Sunday, April 25, 2010
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2:30pm
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New Time: Registration
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3:00 pm
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New Time: Pre-conference workshop
HOW DO YOU KNOW IT’S TIME TO SPEND MORE?
As economic conditions rebound, marketers are beginning to sense opportunities to increase spending in pursuit of demand, share gains, or to restore brand luster that may have been lost in the past year or so. However, finance managers are still cautious, haunted by fresh memories of cash crunches and unforeseen risks. So how do you know if it’s really time to spend more? Forget all the usual arguments about what the competition is spending. This session will provide a simple and practical framework to determine if your marketing spend should be rising or falling. Marketers will learn how to structure their assessments and recommendations in credible ways. Finance managers will learn what questions to ask to separate the smart requests from the merely eloquent ones. All will leave with much greater clarity on if and when to seize opportunities. This workshop is presented by the ANA School of Marketing.
Pat LaPointe
Managing Partner
MarketingNPV
Faculty Member, ANA School of Marketing
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| 6:30 pm |
Opening Reception Sponsored by Donovan Data Systems, Inc.
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| 7:30 pm |
Opening Dinner Sponsored by Reed Smith LLP
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Monday, April 26, 2010
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| 7:30 am |
Breakfast Sponsored by Decideware, Inc.
Welcome
Richard Benyon
Chief Executive Officer
Decideware, Inc.
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8:30 am
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General Session
ECONOMIC OPENING KEYNOTE
Martin Walker is senior director of the A.T. Kearney Global Business Policy Council, which assists global executives in monitoring and capitalizing on macroeconomic, geopolitical, socio-demographic and technological change worldwide. This opening keynote will explain why the course of the economy over the coming years is going to surprise us with the United States continuing to grow faster than other developed economies, booming at annual growth rates around 5% before the end of this decade. Additionally, with the latest data from the demographic revolution now unfolding around the world, it will touch on China's pace of growth and address the issue of Europe being overwhelmed by Islamic immigration. Lastly, the session will cover the revolutionary ‘sweet spot' technique for predicting when and where particular markets are most likely to show the most promising growth rates.
Martin Walker
Senior Director, Global Business Policy Council
A.T. Kearney
Q&A Session
Jim Akers
Senior Director, WW Procurement Global Category Lead - Commercialization & Communications
Pfizer Inc.
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THE FRUGAL MARKETER
“I am frugal. I own it. I live it. I love it,” says Mark Wilson, head of marketing at Sybase, a leader in enterprise software and services. Mr. Wilson and his marketing team have taken a hard look at how to market effectively in these challenging times to carve out market share. “As we reviewed our marketing mix in this environment, we had the opportunity to look at being frugal and driving efficiencies,” he said. Sybase has transformed its marketing in a cost-effective way, applying its limited resources to the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
Mark Wilson
Vice President, Corporate Marketing
Sybase, Inc.
Q&A Session
Shepard Kramer
Senior Director, Committees and Conference
ANA
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THE ASTRAZENECA PROCUREMENT JOURNEY – A FRAMEWORK FOR EFFICIENCY, SAVINGS AND VALUE
AstraZeneca will share its “procurement journey” and the resulting collaborative partnership with the marketing and sales teams. That partnership led to efficiencies, savings, and established processes which created internal alignment and a single voice to suppliers. Procurement built and implemented a framework with the core principle of focus on its key customers—the brands. The framework insures procurement is partnering with the brands and places the procurement function squarely in the hands of procurement. That minimizes scope creep, brings innovative approaches with suppliers to create greater value, makes it easier to use preferred deals, creates additional savings and efficiencies across brands, reduces the number of preferred vendors and minimizes risk.
Connie Dominianni
Executive Director, U.S. and Global Marketing Procurement and Commercial Support Services
AstraZeneca
Q&A Session
Jim Akers
Senior Director, WW Procurement Global Category Lead - Commercialization & Communications
Pfizer Inc.
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EVERYTHING FINANCE AND PROCUREMENT SHOULD KNOW ABOUT SOCIAL MEDIA
Social media has exploded. According to a recent ANA study, 66 percent of marketers use social media to reach their customers, leaping from 20 percent just 2 years ago. It’s imperative that financial and procurement professionals understand the seismic shifts being created by social media. Mr. Dunay’s responsibilities include the management of social media for Avaya. He is the author of the recently published Facebook Marketing for Dummies and his blog Buzz Marketing for Technology (www.pauldunay.com), provides innovative ideas for b-to-b technology marketers. He will discuss his experiences with social media and cover the best place to build a business case for social media as well as how to relinquish control to the consumer while trying to influence the dialogue.
