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 (@Jim_Wallace)
Global Head of 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. To make your room reservation, please click here. You may also call the reservations department at (855) 689-2911 and reference the ANA Advertising Financial Management Conference. The cut-off date to obtain the ANA rate is Sunday, April 14, 2018, after which prevailing rates apply. Please notify the hotel of any special needs that you may have.

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Conference Registration ANA $1,460 Associate Gold $1,460 Associate Silver $1,565 Associate Individual $1,670 Non Member $1,670

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

Great Hall Foyer
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!

Atlantic Ballroom 1
4:00pm Conference Kickoff Sessions

Great Hall 4-6

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 (@Carolina_NYC)
President, Co-Founder, Vice Chairperson NYIAX
James Dix (@jdb26354)
Partner CryptoOracle
Gabe Greenberg (@DigitalVisionry)
CEO, Co-founder GABBCON
Jack Myers (@MediaVillagecom)
Chairman and Media Ecologist, Author MediaVillage

TRANSPARENCY, EFFICIENCY, AND SCALE IN PRODUCTION. THE TIME FOR TALK IS OVER.

We've been doing it the same way for 50 years, but for some reason we 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 all can explain the problem. And we all know the requisite buzzwords - Transparency, Efficiency, Scale - to describe what the industry wants and desperately needs, but is anybody really doing anything about it?

Turns out they are.

David Corts will lead a discussion with participants who are leading the way with new technology, structuring new partnerships with their agencies, and implementing innovative models for production.


Facilitator: David Corts (@dcorts)
President and Chief Operating Officer StudioNow
Brad Rinklin (@brinklin)
CMO, Sr. Managing Director Eze Software
Meritxell Guitart
Global Advertising Business Leader

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

This session will provide academic insight from leading university supply chain management programs. 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.
Kelly Lynch
Director, Supply Chain Management Department Michigan State University
Mary Long
Managing Director, Supply Chain Management Institute University of San Diego School of Business
6:30pm Reception  

7:30pm Dinner  

TRANSPARENCY IN DIGITAL

Jeff Plaisted
VP, Global Client Development Integral Ad Science
Great Hall 4-6
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. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and moderators include:

MARKETING PROCUREMENT TALENT AND THE MENTORING PROGRAM
Facilitator: Sherry Ulsh (@slulsh) 
Senior Manager, Indirect Sourcing
The Hershey Company

IN-HOUSE AGENCIES
Facilitator: Kimberly McNeil-Downs
Leader – The Green Dot Agency
Deloitte

AGENCY COMPENSATION
Facilitator: Mark D. Hudson
Procurement Category Manager, Marketing
Walgreen Company

PRODUCTION BEST PRACTICES
Facilitator: Valerie Light
Manager, Broadcast Production
Verizon

SCOPE OF WORK (SOW)
Facilitator: Richard Benyon (@rbenyon)
CEO
Decideware

MAXIMIZING DIGITAL MARKETING INVESTMENTS
Facilitator: Chad Schulte
Chief Revenue Officer
iNvolved Media

Great Hall 3
8:30am General Session

WELCOME

Steven Wales
Chief Revenue Officer Decideware
Alan Elkin
Chairman, CEO and Co-Founder Active International
Great Hall 4-6

OPENING REMARKS

Bob Liodice
CEO ANA

THE WORLD IN 2018 – TRENDS TO WATCH

Daniel Franklin is the executive editor of The Economist and editor The Economist‘s annual publication, “The World in…”; which focuses on the year ahead.  In this session Daniel will discuss key global trends to watch from technology, politics, sports, and more.

Daniel Franklin (@TheEconomist)
Executive editor, The Economist Editor, The World in...

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 (@Vegasmktgdiva)
SVP Advertising and Content MGM Resorts International
Paul Laquerre (@PaulLaQuerre)
CFO MGM Resorts International
10:45am Networking Coffee Break

Great Hall Foyer

REIMAGINING AGENCY COMPENSATION: 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 (@tasrobert)
Digital Partner, Associate Partner McKinsey & Company
12:30pm Luncheon  

WELCOME REMARKS

Lisa Brown
Global Chief Strategy and Business Development Officer Active International
Great Hall 3
2:00pm General Session Cont.

