With current economic conditions, all companies are under extreme pressure to maximize the efficiency and effectiveness of their marketing and advertising programs. According to a recent ANA survey, most marketers have identified cost savings and reductions in media and production while also delaying or eliminating certain projects. They are also asking their strategic partners, including their agencies, to reduce expenses as well. In these times, more than ever, ANA's Advertising Financial Management Conference is a must attend event. The agenda is developed with input from members of ANA's Advertising Financial Management Committee and topics focus on efficiency, return-on-investment, cost savings, and new ideas to bring greater value to organizations. The "take home" value of this conference will be significant as all speakers/panelists will be asked to identify actionable, recession-busting ideas that attendees can consider immediately.
The conference is registered as a sponsor of continuing education with both the:
Institute for Supply Management
National Association of State Boards of Accountancy
Conference Chair Alma McClain-Williams Group Manager Microsoft Corporation
Dates & Times
Starts: April, 2009
Ends: April, 2009
Venue/Location
The Arizona Biltmore Resort & Spa
2400 East Missouri Ave
Phoenix, AZ 85016
ANA has negotiated a special unrestricted room rate of $285; the cut off date to make reservations is March 26, 2009. You may be able to find a lower room rate directly with the Arizona Biltmore, but this rate may require full payment in advance and is nonrefundable. Please call the hotel directly at (800) 950-0086 and mention the Association of National Advertisers. For hotel information, please visit Arizona Biltmore.
Agenda
Sunday, April 19, 2009
3:30 pm
RegistrationSponsored by TEAM
4:00 pm
Pre-conference workshop
MANAGING THE RISK OF DOING MORE WITH LESS
We’re all being asked to do more with less these days. Fewer dollars to spend means lower margin for error. Yet time and again the best-laid plans are derailed by unforeseen or under-estimated forces that ravage the expected return and destroy professional reputations. From weather to channel disruption, from quality gaffs to competitive surprises, unmanaged and unmitigated risks sap the payback from otherwise successful market efforts. So how can you help your marketing teams better prepare to succeed against these odds? This highly interactive workshop examines the most common types of risks that affect marketing plans/programs and provides a simple framework for identifying and managing them.
Which risk factors pose the most danger to your marketing plans?
Which strategies can be used for managing or mitigating those risks?
How do you risk adjust when deciding which programs or strategies to fund?
How should the uncertainties of the economy, competition, and other forces beyond your control be accounted for?
What are the best ways to communicate risks to others in the organization?
Most importantly, we’ll finish in time to get to the opening cocktail party, and you wouldn’t want to risk missing that.
Pat LaPointe Managing Partner
MarketingNPV
6:30 pm
Opening ReceptionSponsored by Donovan Data Systems
7:30 pm
Opening DinnerSponsored by Reed Smith LLP
Monday, April 20, 2009
7:15 am
Breakfast
8:15 am
General Session
WELCOME
Bob Liodice President and Chief Executive Officer
ANA
IT'S THE ECONOMY, STUPID! The current economy is probably the worst of our respective lifetimes. Macro factors include plunging financial markets, tight credit, increased unemployment, slowing GDP, and unpredictable fuel prices. According to new ANA research accessing how marketing and advertising budgets are being impacted by the tough economic conditions, 93 percent of marketers are being challenged with identifying cost savings and reductions. While that certainly includes media and production, agencies are also being asked to share the pain (perhaps unfairly) via reduced compensation. To kick-off the 2009 ANA Advertising Financial Management Conference, we’ll look at the general state of the economy now and look into a crystal ball about the future and then hear specifically how advertising agencies and brand marketers are being impacted.
Q&A Session Alma McClain-Williams Group Manager
Microsoft Corporation
SOCIAL MEDIA KEYNOTE: LINKEDIN’S REID HOFFMAN LinkedIn, of course, is the leading business social networking site. It has more than 30 million registered users and is valued at more than $1 billion. As chairman, CEO, and co-founder of LinkedIn, Reid Hoffman drives the company’s vision and strategy. Reid will share his perspective on a range of topics, including the power of social networks, new media winners/losers in the current economy, and what’s ahead. Mr. Hoffman is also a leading angel investor in dozens of new web 2.0 companies.
Reid Hoffman Chairman, Chief Executive Officer, and Co-Founder
LinkedIn
Q&A Session
Carole Walker Vice President, Integrated Marketing Communications, Mars Snack US Chair, ANA Digital Marketing Committee
HOW TOP BRANDS BUILD SHAREHOLDER VALUE Procter & Gamble commissioned a proprietary study with Millward Brown to identify brands that built the greatest amount of shareholder value over a continuous five year period. From an initial search of 25,000 brands, Millward Brown identified the top 25 brands and then picked nine to analyze deeply to find out what did they to differentiate themselves from other brands. A key finding of this work was a small set of common attributes/approaches that these brands used to create, build and retain shareholder value. Millward Brown will discuss both high level financial and deep brand building insights from the work and P&G will share how it has translated the study's learnings into action.
