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Date & Time
Starts: Tuesday, April 8, 2008 at 9:30am
Ends: Tuesday, April 8, 2008 at 2:30pm
Location
Hewlett-Packard Company
3000 Hanover Street (Bldg 20, Lobby A)
Palo Alto, CA 94304
Agenda
AGENDA
I. ADVERTISING PRODUCTION TAX INCENTIVES & REBATES (9:45-11am PST)
Advertising production is on sale, and the potential savings can be huge. Most states offer tax incentives and/or outright rebates on production spending, making it possible to save 30% or more-even on "new media" projects. The trick is knowing where to look and how to navigate the complexities. In this session, APR will discuss the basics of incentive programs and provide guidelines for working with agencies to determine whether these programs may be right for you. Come and learn or risk leaving thousands of dollars on the table!
Speakers: Jillian Gibbs and Jim Levy - Advertising Production Resources (http://www.aprco.com/)
II. HP CASE STUDY - PRODUCTION DECOUPLING (11:15-12:30)
Production decoupling is the separation of the business of production from creative development. In the broadest sense it can be defined as, "activities further down the supply chain, traditionally controlled and managed by agencies, which are moved and may be controlled and sometimes even managed directly by the client or by a third-party designated by the client. Production decoupling is a topic that we will cover throughout the year in this committee. In this session, committee member Renee Reeves will share the status of the global print pre-press production effort at HP. Topics include the key strategy utilized for this global effort, the successes and pitfalls, the differentiation within each region, and the general outcome. This will be an informal session, allowing for group discussion.
Speaker: Renee Reeves, Global Marketing Procurement Manager - HP
III. MARKETING PROCUREMENT WITH ANA MEMBER COMPANIES - PERCEPTIONS & REALITIES (1-2pm)
Is your marketing procurement organization progressive in creating value beyond the contract? ANA recently fielded an online survey to understand how ANA members are structured and how Marketing Procurement is used within their organizations. The purpose of the survey was to gauge where members are working in the Marketing Procurement arena based on experience, specialization, main function/duties, and level of advancement of the function. The survey sought to:
• Understand the role of Marketing Procurement within member organizations
• Explore ‘best practices' associated with Marketing Procurement
• Evaluate the ‘stages' of Marketing Procurement observed within organizations
• Identify issues of interest among Procurement professionals that the ANA should address in the future
This presentation will address the key findings.
Speaker: J. Francisco Escobar, President - JFE International Consultants, Inc.
IV. MEMBER OPEN DISCUSSION / BENCHMARKING (2-2:30)
1. Network Integration Fees: ANA recently issued a press release and a 1-page white paper on the topic of network integration fees. For many years, ABC, CBS and NBC have charged advertisers an incremental fee to "integrate" a commercial into its advertising breaks. The fees vary by daypart but are pretty consistent from network to network-approximately $470 per unit in prime and evening news and roughly $230 per unit in daytime and late night. This all adds up to an annual bill to advertisers that totaled $125 million in 2007. All advertisers should "do the math" for their companies on the annual cost of network integration fees. We'll discuss this issue and the response from the networks on our press release and white paper.
2. Other Issues: Please advise ANA if there are any other issues you'd like added to the agenda.
Contact info @ HP: Lobby A phone is 650 857-5020.
Hotel information:
Courtyard Palo Alto
4320 El Camino Real
Los Altos, California 94022
650-941-9900
Sheraton Palo Alto
625 El Camino Real
Palo Alto, California 94301
650-328-2800