2014 ANA Advertising Financial Management Conference presented by Active International

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This event is sold out.

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. Post-conference perspectives from attendees at last year’s attendees included the following:

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

Tweet and follow along with the conversation at the conference by using the hashtag #ANAAFM.

Conference Co-Chairs:

Terri Burns
Manager, Marketing Procurement
Aflac, Inc.
Co-Chair, ANA Procurement Task Force

Sal Vitale
Category Lead, Media Procurement
Johnson & Johnson
Co-Chair, ANA Procurement Task Force

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Agenda

TIME EVENT DETAILS LOCATION
Sunday, May 4, 2014
3:00pm Registration Opens

RC Foyer
4:00pm Pre-Conference Session

AGENCY RELATIONSHIP MANAGEMENT

The agency relationship management process is a central tool in building sustainable client/agency partnerships, yet relatively few companies do it well. Many either underestimate the importance or make the process overly complicated.  But agency relationship management can be streamlined and easily implemented.  It doesn’t necessarily need to be high-tech and sexy! It’s really about driving solid communication and problem-solving in a constructive environment.   And a proper agency management process can save the time and costs of reviewing agencies too often.  Please join this Sunday afternoon session to arm yourself with ideas to improve your client/agency relationship.

Terri Burns
Manager, Marketing Procurement - Aflac, Inc. Co-Chair, ANA Procurement Task Force
Plaza Ballroom
6:30pm Pre-Reception  

Center Court
7:30pm Opening Dinner  

Vanderbilt Ballroom
Monday, May 5, 2014
7:30am Breakfast  

Vanderbilt Ballroom
8:30am General Session

Welcome

Steven Wales
Chief Operating Officer Decideware, Inc
RC Ballroom

Opening Remarks

Jim Porcarelli
Executive Vice President, Chief Strategy Officer Active International
Bob Liodice
President & CEO ANA

Economic Keynote: Yahoo Finance

Michael Santoli, senior columnist for Yahoo Finance, will discuss where the economy is headed as well as key implications, including those for marketing/advertising.  Perspective will cover both the U.S. and global environments.

Michael Santoli
Senior Columnist Yahoo Finance

CMO KEYNOTE: WHY IT’S IMPORTANT FOR MARKETING AND PROCUREMENT TO WORK TOGETHER

At Nationwide Insurance, the procurement and marketing teams work hand in hand.  But, it wasn't always like that.  With a new procurement partner came new processes, tools, experiences, and style, leading to increasing levels of influence, trust, and credibility. Through two-way communication, the two teams were able to better understand the brand teams' priorities, needs, and pain points, leading to increased efficiency and effectiveness.  The teamwork of procurement and marketing was able to reduce agency fees by 7 percent year-over-year since 2011 while building the “Join the Nation” campaign that lifted total unaided awareness by 28 percent.

Matthew Jauchius
Executive Vice President, Chief Marketing Officer Nationwide
10:35am Coffee Break

Vanderbilt Courtyard
10:55am General Session Cont.

FUTURE TRENDS FROM ONE OF THE TOP 100 MOST CREATIVE PEOPLE IN BUSINESS

Sheryl Connelly immerses herself in social, cultural, environmental, technological, and economic ideas to imagine what consumers might want up to 20 years in the future. Her work allows Ford to better anticipate consumer shifts and act on them in a way that gives the company a competitive advantage. Ms. Connelly's creative prowess has earned her a spot on Fast Company’s most recent Top 100 Most Creative People in Business list, an annual look at the people and businesses that are redefining creativity in industry, culture, and commerce.  In this session Ms. Connelly will share her thoughts on trends that could affect us in the future.

Sheryl Connelly
Global Head, Trends and Futuring Ford Motor Company
RC Ballroom
11:35am Breakout Sessions

Choose to attend breakout session 1A or 1B.

