2018 ANA Advertising Financial Management Conference Presented by Active International

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’s the largest and most important gathering of marketing procurement leaders and my go to resource to learn about emerging issues, benchmark best practices, and network with like minds.”
  • “I view the ANA Advertising Financial Management Conference as an incredibly valuable resource in an ever-changing marketing ecosystem.  Any advertiser who has a marketing sourcing function should consider this conference as a mandatory requirement to keep relevant.”
  • “I came away with ideas to put into action immediately as well as many contacts.  Just the networking alone is totally worth it!”

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.

when

Start: Sunday, April 29, 2018 at 4:00pm

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

WHERE

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
Registration
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.



Agenda

TIME EVENT DETAILS LOCATION
Sunday, April 29, 2018
2:00pm Registration Opens

2:45pm First Time Attendee Reception

Welcome to your first ANA Advertising Financial Management Conference! Join us for an informal afternoon of conversation, networking, and fun at the First-Time Attendee Meetup. It's a great way to meet new colleagues and AFM Conference veterans who are available to answer questions to help get you off to a great start for your first conference. This reception is open to all first-time conference attendees. We look forward to meeting you!

4:00pm Conference Kickoff Sessions

BLOCKCHAIN’S IMPACT ON ADVERTISERS

This opening session will look at the impact of blockchain on advertisers.  Are blockchain applications now like intranets were in 1993, the forerunners of something much bigger?  Private blockchains can drive efficiencies in financial management and reporting, as well as fundamental improvements in the advertising supply chain. That could be followed by changes in business models resulting from the convergence of blockchain advances and regulatory issues affecting the use of consumer data.  Current case studies will be shared as well as steps to prepare organizations for the new markets and ways of doing business that could be unleashed if public blockchain technologies fulfill their early promises.

Carolina Abenante
President, Co-Founder, Vice Chairperson NYIAX
James Dix
Technology/Media/Telecom Investment Analyst
Jack Myers (@MediaVillagecom)
Chairman and Media Ecologist, Author MediaVillage

TRANSPARENCY, EFFICIENCY, AND SCALE IN PRODUCTION

We've been doing it the same way for 50 years, but for some reason we now expect a different result. From the ANA to the DOJ, from the agency holding companies to the brands that collectively spend billions on production, we can all explain the problem. We all know the requisite buzzwords – transparency, efficiency, scale – to describe what the industry wants and desperately needs. This discussion will feature brands who are leading the way with new technology, structuring new partnerships with their agencies, and implementing innovative models for production.

Facilitator: David Corts
President and Chief Operating Officer StudioNow
Additional participants for this session to be announced.

UNIVERSITY SUPPLY CHAIN MANAGEMENT PROGRAMS AND THE FUTURE OF MARKETING PROCUREMENT TALENT

This session will bring together academic insight from leading university supply chain management programs with current practitioners. We’ll discuss issues including:

  • How popular is the supply chain management concentration and what is being taught?  How is marketing integrated in the curriculum?  What are the career paths for graduates?
  • What would current practitioners suggest for enhancements to university supply chain management programs?
  • How can marketing procurement become a more desirable career path?

What’s the academic perspective on improving efficiencies in the marketing supply chain?

Facilitator: Mary Ann Brennan
Senior Director, Global Procurement Mattel, Inc.
David J. Closs, PhD
Chair Emeritus, Department of Supply Chain Management Michigan State University
Nick Vyas
Assistant Professor of Clinical Data Sciences and Operations USC Marshall School of Business
6:30pm Reception  

7:30pm Dinner

Monday, April 30, 2018
7:30am Breakfast  

BREAKFAST ROUNDTABLE DISCUSSIONS

We are organizing a number of tables at breakfast for attendees to informally discuss key issues. In the past these have been popular sessions, so participants should arrive at the start of breakfast. Topics for the Monday breakfast will include: In-House Agencies, Agency Compensation, Mentoring, Production.

8:30am General Session

DELIVERING VALUE: MGM RESORTS’ IN-HOUSE AGENCY

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

CMO KEYNOTE

As chief marketing officer of TD Ameritrade, Denise Karkos is responsible for the overall management of the firm’s marketing and advertising to the long-term investor, trader and advisor segments. She leads segment strategy, brand and advertising, social media and content marketing, marketing analytics, marketing technology and operations, and corporate communications – topics that she will discuss in this CMO keynote.

