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2012 ANA Advertising Financial Management Conference presented by Active International

This event is over.

Please click here to download the conference booklet.

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.

Attendance at the Advertising Financial Management Conference has been surging and the event had nearly 500 registrants in 2011.  In the past two years, either the conference itself sold out or rooms at the venue sold out - so don't delay your registration.

Post-conference comments from recent attendees include:

  • "The conversation is candid, the topics are relevant, the speakers represent top companies and I really learn from it all."
  • "It's the best single conference focused on this topic."
  • "Provides great insights. Lots of ideas and best practices shared that can be leveraged by all parties that collaborate in the marketing arena."

The 2012 ANA Advertising Financial Management Conference is presented by Active International.

2012 Conference Program Chair:
Sopan Shah
Group Manager, Marketing Procurement
Nestlé USA

The conference is now sold out.  Please email registration@ana.net to add your name to the waitlist.

When
Begins:Sunday, May 6, 2012 at 4:00pm
Ends:Wednesday, May 9, 2012 at 12:00pm
Where

Boca Raton Resort & Club
501 E Camino Real
Boca Raton, FL 33432

The Boca Raton Resort and Club is sold out. The nearest hotel is the Boca Raton Bridge Hotel and is within walking distance of the conference. Please visit Boca Raton Bridge Hotel to make a reservation.

Agenda
The conference is now sold out.  Please email registration@ana.net to add your name to the waitlist.

Sunday, May 6, 2012

3:30pm Registration opens
4:00pm

HOW DO THE MOST ADVANCED MARKETING PROCUREMENT ORGANIZATIONS SET THEMSELVES UP FOR GLOBAL SUCCESS?
WFA (World Federation of Advertisers) will offer up research, case studies and member input from its global sourcing network on how international supply chains and the rising importance of the BRIIC markets are changing the ways in which marketing procurement is organized. This session will also feature hot-off-the-press research that benchmarks the “Marketing Procurement Maturity” of the biggest advertisers worldwide and how they stack up against best-in-class global sourcing teams.

Steve Lightfoot
Global Communications Procurement Manager
World Federation of Advertisers

Paul Duxbury
Co-Founder and Director
SPIRE Worldwide
________________________________________

6:30pm Pre-Reception sponsored by Mediaocean
7:30pm Opening Dinner sponsored by Reed Smith

Monday, May 7, 2012

7:30am

Breakfast sponsored by Decideware

Steven Wales
Business Director
Decideware Inc.
________________________________________

8:30am

General Session

OPENING REMARKS
Barbara Martino
Executive Vice President, Client Development
Active International
_________________________________________

WELCOME REMARKS
Bob Liodice
President and Chief Executive Officer
ANA
_________________________________________

OPENING ECONOMIC KEYNOTE
Leaders from PwC and Eurasia Group (a global political risk research and consulting firm) will provide a kickoff briefing on the economic and geopolitical trends and insights that can be used in upcoming business planning, strategy, and execution. PwC will tap into its widely followed Entertainment & Media Outlook 2011-2015 to provide a glimpse of how numerous facets of the media industry (advertising, television, digital, and filmed entertainment) are intended to fare in various markets. The Eurasia Group will provide political and economic context in those same markets, examining cross-border issues such as trade, energy and other commodities, financial regulation, climate change, and global health. Rounding out the briefing will be a readout of how most CEOs around the world are targeting growth, based upon PwC's recent 15th Annual CEO Survey, released in January on the eve of the World Economic Forum Annual Meeting in Davos.

John Swadener
Director, Marketing Transformation Practice

PricewaterhouseCoopers, LLP

Larry Cristini
Associate Director, Corporate Advisory Services

Eurasia Group

Q&A Session
Sopan Shah
Group Manager, Marketing Procurement
Nestlé USA
________________________________________

CPO KEYNOTE
Hans Melotte is vice president and chief procurement officer at Johnson & Johnson and will deliver the first-ever CPO keynote in the history of this conference. This session will cover the CPO perspective on the role and function of procurement overall including alignment to the business and talent management.  This overall procurement viewpoint will be followed with insight on the role/importance of marketing procurement within the total procurement org; how procurement at J&J works to build relationships internally with marketers and externally with agencies; how to move the perception that procurement is about "cutting costs" to one that is "building value"; and more.

Hans Melotte
Vice President and Chief Procurement Officer
Johnson & Johnson

Q&A Session
Michael E. Thyen
Director, Marketing and Sales Global Procurement

Eli Lilly and Company
________________________________________

CMO PERSPECTIVE
Cleveland Clinic is a nonprofit, multispecialty academic medical center and one of the largest and most respected hospitals in the nation, attracting patients from all 50 states and more than 70 countries. Paul Matsen, Chief Marketing and Communications Officer of Cleveland Clinic, has been called a "CMO you should know" by Advertising Age. Paul will share perspective on various issues including what CMOs are expecting from their marketing budgets, using data to drive strategic marketing decisions, customization of messaging, and more.

