Marketing Financial Management & Procurement
A Report from the ANA Procurement Task Force
James Akers, senior director, WW procurement global category lead, commercialization & communications at Pfizer Inc, and Lisa Figel, group category manager, U.S. agency procurement at Johnson & Johnson, discussed results of a survey on procurement’s relationships with marketers and agencies and also provided details on the ANA’s Procurement Task Force.
Panel Discussion: 10 Agency/Client Issues in Fifty Minutes
Representations from the agency world and the client side spoke about the top issues affecting agency/client relations today.
Tantalizing Tips to Better Marketing Planning
Watch this video to get some tips on marketing planning from a pro.
Tantalizing Tips to Better Marketing Planning
View this presentation to get some tips on marketing planning from a pro.
Marketing Audit 2.0 — The Integrated, Collaborative Marketing Audit
ANA member, Bob Siegal, Director, Management Advisory Services, Prager and Fenton LLP, shares a new approach to agency auditing that encourages increased collaboration and integration in this ANA Insight Brief. Case studies featuring a national retailer and a videogame publisher are also shared.
The Evolution of the Agency-Marketing-Procurement-Finance Relationship
The relationships between agency, marketing, and procurement/finance have significantly evolved over the last five years. Mary Ann Brennan, director, global procurement at Mattel, and Emily Vandemeer, SVP and CFO at Y&R California, discussed how the agency and client procurement teams must work together to engage and create an understanding and sense of ownership with marketing.
The Evolution of the Agency-Marketing-Procurement-Finance Relationship
The relationships between agency, marketing, and procurement/finance have significantly evolved over the last five years. Mary Ann Brennan, director, global procurement at Mattel, and Emily Vandemeer, SVP and CFO at Y&R California, discussed how the agency and client procurement teams must work together to engage and create an understanding and sense of ownership with marketing.
Optimizing Your Marketing Investment in the New Normal: A DuPont Case Study
Heide Rowan, global brand director, corporate marketing, DuPont, discussed how DuPont has battled back against the economic challenges of 2009.
Presentation: Optimizing Your Marketing Investment in the New Normal: A DuPont Case Study
Heide Rowan, global brand director, corporate marketing, DuPont, discussed how DuPont has battled back against the economic challenges of 2009.
Procurement: The Good, the Bad, and the Ugly
A panel of procurement experts commented on both myths and best practices of marketing procurement and discussed the findings of a new ANA/4A's survey on the relationships between procurement, marketing, and agencies.
How Long Is a Piece of String? The Challenges and Best Practices in Agency Cost and Time Benchmarking
David Beals, president and chief executive officer of Jones Lundin Beals, Inc., discussed what can and can't be effectively benchmarked and reviewed best practices for benchmarking that are relevant and actionable for client/agency relationships.
Research Report: Procurement: The Good, the Bad, and the Ugly
An ANA survey of three constituencies—procurement/sourcing professionals, marketing/marketing services professionals, and agency professionals—finds large gaps in several areas, including how procurement defines value, whether procurement views marketing as an expense or an investment, and how well procurement works with marketing and agencies.
Challenging Agencies to Reduce Expenses
ANA members discussed specific areas where agencies are being challenged to reduce internal expenses and/or identify cost reductions.
Tips for Effective Marketing Strategic Sourcing
Chuck Hatsis, President of Surge Consulting, teaches you strategic sourcing techniques used by strategy consultancies that marketers and procurement professionals use to deliver value to their organizations and form solid working relationships with each other.
Tips for Effective Marketing Strategic Sourcing
Making Virtual Events Easy and Profitable
John Grosshandler, director of virtual events at Maritz, and Rob Halsey, VP of marketing innovation at SAP, discussed how companies can use virtual events to cut costs and expand the reach of physical events.
Views of an Industry Analyst
Peter Stabler, an analyst covering the advertising and media sectors for Credit Suisse, provided his perspective on the state of the agency business. Issues covered included the impact of media fragmentation, digital media, analytics, and procurement.
Trends and Case Studies from the Marketing Trenches
Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.
For CMOs to Be Visionary Leaders, They Must Have a P&L Mind-set
Scott Davis, senior partner, Prophet, discusses the mind-set senior marketers must embrace if they expect to advance from being order takers or sales supporters to enterprise-wide, visionary leaders.
Many Happy Returns on Marketing
In this Q&A from Columbia Ideas at Work, Don Sexton, Professor of Marketing, Columbia University, discusses how marketers can measure and increase their contribution to the bottom line.