Breakout 1A

FINANCE AND MARKETING WORKING TOGETHER TO CREATE VALUE

This session will feature a duo from a major marketer to demonstrate how finance and marketing can work together to use measurement to create value. Key to this is the partnering of finance and marketing in planning and execution. Specific examples relating to resource allocation and marketing effectiveness will be discussed. Principles endorsed by the Marketing Accountability Standards Board (MASB) will be shared. MASB is looking to bring predictability and accountability to marketing and was formed to set the standards for applying the science of measurement and process management to the art of marketing.

Bill Berg
Director of Market Intelligence and Commercial Analytics MillerCoors
Jim Meier
Senior Director, Marketing Finance MillerCoors
Plaza Ballroom
Breakout 1B

AGENCY SELECTION BRIEFING GUIDANCE

ANA and the 4A’s believe there is an opportunity to improve the productivity of the agency search/new business process, for both agencies and advertisers, and have developed specific best practices guidance around the subject of agency selection briefing.  Every phase of a review requires a thoughtful briefing that provides specific direction to the agency. The review process should provide escalating information to the agencies as the review progresses from the initial phases (e.g., RFI, RFP, credentials) to the later phases (including any strategic and/or speculative work and finals presentations).  Agency selection is an important strategic decision, and briefings matter. Best-practice agency selection briefings enhance the likelihood of selecting an appropriate and culturally compatible marketing partner. Members of the task force from the ANA and the 4A's who developed this guidance will lead this discussion.

Diane Fannon
Principal, Brand Management The Richards Group
Debra Giampoli
Director, Global Strategic Agency Relations Mondelēz International
Dave Lubeck
Executive Vice President, Executive Director of Client Services Bernstein-Rein Advertising
Colleen Mascia
Global Category Strategy Manager Pfizer, Inc.
RC Ballroom
12:25pm Luncheon  

Vanderbilt Ballroom
1:45pm General Session Cont.

DRIVING VALUE AND INNOVATION

Kimberly-Clark has had great success aligning its procurement strategy to marketing goals. Its marketing category management team applies marketplace insight to help provide focus within an increasingly complex landscape of strategic and specialized providers and channels.  The end result is greater value and innovation that helps Kimberly-Clark reach its marketing goals. Attendees will walk away with key steps to drive successful collaboration between their marketing and procurement teams.

Lowell Turner
Global Procurement Director, Marketing Kimberly-Clark Corporation
RC Ballroom

PRICING: FINDING THE PATH TO PRICING EXCELLENCE

Pricing is a critical component in the overall marketing mix, and one of the most important drivers of profit in the short-run.  It is also at the juncture of two fascinating topics in business: big data and neuro-economics.  A.T. Kearney will explain what these topics really mean for your pricing strategy and execution, and how you can actually move the needle quickly.

Frank Bilstein
Partner A.T. Kearney
3:00pm Afternoon Coffee Break

Vanderbilt Courtyard
3:30pm Breakout Sessions

Choose to attend breakout session 2A or 2B.

Breakout 2A

Performance Incentive Compensation

The use of performance incentives in client/agency compensation arrangements has increased significantly, according to the most recent ANA "Trends in Agency Compensation" survey.  But pockets of dissatisfaction exist, among both agencies and clients.  This session will provide an overview of the current state of incentive compensation, including metrics used, drawing data from both the ANA and the 4A’s.  We’ll follow that with an open discussion to allow participants to share what’s working and what's not.

Facilitator: Sal Vitale
Category Lead, Media Procurement - Johnson & Johnson Co-Chair, ANA Procurement Task Force
Tom Finneran
Executive Vice President, Agency Management Services 4A's
RC Ballroom
Breakout Session 2B

Speed Networking

Speed networking is speed dating for business people.  In this session, you’ll have the opportunity to meet one-on-one with eight to ten of your fellow conference attendees to share insights and learning on advertising financial management issues.  (Note: advance registration required and details to come.)