Denise Karkos (@dckarkos_TDA)
Chief Marketing Officer TD Ameritrade
10:30am Networking Coffee Break

CAPITALIZING ON THE CHANGING TECHNOLOGY LANDSCAPE

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

THE EVOLUTION OF TRANSPARENCY

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
12:30pm Luncheon  

2:00pm General Session Cont.

REDUCING DIGITAL AD FRAUD AND INCREASING VIEWABILITY

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.

USING ARTIFICIAL INTELLIGENCE TO ENHANCE CREATIVITY

A team in Japan calling themselves the McCann Millennials was formed to bring creativity to a whole new level. As their first project, they built a “creative director - AI-CD β” using artificial intelligence that analyzed award-winning Japanese television commercials from the past 10 years to identify what makes great creative. They also invented the world's first AI robot “Shiromaru” that can increase human creativity. The leader of the team from McCann Millennials APAC, Shun Matsuzaka, will share their journey of leveraging AI to enhance creativity.

Shun Matsuzaka
Founder, McCann Millennials APAC Head, McCann NEXT
3:45pm DEEP DIVE PRESENTATIONS

A modified breakout, attendees have the opportunity to attend a more intimate session with a presenter and learn more about the topic at hand. Questions and discussion are highly encouraged during these sessions. There are four total sessions, two will run concurrently followed by another two running concurrently.

1A: FOLLOW THE BLOCKCHAIN ROAD

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

1B: IBM TRANSFORMS DATA AND ANALYTICS TO DRIVE ROI

The ANA Genius Award for Analytics Impact recognizes outstanding achievement in demonstrating marketing’s influence on business outcomes. In this session, you will hear how IBM, the 2017 winner of the ANA Genius Award for Analytics Impact, transformed data and analytics internally to optimize campaigns based on ROI and performance.

Ari Sheinkin
Vice President, Marketing Analytics IBM

2A: BETTER CREATIVE BRIEFS (CAN DRIVE PRODUCTIVITY AND REDUCE COSTS)

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

2B: Session Details to be Announced

6:00pm Reception

7:00pm Dinner on your own

Tuesday, May 1, 2018
7:30am Breakfast

BREAKFAST ROUNDTABLE DISCUSSIONS

We are organizing a number of tables at breakfast for attendees to informally discuss key issues. In the past these have been popular sessions, so participants should arrive at the start of breakfast. Topics for the Tuesday breakfast will include: In-House Agencies, Mentoring, Negotiation Best Practices, Programmatic Buying.

8:30am General Session

DATA – INSIGHTS ON PROTECTING YOUR DATA AND STAYING OUT OF JAIL

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

THE FUTURE OF MARKETING: AUTOMATION

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
10:30am Networking Coffee Break

THE FUTURE OF ADVERTISING MUST BE CUSTOMER OBSESSED

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
12:30pm Luncheon  

2:00pm General Session Cont.

TALK TO YOUR CLIENTS ABOUT MONEY LIKE YOU'D TALK TO YOUR KIDS ABOUT SEX

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.

FOSTERING CREATIVE INNOVATION THROUGH AGENCY MANAGEMENT

Building and launching successful innovative and creative marketing campaigns is not easy. Through a new agency management model, HP has been able to bring together all the different players to foster creative innovation. In this session, Alex Craddock, global head of PC marketing at HP, will share how this new model works and lessons learned along the way.

Alex Craddock (@THEAlexCraddock)
Global Head of PC Marketing HP

TRANSPARENCY 2.0 (ANA CORPORATE MEMBERS-ONLY BREAKOUT)

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
6:30pm Reception

7:30pm Dinner  

Wednesday, May 2, 2018
7:30am Breakfast

8:30am General Session

SPONSORSHIP ACCOUNTABILITY METRICS

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

NEGOTIATING WITH SILICON VALLEY TITANS

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

THE SOURCING OF TALENT: INFLUENCERS

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

10 ISSUES

To close the conference a panel comprised of ANA members will address key issues discussed at the conference. Those will likely include new agency compensation models, in-house agencies, data protection, programmatic buying, creative briefs, AI, transparency, blockchain, and more.

Mary Ann Brennan
Senior Director, Global Procurement Mattel, Inc.
Warren Byrum
Director, Category Management - Marketing Services American Express Company
Jocelyn Stahl
Director, Indirect Procurement The Hershey Company
Moderated by Bill Duggan
Group EVP ANA

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.

Miscellaneous:
     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.