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Advertising Financial Management Conference presented by Active International

This event is over.

OVERVIEW
The annual ANA Advertising Financial Management Conference presented by Active International 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.

Attendance at the Advertising Financial Management Conference has been surging in recent years and, for the first time ever, the conference sold out in 2010. Post-conference comments from those attendees include:

  •    "The overall conference was superior to any other I've attended in my 30+ years of business."
  •    "Superb for networking and keeping up with trends."
  •    "There's so much value. Excellent learning that I can leverage to stay in the know of best practices."
  •    "You go, you get smart!"

So don't delay and reserve your place at the 2011 conference.

2011 Conference Program Chair:
Brett Colbert
Global Manager, Advertising
Anheuser-Busch InBev

When
Begins:Sunday, May 1, 2011 at 4:00pm
Ends:Wednesday, May 4, 2011 at 11:30am
Where

Arizona Biltmore
2400 E Missouri Ave
Phoenix, AZ 85016

Due to unprecedented demand, the room blocks at the Arizona Biltmore, the Ritz-Carlton Phoenix, and Courtyard Cameback are sold out. We will be offering a shuttle from the overflow hotels to the Biltmore. The Embassy Suites Phoenix - Biltmore still has space available. Please call 602-955-3992, prevailing rates apply.

You can pick up the shuttle to the Biltmore at the Ritz-Carlton (2401 East Camelback Road), Courtyard Camelback (2101 E. Camelback Road) and Embassy Suites (2630 East Camelback Rd). The shuttle will run every 15 minutes within the schedule below:

Sunday, May 1, 2011
3:00pm - 10:30pm

Monday, May 2, 2011
7:00am - 5:30pm

Tuesday, May 3, 2011
7:00am - 10:00pm

Wednesday, May 4, 2011
7:00am - 1:00pm

Agenda

Sunday, May 1, 2011

3:30pm

Registration
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4:00 pm

 

Pre-conference workshop

TRENDS IN GLOBAL AGENCY COMPENSATION AND RELATIONSHIPS
David Beals, Greg Paull, and Shu Fen Goh of R3:JLB will provide a look at the world of agency compensation beyond the United States. This presentation will give insight into the compensation practices and trends in major markets including China, India and Brazil and compare and contrast them to the U.S. compensation landscape. New research data from more than 700 face-to-face interviews with marketers in these countries conducted about their agency relations will also be presented.


David Beals
President and Chief Executive Officer
R3:JLB

Greg Paull
Principal

R3:JLB

Shu Fen Goh
Principal
R3:JLB
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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, May 2, 2011

7:30 am

Breakfast  Sponsored by Decideware, Inc.

WELCOME
Steven Wales
Business Development Director
Decideware, Inc.
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8:30 am

 

General Session

OPENING REMARKS
Bob Liodice
President and Chief Executive Officer
ANA

HOW DO WE GROW FROM HERE?  THE U.S. ECONOMY AFTER THE CRISIS
David Leonhardt has been writing about economics for The New York Times since 2000 and was just recently awarded a 2011 Pulitzer Prize in the commentary category for what the committee said was "his graceful penetration of America's complicated economic questions." His column, Economic Scene, appears on Wednesdays. David has also founded an analytical sports column, called Keeping Score, which runs on Sundays. In this opening economic keynote, he will discuss the state of the U.S. economy and cover issues of relevance to advertisers including trade and tax policies, the job market, and worker productivity.

David Leonhardt
Business Columnist

The New York Times
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PROCUREMENT LEADER KEYNOTE
Brand building at The Procter & Gamble Company is renowned. A key division of P&G's Global Brand Building Organization is its Purchasing organization, tasked to deliver cost effective innovation that helps P&G fulfill its purpose-inspired growth strategy. Stew Atkinson is globally responsible for sourcing all brand building services and materials which includes agencies, media and in-store spending. Prior to joining the Global Brand Building Organization nearly five years ago, Mr. Atkinson held assignments in other Purchasing areas within the company as well as leadership positions within Human Resources and Manufacturing. For this procurement leader keynote presentation, Mr. Atkinson will discuss how his team is creating a purpose-inspired, integrated community of brand builders by improving relationships with external partners and internal stakeholders.