Vanderbilt Ballroom
4:30pm Adjournment

Tuesday, May 6, 2014
7:30am Breakfast  

HOW TO SAVE MONEY WITHIN THE ADVERTISING PRODUCTION BUDGET

Have you ever experienced a situation where you need to get more mileage out of your production budget?  Has Marketing tasked you with finding a way to get costly special effects into a commercial that already is on a tight budget?  Do you ever hear this from your finance group, "We need you to turn back X% of your budget."?  If the answer is yes to any of the above questions, you should stop by to hear from Mike Kolko, Director of the Production Tax Incentive Division for CAPS Payroll.  The time will well be worth the investment as Mike will share insights on how you can save, in more ways than one, providing information on how to stretch and maximize your budget through Production Tax Credits and other cost saving solutions.  

Mike Kolko
Director, Production Tax Incentive Division CAPS Payroll
Vanderbilt Ballroom
8:30am General Session

TECHNOLOGY KEYNOTE: THE FUTURE OF MARKETING

Rishad Tobaccowala is chair of DigitasLBi and Razorfish, two leading, global digital marketing and business transformation networks that are part of the Publicis Groupe.  In this role, Mr.Tobaccowala speaks for the future of marketing for Publicis. He helps activate technology and builds digital products and new media technology partnerships. And he is close to incubation and innovation efforts, including identifying and sourcing tech companies and start-ups that will determine the next generation of solutions for Publicis Groupe and its clients. In this keynote Mr. Tobaccowala will address how the world of marketing is changing and why; six broad trends that will shape the future of marketing; and, most importantly, how each of us needs to reinvent ourselves to be relevant in this new world.

Rishad Tobaccowala
Chair DigitasLBi and Razorfish
RC Ballroom

The Evolution of Value Based Compensation

The Coca-Cola Company (TCCC) is an industry leader in the area of agency compensation.  They introduced its approach to value based compensation (VBC) in 2008, to deliver "best work" for "best value." Today, The Coca-Cola Company implements value based compensation in 60+ markets around the world, with both creative and media agencies.  Built on the belief that the amount of labor should not define value, TCCC value based compensation approach is comprised of tools and guidance to enable teams to fairly define and reward the value of the work, not the time/hours to deliver it.  During this session, TCCC will share value based compensation 3.0, which showcases the evolution of value based compensation to support the company's “Liquid & Linked” strategy for delivering integrated marketing communications programs around the world.

Sarah Armstrong
Director, Worldwide Agency Operations The Coca-Cola Company
10:15am Coffee Break  

Vanderbilt Courtyard
10:35am General Session Cont.

THE LAW AND THE FINANCIAL BOTTOM LINE

There are several major legal and regulatory issues that could significantly affect the bottom line of the marketing community.  Patent trolls, according to one estimate, cost American businesses $30 billion a year.  Piracy websites often carry ads from national advertisers that run adjacent to content that violates copyright laws.  Both privacy issues and ad taxes remain serious threats.  In this session the head of ANA’s Washington, D.C. office will outline the critical issues facing the industry and suggest ideas to take back home to safeguard your company.

Dan Jaffe
Group EVP, Government Relations ANA

OPTIMIZING THE PROCUREMENT/MARKETING RELATIONSHIP

New research from the ANA Procurement Task Force examines the relationship between procurement and marketing and the factors that lead to the strongest internal partnerships and business results.  We surveyed both procurement and marketing to identify:

  • Attributes which correlate with having a strong relationship between marketing and marketing procurement
  • The success metrics indicative of close working relationships
  • Tangible steps for both procurement and marketing to consider taking to enhance their working relationship
  • Key characteristics of an ideal marketing procurement professional

You’ll leave this session with actionable ideas on how to optimize collaboration between marketing and marketing procurement.

