Galen Hersey, Sr. Category Manager, Indirect Sourcing – Land O'Lakes
II. THE LATEST IN VALUE-BASED COMPENSATION AND AGENCY INCENTIVES (11:15AM – 12:15PM)
Since Coca-Cola launched value-based compensation, it has been one of the most actively discussed and reviewed areas amongst ANA members, including how to manage, evaluate and set the KPIs. In this session, Greg Paull, Founder and Principal – R3, will discuss the pros and cons of value-based and incentive-based agency relationships, including specific cases from their work with Unilever, Samsung and AB InBev. Ricardo Dias, Global VP of Consumer Connections – AB InBev, will also share his experience with the incentive-based approach for his brands.
Speakers:
Greg Paull, Founder and Principal – R3
Ricardo Dias, Global VP of Consumer Connections – AB InBev
LUNCH (12:15 – 1:00PM)
III. PROCUREMENT OF MARKET RESEARCH (1:00 – 2:00PM)
A recent ANA benchmarking request on the topic of procuring market research generated more than 30 responses. Two separate ANA members originated that request and we have since connected each with a handful of other members for one-on-one benchmarking. Given the broad interest in this topic, we'll have an open discussion at this meeting to discuss the challenges and opportunities in procuring market research.
Speaker:
Bill Duggan, Group Executive Vice President – ANA
IV. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, we will open up the discussion to talk about issues that ANA Advertising Financial Management Committee members are facing and build upon those topics to explore in future meetings.
Facilitators:
Michael Thyen, Director-Procurement-Emerging Markets – Eli Lilly and Company and Chair, ANA Advertising Financial Management Committee
Greg Wright, Director, Committees and Conferences – ANA