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Media Leadership Committee, West Coast Chapter

The Media Leadership Committee, West Coast Chapter is for members with a senior-level role leading integrated media strategy within their organizations. The committee will take a holistic, channel neutral approach to media with a focus on the media types of most interest to members. We will drive industry thought leadership, share best practices and expertise, and facilitate discussion and topics to inform better decision making. The committee will provide a forum for members to elevate themselves and their respective organizations via interaction with their peers (i.e., the media leaders at some of the most important companies in the world!), as well as an outside perspective from invited guests.

This committee helps program the ANA Media Leadership Conference, next planned for March 2-4, 2016 in Hollywood, FL.

Committee Chair: Michael Kelly, Senior Influencer Program and Social Media Manager, Plantronics, Inc.

Discussion Topics

  • Media transparency
  • The multi-media marketplace (e.g., supply/demand, inflation)
  • Cross-platform programs 
  • Emerging media opportunities
  • Global media issues 
  • Media agency relationship management
  • Media measurement
  • Organizational structure for internal media management
  • Procurement's role in media buying

Leadership Initiatives

Media Transparency
There is clearly heightened industry awareness around the issue of media transparency. Rebates, arbitrage, agency trading desks, programmatic buying, and more have all contributed to a less transparent/more opaque relationship between marketers and their media agencies. As a result, the ANA and our board of directors have elevated media transparency to become one of our top priorities. Two key initiatives will be to conduct an independent third-party assessment of the industry – an RFP for that was issued in June – and to co-lead with the 4A's a high-level task force initially focused on developing principles/industry codes of conduct.

Programmatic Webinar Series
This series ran between April and June 2015 and consisted of five webinars. Programmatic buying has great promise and benefits include efficiency, targeting, effectiveness, and scalability. However, there are transparency issues with programmatic as the supply chain between the advertiser and the publisher is complex and murky. This webinar series provided an educational overview of programmatic buying and identified a number of action steps for advertisers to help them optimize their programmatic buys.

The Connected TV Opportunity
Connected TV refers to when a television is connected to the Internet. This includes Smart TVs where the connection is built into the TV, or any IP-connected over-the-top (OTT) device/box such as Amazon Fire TV, Android TV, Apple TV, PlayStation, Roku, or Xbox that brings an array of content apps directly to a TV screen. ANA and BrightLine teamed-up to research how the overall ANA member community is using connected TV/OTT devices. The large majority of total respondents believe connected TV is an opportunity for the television advertising industry, with audience targeting cited as the top benefit.

Advertising Is Going Native
Native advertising is an advertising method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience. Native ad formats match both the form and function of the user experience in which they are placed. The advertiser's intent is to make the paid advertising feel less intrusive and increase the likelihood users will engage with it. The ANA white paper "Advertising Is Going Native" covers issues including how marketers use and budget for native advertising, manage its implementation internally and externally, measure its success, and opinions on disclosure and ethics.

Fraud in Digital Advertising
In 2014, ANA partnered with White Ops on an initiative to determine the level of bot fraud occurring across the digital advertising industry. The ANA recruited 36 member companies to participate and the study measured 5.5 billion impressions in 3 million domains over 60 days. This landmark study provided a number of action steps for both buyers and sellers and helped rally the industry to increase awareness and urgency in combatting bot fraud.

Media Buying's Evolution Challenges Marketers
The rise of digital media and the increasing use of new, automated, impression-by-impression platforms for planning, buying, and measuring all forms of media have upended traditional marketing and media buying processes. ANA teamed with Forrester Research to better understand how marketers in charge of important media budgets are coping with this evolution.  The research focuses on media transparency, programmatic buying, and metrics.

Optimizing Integrated Multi-Screen Campaigns Survey
This survey was conducted by ANA in partnership with Nielsen. Integrated multi-screen campaigns are defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media. The objectives of this survey included assessing the importance of integrated multi-screen campaigns, evaluating the metrics used to measure their success, examining the attributes that can lead to increased spend on multi-screen campaigns, ascertaining the importance of the different screen types, and determining the ad formats best suited for integrated multi-screen advertising. 

Brand-Specific Commercial Ratings-Benefits and Solution Providers
Earlier this year ANA convened the Commercial Ratings Summit, and then a follow-up webinar, to discuss solutions that could help facilitate the availability of brand-specific commercial ratings for television. Those events featured presentations from eight companies: comScore, INVIDI Technologies, Kantar Media, Nielsen, PrecisionDemand, Rentrak, Simulmedia, and TRA. ANA released a new white paper "Brand-Specific Commerical Ratings-Benefits and Solution Providers" which highlights solutions from these respective companies for brand-specific commercial ratings, including case studies, and helps continue the industry dialogue on this issue.