Terri Burns
Manager, Marketing Procurement - Aflac, Inc. Co-Chair, ANA Procurement Task Force
Sal Vitale
Category Lead, Media Procurement - Johnson & Johnson Co-Chair, ANA Procurement Task Force
RC Ballroom

The Stage Is Set For Data-Driven Content Marketing

There are two distinct camps emerging among digital marketing futurists. One has a focus on content marketing, while the other emphasizes programmatic advertising.  The future of customer-centric marketing and advertising resides squarely where content, advertising, and data analytics intersect.  If brought together correctly, the amalgamation would provide laser-focused advertising with personalized and compelling experiences.  In this session, the two sides of the story (Content represented by Robert Rose, Chief Strategist, Content Marketing Institute, and Data represented by Ryan DeShazer, Managing Director, inVentiv Media 360) will join Mr. Rooke in sharing their vision of Data-Driven Content Marketing and the hyper-relevance it has to the consumer, from advertising through the experience.

Ryan DeShazer
Executive Vice President, Managing Director inVentiv Media 360º
Bruce Rooke
Chief Creativity Officer GSW
Robert Rose
Chief Strategist Content Marketing Institute
12:30pm Production Best Practices Luncheon  

A. Perry Kamel
Chief Executive Officer Elateral, Inc.
Helen Chaffey
Global Client Services Director MCA
Moderator: Andrew Kritzer
Senior Director, Committees & Conferences ANA
RC Ballroom
2:00pm Continuous Afternoon Coffee Break  

Vanderbilt Courtyard
Breakout Sessions

Please choose to attend breakout session 3A or 3B.

Breakout 3A

BEST NEGOTIATING PRACTICES

In today’s environment, professionals are looking to improve the outcome of their negotiations. Then there are the relationships that professionals have with suppliers.  In this breakout, we will visit why relationships are important, how a better relationship can improve the outcome of your negotiations, and how you build a better relationship.  As an added bonus, we will look at how relationships affect the outcome when something goes wrong.  Join Stuart Shlossman, a former member of the ANA Advertising Financial Management Committee and current facilitator of negotiation workshops, to discuss the impact relationships have on negotiations, and strategies to improve the outcome of your negotiations.

Stuart Shlossman
Consultant Watershed Associates
RC Ballroom
Breakout 3B

New CFO/CMO Research Study Highlights

Companies are faced with the ongoing need to identify efficiencies in their operations. A critical component to that is the alignment between CFOs and CMOs. In this session, insights will be shared from a new survey among CFOs and CMOs that explores the need and process for alignment on marketing and advertising priorities and the overall direction of the business, as well as better understanding of each respective department’s goals for a fruitful working relationship. In addition, the session will explore how corporate trade works and how it can fit into a company’s business objectives.

(Please note: this session is closed to competitive barter/corporate trade companies.)

Kimberly Hairston
Chief Marketing Officer drm-jpc brands (Dr. Miracles)
Desiree Reid
General Manager, SVP of Brand Development IMAN Cosmetics
Moderator: Bill Duggan
Group Executive Vice President ANA
Plaza Ballroom
3:00pm Breakout Sessions

Please choose to attend breakout 4A or 4B.

Breakout 4A

CHALLENGES OF GLOBAL PRODUCTION

More and more, marketers are seeking to globally leverage their assets and production spend.  Global production challenges, however, can be daunting in their complexities, and very costly in execution.  This interactive discussion will feature a panel of experts from global marketers  Anheuser-Busch InBev, Hershey’s, and Kraft Foods as they walk us through the myriad of creative, production, and legal challenges involved.  Learn from their experiences, hear best practices, and take away a framework for the global production process that marketers and agencies can apply immediately.  

Ari Ben-Canaan
Senior Manager, Global Advertising Services The Hershey Company
Shelley Landgraf
President The Landgraf Consulting Group (representing Kraft Foods)
Claire Randall
CEO Claire Randall Consulting
Mike Stewart
Manager, Creative Development & Production Anheuser-Busch LLC
Moderator: Mark Sharwarko
Senior Vice President, Director of Client Services Talent Partners
Plaza Ballroom
Breakout 4B

MYTHS, CHALLENGES AND BEST PRACTICES IN DIGITAL/SOCIAL AGENCY COMPENSATION

This session will look at the myths behind digital and social media agency structure and costs, the challenges of benchmarking, and an overview of best practices based on recent ANA compensation studies and R3's consulting experience with leading global and national marketers.  Some simple steps for more effectively aligning digital and social investments will be discussed.