Paul Matsen
Chief Marketing and Communications Officer
Cleveland Clinic

Q&A Session
Bill Duggan
Group Executive Vice President
ANA
________________________________________

SIR MARTIN SORRELL
Sir Martin Sorrell last spoke at the ANA Advertising Financial Management Conference in 2002 and a lot has changed in ten years. He'll address issues including current tension points in client/agency relations, future growth opportunities for holding companies, how the industry is innovating, and more.

Sir Martin Sorrell
Chief Executive Officer
WPP

Q&A Session
Bob Liodice
President and Chief Executive Officer
ANA
_______________________________________

12:45pm

Lunch sponsored by Active International

Bill Georges
President, Sales and Operations
Active International
_______________________________________

2:15pm

 

General Session cont.

DIGITAL DOOM OR BOOM?
The juggernaut of digital marketing seems unstoppable.  Yet the risks on the Internet are growing just as fast, creating a very dangerous imbalance between the rush to ROI and potentially ruinous costs when things go wrong.  The Cloud, IPv6, ICANN, trolls, hackers, pfishers, squatters, spiders, and worms.  Sounds like a scene from the Wizard of Oz except that the Wicked Witch may be winning.  Douglas Wood, ANA's General Counsel and a senior partner with Reed Smith, will put the risks in perspective and suggest ways to address them without putting the brakes on creative ideas in cyberspace. 

Douglas J. Wood
Partner
Reed Smith LLP

Q&A Session
Jim Zambito
Senior Director, Agency Management/Finance

Johnson & Johnson Global Marketing Group
________________________________________

ACCOUNTABLE COMPENSATION
Jockey selected its new agency partner based on one simple premise: accountability. Accountable compensation changes the client/agency dynamic because an agency earns its profits through its contributions versus having them guaranteed.  In Jockey's case, its agency, TPN, is incentivized to work more efficiently because they are paid on creative output (projects on the SOW) and not hours. It is about efficiency AND effectiveness. All agency profits are contingent on meeting thresholds and both the agency and client share in Jockey's successes and failures.  This form of compensation is not without its critics, but Jockey believes it's the future for those clients wanting more accountability and a better agency relationship.

Dustin Cohn
Chief Marketing Officer
Jockey International

Rich Feitler
President
TPN

Q&A Session
Sopan Shah
Group Manager, Marketing Procurement
Nestlé USA
________________________________________

MEMBERS ONLY ROUNDTABLE
We’ll close the day with a discussion open to ANA members only.  Two topics are scheduled – global agency management and talent development for marketing procurement.  Meanwhile, impromptu topics for discussion will also be encouraged.  This is a great opportunity to share your perspective and learn from your peers at other companies.

Facilitators:
Ron Jensen
Director of Financial Synergies

Toyota Motor Sales U.S.A.

Michael E. Thyen
Director, Marketing and Sales Global Procurement

Eli Lilly and Company
_________________________________________

 

Tuesday, May 8, 2012

7:30am Breakfast
8:30am

General Session

A WALL STREET PERSPECTIVE
A leading Wall Street equity research analyst will provide perspective on the agency landscape as seen through the eyes of investors, including the state of the advertising and media sectors overall, strengths/weaknesses of the various players, and trends to watch going forward.   After starting his career as an investment banker and equity research analyst at Lehman Brothers and Deutsche Bank, then spending seven years in the agency business as global director of forecasting for Interpublic’s Magna Global, Brian Wieser returned to Wall Street as an equity research analyst. Brian currently covers IPG, Omnicom, WPP, Google, Yahoo and Facebook.  He also focuses on other ad-supported media companies and issues across various sub-sectors.

Brian Wieser
Senior Analyst
Pivotal Research

Q&A Session
Ron Jensen
Director of Financial Synergies

Toyota Motor Sales U.S.A.
________________________________________

AGENCY TRADING DESKS - THREAT OR OPPORTUNITY?
All the major agency holding companies as well as some independents have set up "agency trading desks" to purchase display and other types of advertising. These trading desks essentially cut out ad networks as intermediaries between clients/agencies and publishers. They are a new business for agencies and, in theory, clients benefit as the agency margins are lower than the ad networks. In addition to lower costs, benefits to clients include better targeting and richer insights. However, trading desks have raised concerns around lack of transparency, conflicts of interest, double paying, and more. This panel will explore the threats and opportunities of agency trading desks.  (Also, see the ANA white paper titled, "Agency Trading Desks: Basics Marketers Need to Know & Questions to Ask.")