Matt Carcieri Associate Marketing Director
Procter & Gamble
Steve Hayutin Global Marketing Finance Manager, CFO Circle Specialist
Procter & Gamble
Joanna Seddon Executive Vice President
Millward Brown
Q&A Session Alma McClain-Williams Group Manager
Microsoft Corporation
STREAMLINING WEB DEVELOPMENT AND OPERATIONS Brown-Forman, one of the largest global wine and spirits companies, has a large portfolio of brands including Jack Daniel's, Southern Comfort, and Finlandia Vodka. The oversight of building and managing over 145 websites, in 23 languages, is a daunting task. Hear how Brown-Forman was able to accomplish their goals by consolidating this endeavor with one partner, Slingshot, under one contact point of accountability. The partnership has resulted in an efficient, effective way of managing the website development and operations process, allowing for varying levels of technical functionality based on individual brand needs.
Paul Dolegowski Vice President, Director of CRM & Interactive Technologies Brown-Forman Corporation
Q&A Session
Barbara Bacci Mirque Executive Vice President
ANA
12:50 pm
Luncheon Sponsored by Active International Inc.
2:20 pm
ADVERTISING IN A RECESSION According to the International Monetary Fund’s World Economic Outlook, the global economy is “entering a major downturn” in the face of “the most dangerous shock” to financial markets since the 1930s. However, remarkable innovation can be developed in marketing and media even in the worst times. Advertising now requires an understanding of how people react to a recession and knowledge regarding how outstanding creative can provide an opportunity to keep winning while others are losing. This session will cover issues including the damage that “short-termism” can inflict on brands in the medium to long term.
Moray MacLennan Chief Executive Officer Worldwide, M&C Saatchi President, Institute of Practitioners in Advertising (UK)
Q&A Session Alma McClain-Williams Group Manager
Microsoft Corporation
NEW COLLECTIVE BARGAINING AGREEMENT WITH COMMERCIAL TALENT
The industry just negotiated a new three year agreement with SAG and AFTRA for actors who perform in commercials. This collective bargaining agreement for commercials is the largest in the entertainment industry and one of the largest in the United States with a price tag of over $3 billion during its three year term. The new deal has ground breaking provisions that include a multi-million dollar pilot to study how to pay actors based upon GRPs rather than media silos and an entirely new way to conduct pension and health fund audits. Learn from the industry's lead negotiator what it will all mean to you. This session will also provide some tips on how to preserve profits and avoid lawyers in a deepening recession.
Q&A Session Alma McClain-Williams Group Manager
Microsoft Corporation
THE COCA-COLA COMPANY TAKES VALUE-BASED COMPENSATION FROM VISION TO REALITY
The Coca-Cola Company is taking an industry leadership position in the area of agency compensation. They have focused on moving value-based compensation from a widely discussed philosophy to a practical methodology and toolkit. The TCCC value-based approach (piloted in 5 markets in 2008 and rolling out in 35-plus markets in 2009 for media and creative agencies) was inspired by the company’s commitment to integrated marketing communications and has benefited from the inputs of TCCC cross-functional teams and agency partners around the world. The TCCC value-based approach provides a clear and concise framework—along with the flexibility required to meet the needs of the company’s many brands and markets and is:
Based on the underlying belief that "number of hours should not define value."
Driven by the key principle of "invest in the best."
Underpinned by a focus on fairness to TCCC and agency partners.
Sarah Armstrong
Director, Worldwide Media & Communication Operations
The Coca-Cola Company
Q&A Session
Shepard Kramer Senior Director, Committees and Conferences
ANA
5:00pm
Adjournment - Dinner on own
Tuesday, April 21, 2009
7:30 am
Breakfast
8:30 am
General Session
THE METHOD SUCCESS STORY
Method is one of the fastest-growing private companies in America, and has single-handedly turned the consumer-packaged-goods industry on its head. They make cleaning products that are effective and safe without toxic ingredients. By fusing fashion and design, Method invented a modern and stylish line of cleaning products that are so attractive looking, consumers need not hide them under their sinks. Private equity firm San Francisco Equity Partners is a key investor in Method as well as various expansion-stage companies within the consumer, information technology, and service industries. Method's chief brand architect and SFPE's founding managing partner will share the story behind this success.
