2018 ANA Advertising Financial Management Conference

The annual ANA Advertising Financial Management Conference is the only event of its kind. It brings together top client-side marketing procurement and finance professionals 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 previous conferences include:

  • “It was a great opportunity to benchmark my activities as a procurement professional, learn from others’ experience and gain insight that will directly apply to what I do day-to-day.”
  •  “Best way to meet other professionals in the industry and discuss real world examples and processes to improve everyone.”
  •  “It’s a one-of-a-kind event that provides a great opportunity to meet peers, network, and benchmark."

The hashtag for this event is #ANAAFM.

Conference Chair:

Jim Wallace
Director Worldwide Agency Strategy & Management
HP Inc.

The ANA is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education (CPE) 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.


Start: Sunday, April 29, 2018 at 8:00am

End: Wednesday, May 2, 2018 at 12:00pm


Diplomat Resort Hollywood
3555 S Ocean Drive
Hollywood, FL 33019

The ANA has negotiated a special room rate of $290/night. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Sunday, April 14, 2018, after which prevailing rates apply.

Registration Pricing

Early-bird pricing is in effect through 03/02/2018
ANA Associate Gold Associate Silver Associate Individual Non Member
Conference Registration ANA $1,360 Associate Gold $1,360 Associate Silver $1,465 Associate Individual $1,570 Non Member $1,570

*Early-bird pricing reflects a $100 savings*

Please visit our website at http://www.ana.net/members/associatelist to see if your company is an Associate member and here at http://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to  this page.


Monday, April 30, 2018
8:00am Confirmed Sessions


Structuring your in-house agency to be efficient and to deliver value and quality can be a daunting task. MGM Resorts’ in-house agency does just that though. We’ll take a look inside MGM Resorts in-house agency to see how they did it, including their re-organization and how they shifted the focus from scope creep and quantity to estimated hours and quality work.

Jessica Cipolla-Tario
SVP Advertising and Content MGM Resorts International
Paul Laquerre
CFO MGM Resorts International


After building out their in-house search and programmatic teams, JP Morgan Chase & Co. went on a mission to ensure their ads were appearing on safe sites. This mission led them to drastically reducing the number of sites their ads appeared on and ended up having an incredibly positive effect. They’ve reduced detected fraud by 49 percent and increased ad viewability 5 percent. But the work hasn’t stopped and they’re now combating other means of digital ad fraud, including domain spoofing.

Jake Davidow
Head of Programmatic Buying JP Morgan Chase & Co.


The future of the marketing industry is not about advertising, it’s about driving commerce. With the proliferation of new technologies like Artificial Intelligence, Augmented Reality, and Voice Technology, how can we ensure that our organizations have the right mindset to not only identify growth opportunities in technology that drive commerce, but be internally organized to capitalize on these changes? In this session, Sarah Hofstetter, CEO at 360i will discuss how marketers can create compensation models for agencies and vendors that are bringing these ideas forward and what internal changes can be made to position them for success.

Sarah Hofstetter (@Pezmeister1)
Chief Executive Officer 360i


By automating repetitive tasks across the marketing mix, marketing automation gives marketers the ability to engage customers and build brands more effectively than ever before. Tom Klein, CMO of MailChimp, was recently recognized as a member of the Adweek 50, celebrating “the most indispensable executives across marketing, media and technology.”  Hear from Mr. Klein how brand builders use marketing automation to connect with customers and grow their insurgent brands.  According to Adweek, transformation and automation are two themes that define the current list – themes that Mr. Klein is well qualified to address.

Tom Klein (@tomklein)
CMO MailChimp


There has never been more talk about “data” in the ad industry than there is today.  Properly leveraging data provides many benefits to advertisers, but data missteps pose threats and huge risks.  Recent news items have included costly state and private actions over data breaches, class action suits on how data is mined, concerns about how media companies may be misusing data for targeting, and new data regulations in China and the GDPR – General Data Protection Regulation – in Europe.  The GDPR in particular represents a global regulatory sea change for the advertising industry.  A single data mistake could corrupt an entire data base and cost a company millions of dollars.  And in China, a breach could lead to the loss of a business license or imprisonment.  In this session, ANA’s outside General Counsel will help you stay within the law with insights on data protection.

Douglas J. Wood
Partner ReedSmith LLP


Marketers and their agencies need to be more customer obsessed and do so at every touchpoint in the consumer journey. A better understanding of customers is required and that needs to include knowledge of the relationship individual consumers actually want to have with brands. Companies including Amazon and Netflix get this but most do not. In this session Forrester analyst Joanna O’Connell will share how mastering customer obsession can help “future proof” a brand.