Paul Dunay
Global Managing Director, Services and Social Marketing
Avaya Inc.
Q&A Session
Marni Gordon
Director, Marketing and Media Committees
ANA
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| 1:00 pm |
Luncheon
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2:20 pm
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General Session cont.
DISCOVERING MORE RESOURCES IN YOUR AGENCY RELATIONSHIPS
Much of the focus in financial discussions between corporations and agencies over the last few decades has been about reducing or controlling agency costs. It seems that no stone has been left unturned. Yet one has. Marketers have overlooked the impact of efficiencies available through raising the bar in the briefing and input process. Recent studies show that on average, 30 percent of fees are wasted in unclear direction to agencies. This figure does not include the added cost of marketing staff hours spent in redirects on campaigns, assignments and projects that could have been briefed better in the first place. Agencies are being held accountable for performance targets, yet few systems exist to evaluate the quality of the direction they are given. When it is unclear, the work and the relationship suffer, and budgets are consumed by hours wasted on changes and indecision. When it is outstanding, marketing success is more likely, agencies can achieve their financial goals and everyone benefits. Microsoft and BriefLogic will share new ways for clients and agencies to be more productive and efficient. Their experience will provide surprising insights.
Bruno Gralpois
Director, Global Agency Management
Microsoft
Casey Jones
President, Chief Executive Officer and Co-Founder
BriefLogic (formerly Jones&Bonevac, LLC)
(former Vice President of Marketing at Dell)
Q&A Session
Bill Duggan
Group Executive Vice President
ANA
BRAND VALUATION – ON THE BALANCE SHEET
Brand value has been getting increased scrutiny in the marketplace over the past decade. Yet, with all of the attention, focus, and noise that marketers bring to bear about “building brands”, there is no value ascribed to brands on the corporate balance sheet in the United States. England and Germany, have, in fact, made the leap and allow for brands to be included on corporate balance sheets. Brand value also receives substantial focus when companies / brands are bought and sold – as the value is a critical intrinsic component that can influence the purchase price in mergers and acquisitions. In this session, we will get perspective from industry leaders who are involved in the process of identifying brand values and debate the risks and rewards of having brands valued on the balance sheet.
Moderator
Bob Liodice
President and Chief Executive Officer
ANA
Panelists
Jez Frampton
Global Chief Executive Officer
Interbrand
Jim Gregory
Chief Executive Officer
CoreBrand
Eileen Lynch
Head of Global Brand Strategy
Thomson Reuters Corporation
PROPOSED NEW SYSTEM FOR COMMERICAL TALENT PAYMENTS
The Joint Policy Committee (JPC) on Broadcast Talent Union Relations, the multi-employer bargaining group that negotiates the SAG and AFTRA commercials contracts for the ANA and 4A's, invites you to a session to explain the upcoming pilot being designed by PricewaterhouseCoopers. The pilot will test whether it makes sense to pay actors in commercials based on commercial GRPs rather than the artificial silos used for the past 60 years. If this new system is adopted, it will materially change how the industry and you spend, measure, and monitor the $1 billion spent annually on talent in commercials. This is a high-stakes venture and your attendance and participation at this session will not only bring you up to date but will also be of great assistance to the JPC.
Douglas Wood
Partner
Reed Smith LLP
JPC Chief Negotiator
Allan Linderman
President
The Linderman Media Group
JPC Consultant
Howard B Homonoff
Director, Entertainment, Media & Communications Advisory Practice
PricewaterhouseCoopers LLP
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5:00 pm
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Adjournment - Dinner on own |
Tuesday, April 27, 2010
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| 7:30 am |
Breakfast Sponsored by STRATA
Welcome
John Shelton
President and Chief Executive Officer
STRATA
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8:30 am
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General Session
OPTIMIZING PRICING DECISIONS
When it comes to the pricing of products and services, marketers take great care utilizing cost accounting as well as analysis of the competitive landscape. We think we are rational and fact driven when making pricing decisions, but are we? Research from the field of behavioral economics reveals that marketers make astonishingly simple, even irrational, mistakes, and make them repeatedly. This has serious implications regarding how a company prices its products, the choices it offers customers, and a host of other economic decisions such as motivating employees with bonuses, benefit plans, and more. By becoming more aware of your irrational side, you will be better equipped to make optimal pricing decisions for your business.
