2015 ANA Advertising Financial Management Conference presented by Active International

This event is over.

The annual ANA Advertising Financial Management Conference is the only event of its kind. It brings together top marketing finance and procurement professionals from the client side with agency CFOs and other key industry stakeholders interested in efficiencies, cost savings, return on investment, and delivering greater value to organizations. The conference is registered as a sponsor of continuing education with both the Institute for Supply Management and the National Association of State Boards of Accountancy. Post-conference perspectives from attendees at last year’s conference included the following:

  • “Great content, captivating speakers, and valuable connections. All in all one of the best conferences I have attended.”
  •  “Overall, the conference touches on topics that are important and relevant in today's marketplace. The ANA always does a great job bringing everyone together on topics that matter.”
  •  “Outstanding quality from start to finish!”

Conference Co-Chairs:

Sean Dowd
Senior Manager, Marketing Strategic Sourcing

Intel Corporation

Kate Short
North America Marketing Procurement Group Manager

Nestlé USA

Tweet and follow along with the conversation at the conference by using the hashtag #ANAAFM.

Download the ANA Event Guide at e.ana.net.

At the recent ANA Advertising Financial Management Conference in Phoenix, current and past conference chairs gathered. Names of chairs with their current companies and year that they chaired the Advertising Financial Management Conference are:

  • Sal Vitale, Johnson & Johnson (2014)
  • Sean Dowd, Intel (2015)
  • Kim Courtney, MillerCoors (2006)
  • Sue Markowitz, Ford Motor Company (2001)
  • Bill Duggan, ANA
  • Brett Colbert, MDC Partners (2011)
  • Francisco Escobar, JFE International (2003)
  • Kate Short, Nestlé (2015)
  • Sopan Shah, Nestlé (2012)
  • Sherry Ulsh, Church’s Chicken (2000)
  • Mike Thyen, Eli Lilly and Company (2005)

Related Content


The ANA is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.

1. The program delivery method is group-live.
2. The NASBA program level is basic.
3. There are no prerequisites and/or advanced preparation requirements for this conference.
4. The total amount of CPE credits are 15.
5. The NASBA field of study subject area is Business Management and Organization.

Sunday, April 26, 2015
3:00pm Registration Opens

McArthur Ballroom
4:00pm Preconference Session


Ad Age identified media transparency as one of its 2014 “Biggest Stories of the Year.”  An ANA survey found that nearly half of respondents were concerned about the transparency of media buys – undisclosed rebates and programmatic buying were among the issues noted for transparency concerns. This session will feature perspective from a panel of industry leaders on transparency issues and will then evolve into a town hall discussion to get the input of conference attendees.

Bill Duggan
Group Executive Vice President ANA
Keri Bruce
Senior Associate ReedSmith LLP
David Dobbins
Media and Print Services Director Boehringer Ingelheim Pharmaceuticals, Inc.
Grand Ballroom
5:30pm Adjournment

6:30pm Reception | Dinner  

McArthur Ballroom
Monday, April 27, 2015
7:30am Breakfast  

McArthur Ballroom
8:30am General Session

Frank Lloyd Wright A-F


Steven Wales
Chief Operating Officer Decideware, Inc.

Opening Remarks

Jim Porçarelli
Executive Vice President, Chief Strategy Officer Active International
Bob Liodice
President & Chief Executive Officer ANA
Sean Dowd (Host)
Senior Manager, Marketing Strategic Sourcing Intel Corporation
Kate Short (Host)
North America Marketing Procurement Group Manager Nestlé USA


Peter Stabler covers the Internet, digital media, and advertising sectors for Wells Fargo Securities. He transitioned to equity research in 2007 following an 18-year advertising agency career (on the media side). Agency coverage consists of WPP, Omnicom, IPG, and MDC Partners. In the Internet/digital media space, his coverage includes Google, Facebook, LinkedIn, Yahoo, Twitter, Pandora, and AOL. From this unique vantage point, Peter will provide a foundation for the conference, addressing issues including the health of the agency sector, outlook for agency growth/expansion, agency profitability, opportunities in digital media, and the impact of programmatic.