Agency Trading Desks White Paper
The purpose of this document is to educate ANA members on agency trading desks regarding what they are, what they do, potential benefits, questions to ask, and more.

Name Title Company
Michael Kelly (Chairperson) Senior Influencer Program and Social Media Manager Plantronics, Inc.
Denise Accurso Procurement Manager Genentech, Inc.
Tracy Avelar Managing Director, Vendor and Sourcing Management Charles Schwab & Company, Inc.
Joel Baca Senior Manager, Oncology DTC Amgen Inc.
Robert Baracz Director of Marketing SeaWorld Parks and Entertainment
Jill Barry Marketing Communications Manager Activision
Kamal Bhandal Director of Consumer Marketing Align Technology, Inc.
Brian Butts Manager, Honda Brand Development American Honda Motor Co., Inc.
Kimberly Chastang-Lee Director Global Procurement Mattel, Inc.
Josephine Chew Vice President - Digital Advertising Wells Fargo & Co.
Anthony Cistaro Vice President BlackRock, Inc.
Patty Clerico-Parham Sr. Manager, Creative Program Management NVIDIA Corporation
Kristin Cobuzzi Manager Accenture
Sharon Coggin Marketing Manager Monterey Bay Aquarium
Ashley Cole Managing Director, Media Charles Schwab & Company, Inc.
Brian Coleman VP of Games Hasbro, Inc.
Jamie Conner Senior Media Manager Microsoft Corporation
Juliet Corsinita VP, Media & Brand Marketing Taco Bell, Inc.
Annamaria Cotroneo Global Services Program Leader Apple Inc.
Karen Crawford Director, Media Advertising & Marketing Nestlé USA
Megan DeCicco Client Services Administrator Terravant Wine Company
Erick Dickens Vice President, Marketing King's Hawaiian Bakery West, Inc.
Cindy Elledge Senior Sourcing Specialist, Global Procurement Adobe Systems Incorporated
Lee Engel Global Head of Programmatic Advertising at StubHub EBay, Inc.
Maggie Essman Director of Marketing McKesson Corp.
Stacy Fairbanks Manager, Media Communications Mazda North American Operations
Ashley Finkel Client Solutions Associate Time Warner Cable
Colleen Finn Ridenhour Deputy Director, Corporate, Foundation and Institutional Relations Habitat for Humanity International, Inc.
Rodney Fowler Senior Manager, Marketing & Brand Management Premera Blue Cross
Carolyn Fuson Director, Audience Intelligence & Analysis Microsoft Corporation
Dominique Garcia Media Strategist Agilent Technologies
Peter George Global Sourcing Category Management Boehringer Ingelheim Pharmaceuticals, Inc.
Milda Goodman Assistant Vice President, Advertising and Public Relations Pacific Life Insurance Company
Monica Green Director- Global Project Services Franklin Templeton Investments
Seth Greenberg Chief Marketing Officer LifeLock, Inc.
Laurie Greene VP, Media Director MUFG Union Bank, N.A.
Brandon Gregory Manager - Interactive Marketing SeaWorld Parks and Entertainment
Cheryl Gresham Director, Media Taco Bell Corp.
Matt Griffin Advertising Advisor Chevron Corporation
Caroline Guttman Vice President MUFG Union Bank, N.A.
Jeanne Hanahan Senior Director, Media Mattel, Inc.
Ramsey Hanna Attorney Reed Smith LLP
Karen Hansen Marketing Sourcing Adobe Systems Incorporated
Garth Hewitt Media Specialist Mitchell & Titus, LLP
Brian Hovis Vice President, Digital Marketing and Acquisition Experian Consumer Services
Kelly Hoyman Marketing Director, Northwest Region McDonald's Corporation
Aaron Johnson Director, Business Strategy American Licorice Company
Christopher Kane Director of Media Safeway Inc.
Jason Lakeman Senior Marketing Manager Robert Half International
Michele Liddiard Manager, Global Sourcing Paramount Pictures
Brittany Lima Associate Manager, Social Media & PR Meyer US
Colin Linggo Director of Marketing & Media Paramount Pictures
Ben Long VP, Sales Live Nation Media & Sponsorship
Lianne Maly Marketing Specialist Watkins Manufacturing Corporation
Stephanie Mann Sales Executive, General United States Postal Service
Kari Marshall Media Director T-Mobile USA, Inc.
Candice Marti Communications Director Louisiana Public Health Institute
Tammy Mayer Market Services Delivery Manager AstraZeneca LP
Jay McNeel Media Director Disney Destinations LLC