Ronald J. Baker
Founder
VeraSage Institute
Q&A Session
Jim Akers
Senior Director, WW Procurement Global Category Lead - Commercialization & Communications
Pfizer Inc.
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MAXIMIZING PRODUCTION SPEND
Production budgets continue to come under intense scrutiny. This roundtable discussion from the ANA Production Management Committee will feature tips, best practices, and new ideas to help marketers get the most from their production spend in both traditional and newer media. Areas to cover will include: green production, decoupling, multicultural, HDTV, digital and 3D television.
Moderator
John Lick
Executive Producer, Broadcast Production
Target Corporation
Co-Chair, ANA Production Management Committee
Panelists
Chris Furse
Senior Manager, Advertising
Burger King Corporation
Valerie Light
Advertising Production Manager
Verizon Communications
Co-Chair, ANA Production Management Committee
Barry Rosen
Executive Producer
Direct Focus, Inc.
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SOCIAL MEDIA AND THE LAW
Friends, tweets, profiles, avatars, blogs, chats, personalized pages, customized URLs—keeping up with social media can be daunting. Social media continues to change the rules of engagement for companies, brands, marketing professionals and their legal advisors. Just as marketing models are changing to take advantage of social media, industries must confront new and unprecedented legal risks in this brave new world of engagement—a world lawmakers, regulators and courts are struggling to figure out. This session will cover best practices for corporate engagement in social media, how to approach workplace policies, the legal landscape evolving around social media platforms, as well as case studies of social media successes and failures.
Doug Wood
Partner
Reed Smith LLP
Q&A Session
Daniel Jaffe
Executive Vice President, Government Relations
ANA
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PROCUREMENT: THE GOOD, THE BAD, AND THE UGLY
Procurement has now been a force in marketing services for about a decade. But for every success story, there are reports of procurement bad behavior. Recently, the advertising trade press has been feasting on negative stories—e.g., “Fed up shops pitch a fit at procurement” in Advertising Age. Common complaints include the perspective that procurement’s primary focus is on cost cutting and most procurement professionals have no prior marketing experience. Where’s the truth and where’s the road to better alignment between procurement, internal client stakeholders, and agencies? A panel of “great marketing procurement professionals”—identified as such by their peers and agencies—will comment on the myths and best practices of marketing procurement, and offer insight on a new ANA/4A’s survey that takes the pulse of procurement, internal clients, and agencies on the state of marketing procurement.
Moderator
Jim Akers
Senior Director, WW Procurement Global Category Lead - Commercialization & Communications
Pfizer Inc.
Panelists
Chris Baker
Senior Director, Purchasing
Heineken USA
Lisa Figel
Group Category Manager, U.S. Agency Procurment
Johnson & Johnson
Kim Kraus
Director, Brand Building Strategic Sourcing
The Procter & Gamble Company
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12:45pm
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BREAKOUT SESSIONS (lunch will be provided)
There will be two tracks of more intimate breakout sessions.
- Track 1: A track specifically for pharmaceutical companies and the unique issues they face. This will be a 2-hour extended session.
- Track 2: A more general track featuring two sequential 50-minute sessions.
PHARMACEUTICAL MARKETING: NAVIGATING THE COMPLEX WATERS (Track 1)
12:45 - 2:45pm
This super-sized breakout session will focus on the unique regulatory and marketing challenges facing the pharmaceutical industry. We’ll start with an update on the implications of the new political reality including the regulatory, legislative, and legal issues that impact directly, or impinge upon, DTC and OTC drug advertising. Already saddled with unprecedented regulation, more is likely on the way. Then we’ll take a deep dive into one of the hottest topics facing the pharmaceutical industry—the role of social media, discussing how marketers can participate in the conversation in a regulated environment. The session will conclude with an open discussion on issues that are keeping pharmaceutical marketers awake at night.