David Beals
President and Chief Executive Officer R3:JLB
Greg Paull
Principal & Founder R3
RC Ballroom
4:00pm Adjournment

7:00pm Reception  

Poolside
8:00pm Dinner

Poolside
Wednesday, May 7, 2014
7:30am Media Auditing Breakfast Discussion

Manuel Reyes
CEO Cortex Media
Vanderbilt Ballroom
8:30am General Session

The Power of Social Content: Today and in the Future

In today’s business environment, social media and its content can generate an impact well beyond a marketer’s expectations—and with that, volume and cost implications beyond expectations as well. Peter Friedman, a social media visionary, will discuss  how marketers can scale social media across multiple brands and multiple continents.

Peter Friedman
Chairman & CEO LiveWorld
RC Ballroom

4A’s PERSPECTIVE ON CONFLICTS

According to the 4A’s, traditional conflict policies applied to agencies need to change. Industry dynamics are evolving — client/agency engagements are shorter, there are more agencies on a client roster (including more specialist/niche agencies), and there is a trend toward more project assignments.  Meanwhile, emerging markets are becoming more important than ever, especially for Fortune 500 clients. Why are client conflict policies for agencies different than the policies for other client advisers, such as consultants, attorneys, or accountants? The operative question in an interconnected marketing ecosystem should be, “Is it a conflict, or is the marketer leveraging category expertise, proven servicing experience, and efficiencies of scale?”

Lauren Crampsie
Worldwide Chief Marketing Officer Ogilvy & Mather

ADVERTISING’S TRANSPARENCY CRISIS

There have been increasing concerns about the issue of media and media agency transparency – i.e., media sellers and agencies providing honesty and clarity to marketers on costs, placements, and data. In this “super session” the issue of transparency will be examined from multiple perspectives – industry trade associations, respected consultants, and client-side procurement.

A. The Global Industry Debate on Transparency
It’s something of an understatement to say that “transparency” is a cause of frustration between client and agency. It’s a multi-faceted problem with pressure points at every stage of the industry. It’s not just a money matter, nor is it something that clever contracts or a great client-agency relationship can fix alone. There are important considerations within the marketplace that clients need to be aware of, and those can vary market to market. Three advertiser associations from around the world will share new research and their members’ perspectives on how the transparency debate is evolving in major markets, what marketers should look out for, and what issues the industry should actually be debating to move this forward.

Susan Charles
Vice President, Member Services Association of Canadian Advertisers, Inc.
Steve Lightfoot
Senior Manager, Global Marketing Procurement World Federation of Advertisers
Debbie Morrison
Director, Consultancy and Best Practices ISBA—The Voice of British Advertisers

B. Media Transparency Issues and the Role of Media Procurement
It's a fact - ANA has heard more concerns about media transparency in the past year than at any other point in memory. The industry is facing a transparency crisis. This panel will feature:

  • Results from a new ANA survey on client-side marketer attitudes on the issues that have contributed most to concerns about transparency between clients and media agencies;
  • Insight from two industry consultants on the specific “watch-outs” related to transparency, and the actions that marketers can take to protect their interests;
  • Perspective from a client-side media procurement professional on the important role media procurement can play to help safeguard and enhance what is likely the biggest marketing expenditure for most clients.

Bill Duggan
Group EVP ANA
Katherine Freeley
Senior Sourcing Manager, Media Colgate-Palmolive
PJ Leary
Chief Executive Officer, North America Ebiquity
Morten Pedersen
Founder & Chairman GLUE2020
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 starting date (on or before March 4, 2014). No refunds will be granted for any cancellations received after March 4, 2014 or for 'no shows.' 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. Your room reservation will require a deposit of two room nights. If you wish to cancel, you must do so 30 days prior to arrival to avoid the two-night cancellation penalty. 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 April 18, 2014 may not be included in the attendee list.