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Joint Meeting of Marketing Financial Management and Media Leadership, West Coast Chapter

This event has ended.
Begins: Thursday, December 13, 2012 at 9:00am
Ends: Thursday, December 13, 2012 at 3:00pm
Location: Chevron Corporation
6001 Bollinger Canyon Road
Building T, Room B108
San Ramon, CA 94583

Meeting notes are available to current, logged in Members only.

NETWORKING BREAKFAST (9:00 – 9:30)

INTRODUCTIONS (9:30 – 9:45)


I. MEDIA REBATES – ADVICE FROM AN INDUSTRY EXPERT 
(9:45-10:35AM)
ANA's new white paper, "Media Rebates/Incentives Require Full Transparency" has gotten a lot of attention in the industry. This session will offer additional advice from an industry expert covering issues including:

  • Why are rebates suddenly such a hot topic in the U.S.?
  • What shape and forms do rebates take (cash is merely one of the forms)?
  • How much money/value is really at stake?
  • What do agencies think about rebates?
  • Who and what determines ownership of rebates?
  • What is best practice for recovering rebates?

Speaker:
Morten Pedersen, Chairman – glue2020


II. CHEVRON CASE STUDY –  HIGHLIGHTING EFFECTIVE MEDIA STRATEGY & AGENCY MANAGEMENT (10:50-11:30AM)
The Texaco Country Showdown is an annual talent contest to find undiscovered country music singers, and is the largest, longest running, country music talent competition in America.  It's a multimedia program beginning at the local level supported by over 450 country music stations and ending with a nationally televised final. In its three decade history, the Country Showdown has served as the launching pad or first stage for many of today's largest country acts including LeAnn Rimes, Miranda Lambert, Garth Brooks, Carrie Underwood, Brad Paisley, Toby Keith, Tim McGraw, Martina McBride and many more.  This case study, featuring the client and media agency, will discuss the strategic framework and results of the program.

Speakers:
Carrie Holt, Integrated Marketing & Texaco Brand Manager – Chevron
Hans Logie, Managing Partner, San Francisco – MEC


III. INSIGHTS FROM ADVERTISERS WHO HAVE EMBRACED AUDITS
(11:30AM-12:20PM)
The field of media auditing continues to be under developed in the United States and misunderstood by many marketers. There are various types of media audits and each involves a wide variety of approaches, results and benefits offered. This panel will provide insights from three advertisers who have successfully conducted media audits. The discussion will focus on why media audits were initiated, how organizational challenges were addressed, and the value received from the outputs. In addition, results will be shared from a new survey from the Media Audit Council that provides a solid understanding of the challenges and success factors advertisers have experienced in bringing the practice of media auditing into their organizations.

Moderator:
Bill Duggan, Group Executive Vice President – ANA

Panelists:
Jim Garrity
, President – Media Audit Council
Sebastien Slek
, Procurement Group Executive Director Marketing and Indirect – Warner Brothers
Jaclyn Watling
, Strategic Sourcing Senior AnalystGap Inc.


LUNCH (12:20 – 1:00PM)


IV. GOOGLE:  THE EVOLVING MEDIA LANDSCAPE – WHAT MARKETERS NEED TO KNOW
(1:00-1:50PM)
Google will provide an overview of the evolving media landscape along with what marketers need to know to stay ahead of this extremely fast-paced media environment.

Speaker:
Brian Jackson
, Head of Industry, Financial Services – Google


V. MARKETERS PANEL:  10 MEDIA STRATEGY ISSUES
(2:00-2:50PM)
So many important issues and so little time!  Join a panel of client-side marketers who will share their best practices and views on top media strategy issues  which will likely include:

  1. Agency Trading Desks
  2. Media Agency Management
  3. Measurement – What are the current gaps and successes across all media?
  4. Building Effective Media Strategy
  5. Mobile
  6. Social Media
  7. New Technology Startups
  8. The Upfront
  9. Commercial Ratings
  10. Extreme Gifting

Moderators:
Bill Duggan, Group Executive Vice President – ANA
Marni Gordon, Vice President –  ANA

Panelists:
Ken Epstein, Director, Advertising – Electronic Arts, Inc.
Michael Kelly, Consumer Communications Manager – American Licorice

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