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Date & Time
Starts: Thursday, July 9, 2009 at 9:00am
Ends: Thursday, July 9, 2009 at 2:15pm
Location
The Clorox Company
1221 Broadway
Conference Room 13A
Oakland, CA (Clorox) 94612
To Attend Via Phone and Webinar
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Agenda
AGENDA
9-9:30am Networking Breakfast
9:30-9:45am Introductions and review of agenda
I. COMPENSATION TO DIGITAL AGENCIES (9:45-11am)
Digital agency compensation is generally 2x higher than traditional agency compensation. As budgets are increasingly reallocated from traditional to digital media, many ANA members have expressed concern about the higher rates they pay for digital agency compensation. The 4A's recently released the publication "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services." The publication argues that effective commission rates or reach and frequency targets used to measure traditional mediums have no correlation to digital and that the inputs and outputs are not comparable. "The high-volume, low-dollar, high-complexity nature of digital programs makes it the most labor intensive medium in the advertising industry". Highlights from the publication will be discussed and debated.
Speaker: Mike Cordova, CFO - McCann Worldgroup
II. ANA BENCHMARKING SESSION (11:15am-12noon)
ANA benchmarking sessions are great ways to learn from your peers at other companies while sharing your own experiences. We'll discuss these topics:
1. Procuring digital agencies: How does the process of procuring a digital agency compare and contrast to procuring a traditional agency?
2. TV Upfront: What's happening in the current upfront marketplace overall and then specific to digital opportunities?
3. How companies benchmark their national TV pricing
III. PRODUCTION IN THE DIGITAL ERA (12:45-2pm)
Digital media offers multiple opportunities to advertisers for new usage of video. Gone are the days when production was only for a 30-second television commercial. This session will feature leading production consultants to discuss the challenges and best practices for TV and video production in the digital era covering issues including cost considerations and efficiencies, talent, and more.
Moderators:
Laurence Grunberg, Manager, Commercial Production - The Clorox Company
Bill Duggan, EVP - ANA
Panelists:
Cindy Epps, Production Advisor - Advertising Production Resources
Bruce Goronsky, Executive Partner - C. Texas East & Associates
Larry Haggart, Executive Vice President - MRA Services
V. OTHER ISSUES (2-2:30pm)
We'll solicit ideas for future meetings and open the floor for any other areas of discussion.