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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
DECOUPLING DAY: PART II
The September 2014 ANA Production Management Committee meeting was themed Decoupling Day, during which committee members learned how decoupling can create value by being faster to market, yielding greater consistency, and implementing greater control, while driving costs out of your production spend. At Decoupling Day Part II, we will continue the discussion and learn best practices in decoupling through ANA member case studies.
I. NESTLE: BEST PRACTICES IN VIDEO DECOUPLING (10:00 – 11:00AM)
In this session, Ricki Gardner, Strategic Buyer, Marketing Procurement – Nestle and Meritxell Guitart, President and Founder – Hogarth Americas will share insights and best practices on video decoupling. You will also hear Nestle's decoupling objectives, how they work together with Hogarth and their respective roles/responsibilities, and key lessons learned from their experiences.
Ricki Gardner, Strategic Buyer, Marketing Procurement – Nestle
Meritxell Guitart, President and Founder – Hogarth Americas
II. SANOFI-AVENTIS: BEST PRACTICES IN DIGITAL DECOUPLING (11:15AM – 12:15PM)
Nicklas Distasi, Director, Sales and Marketing, Agency, Media and Managed Care Relationship MGT Procurement – Sanofi Aventis and Phil DeZutter, Chief Digital Officer – Prodigious will discuss their approach to digital decoupling.
Nicklas Distasi, Director, Sales and Marketing, Agency, Media and Managed Care Relationship MGT Procurement – Sanofi Aventis
Phil DeZutter, Chief Digital Officer – Prodigious
LUNCH (12:15 – 1:00PM)
III. ALCON LEVERAGES DECOUPLING TO INCREASE EFFICIENCY AND SPEED-TO-MARKET (1:00 – 2:00PM)
Greg Pickett, Director, Global Strategic Sourcing, Marketing – Alcon and Tom Steadman, Managing Director, Client Services – Tag will share a real-time case study on the benefits and challenges of streamlining multiple agency relationships and decoupling creative and production. They will explore the best practices uncovered and lessons learned while engineering a new process.
Greg Pickett, Director, Global Strategic Sourcing, Marketing – Alcon
Tom Steadman, Managing Director Americas – Tag
IV. TRANSPARENCY ISSUES IN POST PRODUCTION (2:00-2:30PM)
AICE is a "sister" industry trade association to the ANA. They represent the independent creative editorial, design, visual effects, color grading, and audio post production companies. AICE has just released a position paper titled, A Push for Greater Transparency, Ethics, and Fairness.
According to AICE, "The proliferation of in-house editorial and post services offered by ad agencies is an area of growing concern for the independent post production community. While these capabilities have been available for some time, the business practices surrounding their current implementation and their impact on agency clients and the independent post production community has motivated AICE to raise questions about transparency, ethics and fair competition for advertisers, agencies and the industry at large. Despite being touted by agencies as efficient ways to edit and finish work faster and cheaper – a claim not always supported by facts – in-house facilities exist largely to create additional revenue streams for the agencies themselves." In this session, we will help educate ANA Production Management Committee members on this issue and provide suggestions to drive transparency among their agencies.
Rachelle Madden, Executive Director – AICE
Dee Tagert, President – AICE New York Board