Marketing Financial Management
This event is over.
9-9:30am Networking Breakfast
9:30-9:45am Introductions and review of agenda
I. A REVIEW FROM CHARLES SCHWAB ON THEIR IN-HOUSE AGENCY MANAGEMENT MODEL (9:45-11am)
Charles Schwab's in-house agency creates a wide range of client, prospect and internal communications. Their work spans virtually every communication channel and is rooted in deep knowledge of the Schwab brand, its purpose and many audiences. Learn how Schwab's agency of 100+ staff members has evolved to manage increased demand for over 8,000 communications jobs a year. Members of their leadership team will share the agency's move to a distributed model-with team members now in three geographic regions-and implementation of a new electronic workflow to manage quality, speed and efficiency while maintaining competitive pricing value.
Facilitator: Don McAdang, Director of Business Administration - Schwab Creative Services
II. INTEL AGENCY COMPENSATION CASE STUDY (11:15am-12:15pm)
Intel will share its progress in the development and deployment of a new agency compensation model based on outputs and creative value, rather than the inputs of hours worked.
Speaker: Kate Short, Sales & Marketing Strategic Sourcing, Media - Intel
III. MEDIA BARTER OPEN DISCUSSION (after lunch)
Media barter, also called corporate trade, can be a financially sound way of realizing full value for excess assets. Typically, the way a media barter deal works is that a marketer liquidates some unsold goods or services either directly or indirectly in exchange for media credits. All the major agency holding companies now have barter units and Active International (who will be sponsoring the lunch at this meeting) is the leading independent corporate trading company. Admittedly, barter has a bit of a mixed reputation and this will be an open discussion for members to share their experiences and perceptions, both positive and negative, with media barter-including how the work of the media barter agency is integrated with a client's traditional media agency.
IV. ANA PROCUREMENT TASK FORCE UPDATE
The mission of the ANA Procurement Task Force is to:
• Define and elevate the role of marketing procurement.
• Close the "gaps" on the value of procurement between procurement and internal marketing as well as procurement and external agencies.
We have formed three sub-committees:
1. Branding & PR
2. Education & Curriculum
3. Procurement Mentoring Group
This session will provide an update on the group's work to date and plans for the future.