Great Hall 4-6

TAKING CONTROL OF PROGRAMMATIC

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 Digital Marketing for Chase Home Lending 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
3:30pm Networking Coffee Break  

Great Hall Foyer
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 (@dustinengel)
Head of Product Strategy and New Ventures PMG
Great Hall 4-6

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 (@arisheinkin)
Vice President, Marketing Analytics IBM
Great Hall 3
4:45pm

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 (@debgiampoli)
Co-Founder and Partner Stone Soup Consultants LLC
Great Hall 4-6

2B: TOP 3 TRENDS IN PRODUCTION: DIVERSITY, IN-HOUSE, & EFFICIENCIES

In this session, members of the ANA Production Management Committee will share their thoughts on the top three trends in production in 2018. We will discuss diversity in production, the rise of in-house content studios and best practices for production efficiencies. Also, come to this session ready with your production questions as we’ll open the floor to the audience to ask our panelists about these and additional issues in production.

Facilitator: Gregory Wright (@g_j_w)
Director, Content Marketing, Conferences & Committees ANA
Valerie Light
Manager, Broadcast Production Verizon
Ben Haynes
Head of Broadcast Production, Sales & Marketing Procurement Fiat Chrysler Automotive NA
Beth McMorrow
Consultant Mondelez International
Great Hall 3
5:30pm Session Adjournment

6:00pm 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. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and moderators include:

MARKETING PROCUREMENT TALENT AND THE MENTORING PROGRAM
Facilitator: Sal Vitale
Senior Manager, Marketing & Sales Procurement
Mondelez International, Inc.

IN-HOUSE AGENCIES
Facilitator: Kimberly McNeil-Downs
Leader – The Green Dot Agency
Deloitte

PROGRAMMATIC BUYING
Facilitator: Jake Davidow
Head of Programmatic Buying
JP Morgan Chase & Co.

NEGOTIATION BEST PRACTICES
Facilitator: Rahul Khanna
Head, Global Marketing Negotiations
Uber Technologies, Inc.

EVOLUTION OF PROJECT WORK 

Facilitator: Chris Hering
Director, Product Marketing: Advertising, Media & Publishing
Oracle+Netsuite
and
Bob Silverman
Chief Financial Officer
VSA Partners

 

Great Hall 3
8:30am General Session

Great Hall 4-6

THE ACCOUNTABLE CMO

As chief marketing officer of TD Ameritrade, Denise Karkos has a relentless focus on driving marketing return-on-investment.  She will discuss the process for that, including how the firm’s substantial media budget is optimized. Further, Denise will share how she built the business case to take some work in-house and how the marketing procurement team is a full partner in the quest for marketing accountability at TD Ameritrade.

Denise Karkos (@dckarkos_TDA)
Chief Marketing Officer TD Ameritrade

FRENEMIES: THE EPIC DISRUPTION OF THE AD BUSINESS (AND EVERYTHING ELSE)

Frenemies is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, many "frenemies" as former allies become competitors, and accusations of kickbacks and corruption swirl. The book is due out June 5 and this session will provide an intimate, unfiltered preview.

Ken Auletta
New Yorker magazine writer of the Annals of Communications and author of 5 national bestsellers
Interviewed by Jack Myers (@MediaVillagecom)
Chairman and Media Ecologist, Author MediaVillage
10:15am Networking Coffee Break

Great Hall Foyer
10:30am General Session Cont.

Great Hall 4-6

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.

Keri Bruce
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

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)
VP, Principal Analyst Forrester
12:45pm Luncheon  

WHEN BAD THINGS HAPPEN TO GOOD BRAND STORIES

The time is now for Brands to restore full control of creative assets across every screen, device and platform—before things get even more complex. Learn how to minimize risk and be prepared for any situation that calls for swift action or immediate course correction. You’ll quickly see why it’s good for your brand, all your partners and your bottom line.

Melinda McLaughlin
CMO Extreme Reach
Great Hall 3
2:00pm

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.
3:00pm Networking Coffee Break

Great Hall Foyer
3:15pm General Session Cont.

Great Hall 4-6

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
4:15pm Session Adjournment

6:30pm Reception  

7:30pm Dinner  

Great Hall 3
Wednesday, May 2, 2018
7:30am Breakfast

Great Hall 3
8:30am General Session

Great Hall 4-6

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.

Karen Ebben
Director, MASB Founder, Global Marketing Impact, LLC
Tony Pace (@cerebrlgraffiti)
President/CEO MASB

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, Global Marketing Negotiations Uber Technologies, Inc.

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 (@slulsh)
Senior Manager, Indirect Sourcing The Hershey Company
Terence Sullivan (@TheAPRCo)
Digital Subject Matter Expert Advertising Production Resources

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
Moderated by Bill Duggan (@BillDuggan)
Group EVP ANA
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. 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.