Peter Stabler
Managing Director Senior Equity Analyst Wells Fargo Securities, LLC


There is no denying that advertising agencies continue to play important roles in the client marketing world. However, in today’s complex and fragmented landscape, the agency/client partnerships that were so critical in past eras are often not seen as strong and can dangle on the thread of procurement, categorizing the relationship as primarily transactional and easily opening up the door for divorce. What can today’s agencies do to reverse this trend and once again be seen as business partners? What role should clients play? This session will combine the personal perspective of a leading marketer with results from a new ANA survey on agency relations issues and opportunities. The survey provides feedback from clients and agencies and examines areas including process management (i.e., briefing and approvals), the role/contribution of the agency, compensation, the value of procurement, and talent.

Marc Strachan
Vice President, On Premise Strategy and Multicultural Marketing USA Diageo North America
10:45am Coffee Break

11:15am General Session (cont.)


Eve Reiter’s career includes the unique mix of a stint as vice president, agency relations and now vice president, global supply management. In her current role, she leads global procurement categories including marketing, print, consulting, financial services, facilities, HR, and customer service. Responsibilities include category strategy and delivery, supplier sourcing and contract negotiations, procurement process re-engineering, and senior-level stakeholder engagement. A former ANA Agency Relations Committee chair for five years, she has spoken at the ANA Advertising Financial Management Conference in 2004 and 2008. In a world where agency relations and procurement often collide, Eve’s perspective is unique. She will share best practices and insights taken from her journey from agency relations to procurement.

Eve Reiter
Vice President, Global Supply Management American Express Company
Frank Lloyd Wright A-F


Eric Chan, SVP, finance and strategic planning, global brands at Mattel, will take us through a day in the life of a division/commercial CFO. He will focus on the interrelations between driving revenue, funding the right advertising, and everything in-between. Eric oversees 40-plus brands including Fisher Price, Barbie, and Hot Wheels through a team that works closely with global marketing, finance, strategic planning, supply chain, and procurement teams.

Eric Chan
Senior Vice President, Finance and Strategic Planning, Global Brands Mattel, Inc.
12:45pm Lunch  

McArthur Ballroom
2:00pm General Session (cont.)


“Programmatic” is 2014’s ANA Marketing Word of the Year according to a member survey. Programmatic media’s rise is massively disrupting traditional media management models, with many client/agency relationships in a state of flux. In this session, examine the current landscape of programmatic media management models and learn how to select the right model for your organization.

Joanna O’Connell
Lead Analyst AdExchanger Research


Steve Lightfoot, Senior Manager, Global Marketing Procurement – WFA, will share how category management is changing from a global perspective and what the future may hold for marketing procurement around the world.  Steve will also share examples from their members of how marketing procurement organizations have built their groups from the ground-up and best practices on driving engagement with their marketing teams.

Steve Lightfoot
Senior Manager, Global Marketing Procurement WFA
3:30pm Coffee Break  

3:45pm General Session (cont.)


Following the morning presentations, two separate town hall discussions will be held — one for clients and the other for agencies — to get the input of conference attendees. Each will discuss the agency relations issues and opportunities identified in the morning session, with the goal of identifying ideas and solutions to move the industry forward. Those ideas and solutions will be shared with all conference attendees in the general session on Tuesday.  (Again, there will be separate town hall discussions for clients and agencies. Apologies to other conference constituents who are not a part of these respective groups.)

The CLIENT Town Hall Discussion will take place in Frank Lloyd Wright A-F.

The AGENCY Town Hall Discussion will take place in McArthur Ballroom.

