Marketing Financial Management
This event is over.
9-9:30am Networking Breakfast
9:30-9:45am Introductions and review of agenda
I. OPTIMIZING MEDIA SPEND ALLOCATIONS (9:45-11am)
Client finance and procurement historically have paid relentless attention to agency compensation, challenging agencies to reduce internal expenses and identify cost reductions. But agency compensation represents a small percentage of marketing spend for most clients-the big money is typically in media, yet media has been given far less attention. In this session MarketShare, a leading industry cross-media analytics solutions provider, will provide thoughts on objectively optimizing marketing and media resources. MarketShare helps guide marketers on how much to spend, where and how to spend it, and the results those dollars will deliver.
Wes Nichols, Co-founder & CEO -- MarketShare
II. TOYOTA CASE STUDY: MEDIA VERIFICATION AUDIT (11:15-11:45am)
A media verification audit to assess agency process and operations efficiency was initiated by Toyota senior management and implemented by procurement. The audit identified process changes that improved media performance and resulted in quicker recovery of under-delivered schedules.
Ron Jensen, National Manager - Financial Synergies - Toyota Motor Sales
III. MEMBER OPEN DISCUSSION: OPTIMIZING MEDIA SPEND (11:45am-12:30pm)
ANA member open discussions provide great forums to share your experiences while learning from your peers at other companies. According to ANA research, media buying is at the top of the list among fifteen marketing communication activities for procurement having a high impact. See chart below. We'll ask attendees to share how they are impacting media spend at their respective companies.
IV. AGENCY TRADING DESKS (after lunch)
Agency trading desks are "independent" subsidiaries set-up within holding companies to purchase digital ad inventory on exchanges as an alternative to ad networks. Clients therefore pay fees to the planning agency as well as to the trading desk. Lately, some have questioned whether agency trading desks are a conflict of interest, acting as an agency and vendor at the same time, i.e., "double-dipping." Agencies argue that, rather than executing a digital buy via an ad network, doing so via an agency trading desk is a better option as ad networks have very high margins and now instead, trading desks lower costs to clients while providing agencies with a fair profit. This issue has only recently come to the attention of ANA and we'd like to get input from members at this session.
Bill Duggan, Group EVP - ANA
V. ANA PROCUREMENT TASK FORCE UPDATE (after lunch)
The mission of the ANA Procurement Task Force is to define and elevate the role of marketing procurement and close the "gaps" on the value of procurement between procurement and internal marketing as well as procurement and external agencies. The task force recently announced a number of initiatives that will be discussed in detail at this meeting.
• Procurement Mentoring: connects junior/less experienced marketing procurement professionals with senior-level marketing procurement professionals. There are 20 mentors at this writing and 30+ mentees.
• Procurement Case Studies: these focus on the value and positive contributions of marketing procurement. To date there are contributions from Toyota and Anheuser-Busch InBev. Additional case studies are in progress.
• Procurement Webinars: a webinar series for marketing procurement professionals starts June 10 and will run on most alternate Fridays. Ten sessions have been scheduled to date covering issues including agency relations, agency compensation, stakeholder engagement, and media.
IV. OTHER BUSINESS
ANA committee meetings provide a "focus group-like" environment, allowing attendees to pose their issues and challenges to attendees for instant feedback.