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Conference Description
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 with input from members of ANA's Advertising Financial Management Committee and topics focus on efficiencies, cost savings, return on investment, and bringing better value to organizations.
In these uncertain economic times, insights from this conference will be even more useful. Importantly, the "take home" value of this conference will be significant, as all speakers/panelists will identify actionable ideas that attendees can immediately consider.
Testimonials from attendees at last year's event include:
- "There is no better forum for people working to manage the spend associated with marketing."
- "It brings a perspective to the challenges marketers and procurement face. It offers some best practices, cutting-edge ideas, and gives people a forum to connect with others to share ideas and approaches to the things that keep us up at night."
- "A substantive and forward-looking conference. The topics make you think about change in your own organization and what could be possible."
- "There is no other event in the industry that discusses these types of topics or has this kind of attendance mix-the best and biggest mix of talented client and agency folks in the finance/procurement areas."
- "The opportunity to meet with peers in this type of environment is extremely valuable. The networking is priceless."
Conference Chair
Richard DelCore
Finance Director, Global Marketing
The Procter & Gamble Company
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.
Dates & Times
Starts: Sunday, May 4, 2008 at 5:00pm
Ends: Wednesday, May 7, 2008 at 11:30am
Venue/Location
The Ritz-Carlton Naples
280 Vanderbilt Beach Rd.
Naples, FL 34108
ANA has negotiated a special room rate of $319; the cut off date to make reservations is April 3, 2008. Please call the hotel directly at (800) 241-3333 or (239) 598-3300. For hotel information, please visit www.ritzcarlton.com.
Agenda
Sunday, May 4, 2008 |
| 5:30 pm |
Registration Sponsored by Team Services |
| 6:30 pm |
Opening Reception Sponsored by Donovan Data Systems |
| 7:30 pm |
Opening Dinner Sponsored by ReedSmith |
Monday, May 5, 2008 |
| 7:30 am |
Breakfast |
| 8:30 am |
General Session
WELCOME
Bob Liodice
President and Chief Executive Officer
ANA
Jim Zambito
Executive Director, Agency Relations and Finance Controller
Johnson & Johnson
ECONOMIC OUTLOOK AND IMPLICATIONS FOR ADVERTISERS
Where is the economy heading? Recent news has not been good: home values have weakened and foreclosures are at record highs; unemployment is rising; energy costs are up; retail spending is down; and there is declining confidence in the economy overall. Two Wall Street experts will lay the foundation for this conference and provide perspectives on the overall health of the U.S. economy and implications for the media and advertising marketplace.
Michael Nathanson
U.S. Media Analyst
Sanford C. Bernstein & Co., Inc.
Linda B. Gridley
President and CEO
Gridley & Company LLC
Q&A Session
Richard DelCore
Finance Director, Global Marketing
The Procter & Gamble Company
10 MEDIA ISSUES IN 50 MINUTES
Media represents the majority of spend for most client-side marketers. Meanwhile, the media landscape is rapidly evolving, presenting both opportunities and challenges to advertisers. This fast-paced session will broadly cover key media issues and their financial implications including:
- The role of procurement in media negotiations
- Creative and media are unbundled – where will the model be in 5 years?
- Should clients by-pass agencies and go directly to the media for ideas?
- The future for “brokering”, eMedia buying, online exchanges
- Mobile media
- Evolution of magazines and TV in the digital world
- TV’s digital transition
- Agency compensation in the digital age
- Network integration fees
- Engagement and metrics
Moderator
Louis M. Schultz
Chairman and Chief Executive Officer
LMS-Unlimited, Inc.
Panelists
M.T. Carney
Founding Partner
Naked Communications
Bernhard Glock
Vice President, Global Media & Communication
The Procter & Gamble Company
Wenda Harris Millard
President, Media
Martha Stewart Living Omnimedia
Lisa Kowitt
Senior Vice President
Wachovia Corporation
THE PRIVATE EQUITY PERSPECTIVE
The recent flurry of brand acquisitions by private equity firms is a clear demonstration of the power of brand equity. Why is private equity so interested in brands? How do private equity firms evaluate the value of brands and, more importantly, build the value of brands? Also, what is the current private equity appetite for agencies-particularly digital agencies? In this "fireside chat," David Bell will share his perspective on private equity strategies for strengthening brand assets and getting even greater returns on their respective investments.
