The ANA Advertising Financial Management Conference has become a must-attend event, bringing together top marketing, financial management, and procurement professionals. The agenda is developed by members of the ANA's Advertising Financial Management Committee and topics focus on efficiencies, cost savings, return on investment and bringing better value to organizations.
The conference is registered with both the National Association of State Boards of Accountancy and the Institute for Supply Management as a sponsor of continuing education.
The Arizona Biltmore
2400 East Missouri
Phoenix, AZ 85016
Agenda
Sunday, May 6
6:00pm
Registration
6:30pm
Reception/Dinner
Monday, May 7
7:45am
Breakfast
8:45am
General Session
Conference Chair
Hiten Patel Global Sourcing Director
Global Commercial Operations and Corporate Communications
Amgen Inc. Chair, ANA Marketing Financial Management & Procurement Committee, West Coast Chapter
THE MOST-IMPORTANT METRIC IN BUSINESS The Net Promoter Score (NPS) is a relatively new metric for measuring customer loyalty as well as loyalty among employees and strategic business partners. NPS is a framework for setting strategic research objectives and priorities to ensure organic growth. It's extremely simple and asks the ultimate question--"How likely is it that you would recommend our product/service to a friend or colleague?" : Enterprise Rent-A-Car was the inspiration for NPS, and ANA member Fiskars Brands is an advocate.
Carol Perry Director, Insights & Intelligence Enterprise Rent-A-Car Company
Chad Vincent President, Fiskars School, Office & Craft Division
Fiskars Brands, Inc.
Introduction/Q&A Session Shepard Kramer Senior Director, Committees and Conferences
ANA
WHAT STICKS [or MARKETING'S INCONVENIENT TRUTH] Based on research against a billion dollars in advertising spending, the authors of What Sticks found that an extraordinary amount of advertising spending today is wasted. In fact, they estimate that waste to be $112 billion in the U.S. alone. In the 30 studies conducted, they found, for example, that 47% of campaigns fail before one dollar of media is spent. Why does this happen?
And the real bad news - those projections are based on studies conducted in-house with brands at P&G, Ford, Kraft, J&J, Nestle and two dozen other so called "champions of marketing."
So while procurement and financial officers at marketers and agencies are busy negotiating hourly fees or commission structures, it appears the village is burning down. Call it the marketing industry's equivalent of melting polar ice caps. What's more, as our speaker will suggest, we are missing the point and in fact slowly killing a business that many of us, including the author, love.
Ad Age named What Sticks the number one book you should have read last year.
Greg Stuart
Coauthor, What Sticks
Former President and Chief Executive Officer, Interactive Advertising Bureau
Introduction/Q&A Session
Ken Beaulieu Editor
ANA's The Advertiser Magazine
THE CHANGING MEDIA LANDSCAPE--WHAT'S NEW, WHAT'S NEXT AND WHAT'S INNOVATIVE The vast majority of marketing budgets are in working media. Meanwhile, the media landscape is undergoing dramatic change as it transitions from a mass model to a consumer-centric, targeted approach. In the old media world, the marketer with the most money for network television usually won. In the new media world, it is the marketer with the best sense of how to work with new media, viral, and buzz marketing that often wins against the heavier traditional-media spender. This session will include perspectives from one of the architects behind Bud.tv (the social video entertainment network launched in February) and the head of an agency holding company's emerging media lab.
Moderator Dr. Peter S. Sealey Founder and Chief Executive Officer The Sausalito Group, Inc. (Dr. Sealey is a former Coca-Cola CMO and a new media guru.)
Panelists Robert C. Lachky Executive Vice President, Global Industry Development & Chief Creative Officer Anheuser-Busch, Inc.
Jim Lecinski Regional Sales Director Google, Inc.
