Marketing Financial Management
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Applying The Principles of Digital & Social Media To Agency Selection While Enhancing The Marketing/Procurement RelationshipPresentations
WellPoint: Applying Principles of Social Media to Agency Selection and Enhancing the Marketing/Procurement ProcessEvent Recaps
9-9:30am Networking Breakfast
9:30-9:45am Introductions and review of agenda
I. THE "FOUND MONEY" OF PRODUCTION TAX INCENTIVES (9:45-10:45)
Advertisers should be tapping into the savings made available by states trying to lure the production of commercials. Millions of dollars in tax credits are available in many states, but few advertisers have benefited from this "found money" which can be accessed without sacrificing creative quality. Importantly, some production companies have recently claimed that these production tax incentives belong to them and not the advertisers-a viewpoint ANA is adamantly opposed to. This session will make you smart about production tax incentives and arm you with the knowledge you need to capture these savings for your company.
Michael G. Rose, Chairman & CEO, Ease Commercial Services
II. MEMBER BENCHMARKING (11-11:30)
ANA benchmarking sessions provide the opportunity to share your experience while learning from your peers at other companies. We'll explore:
- Marketing Mix Modeling: Who's doing marketing mix modeling and what have you learned?
- Statements of Work: Best practices in standardizing statements of work for creative agencies, digital agencies, PR, etc. For example, there are software tools for this; is anyone using these and finding success? Or is this handled manually and driven by the agency or by the client? What works best, etc.
- Agency Sourcing: How to source a solid pool of creative and/or marketing agencies when managing multiple brands, e.g., small medium and large agencies.
III. APPLYING THE PRINCIPLES OF DIGITAL & SOCIAL MEDIA TO AGENCY SELECTION WHILE ENHANCING THE MARKETING / PROCUREMENT RELATIONSHIP (11:30-12:30)
Digital and social media offer transparency and increasing opportunities to quantify impact, results and ROI. WellPoint applied this same rigor to the procurement process as they selected their first-ever social media agency of record. Learn how a close partnership between marketing and procurement resulted in a win for procurement (centralized control, decreased ad hoc spending on social media) and a win for marketing (more robust scope of work for lower cost). Now, more than ever, the time has come for the wall between marketing and procurement to fall. This case study shows how it can be done and outlines the tangible benefits.
Shane O'Reilly, Director, Strategic Sourcing, WellPoint, Inc.
IV. LEARNING FROM THE 4A'S CONFERENCE RELEVANT TO MARKETERS (1-2PM)
The 4A's (American Association of Advertising Agencies) holds its major annual conference March 26-28 in LA. Agenda topics include: the agency of the future, agency trading desks, the value of social media, agency diversity, sustainability, and more. We've invited some conference attendees to visit with the ANA committee to share relevant learning.
Catherine Bension, CEO, SelectResources International
Avi Dan, Founder & President, Avidan Strategies
V. ANA RECESSION SURVEY (2-2:30PM)
ANA launched this survey in 2008 in the depths of the recession as marketers experienced a push to reduce their budgets. The survey objective is to analyze how the current economic atmosphere is impacting client-side marketers. The sixth edition of the survey was recently fielded and results will be shared.
Bill Duggan, Group EVP, ANA