David Bell
Advisory Professional
Pegasus Capital Advisors
Chairman Emeritus
Interpublic Group of Companies
Bob Liodice
President and Chief Executive Officer
ANA
PRODUCTION DECOUPLING - AN EMERGING INDUSTRY TREND
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." Decoupling is a firm reality outside the U.S. as many advertisers are looking for more control and cost efficiencies in the production process and technology has enabled that. There is much work being done in Europe, particularly in the U.K., led by Incorporated Society of British Advertisers and World Federation of Advertisers. Representatives from these two trade associations, along with two client-side marketers and an advertising consultant, will share their experiences and discuss implications for the U.S.
Facilitators
Steve Lightfoot
Communications Procurement Manager
World Federation of Advertisers (WFA)
Deborah Morrison
Director, Consultancy and Best Practices
Incorporated Society of British Advertisers (ISBA)
Panelists
Jeff Cobb
Principal
MurphyCobb & Associates
Julian Hooks
Worldwide Marketing Procurement Category Leader
Johnson & Johnson, Europe
Mark D. Hudson
Procurement Manager - Marketing Services
BP p.l.c.
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| 1:00 pm |
Luncheon Sponsored by Eloda
THE CHALLENGES IN TELEVISION ADVERTISING CAMPAIGN EXECUTION AND VERIFICATION Advertising is a significant expense item and has gone through very important changes in the past 20 years. In 1984, according to a Morgan Stanley estimate, TV ad spend in the U.S. was $20.2 billion. There were three broadcast networks and 13 cable networks. A decade later, $35.3 billion was spent, and there were four broadcast networks and 33 cable networks. Today, there are seven broadcast networks and over 60 cable networks and the TV ad spend is more than $65 billion.
As the methods of reaching audiences have fragmented and changed, and spending and complexity have increased, execution and verification of TV ad campaigns have become a very difficult task.
Francois Rainville, CEO of Eloda, will discuss the findings of an independent study CFO Research titled: ‘Trust but Verify: Challenges in TV Ad Verification'. He will review the issues surrounding the big-dollar media process today.
François Rainville
President and Chief Executive Officer
Eloda Corporation
|
|
2:30 pm
|
BREAKOUT SESSIONS
There will be a two sequential 50-minute breakout periods, with two unique sessions offered per period. These sessions will be interactive, with audience discussion strongly encouraged.
BREAKOUT SESSION 1 (2:30 - 3:20 pm)
A. A PRACTICAL GUIDE TO AGENCY COMPENSATION ASSESSMENT (2:30 - 3:20 pm)
This session will provide a balanced, practical look at how experienced experts determine fair agency compensation from three vantage points: client, agency, and compensation consultant. Topics discussed will include compensation methodologies, appropriate transparency, definitions, hours, salaries, overhead, profit, and direct client expenses. This will be a practical review of the steps necessary to assess and benchmark agency compensation in an approach fair to both client and agency. This is a great session for anyone whose role includes reviewing, assessing, and/or benchmarking agency compensation.
Moderator
Michael Thyen
Global Sourcing Manager
Eli Lilly and Company
Panelists
Robert Cauley
Partner
Beekman Associates
Neal Grossman
Chief Operating Officer
TBWA/Chiat/Day Los Angeles
Penny Wong
Vice President, Advertising and Marketing
Global Procurement
PepsiCo, Inc.
B. INNOVATION AT THE CORE OF THE BUSINESS MODEL (2:30 - 3:20 pm)
Innovation drives organic growth. Innovation enables expansion into new categories, allows mature businesses to be reframed, and creates bridges into adjacent segments. Great innovations come from understanding the consumer's unmet needs and desires. Regardless of the market, innovation must be consumer led.
Procter & Gamble started from the premise that it is possible to run an innovation program in much the same way a factory is run. There are inputs that go through a series of transformative processes, creating outputs. Tools and know-how help manage the risks of innovation, and each individual in the company and its partner agencies can drive innovation.