Mark McPhee Senior Sourcing Specialist Activision
Rauer Meyer Partner Reed Smith
Carrie Miller Sr Commodity Manager Intel Corporation
Brent Mitchell Sr. Director, Marketing Old Navy
Bernadette Monterrosa-Birdsong Head of Global Marketing Procurement PayPal, Inc.
Andrew Morse Director, Global Advertising Franklin Templeton Investments
Connie Murphree Senior Manager Amgen Inc.
Radhika Narang Manager, Integrated Marketing Communications Cisco Systems, Inc.
Lonny Nathanson Director Marketing Data & Analytics CSAA Insurance Services LLC
Ashley Navarra Marketing Specialist Cisco Systems, Inc.
Elena Neely National Manager, Strategic Accounts United States Postal Service
Nancy Newell Global Media Procurement Hewlett-Packard Company
Kris Nicolai Media Program Manager Agilent Technologies
Kristina Nielsen VP, Digital Marketing Bank of the West
Joseph O'Brien Director, Indirect Procurement Teva Pharmaceuticals
Kate O'Brien Partner Reed Smith LLP
Clinton Ostler Manager, Media and Market Strategy Alaska Airlines, Inc.
Shelley Patchin Director, Advertising Anthem, Inc.
Steve Pate Senior Manager, Online Marketing Charles Schwab & Company, Inc.
Tom Peyton Assistant Vice President, Advertising and Marketing American Honda Motor Co., Inc.
Karin Poe Marketing Operations Manager Cisco Systems, Inc.
John Porte VP, Media Development Wells Fargo & Co.
Maria Poveromo Director, Social Media Adobe Systems Incorporated
Linda Powers US Field Marketing Director Wendy's International, Inc.
Charleen Reeves Shipping Solutions Specialist, Credit Card Team United States Postal Service
Ken Robb Marketing Manager Visa Inc.
Beth Lubov Rodgers Marketing Strategist Intel Media
Mason Rodriguez Public Relations Representative SeaWorld Parks and Entertainment
Richard Rodriguez Strategic Account Manager United States Postal Service
Hans Schafer Director of Latin Talent AEG Live - Goldenvoice
Michele Schuh Director, Media, Old Navy Marketing Old Navy
Sopan Shah VP Procurement & Cost Efficiency InterContinental Hotels Group
Bob Siegal Director KPMG LLP
Sebastien Slek Executive Director Procurement Global Marketing & Indirect Warner Bros. Entertainment, Inc.
Erika Song Head of Marketing Services Category McKesson Corporation
Connie Sprinkle Senior Vice President, Direct and Digital Marketing City National Bank
Melissa Varcak Senior Brand Manager Safeway Inc.
Thomas Vass Head of Marketing - Defined Contribution State Street Global Advisors
Dannette Veale Manager, Virtual Event Strategy Cisco Systems, Inc.
Angelique Vega Media Director Kaiser Permanente
Kindel Washington Sr. Media Manager T-Mobile USA, Inc.
Shannon Wicke Corporate Marketing Sr. Financial Analyst Intel Corporation
Susan Worth Strategic Sourcing Manager II CSAA Insurance Services LLC
Dacy Yee Senior Director, Customer Marketing Experian Consumer Services
Brett Yoshimura Corporate Director, Procurement Classic Party Rentals
Jennifer Young Senior Director, Advertising and Consumer Research Robert Half International

Next Meeting(s)

Media Leadership, West Coast Chapter
Tuesday, November 17, 2015
Glendale , CA

Prior Meeting(s)

Media Leadership, West Coast Chapter
Thursday, September 24, 2015
Oakland , CA

Media Leadership, West Coast Chapter
Thursday, June 18, 2015
Irvine , CA

Media Leadership, West Coast Chapter
Thursday, March 26, 2015
San Francisco , CA

ANA Committee Member Testimonials

"ANA committees are an invaluable way to learn more about key industry issues, trends and best practices from other advertisers and industry experts. I always learn something I can apply to my job and share with others on my team."
Eve Reiter, VP, Global Agency Relations, American Express and Chair of ANA Agency Relations Committee

Read more >

Upcoming Meetings

Integrated Marketing

Chicago, IL


New York, NY

Media Leadership

New York, NY

Digital & Social

Canton, MA

Legal Affairs

New York, NY

Brand Management

New York, NY

Digital & Social, West Coast Chapter

Las Vegas, NV

Sponsorship & Event Marketing

New York, NY

Media Leadership, West Coast Chapter

Glendale, CA

Production Management

New York, NY

Full Committee Schedule