Advertising Financial Management, West Coast Chapter
Start: Tuesday, April 25, 2017 at 9:00am
End: Tuesday, April 25, 2017 at 2:30pm
101 Second Street
San Francisco, CA 94105
|ANA||Associate Gold||Associate Silver||Associate Individual||Non Member|
|Attend In-Person||ANA $0||Associate Gold N/A||Associate Silver N/A||Associate Individual N/A||Non Member N/A|
|Attend via Webinar||ANA $0||Associate Gold N/A||Associate Silver N/A||Associate Individual N/A||Non Member N/A|
|Will Not Attend||ANA $0||Associate Gold N/A||Associate Silver N/A||Associate Individual N/A||Non Member N/A|
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. SUTTER HEALTH LAUNCHES FIRST-EVER BRAND CAMPAIGN (10:00 – 11:00AM)
We hear you! AFM committee members have asked ANA for more general marketing topics/learnings. To facilitate that we have programmed a general marketing topic for this meeting: Earlier this year Sutter Health, a leading non-for-profit health system, launched its first-ever brand campaign. In a departure from traditional health care advertising, Sutter Health's brand campaign is focused on the "why" behind healthcare and why they do what they do. In this session, Mac Tillman, Vice President, Brand Marketing – Sutter Health will highlight why Sutter Health chose to embark on this brand campaign, why it's different from typical "healthcare marketing" and how they are planning to grow and evolve the campaign. He will also share their lessons learned from their first brand campaign and early metrics and analysis of success.
Mac Tillman, Vice President, Brand Marketing – Sutter Health
II. CASH FLOW AND PAYMENT TERMS: WATCHOUTS AND WHAT TO CONSIDER (11:15 – 12:15PM)
As a procurement professional, one of the more difficult aspects of your contracts can be cash flow and payment terms. Whether negotiating or implementing a media, creative agency, production, digital or public relations deal payment terms and cash flow from client to agency and even agency to third party can become difficult to manage. In this session, Michael R. Lay, Chief Executive Officer – Advertising Audit International (AAI) will share important items to consider when negotiating and implementing these contracts, how to include staffing mix, how to keep the holding company accountable when there are changes in staffing or work offices, what to do when staffing savings are not passed back on to the brand, and more watchouts and items to consider.
Michael R. Lay, Chief Executive Officer – Advertising Audit International (AAI)
LUNCH (12:15 – 1:15PM)
III. ADVERTISING FINANCIAL MANAGEMENT: PAYMENT TERMS (1:15 – 2:30PM)
In this session, we will dive deeper into payment terms including discussing how long your brands' payment terms are, what your agencies require, if they are not paying third party vendors in a timely manner, and what can be done to alleviate some of these issues. Also, we will explore and 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.
Mary Ann Brennan, Senior Director, Global Procurement - Mattel, Inc. and Chair, ANA Advertising Financial Management Committee, West Coast Chapter
Gregory Wright, Director, Conferences and Committees – ANA
More to come!
Webinar information, if available, will be provided to registrants only.