Eric Ryan Chief Brand Architect, Co-founder
Method
Scott Potter Founding Managing Partner
San Francisco Equity Partners
Q&A Session Alma McClain-Williams Group Manager
Microsoft Corporation
INTERSECTION OF ACCOUNTABILITY & CREATIVITY
Anheuser-Busch InBev was created following the acquisition of Anheuser-Busch by InBev. Belgian-Brazilian InBev has a reputation for fierce cost-management, tight budget controls (including zero-based budgeting), and a disciplined approach for identifying underperforming marketing activity and cutting spending as a result. Meanwhile, Anheuser-Busch is well known for the brilliant creativity of its marketing and advertising. Anheuser-Busch has become virtually synonymous with high-profile, big-budget events like the Super Bowl and has introduced characters including Clydesdales and frogs and phrases such as “Waasssup” into popular culture. So is the combination of InBev and Anheuser-Busch a cultural clash or a marriage made in heaven? Vice President of Marketing Keith Levy will discuss why the new company is indeed working well and share the accountability metrics—many imported from InBev—used to maximize the effectiveness of marketing and advertising investments.
Keith Levy Vice President, Marketing Anheuser-Busch InBev
Panelists Tom Finneran Executive Vice President, Agency Management Services AAAA
Julian Hooks Director Procurement, WW Marketing Category
Johnson & Johnson
Allan Linderman President The Linderman Media Group
Alma McClain-Williams Group Manager
Microsoft Corporation
COMPETING WITH "THE BIG GUYS" - HOW TO MAXIMIZE VALUE AND IMPACT DESPITE LIMITED MARKETING SPEND
This keynote from The Dial Corporation’s president and CEO will focus on synergy, “choicefulness”, and how Dial provides surround sound for its brands in a world dominated by big spenders. The presentation will demonstrate how carefully integrated 360-degree marketing programs can work hard, making a $1 of spend seem like $10. Examples will include success stories with branded entertainment, shopper marketing, sports marketing, package design, and on/off-line marketing.
Brad Casper President and Chief Executive Officer
The Dial Corporation
Q&A Session
Bob Liodice President and Chief Executive Officer
ANA
12:35pm
SPEED NETWORKING FOR MARKETERS LUNCHEON
Speed networking is the corporate equivalent of speed dating. During this session, that will be approximately 2 hours long, attendees will rotate through a series of short one-on-one meetings that will each last ten minutes. Share your experiences and learn from your peers at other companies. For more information, please call 212-697-5950.
Topics include:
Agency Compensation
Procurement Opportunities in a Recession
Doing More with Less
Open Discussion
2:35pm
BREAKOUT SESSIONS There will be two sequential 50-minute breakout sessions, with two unique sessions offered per period (four unique sessions total).
2:40 - 3:30pm
1A. MARKETING VERSUS FINANCE: RECONCILABLE DIFFERENCES
Marketing and finance have a famously fractious relationship, with each accusing the other of failing to understand how to create value. Marketers see value creation as an externally oriented activity focused on the demand side via satisfying customers’ needs and desires. By contrast, financial managers see value as something that’s derived primarily from the supply side—an internally oriented activity focused on minimizing the production and delivery costs needed to support a given level of revenue, with ROI required to be demonstrated for all costs. Of course, superior business performance requires striking a healthy balance between customer value and cost structure. Marketing and finance both have important insights to offer, so the goal is to productively channel the tension between them—which will be the focus of this session—rather than to eliminate it.
Richard Ettenson Associate Professor of Global Marketing
Thunderbird School of Global Management
1B. PFIZER’S EVOLUTION OF ITS CREATIVE SCOPE OF WORK As client organizations work to optimize performance, they want their agencies focused on the most-important priorities. This session will highlight the benefits of a well-defined scope of work (SOW) program and the challenges for successful implementation. It will look at the landscape of agency management, evolution of agency SOWs, rationale for moving to a formalized SOW program, risks/rewards, and processes/mind set change(s) necessary to support this transformation and how it affects agency workflow and fees. It will include an overview of different SOW types, a case study from Pfizer, who moved to a new tiered approach for variable and fixed fees for the SOW, and a panel of Pfizer’s agencies.
James Akers Global Category Lead, Creative Agencies, Worldwide Procurement
Pfizer, Inc
Mike Byrne Executive Vice President, Chief Financial Officer
McCann Erickson
Joanne M. Davis President
Joanne Davis Consulting
Diane Gibbons Team Leader, Agency Management Pfizer, Inc
Kevin Sweeney Chief Financial Officer
The Kaplan Thaler Group
3:40 - 4:30pm
2A. SEISMIC SHIFTS IN THE PHARMACEUTICAL INDUSTRY While the downward spiraling economy has caused most marketers to reassess their efforts, pharmaceutical marketing has been at the vortex of controversy for several years. Looming health care reform, headline grabbing product withdrawals, and heavily scrutinized marketing practices have put health care marketing into perpetual beta. In this facilitated open discussion, learn how your fellow marketers are addressing the following seismic shifts:
Rethinking DTC television and print in light of increased scrutiny from regulators, Congress, and consumer watchdog organizations.