Stew Atkinson
Vice President, Product Supply, Global Brand Building Purchases
The Procter & Gamble Company
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1-ON-1 WITH JOHN WREN
John Wren is president and chief executive officer of Omnicom, a position he has held since January 1997. Under his direction, Omnicom has become one of the largest advertising, marketing and corporate communications companies in the world. Omnicom manages a portfolio of global market leaders comprised of three global advertising agency networks, BBDO, DDB and TBWA; numerous leading national advertising agencies; a global network of more than 175 marketing services companies; and a media group, Omnicom Media Group, that includes two of the world's premier providers of media planning and buying services, OMD and PHD.In this candid, 1-on-1 conversation we'll cover topics including the future of the agency holding company, the impact of digital marketing, new methods of agency compensation, and more.

John Wren
President and Chief Executive Officer
Omnicom Group Inc.

Interviewer:
Bob Liodice
President and Chief Executive Officer
ANA
___________________________________________________

MARKETING LEADER KEYNOTE: ABI'S WAY OF MARKETING -- ART, SCIENCE AND DISCIPLINE
Frank Abenante is responsible for managing Anheuser-Busch InBev's Focus Brands (including Global Brands like Budweiser, Stella Artois, Beck's), as well as for setting direction, policies and driving the Insights agenda for Anheuser-Busch InBev globally. Frank will discuss how to create a comprehensive, consumer-centric framework where art, science and discipline intersect to provide a clear, measurable roadmap to build a world-class marketing operations today, and strong, healthy brands that drive Top Line Growth tomorrow.

Frank Abenante
Global Vice President, Brands and Insights
Anheuser-Busch InBev
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1:00 pm

Luncheon Keynote from Active International

CORPORATE TRADE: TAKING THE MYSTERY OUT OF THE MODEL
Corporate trade remains an often misunderstood business model. Even for those who have successfully integrated it into their organization, there's often some mystery about how it works and why it can deliver value. In the past, most explanations focused solely on benefits to the CFO. This luncheon keynote will touch upon those considerations but will also show how marketers and procurement executives can implement and benefit from corporate trade. The session will explain the key mechanics, when it works best, share some case studies and show why corporate trade is more relevant than ever.

Barbara Martino
Executive Vice President, Client Development
Active International

Mark Ordover
Executive Vice President, Sales & Director of Worldwide Real Estate
Active International

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2:15 pm

General Session cont.

TOP TEN DIGITAL DEBACLES
What are the legal calamities in today's digital world that keep you awake at night? Better yet, what are the calamities that should keep you awake at night? The crises you may potentially face today are unlike any before and you sometimes have what seem to be only nano seconds to respond. Can the law help or is it a hindrance? What tools do you have to protect your brand? What steps can you take now to minimize risks? What legislation is lurking in Congress to give you more regulation and misery? In this session, Joe Rosenbaum will take you on his "Top Ten Digital Debacles" ride. Fasten your seatbelts.

Joe Rosenbaum
Partner
Reed Smith LLP
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VALUE BASED AGENCY COMPENSATION - LEARNINGS FROM THE COCA-COLA COMPANY'S JOURNEY
The Coca-Cola Company launched value based compensation in 2009 with media and creative agencies.  This session will share the company's approach to value based compensation and learnings from its implementation in 35+ markets around the world.

Sarah Armstrong
Director, Worldwide Agency Operations
The Coca-Cola Company
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5:00 pm

Adjournment - Dinner on own
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Tuesday, May 3, 2011

7:30 am

Breakfast Sponsored by avVenta

WELCOME
Jay Noce
Chief Executive Officer
avVenta
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8:30 am

 

General Session

GOVERNMENT RELATIONS & THE FINANCIAL INTERESTS OF ADVERTISERS
There are a number of potential government legislative and regulatory initiatives that could seriously impact the financial interests of advertisers. In the political arena, the stakes for the bottom line of the advertising community continue to escalate, including a substantially increased threat of federal and state ad taxes in this time of record deficits. On the privacy front, in response to requests from the FTC, the advertising industry recently launched the Self Regulatory Program for Online Behavioral Advertising. This program is designed to provide protection for consumers' legitimate privacy concerns, while allowing efficient and effective advertising on the Internet. These and other government relation issues that could impact advertisers will be discussed.

Dan Jaffe
Executive Vice President, Government Relations
ANA
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3M's WIN / WIN / WIN!
Can "value" in creative execution be quantified? Can supplier management and brand management teams not only co-exist, but innovate through one another? Can productivity enhancements and creative excellence be used in the same sentence? Can a brand identity system turbo-charge the creative process and result in growth for companies and their creative partners?

Yes. Yes. Yes. And, YES! Learn how 3M supplier management and brand management teams partnered with their external creative partners to turn the tide overnight, revamping its brand identity system, resulting not only in a lightning fast global roll-out and execution, but in solid business growth for all involved.