Joanna O’Connell (@joannaoconnell)
Analyst Forrester


Marketing and advertising communicators are in a creative business, and the "business" side of what we do is often hard to talk about -- especially when it comes to money. Maybe if we took a nontraditional approach in talking about money, we'd find our daily work a little easier and much more successful. Independent agency Eleven has been successful with some big brands by believing that financial conversations should be natural and productive instead of awkward and defensive. Hear how Eleven healthily hashes out financial relationships and the importance of transparency and humanity when it comes to the difficult conversations.

Sarah Lacey
Sourcing Manager, Indirect Purchasing - Marketing The J. M. Smucker Company
Dodie Martz
Associate Partner, Director of Revenue and Operations Eleven Inc.


If there's a single watchword for the advertising world, it's "transparency." With marketers increasingly under pressure to drive new growth, they are obsessed with maximizing the value of each and every dollar spent. Today's marketers are focused on developing transparent relationships with their agencies to better understand how their media dollars are being invested, how data is managed, and who owns the technology. McKinsey leaders sat down with key stakeholders to better understand how transparency is evolving in the industry today. They will share revealing anecdotes and the most compelling insights into modern marketing practices.

Sarah Armstrong
Partner McKinsey & Company
Robert Tas
Digital Partner, Associate Partner McKinsey & Company


The task of identifying social media influencers for brand marketing can make or break your social activations. The Hershey Company will share their approach to influencer sourcing and management, including their experience on the acquisition process of influencers, contract management, influencers’ platforms, and UGC.

Sherry Ulsh
Senior Manager, Indirect Sourcing The Hershey Company


Business moves fast at Uber and employees must adapt and hustle in an environment where you are encouraged to “be an owner, not a renter.” That means negotiations and deals within marketing procurement have to move just as fast, if not faster, to keep up. And that can be a challenge when working with Silicon Valley titans like Facebook and Google. Hear how Uber’s marketing procurement team earned a seat at the C-Suite table and tackles negotiations with titans.

Rahul Khanna
Head of Marketing Sourcing Uber Technologies


Sponsorship has become an increasingly important component of the marketing communications mix with growth outpacing traditional advertising and promotion. North American sponsorship spending was expected to reach over $23 billion in 2017, per IEG. Yet measurement of the ROI of sponsorship continues to be difficult. ANA and the Marketing Accountability Standards Board have teamed-up on an initiative to address the lack of identified metrics that tie to sponsorship’s contribution to brand and business outcomes. The expected deliverable is a road map for brand sponsorship investment and activation.

Moderator: Tony Pace
President/CEO MASB
Additional participants to come


The brief is the very foundation of creative work. Despite its importance in the creative process, clients often don’t give briefing the attention it deserves. A bad brief can start a time-consuming and expensive process heading off in the wrong direction, leading to many rounds of revisions, confusion, and unnecessary tension in the client/agency relationship. Furthermore, there is the opportunity cost due to subpar creative in the marketplace. The ANA Briefing Task Force was established to provide guidance for developing briefs and optimizing the briefing process. The Better Creative Briefs white paper identifies the characteristics of a great brief, best practices for delivering the brief to the agency, and suggestions on measuring briefs.

Bill Duggan (@billduggan)
Group Executive Vice President ANA
Debra Giampoli
Co-Founder and Partner Stone Soup Consultants LLC


Transparency, risk, cost inefficiencies, oh my! Can blockchain be the solve for these marketing finance challenges? In this session, you will hear about the promise behind blockchain and how it will impact marketing finance and procurement in the years to come. Discover the basics behind how it works, how it can be separated or used concurrently with cryptocurrencies and how other industries are utilizing the technology to extract every working dollar’s potential. You will also learn what you need to do to brace your organization for the impact of this game changing technology.

Dustin Engel
Head of Product Strategy and New Ventures PMG


Over the past couple of years, transparency has been among the hottest issues in the advertising industry. ANA has issued perspective on media transparency, programmatic transparency, and production transparency, including recommended action steps.  Despite progress, many problems still exist, including issues relating to transparency in experiential and promotion marketing.  Marketers must stay vigilant and not lose sight of the issues around knowing where their money is spent and, more particularly, wasted.  Without question, there is a direct correlation between the interest and control taken by a marketer and the level of transparency received.  Reed Smith – ANA’s outside legal counsel and drafters of the ANA Master Media Planning & Buying Services Agreement – will give insight and new perspective about optimizing transparency in your advertising investments across all silos including media, production, creative, experiential, promotion and more.  This session is open to ANA marketer members only, please.

Douglas J. Wood
Partner ReedSmith LLP

More Sessions to Come!

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. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancellation. 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 two weeks prior to the conference may not be included in the attendee list.