Reorientation of physician marketing from field force to “nonpersonal” promotion.
Adoption of newer marketing channels such as social media.
Adaptation to growing consumer demands for increased communication and transparency.
Restructuring of the marketing department, the shifting of responsibilities between the product teams and centers of excellence.
Agency compensation.
With trust in all businesses at a historic low and a growing demand for good corporate citizenship, the discussion is relevant for all who find themselves “marketing under the microscope.”
2B. THE STRATEGIC SOURCING PROFESSIONAL OF THE FUTURE Strategic sourcing/procurement positions continue to gain traction and reach throughout the corporate landscape. Major global marketers have seen their rank grow tremendously as well as procurement's resulting impact on marketing efficiency. Given the implications of Sarbanes-Oxley, governance issues, and the economic downturn, marketing strategic sourcing and procurement professionals undoubtedly play a more important role than ever before. This panel discussion will bring together top recruiters specializing in the placement of these professionals to discuss how they can best position themselves for the challenges that lie ahead. Among the key topics to be covered will be continuing education, earning potential, and career advancement.
Moderator J. Francisco Escobar Founder
JFE International Consultants
Panelists Elizabeth C. Beaudin Partner Callan Associates, Ltd.
Jeff Flannery Managing Partner
Teldar Group
Steve Shea Managing Director, President and Founder
SPS Consulting Group, LLC
4:30 pm
Adjournment
7:00 pm
Reception/Dinner
Wednesday, April 22, 2009
7:30 am
Breakfast
8:30 am
General Session
BUILDING THE AGENCY-MARKETER SYSTEM OF THE FUTURE Integrated marketing has been identified as the top priority of senior marketers, according to an ANA survey. Why? Because there is an underlying belief that it drives business results. Most marketers, however, are not completely satisfied with the quality of the integrated marketing that their organizations have undertaken. The reason lies partly in the underlying agency-marketer system which has been developed over several decades; this system is fast becoming strained as the brand building ecosystem evolves at a rapid pace. This discussion will offer a point of view on what an integrated marketing model looks like and three areas marketers and agencies need to address in order to build the agency-marketing system of the future.
Steven Goldbach Global Account Manager
Monitor Group
Q&A Session Alma McClain-Williams Group Manager
Microsoft Corporation
P&G’s NEW AGENCY COMPENSATION MODEL
P&G caused a stir in the industry ten years ago when they transitioned from a traditional commission based agency compensation model to a new system based on sales. While this sales system had many benefits, the need for holistic communications, with various ‘below the line” agencies, has led P&G to update its agency compensation model again—called Brand Agency Leader (BAL). P&G appoints an agency and an individual at the agency as the Brand Agency Leader (BAL). The BAL is the “single point of contact” and coordinates all activities with the team of agencies (e.g., hire, fire, contract, brief, pay, etc.). Key BAL benefits include more holistic integrated brand building as ideas can come from anywhere, greater collaboration across agencies, less “time and touches” at both the client and agencies, and cost savings. P&G writes a single check to the BAL agency. Compensation is a mix of sales commission and value based compensation. P&G has twelve pilots underway today with all major ad agency partners involved.
Richard DelCore Finance Director, Global Marketing
Procter & Gamble
Peter Carter Harley Procter Marketing Director, Household Care Procter & Gamble
Mat Mildenhall Global P&G Leader BBDO Worldwide
Jane Wagner Executive Vice President, Brand Agency Leader Saatchi & Saatchi New York
TRENDS IN DIGITAL AGENCY COMPENSATION As spending in digital/online media continues to accelerate, it has become necessary for ANA to identify current agency compensation best practices related to that spending. Our Trends in Agency Compensation survey has been conduced triennially for over forty years and covers "traditional" agency compensation. Beginning in 2005, ANA has conducted a companion survey on Interactive Agency Compensation that has since been updated every two years - first in 2007 and now again in 2009. This work covers online advertising expenditures, agency engagement/utilization, favored compensation methods, current compensation rates, use of incentives, and more. A panel of marketers and agencies will discuss and debate the biggest issues in digital agency compensation.
Moderator
Mary Conrad General Manager, Chicago
Jones Lundin Beals
