Advertising Financial Management

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


I. PFIZER: DELIVERABLES RATE CARD METHODOLOGY (10:00 – 11:00AM)
In this session, Pfizer will discuss its compensation evolution to include a deliverables rate card methodology for standardized low complexity tactics. This new approach is an underlying tactic in support of their overall right sourcing strategy and harmonized compensation structure. Karen Fendrich, Director, Global Procurement and Diane Gibbons, Director, Global Procurement, both of Pfizer, Inc., will lead discussion to include strategy globalization, stakeholder alignment, and best practices.

Speakers:
Sonali Bruschi, Senior Category Manager – Pfizer, Inc.
Karen Fendrich, Director, Global Procurement – Pfizer, Inc.
Diane Gibbons, Director, Global Procurement – Pfizer, Inc.
Sean Rafferty, Senior Associate – Pfizer, Inc.


II. MEDIA TRANSPARENCY – UPDATE FOR ADVERTISING FINANCIAL MANAGEMENT COMMITTEE (11:15AM – 12:15PM)
ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. A key finding from K2 is that many advertisers have contracts which are deficient. To address this, ANA General Counsel, Reed Smith LLP, has developed a media agency Master Media Planning & Buying Services Agreement which can be used by advertisers in developing their own agency agreement. That covers important areas including the advertiser's right to audit as well as financial and other benefits that are allowable to be received by the media agency. This session will provide a "cliff notes" summary of the K2 report and an in-depth review of the new contract template.

Speaker:
Keri Bruce, Senior Associate – Reed Smith LLP


LUNCH (12:15 – 1:15PM)


III. FORD: EVALUATING YOUR AGENCY FOR PERFORMANCE-BASED COMPENSATION (1:15 – 2:00PM)
At Ford we have a performance-based compensation agreement with our agency as part of our compensation structure. The Agency Performance Program has evolved to include all divisions of Ford Motor Company on a global level. The program encourages our agency to deliver up to our aligned objectives and beyond our expectations, driving actionable insights. In this session, Vikki Rohrer, Global Agency Finance Manager - Ford Motor Company, will share how they were able to simplify the Agency Performance Evaluation process to deliver one integrated comprehensive assessment per region.

Speaker:
Vikki Rohrer, Global Agency Finance Manager - Ford Motor Company


IV. ADVERTISING FINANCIAL MANAGEMENT: TOOLS AND RESOURCES YOU NEED (2:00 – 2:30PM)
Let us know what tools and resources you need to do your job, what's missing? In this roundtable discussion, we're asking members to come with their thoughts and feedback on what tools and resources you need to do your job well and how the ANA Procurement Task Force can help. We will also discuss major trends, topics, and current issues members are facing in Advertising Financial Management 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