LUCK AND PERSPECTIVE Bob Parsons has an impressive track record of entrepreneurial and business success. In 1997 he founded The Go Daddy Group, Inc., carving out a unique niche for GoDaddy.com® as an alternative to the early monopoly held by much-larger companies in the Internet domain registration market. As a full service domain registrar, Go Daddy® was founded on Mr. Parsons' commitment to provide superior customer service, highly competitive pricing, innovative product offerings, and a responsibility to do the right thing. His vision and leadership propelled Go Daddy to become the preeminent registrar of domain names in the world. Mr. Parsons will share his experiences and insights--including his "Rules for Success"--plus war stories behind Go Daddy's legendary Super Bowl spots.
Bob Parsons Chief Executive Officer and Founder The Go Daddy Group, Inc.
Introduction/Q&A Session
Ilana Lowery Editor
The Phoenix Business Journal
12:30pm
Luncheon Keynote
MEDIA COST TRANSPARENCY AND THE TOOLS TO MANAGE IT Sponsored by SQAD As the shift in media dollars continues, the call for increased transparency and accountability from marketers has become louder. At the forefront of this movement, SQAD has been the industry's standard source for media cost analysis, with more than $20 billion worth of media transactions collected annually. SQAD's CEO will discuss how media professionals can best navigate through this valuable data and be armed with the knowledge that enables them to best serve their clients.
Neil D. Klar President and Chief Executive Officer SQAD, Inc.
2:15 pm
General Session
CREATING A VALUE-BASED AGENCY RELATIONSHIP Progressive client-agency relationships are moving away from a system of simply tracking and charging for time to evaluating the value of an agency's contribution to its client's success. Two of the industry's thought leaders in this area will present the highlights of a new ANA study on value-based compensation. This session will also explore in detail the benefits of a value-based compensation system which:
Focuses on value and effectiveness instead of time and cost.
Results in more proactive ideas and marketing leadership from your agency.
Has both the agency and the client sharing risk.
We'll also explore how to make value-based pricing work in your organization. The discussion begins not with "scope of work," but rather "scope of value"--the ultimate benefit the agency is expected to provide for the client. Most importantly, it switches the focus of the dialogue from inputs (agency time) to outputs (client results).
Agency compensation based on value created, rather than efforts expended, works for a key reason: it aligns the interest of the agency and the client, replacing the sometimes adversarial and zero-sum nature of cost-plus pricing to one of abundance and mutual gain. This presentation will show how.
Ronald J. Baker Founder VeraSage Institute
Tim Williams Founder, Ignition Consulting Group Senior Fellow, VeraSage Institute
A NEW MODEL FOR BUYING MEDIA: eMEDIA EXCHANGE At this conference in 2006, a small task force of advertisers and agencies proposed a new model for buying media, an online media trading exchange. That session was the catalyst for broader industry support of this concept and its 2007 pilot program launch. National cable television will be the initial focus. The pilot will test the viability of securing inventory and matching it with the marketers' requirements in an electronic marketplace. The pilot will be an adjunct to the existing media-buying system and provide efficiencies to advertisers, agencies, and the media; eBay will develop and manage the framework and technology for the project.
Introduction Barbara Bacci Mirque Executive Vice President ANA
Speakers Meredith S. Brace Global Media Manager Hewlett-Packard Company
David Grubb Worldwide Media Director Microsoft Corporation
Kathleen Malone Global Media Director Intel Corporation
HOW MARKETING OPERATIONS HELPS TODAY'S MARKETING DEPARTMENT ACHIEVE SUCCESS More and more marketing organizations are creating specialty functions within marketing operations and charging them with leading the path towards better process management, efficiency, and enhanced accountability. For some this is the root of large-scale automation and the adoption of standardized practices, often in the face of passive resistance. While for others marketing operations concerns continuous process improvement that will enable the organization to do more with the resources at its disposal.
Panelists will discuss their experiences pioneering the emerging role of marketing operations, provide insights into the way to define and scope its charter, and explore methods to implement or enhance such a group.
Moderator Pat LaPointe Managing Partner MarketingNPV LLC
Panelists
Melanie Harrison Director, Marketing Effectiveness Sprint Nextel
Rob Redford Vice President, Marketing Strategic Planning and Operations Cisco Systems, Inc.