Moderator:
Bill Duggan
Group Executive Vice President
ANA

Panelists:
Brian Lesser
Chief Executive Officer

Xaxis

Brendan Moorcroft
Chief Executive Officer
Mediabrands Audience Platform

Joanna O'Connell
Senior Analyst

Forrester Research
________________________________________

AD-ID -- JOIN THE REVOLUTION
Ad-ID is the barcode that is revolutionizing the advertising world.  The current system of advertising asset identification is too slow, too labor intensive, and too inefficient.  Each ad asset has hundreds of names, codes and other descriptors that are used throughout its lifespan.  Ad-ID is a universal code that is fast, smart, and accurate.  It is critical to finance and procurement as well as other stakeholders including the media, the measurement industry, and talent administrators.

Gary Lee
President, Ad Money
Consultant, Ad-ID
________________________________________

10 THINGS YOU SHOULD KNOW ABOUT DIGITAL, SOCIAL, & MOBILE
Today people live their lives with a digital device in hand.  Mobile phones, tablets, and laptops allow people to search, share, and even shop no matter where they are - and that can pose great opportunities and challenges for brands.  In this session you'll learn about cutting edge digital marketing trends like Responsive Experience Design, Dynamic Media, and Everywhere Commerce and how they are impacting consumer experiences.  See how brands are successfully navigating this new landscape and discover ways you can make digital, social, and mobile marketing work for your brand.

Kelly Mooney
Chief Executive Officer

Resource Interactive

Q&A Session
Sopan Shah
Group Manager, Marketing Procurement
Nestlé USA
________________________________________

INSIGHTS FROM ADVERTISERS WHO HAVE EMBRACED MEDIA AUDITS
The field of media auditing continues to be under developed in the United States and misunderstood by many marketers.  There are various types of media audits and each involves a wide variety of approaches, results and benefits offered. This panel will provide insights from three advertisers who have successfully conducted media audits.  The discussion will focus on why media audits were initiated, how organizational challenges were addressed, and the value received from the outputs.  In addition, results will be shared from a new survey from the Media Audit Council that provides a solid understanding of the challenges and success factors advertisers have experienced in bringing the practice of media auditing into their organizations.

Opening Comments:
Jim Garrity
President
Media Audit Council

Moderator:
Mark Kaline
Global Director, Media, Licensing and Consumer Services
Kimberly-Clark Corporation

Panelists:
George Giassopoulos
Director, Global Marketing and Media Agencies
Global Procurement and Operations

Pfizer Inc.

Tom Lagan
Director of Marketing Services
Procurement
Bayer HealthCare U.S.

Dustin Lyle
Senior Analyst, Strategic Source and Supply
Old Navy
________________________________________

12:45pm Lunch
2:00pm

Breakout Sessions

Part 1: 2:00-3:00pm
1a. THE FUTURE OF DIGITAL MEDIA BUYING

Digital media buying technology and operations are undergoing a dramatic transformation.  Marketers are replacing traditional relationship marketing tactics and opaque ad networks with programmatic media buying that includes transparent ad exchanges and audience targeting. These new options give interactive marketing professionals what they crave - better targeting, less waste, more efficiency, and better results. However, marketers who don't take an active role in managing this new form of media buying will pay the price, either by dealing with inefficient buyers reluctant to abandon the old model or by ceding control to a demand-side platform (DSP) or central trading desk without entirely understanding its methodologies.

Joanna O'Connell
Senior Analyst

Forrester Research
________________________________________

1b. UNDERSTANDING HOW CORPORATE TRADE CAN HELP ACHIEVE YOUR GOALS
Procurement and finance executives are increasingly tasked with driving greater efficiencies and cost savings in their operations.  With the pressure and complexity of today’s business environment, utilizing standard cost cutting or efficiency techniques to drive more meaningful results is simply not enough.  Corporate trade is an option that can help you meet the challenges in front of you. In this session, you are invited to “look under the hood” and learn more about how trade works. We’ll also show how trade can be used in ways you might not have realized - such as maximizing production capabilities, exiting sponsorships, extending a budget or generating immediate cash flow. Finally, we’ll share some real life examples of companies who have gone through the process of integrating trade into their business and how they benefited. Please note: this session is closed to competitive barter/corporate trade companies.