Nancy A. Nelson
Marketing and Communication Services Manager
3M

Dale R. Bohnert
Manager, Brand Identity and Design
3M
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INTEL'S OPEN SOURCE AGENCY MODEL
About two years ago, Intel embarked on a journey of moving away from an agency holding company model to an open source agency model. The journey was full of learning, challenges and opportunities. This presentation showcases how Intel shifted its agency model, the process and results of production decoupling, success stories and areas of future refinement.

Kate Short
Marketing Strategic Sourcing Manager
Intel Corporation

Peter Kuhn
Managing Director
Tag USA
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UPDATE FROM THE ANA PROCUREMENT TASK FORCE
The ANA Procurement Task Force was recently cited by Advertising Age as one of the ten "biggest stories of the year." The mission of the task force is to define and elevate the role of marketing procurement and to close the gaps on the perceived value of procurement between procurement and internal marketing as well as procurement and external agencies. The task force has three sub-committees:

  • Branding & PR
  • Education & Curriculum
  • Procurement Mentoring Group

Leaders of these respective sub-committees will report on progress to date and future plans.

Moderator:
Bill Duggan
Group Executive Vice President
ANA

Panelists:
Lisa Figel
Associate Director, U.S. Agency Procurement
Johnson & Johnson

Sal Vitale
Strategic Sourcing & Procurement Operations Professional

Marketing, Advertising and Indirect Services (Formerly with American Express Company)

Richard White
Global Commercial Procurement Director
Anheuser-Busch InBev
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12:30pm

Luncheon
Sponsored by DoubleVerify

BRAND SAFETY & COMPLIANCE WITH INDUSTRY REGULATIONS
Protection of brand integrity and regulatory compliance online are now of paramount importance to marketers and procurement officers across industries as they strive to keep up with increased scrutiny by government and regulatory bodies. With the FTC considering Do-Not-Track mechanisms for online behavioral advertising and industry-specific regulations, such as pharmaceutical brands' restriction on international advertising, it has become critical to employ effective tools that ensure compliance with these regulations. In this session, marketers and procurement leaders will gain a comprehensive understanding of key best practices and considerations when evaluating the best solutions to keep brands safe and stay ahead of evolving industry regulations.

Miles Dennison
Senior Vice President, Sales
DoubleVerify
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1:45pm

 

BREAKOUT SESSIONS
There will be two tracks of more-intimate breakout sessions.  Choose to attend a session each from track 1 and track 2.

  • 1A. AUDIT YOUR AGENCIES AND HAVE THEM THANK YOU FOR IT! (1:45 - 2:45pm)

    This session will provide detail on the benefits of a collaborative / integrated auditing approach with a drill down into the nuts and bolts of conducting such a review highlighted by a case study from Allergan, Inc., a multi-specialty health care company. We'll cover:

    • How a collaborative / integrated audit can serve as a means of enhancing the relationship between the agency and client procurement
    • How reviewing the process rather than merely auditing agency financials delivers greater results and process improvement opportunities
    • How collaboration WITH the agency allows for greater positive impact going forward
    • Why a review needs to include client operations and the impact marketing management's instructions/ decisions make on the overall relationship

    Moderator:
    Bob Siegal
    Director, Management Advisory Services
    Prager and Fenton LLP

    Panelists:
    Joseph Hopkins
    Head of U.S. Strategic Sourcing and Procurement Operations
    Allergan, Inc.

    Rob Laub
    Chief Financial Officer
    Chandler Chicco Companies

    Chris Esposito
    Chief Financial Officer
    Grey New York
    ___________________________________________________

  • 1B. PRINCIPLES OF FAIR AGENCY COMPENSATION (1:45 - 2:45pm)

    Almost a decade ago, the 4A'S and ANA partnered on development of agency compensation best practice guidance. The principles that were developed have withstood the test of time and are still very relevant today. However, given the changes in the industry over the past decade it may be time to supplement the earlier compensation guidance. Members of the 4A's Finance Committee will review proven principles of fair compensation and suggest new supplemental guidance.

