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Production Management

Begins: Thursday, September 11, 2014 at 9:00am
Ends: Thursday, September 11, 2014 at 2:30pm
Location: ANA Headquarters
708 Third Avenue (between 44th and 45th Streets)
33rd Floor
New York, NY 10017

Decoupling Day: Creating Value and Driving Costs Out of the Spend
Join us for an informative Decoupling Day, and learn how you and your company can take advantage of a process that began in Europe and is gaining traction here in the states. Learn how decoupling can create value by being faster to market, yield greater consistency, and implement greater control, while driving costs out of your production spend.


NETWORKING BREAKFAST (9:00 – 9:45AM)

INTRODUCTIONS (9:45 – 10:00AM)


I. DECOUPLING MUSIC (10:00 – 11:00AM)
Do you know how much your company spends on music production?  It could be a significant spend, and having a consolidated approach could provide better quality and savings to the end product. McKinley Consulting and soundlounge will share how brands are using music and sound within advertising production and provide potential benefits of decoupling music.

Speakers:
Andrew McKinlay, CEO and Founder – McKinlay Consulting
Ruth Simmons, CEO – soundlounge


II. XEROX: IMPROVING THE BOTTOM LINE THROUGH DECOUPLING PRODUCTION FROM CREATIVE (11:15AM – 12:15PM)
Production decoupling, or separating marketing execution from creative development, can enable greater control over brand assets, a simpler way to manage production complexity, and savings of up to 25%.  While it's a trend that has taken hold in Europe, the U.S. has been slower to disrupt the status quo.  This facilitated discussion will invite members of the committee to join other marketing and procurement professionals in a lively debate on the pros and cons of decoupling.

Facilitators:
Catrina Boisson, Director EMS – Xerox Corporation
Matthew Longbottom, VP of Communication and Marketing Services – Xerox Corporation


LUNCH (12:15 – 1:00PM)


III. CAMPBELL SOUP COMPANY: SIMPLIFYING THE COMPLEXITY OF MANAGING MULTICHANNEL CAMPAIGNS (1:00 – 2:00PM)
A couple of years ago, Microsoft spoke about their decoupling digital production from their creative agencies. Campbell Soup Company has done a similar thing this past year. This presentation will explain the rationale and cost advantages of making the separation as well as the mishaps, assumptions (both correct and incorrect) and learnings from this endeavor.

Speaker:
Geoff Bado, Senior Manager, Content Production – Campbell Soup Company


IV. DECOUPLING – THE DISCUSSION CONTINUES
(2:00 – 2:30PM)
Decoupling is common practice in European markets.  Here in the United States, marketers are just getting their feet wet.  In this discussion, we will ask the pointed question, "Is decoupling worth the effort?"

Facilitators:
Andrew Kritzer, Senior Director – ANA
John Lick, Executive Producer, Broadcast Production – Target Corporation & ANA Production Management Committee Co-Chair
Valerie Light, Manager, Broadcast Production – Verizon Communications & ANA Production Management Committee Co-Chair

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Next Meeting(s)

Production Management
Thursday, September 11, 2014
New York , NY

Production Management
Wednesday, November 19, 2014
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Prior Meeting(s)

Production Management
Wednesday, June 4, 2014
New York , NY

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Begins: Wednesday, March 5, 2014
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Production Management
Wednesday, November 20, 2013
New York , NY