Frank Lloyd Wright A-F
5:00pm Adjournment

Tuesday, April 28, 2015
7:30am Breakfast

Breakfast Roundtable Discussions

We are organizing a number of tables at breakfast for attendees to informally discuss key issues.  Those are:

Agency Relations
Facilitator: Bruno Gralpois, co-founder, Agency Mania Solution

Global Procurement
Facilitator: Steve Lightfoot, senior manager, global marketing procurement, WFA

In-House Agencies
Facilitator: Sarah Cavicchi, executive director, In-House Agency Forum

Procurement Mentoring
Facilitator: Mary Ann Brennan, senior director, global procurement, Mattel


McArthur Ballroom
8:30am General Session


Irwin Gotlieb is chairman of GroupM Worldwide, the world’s leading full service media investment management company, he has served as CEO since its inception in 2003. A legend in the advertising/media agency business and recipient of many awards, he is the first industry executive to be inducted into the Broadcast & Cable Hall of Fame. Irwin will share his perspective on top issues, including the growth of programmatic, new agency compensation models, and WPP’s perspective on media transparency.

Irwin Gotlieb
Chairman GroupM Worldwide
Frank Lloyd Wright A-F


Technology snuck up and slapped traditional advertising out of its sleep. The power has shifted — brands have never been so transparent and the consumer more powerful. What impact does this have on advertising, the user experience, and the definition of a creative idea? Who’s doing it right? How crazy is it going to get? Success, in the digital discourse, depends less on thinking like an advertiser and more like an inventor.

Mike Yapp
Director, The ZOO Google | YouTube
10:00am Coffee Break

10:30am General Session (cont.)

Frank Lloyd Wright A-F


According to a 2013 ANA survey, 58 percent of marketers have an in-house agency of some type. In-house agencies have historically provided the benefits of cost savings, faster turnaround time, and an intimate, working knowledge of the brands they serve. Over the past few years, State Farm’s creative services department has undergone significant change designed to generate qualitative and quantitative value to the nation’s largest insurer of cars and homes. Katie Dundas and Greg Sutter oversee a staff of nearly 200 dedicated creative professionals who serve the unique, diverse, ever-growing creative needs and platforms, and address all challenges. This session will focus on some of the most-valuable lessons learned so far and how to articulate value, drive cost-avoidance and efficiencies, empower creativity, and build brands.

Katie Dundas
Creative Services Director State Farm
Greg Sutter
Creative Services Director State Farm


Doug Wood is a partner at Reed Smith LLP and ANA’s general counsel. Author of the industry’s leading legal treatise Please Be Ad-Vised, Doug is one of the most-knowledgeable and entertaining speakers you’ll ever see! In this session, he will discuss a number of urgent marketing issues, including data breach and security, patent trolls, bot fraud, piracy, native advertising, programmatic buying, and AVBs/rebates. You’ll leave the session with information and insights you need to deal with these issues in ways that will help you avoid Armageddon.

Doug Wood
Partner Reed Smith LLP
12:00pm Lunch

McArthur Ballroom
1:30pm General Session (cont.)

Frank Lloyd Wright A-F


Brands that demonstrate the financial value they create are able to elevate their stewards’ seat at the table in the corporate boardroom. Brand value analysis provides a strong financial rationale for strategic recommendations and budget requests, changing the way that marketing is measured while increasing the respect the brand engenders and its credibility. This can lead to better brand and marketing decision making to accelerate business growth and push share prices upwards. Brand value analysis can link brand and marketing to real money! In this session, the brand valuation guru at a major agency will share perspective on using brand value analysis to increase the bottom line.

Joanna Seddon
President, Global Brand Consulting OgilvyRED


Intuit has been successful in developing and retaining the right talent mix to ensure marketing category management success. This session spotlights best practices on finding and nurturing procurement talent including:

  • How to develop a career path for marketing procurement professionals to minimize turnover.
  • Skill sets marketing procurement professionals need in today’s rapidly changing environment.
  • Who to look for when building your team.
  • Why it is important to keep team members engaged.
  • How to measure, evaluate, and incentivize marketing procurement practitioners.

Firat Ozkan
Group Manager, Global Marketing Sourcing Intuit Inc.
3:00pm Breakout Sessions

 Choose to attend breakout session 1A or 1B.