Bill Georges
President, Sales and Operations
Active International

Kevin Farkas
Executive Vice President, Sales and Business Development
Active International
________________________________________

Part 2: 3:00-4:00pm
2a. STATE COMMERCIAL PRODUCTION INCENTIVES

Many states now offer production incentives for advertisers willing to shoot their commercials in that state. These incentives are offered by the states to create jobs and attract investment. Almost the entire film and television industry takes advantage of these incentives and many large advertisers are now participating as well. These savings can be achieved without sacrificing quality and the savings can be quite attractive- they usually range from 15% to 30% of production costs. This session will cover what these incentives are, how they vary by state, why advertisers should participate, how to apply for and receive these rebates, and the most effective way to realize the savings to add to your bottom line. Also, we'll discuss the perspective from some in the production community that production incentives belong to the production house or even the agency, rather than the advertiser.

John Lick
Executive Producer, Broadcast
Target
Co-Chair, ANA Production Management Committee

Valerie Light
Sourcing Process Leader, Broadcast Production Manager for Television and Radio
Verizon Communications
Co-Chair, ANA Production Management Committee

Mike Rose
Chief Executive Officer
Ease Commercial Services

Shelley Landgraf
Owner/Founder
The Landgraf Consulting Group
________________________________________

2b. RE-THINKING GLOBAL MARKETING: THE NEW GLOBAL MARKETING MINDSET
Globalization and digitalization are changing everything. The industry is in a state of flux as we adapt to the needs of consumers spread across a broad range of social, economic, and technological sophisitcation. Marketing technology will play a huge role in addressing this challenge, but based on a recent SapientNitro study just in 1 in 5 senior marketers consider themselves "very knowledgeable" about technology. By 2017 these CMOs will purchase more technology then the CIO.

Whether businesses are global or not - it's imperative that businesses in today's world adopt a global mindset to either win new ground or defend themselves against foreign players. In our discussion we will address the new global mindset including Digital Marketing Platforms which are designed to allow global marketers to deliver consistent communications with customers across all digital channels while driving efficiencies across markets and brands, improving service, reducing risk, and lowering costs.

Freddie Laker
Vice President, Global Marketing Strategy
SapientNitro
________________________________________

7:00pm Pre-Reception sponsored by TAG Worldwide
8:00pm Dinner
 

Wednesday, May 9, 2012

7:30am Breakfast
8:30am

General Session

INSIGHTS FROM IBM'S C-SUITE GLOBAL STUDIES OF CMOS AND CFOS
IBM has conducted a series of C-suite global studies encompassing interviews with more than 15,000 top executives over the past seven years. The two most recent studies have been with CMOs and CFOs.
• CMOs are feeling stretched, but also have great excitement about the future of marketing. For CMOs the pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools, and skills.
• Meanwhile, the demands on CFOs are also rising and extend well beyond traditional financial control and supervision. A group that consistently outperforms their peers drives a combination of two key capabilities - finance efficiency and business insight - across their organizations.
These studies cast light on the challenges public and private sector CMOs confront and the opportunities they envision in increasingly complex times.

Ron Kline
Director of Marketing, Midmarket and Business Partners Organization
IBM Corporation

Q&A Session
Sopan Shah
Group Manager, Marketing Procurement
Nestlé USA
________________________________________

GLOBAL PERSPECTIVE ON MANAGING MARKETING SERVICES
A leading global marketing expert will discuss the challenges and opportunities of managing marketing services on a global basis. The session will cover important issues including agency structures, the benefit of common process and measurement, as well as the fundamental differences in how various disciplines operate internationally-including media, production, and market research.

Alan Rutherford
Founding Partner
Axiology
(and International Advertising Association Chairman & World President)
________________________________________

GLOBAL AGENCY COMPENSATION TRENDS & PRACTICES
A new ANA survey identifies how marketers structure and manage their global agency compensation, including performance based incentives.  The work illustrates the key trends in global agency remuneration methods and practices as well as differences and similarities compared with the United States.

David Beals
President and Chief Executive Officer

R3:JLB

Greg Paull
Principal
R3:JLB

Q&A Session
Jim Zambito
Senior Director, Agency Management/Finance

Johnson & Johnson Global Marketing Group
________________________________________

INCENTIVE COMPENSATION
Also called “pay for performance” or “performance incentives” this is a method where some, or all, of the agency’s compensation is tied to the achievement of performance results mutually agreed by the client and the agency. When done well, performance incentives align agency and client on business/communications agendas and goals and the discussion shifts from just hours/FTE’s/costs to meeting performance objectives. 46% of marketers use incentives with at least one of their agencies (per ANA survey results).  This will be an open discussion to get perspective from all conference attendees – clients, agencies, consultants – on what’s working and what could work even better with incentive compensation.

Facilitators:
Sopan Shah
Group Manager, Marketing Procurement
Nestlé USA

Jim Zambito
Senior Director, Agency Management/Finance

Johnson & Johnson Global Marketing Group
_________________________________________

 12:00pm Adjournment

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