Joint Meeting of Production Management & Advertising Financial Management, West Coast Chapter

Optimizing Your Advertising Production Spend: A 2-Day Event

If you are you are in charge of production, or involved in marketing procurement, staying within your budget is crucial. In today's environment you need to generate the best creative while making the most of your budget.

During this two-day meeting, we will dive into the television and digital post-production landscape. Hear how crowdsourcing can provide a television production solution. We'll also explore how internal alignments with procurement can minimize stress. Learn about services that will allow you to store mega-files and recall them easily. And, gain a better understanding on ways to reclaim a portion of your budget through state tax incentives.

Join us and learn how to increase productivity while optimizing your advertising production spend.  You will walk away with some budget-saving ideas that you can apply to your next project or campaign.

ARRIVAL INFORMATION:
Please enter on the second floor of the building and check-in with security. You will need to show ID and if you have a laptop it will need to be shown to security.

March 5, 2014

NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)


I. TV/DIGITAL POST-PRODUCTION & AD DISTRIBUTION: 2014 INDUSTRY OUTLOOK (10:00-10:50AM)
PostAds Group will provide a point of view on how 2013 industry events are impacting the TV/Digital Post-Production & Ad Distribution industry: the Omnicom-Publicis merger, Deluxe-Hogarth-Zonza, Extreme Reach Acquiring DG and Comcast-Mediaocean are among the newly formed entities offering new global technology platforms that every advertiser should be aware of in the coming year.

Speaker:
John Lipuma, CEO – PostAds Group


II. VIDEO CROWDSOURCING CASE STUDY (11:00-11:50AM)
The demand by marketers for video is exploding exponentially.  Advertisers are videoizing their websites; they're adding the power of sight, sound and motion to their social media presence; and now adding video ad units to their digital buys. This demand for more and more video creative (both ads and content) cannot be met by traditional means due to high costs of production, long lead times, and limited agency resources. Crowdsourcing has become one of a few noteworthy solutions to obtain fast, economical video productions. This session will discuss how the crowdsource video process is starting to meet marketers' needs and hear how marketers used crowdsourced video successfully in their marketing initiatives.

Speakers:
Andrew Chase, Channel Manager - eBay Inc.
Kurt Lohse, CMO - Poptent


NETWORKING LUNCH (11:50AM-12:30PM)


III. SOURCING IS A TEAM SPORT AT MATTEL, THE PROCUREMENT, FINANCE AND LEGAL PARTNERSHIP HAS BEEN CRITICAL TO SUCCESS (12:30-1:20PM)
With the investment of marketing budgets being measured more closely and the contracts that are associated with these investments needing to be more tightly defined, there is always going to be some sort of finance and legal risks to assess and overall partnership scope and process to clearly define, including how those partnerships are measured and managed throughout the term of the contract. These things need to be considered as early as possible in the process in order to set up the best sourcing process and contracts possible. At Mattel, there is a shared responsibility across legal, finance, marketing procurement, as well as internal stakeholders and external partners to ensure this happens. In this session, Mattel will share some of the best practices that help make these relationships work in order to provide the best servant leadership to all and contribute to Mattel's strategy of driving toward world class sourcing.

Speaker:
Mary Ann Brennan, Senior Director Global Procurement – Mattel, Inc.


IV. HOW TO ELIMINATE DUPLICATION AND OPTIMIZE DIGITAL STORAGE EFFICIENCY (1:30-2:30PM)
Years ago, storage of artwork and masters were handled by agencies, or in some cases internally (if you were able to secure the needed footprint). In today's digital age, it's much different... artwork is now digitized... masters are now extremely large files. As a result, marketers can no longer turn to their IT department for storage solutions. And, due to quick turnaround requirements, having several agencies store your assets is not an efficient way to go. Marketers are looking for a solution that is economical and efficient, and can provide instant access, easy sharing capabilities, total control of the company's digital assets, in an organized work environment. Join us for a case study on how a client side marketer tamed the digital beast and brought their digital assets under control with the Zonza solution.

Speakers:
Mark Keller, Global CTO - ZONZA
Andrew McLean, Business Director – ZONZA

V. DINNER
Dinner sponsored by Zonza

Salt Creek Grill
2015 E. Park Pl.
El Segundo, CA
310.335.9288

6:30pm Cocktails
7:15pm Dinner

March 6, 2014

NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)

STATE COMMERCIAL PRODUCTION INCENTIVES (10:00AM – 2:00PM)
Many states offer financial incentives to shoot commercials in their states. Although such incentives originated about ten years ago, more recently they have expanded to additional states and have become increasingly attractive to marketers. Marketers and production consultants have been invited to attend this meeting and share perspective and experiences on state commercial production incentives. We expect to have a number of short "case study" presentations followed by discussion on key issues.

Case studies from:

• APR: Gaytana Carrino, Tax Incentive Practice Leader and  Alex Blum, Chief Strategy and Innovation Officer – Walmart case study
• BBS (Bird Bonette Stauderman): Howard Potter, Senior Consultant, Advertising Production – Sears case study
• Ernst-Van Praag: Kathleen Yip, Senior Broadcast Consultant – Toyota case study
• Landgraf Consulting Group: Shelley Landgraf, President – Kraft case study

• MRA: Chris Brokensha, Senior Consultant – Nestlé case study

Discussion on key issues including:

• Agencies – their role in the process and willingness to consider shoots in commercial production incentive states.
• Production companies – working with production companies, including financial arrangements between marketers and production companies for state commercial production incentive jobs.
• Third party consultants – the role of "third parties" who are sometimes hired by clients to manage the process.
• Best practices and principles for marketers to consider for state commercial production incentive jobs.