Breakout 1A:

Operating in Today’s New Media Marketplace

Fragmentation, the rise of programmatic, unprecedented competition, and an ever- expanding digital footprint make delivering audiences more challenging than ever. In this session, Active International will unveil results from its survey of media companies on how the landscape is changing, what new investments in technology and data media organizations are making, and the impact those will have on companies in 2015 and beyond.  In addition, Active will discuss the impact of technology on the media buying process and offer some considerations for advertisers. 

(Please note: this session is closed to competitive barter/corporate trade companies.)

Jim Porçarelli
Chief Strategy Officer Active International
Alan Izenman
Chief Digital Officer, US Active International
Chad Schulte
Vice President, Strategic Sales Videology
McArthur Ballroom
Breakout 1B:


Marketing procurement has been one of the fastest-growing and most-influential categories for corporate indirect procurement organizations over the past decade. For many global marketers, marketing procurement is rapidly gaining momentum and maturity in the overall procurement category spend index and is a significant value contributor. Maintaining and/or advancing that level requires great talent and leadership. While the talent pool is deep and continues to evolve, the demand for top, ‘A+’ talent has never been greater. In this session, you will discover strategies, solutions, and trends for attracting, recruiting, developing and, ultimately, retaining top marketing procurement professionals.

Steve Shea
Founder and President SPS Consulting Group
Frank Lloyd Wright A-F
4:15pm General Session (cont.)


About 60 percent of marketers currently utilize performance-based incentives and that percentage has increased significantly in recent years, according to the most- recent ANA Trends in Agency Compensation report. However the question remains, do such incentives really work? The 4A’s has serious doubts, and a recent outsider’s perspective from Forrester Research is titled “It’s Time To Abandon Performance-Based Agency Compensation.” Key industry research results on incentive compensation will be presented then followed by a town hall open discussion.

Frank Lloyd Wright A-F
5:00pm Adjournment

7:00pm Reception  

McArthur Patio
8:00pm Dinner

McArthur Ballroom
Wednesday, April 29, 2015
7:30am Breakfast

McArthur Ballroom
8:30am General Session

Frank Lloyd Wright A-F


Joseph Jaffe, author of Flip the Funnel and Z.E.R.O., is CEO and co-founder of Evol8tion, a technology boutique that connects startups and brands. In this session, he will discuss the 70/20/10 rule and explain specifically why and how brands need to get to a budget allocation of ten percent dedicated towards "NEXT." Joseph will outline the journey towards a ten percent allocation to innovation, introduce benchmarks against which to measure and track progress, discuss the importance of protecting this fund from inevitable budget cuts, and suggest various ways of engaging both internal and external stakeholders to deliver against this imperative.

Joseph Jaffe
Chief Executive Officer and Co-Founder Evol8tion


Michael Thyen, director, procurement, emerging markets of Eli Lilly and Company and chair, ANA Advertising Financial Management Committee will share his company’s journey to increase the value of procurement as a strategic business partner. Discover how procurement is assessed and has evolved its “brand” through research and more-structured focus. Hear examples of progress on Eli Lilly and Company’s journey to deliver greater value through advanced business partnering practices.

Michael Thyen
Director, Global Procurement - Emerging Markets Eli Lilly and Company


The high level of expertise in the room presents the perfect opportunity to discuss best practices. In this session, we will crowd source that knowledge by inviting conference attendees to take the stage (as many want!) to each contribute an idea. You are guaranteed to leave the room with a list of new ideas to help optimize production spend.  (Interested in participating?  Please contact Greg Wright at gwright@ana.net.)


As corporations step up to the challenge in 2015, a number of game-changing trends are likely to reshape the landscape, how companies are approaching the discipline of agency management, and how they are working with their agency partners. Discover what the future holds for Madison Avenue and the implications for brand advertisers who rely on their agencies to successfully compete in the marketplace.

Bruno Gralpois
Co-Founder Agency Mania Solutions
12:00pm Conference Adjournment

Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date (on or before February 25, 2015). No refunds will be granted for any cancellations received after February 25, 2015 or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after April 9, 2015 may not be included in the attendee list.