    Rick Brook
    Senior Vice President, Global Client Operations, New York
    WPP Group plc

    Thomas Finneran
    Executive Vice President, Agency Management Services
    4A's

    Neal Grossman
    Chief Operating Officer, TBWA\Chiat\Day - Los Angeles
    Chief Compensation Officer
    , TBWA Worldwide
    ___________________________________________________

  • 2A. BUILDING EFFICIENCIES INTO GLOBAL CAMPAIGN IMPLEMENTATION (2:45 - 3:45pm)

    Electronic Arts, in partnership with Freedman International, will demonstrate how EA was able to drive savings and efficiencies in the implementation of its global advertising campaigns. This session will share how to:

    • Navigate the global - local dimension for a global brand with decentralized country operations
    • Set up the process and technologies for global to local implementation
    • Manage a multi-market product launch pipeline, coordinating the needs of local markets, global HQ advertising teams, and creative agencies
    • Achieve the advantages of an agency network in terms of international coverage without the cost
    • Use a campaign management and ordering portal to drive the global process, keeping markets on board and providing global insights

    Ken Epstein
    Director, Advertising
    Electronic Arts

    Kevin Freedman
    Managing Director, International Marketing Services Agency
    Freedman International
    ___________________________________________________

  • 2B. VALUE BASED AGENCY COMPENSATION DEEPER DIVE (ANA members only, please) (2:45 - 3:45pm)
    As a follow-up to Monday's general session, this breakout will provide a deeper dive inside The Coca-Cola Company's value based compensation model, with debate and discussion from attendees strongly encouraged.  This session is open to ANA members only, please.

    Sarah Armstrong
    Director, Worldwide Agency Operations
    The Coca-Cola Company
    ___________________________________________________
3:45 pm Adjournment
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7:00 pm Reception
Sponsored by TAG Worldwide
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8:00 pm

Dinner
Sponsored by Telemetry
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Wednesday, May 4, 2011

7:30 am

Breakfast
___________________________________________________

8:30 am

 

General Session

EMBRACING COST CONTROLS AND THRIVING
While many in the marketing industry argue that cost-consciousness and efficiency cannot coexist with creativity, Kodak and its lead creative agency, Partners + Napier, worked together to streamline costs - actually improving creative output while increasing ROI. The process began when Kodak requested that Partners + Napier participate in the Kodak supplier certification process. To become certified, a supplier must consistently exceed Kodak's expectations in the areas of quality, on-time delivery, lead time and productivity. The certification requires documenting, assessing and improving every step of the creative process. This presentation will discuss:

  • Some surprising inefficiencies the agency discovered during the certification process
  • How improved process has created more time for strategy and idea generation
  • How agencies and clients can work together to produce great work and still increase productivity and eliminate costs
  • The importance of process improvement by the entire team - both agency and client

A creative agency embracing cost-cutting may be unusual, but it might also be the new model for how marketers and their agencies can improve their working relationships while adhering to the strict demands of CFOs and procurement.

Peter Bartell
Supplier Quality Manager
Eastman Kodak Company

Jeff Gabel
Chief Creative Officer and Managing Partner
Partners + Napier
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MAXIMIZING YOUR INVESTMENTS IN TODAY'S MEDIA ECOSYSTEM
The past twenty years have produced fantastic innovations benefiting marketers including: agency consolidation, global agency networks, new advertising mediums and channels, agency investments in technology and use of data. The pace of that innovation and the number of software systems have ramped-up quickly in recent years, which has produced a new challenge: how do we put it all together? DDS last year processed more than $80 billion of media spend and is therefore in a unique position to comment on this opportunity for today's global, multichannel media ecosystem.        

JT Batson
President
DDS Digital
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10 THINGS I HATE ABOUT YOU
This may be the first ever attendee generated content session at an ANA conference. Attendees will be asked throughout the conference to submit their list of "things I hate" about both clients and agencies. We'll reveal the list of the most popular responses and encourage an open dialogue to address solutions to each issue.
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TRENDS IN DIGITAL AGENCY COMPENSATION
Given the rapidly changing digital media landscape, the ANA has conducted a biennial survey to stay on top of the trends in digital agency compensation practices. This session will provide a "hot off the presses" overview of the latest, 2011 survey. Research findings will cover how a diverse variety of digital services - online advertising, social, mobile, search, e-mail, etc. - are serviced and compensated for. An expert panel will provide depth behind the survey results with insights from their businesses.

Moderator:
David Beals
President and Chief Executive Officer
R3:JLB

Panelists:
Jim Zambito
Senior Director, Agency Management/Finance
Johnson & Johnson Global Marketing Group

Scott Heydt
Chief Finanical Officer
LBi

Dana Perry
Executive Vice President, Chief Financial Offier
BBDO New York and Atmosphere Proximity
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12:00pm Conference Adjournment
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