Daniel Jaffe
Executive Vice President, Government Relations
ANA
Bruce Grant
Senior Vice President, Business Strategy
Digitas Health
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ARE YOU AS SMART AS A SIXTH GRADER … WHEN IT COMES TO ECONOMICS? (Track 2a)
12:45 - 1:45pm
In this highly interactive, fun, and exciting session, you will play the Trading Game. Participants will learn the subjective nature of value, and how increasing the availability of goods and services your company offers can lead to prosperity, happiness, and a higher standard of living for all. You will come away with their eyes open to a deeper understanding of how business works and how value is highly emotional, rather than tangible. Peter Drucker taught that, “Business is society’s change agent. All other institutions are designed to conserve if not to prevent change.” Companies exist to create wealth; no other institution can do it. This session will put you right in the middle of the action and you will come away smarter and enlightened.
Ronald J. Baker
Founder
VeraSage Institute
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EYES WIDE OPEN, WALLET HALF SHUT – THE STATE OF THE POST-RECESSION CONSUMER (Track 2b)
1:45 - 2:45pm
Today's consumers are emerging from the recession with a radically new definition of the American Dream, a renewed sense of their resourcefulness, and readjusted priorities, according to a just-released quantitative study of 1,200 consumers and qualitative research with nearly 700, conducted by Ogilvy & Mather Chicago in partnership with leading consumer insight company Communispace. The vast majority of Americans want out of the rat race, are shopping differently (92 percent say they are using coupons), and are making tradeoffs in order to continue enjoying small luxuries, such as a daily visit to Starbucks. This session will provide insights into the new consumer mindset and strategies that marketers and brands can employ to regain trust and connect with consumers today.
Graceann Bennett
Managing Partner, Director, Strategic Planning
Ogilvy & Mather Chicago
Manila Austin, PhD
Director of Research
Communispace
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| 2:45pm |
Adjournment
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| 7:00 pm |
Reception/Dinner
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Wednesday, April 28, 2010
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| 7:30 am |
Breakfast Sponsored by Active International
Welcome
Bill Georges
Executive Vice President, Sales & Operations
Active International
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8:30 am
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General Session
AGENCY KEYNOTE: JEAN-MARIE DRU
Jean-Marie Dru recently issued a call to action for both clients and agencies: 2010 should be the start of a new era where agency compensation is addressed both objectively and calmly. Mr. Dru believes that the industry is faced with a paradox. While clients have never leaned upon their agencies more, it has never been more difficult to justify a decent level of agency remuneration. He will share his views on agency compensation, procurement, the state of client/agency relations, and more.
Jean-Marie Dru
Worldwide Chairman
TBWA\Worldwide
Q&A Session
Bob Liodice
President and Chief Executive Officer
ANA
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MAXIMIZING MEDIA SPEND
While the topics of agency compensation and production spending are often "hot button" issues for attendees of this conference, media represents the single-biggest expense item for most marketers. This session will provide a perspective on how to maximize effectiveness and efficiency in media spending, covering issues including:
- The value of media audits, working with multiple media agencies, and ownership among agencies of areas including social media and branded entertainment.
- The role of procurement in the media process and the value of media agency services above and beyond planning and buying.
- Measurement of digital and social media.
The agency perspective will also be presented-that on occasion some advertisers are encouraging agencies to take commercial risks disproportionate with rewards thereby creating downward pressure on service costs that can impact the quality of people and tools.
Moderator
Lou Schultz
Chairman and Chief Executive Officer
LMS-Unlimited, LLC
Panelists
Tiana Lang
Director, Media and Interactive
Burger King Corporation
Rob Norman
Chief Executive Officer
GroupM Interaction Worldwide
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THE LATEST IN AGENCY COMPENSATION
Every three years ANA surveys its members on the types of compensation arrangements used by national marketers to pay their agencies. This survey has become the leading benchmark for the industry and has always been the “go to” report for the latest news, trends and practices. Exclusive results from the brand new survey will be premiered, discussed, and debated.
Rich DelCore
Director of Finance, Global Brand Building Organization
The Procter & Gamble Company
Co-Chair, ANA Advertising Financial Management Committee
James R. Zambito
Global Marketing Group Controller
Johnson & Johnson
Co-Chair, ANA Advertising Financial Management Committee
Thomas A. Finneran
Executive Vice President, Agency Management Services
American Association of Advertising Agencies
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| 11:30am |
Conference Adjournment |