A "RESULTS-ONLY WORK ENVIRONMENT" TRANSFORMED BEST BUY'S WORKPLACE CULTURE At Best Buy there are no fixed schedules and no mandatory meetings. Their "results-only work environment" (ROWE) frees employees to make their own work-life decisions and seeks to demolish the decades-old stigma that equates physical presence with productivity. ROWE judges performance based on output instead of hours. With ROWE an unwavering focus on results, rather than time or place, has increased productivity (up an average of 35 percent), increased retention, increased engagement, and generated massive ROI. By the end of 2007, all 4,000 corporate Best Buy associates will be ROWE participants. (BusinessWeek recently featured a cover story on ROWE.)
Cali Ressler Principal CultureRx, a wholly owned subsidiary of Best Buy
Jody Thompson Principal
CultureRx, a wholly owned subsidiary of Best Buy.
Q&A Session Bill Duggan Executive Vice President
ANA
12:45pm
Adjournment
1:00 pm
SPEED NETWORKING FOR CLIENT-SIDE MARKETERS
Optional session for ANA members and other client-side marketers only.
Speed networking is the corporate equivalent of speed dating. During this session, attendees will rotate through a series of short one-on-one meetings that will last no more than ten minutes. Share your experiences and learn from your peers at other companies. The specific discussion topics for this session will be Agency Compensation, Procurement, Agency Relations and ROI. (1:00 pm - 2:15 pm)
7:00 pm
Reception/Dinner
Wednesday, May 9
7:45 am
Breakfast
8:45 am
General Session
TAKING THE NEXT STEP-UNLOCKING PROCUREMENT TO TRULY POWER AND EVOLVE MARKETING Join Jeff Hicks as he discusses Crispin Porter + Bogusky's (CP+B) philosophies and strategies for successfully using compensation to reinforce and power progressive marketing. He will share several client case studies and talk about CP+B's experience in working to better align agency compensation with the mission of client marketing. CP+B has been at the forefront of evolving agency compensation, including incentive compensation, co-ownership of intellectual property, and forming equity partnerships with clients.
Jeff Hicks President, CEO and Partner Crispin Porter + Bogusky.
Q&A Session Joanne Davis President
Joanne Davis Consulting, Inc.
INNOVATIONS IN VALUE-BASED AGENCY COMPENSATION (SEEKING A WHOLE GREATER THAN THE SUM OF ITS PARTS) A recent study says 4 out of 10 clients use some form of incentive aspect when paying their agencies. Yet another reports 3 out of 4 clients say there is no way to determine ROI from their lead agency, with ROI being too difficult to measure. How can a client assess the value of its agency and its appropriate compensation? Taking into account client experiences and case studies, this panel will discuss value-based agency compensation models applied to advertising, media, interactive, and promotion agencies.
Moderator
Arthur A. Anderson Principal and Co-Founder Morgan Anderson Consulting
Panelists
Steve Fajen Principal and General Manager
Morgan Anderson Consulting
Rebecca L. Hughes Procurement Specialist
J.C. Penney Corporation, Inc.
TRENDS IN AGENCY COMPENSATION - WHAT DO THEY MEAN FOR ADVERTISERS? Every three years the ANA reports on the types of compensation arrangements used by national marketers to pay their agencies, based on an extensive survey to ANA members. This survey has become the leading benchmark for the industry and has always been the "go to" report for the latest trends and practices. There has been considerable talk and attention given to new methods of agency compensation; e.g., value-based compensation and sales based commissions. Are these new methods gaining ground amongst U.S. advertisers? Will one or more of these supplant labor-based fees as the predominant form of agency compensation, much as fees replaced commissions? Exclusive results from the latest survey will be premiered.
Introduction
Will Waugh Senior Director, Communications
ANA
Moderator David Beals President and Chief Executive Officer Jones Lundin Beals, Inc.