In addition to sharing P&G's approach to innovation, this session will include an open forum for attendees to discuss their experiences in fueling innovation, prioritizing projects, leveraging global scale, and building valued partnerships.
Bernhard Glock
Vice President, Global Media and Communication
The Procter & Gamble Company
BREAKOUT SESSION 2 (3:30-4:20 pm)
A. PROCUREMENT AND MARKETING - WORKING AND THRIVING TOGETHER (3:30 - 4:20 pm)
There continues to be a troubling lack of alignment between procurement and the internal marketing organizations they are chartered to support. Recent ANA research reveals that only a small fraction of procurement professionals feel that their marketing departments view them as "critical" members of the marketing function. Meanwhile, only 21 percent of procurement professionals supporting marketing view themselves as taking a proactive lead in providing value-added services.
Tremendous opportunities exist for the advancement of procurement's strategic role and responsibilities, for improving the linkage to and buy-in from marketing, and for the sharing of industry and individual member best practices. Despite the current general state of affairs between procurement and marketing, there are a handful of companies with "best in class" marketing procurement organizations. This session will feature two of those best-in-class organizations sharing learnings and best practices. Additionally, participants will provide a series of practical steps and tips for closing the alignment gap.
Moderator
J. Francisco Escobar
President
JFE International Consultants
Panelists
Jim Akers
Global Category Lead, Creative Agencies,
Pfizer Worldwide Procurement
Pfizer, Inc.
Bruno Gralpois
Director, Global Agency Management
Microsoft Corporation
Alma McClain-Williams
Senior Marketing Procurement Manager
Microsoft Corporation
B. MAXIMIZING MARKETING ROI (3:30 - 4:20 pm)
Growth in marketing spending has become unsustainable in many industries. Increasingly, CEOs are demanding that marketing executives do more for less with their marketing budgets, however, careful attention must be given to how spending is restructured and reallocated. Brand owners should adopt an investment mindset regarding their marketing budgets. Reallocation of spend must take into consideration the wide range of touch points that can influence a consumer's brand choice. Marketers should also consider both near-term brand performance and long-term brand equity. This breakout session will outline the challenges and opportunities marketing ROI presents.
Jonathan Gordon
Partner
McKinsey & Company
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4:20 pm
|
Adjournment - Dinner on own
|
Tuesday, May 6, 2008 |
| 7:30 am |
Breakfast |
| 8:30 am |
General Session
PROFITABLE MARKETING COMMUNICATIONS
Marketing is often considered an unnecessary cost, but it's up to marketers to demonstrate to cost-conscious CEOs that marketing is an investment. Marketing must provide a measurable return on investment to maintain its place in the corporate spending plans or become a victim of spending cuts. This session will outline how to create practical metrics for maximizing marketing profitability for business as marketing outcomes are measurable and their value to a company's bottom line are demonstrable. In order to achieve the potential return on investment that marketing can provide, a change in organizational culture must take place. A company that recognizes marketing is an investment, with its own set of tracking metrics, must also view customers differently. It is no longer sufficient to broadcast a message to all consumers. Instead, the modern consumer must be targeted with an engaging conversation.
This session will draw heavily on the principles in the book, Profitable Marketing Communications: A Guide to Marketing Return on Investment as well as Mr. Young's global experiences in Asia and Europe.
Antony Young
President
OptiMedia
Author, Profitable Marketing Communications: A Guide to Marketing Return on Investment
Q&A Session
Linda Narbey
Senior Director, Committees
ANA
FINANCIAL MANAGEMENT OF INTEGRATED AGENCY RELATIONSHIPS
In today's changing marketing landscape, it is more important than ever for clients to work with multiple agency partners with different areas of expertise across channels. In this increasingly complex marketplace, the best integrated marketing ideas are developed via client/agency collaboration. AMEX's VP of global agency management will present a case study and review broader industry trends on how to maximize the value of integrated relationships. Specific areas covered will include: how to encourage and reward collaboration/joint ideation; compensation and incentive structures; plus key challenges and opportunities of integrated agency structures.
Eve Reiter
Vice President, Global Agency Relations
American Express Company
Q&A Session
Bill Duggan
Executive Vice President
ANA
MANAGING RISK IN THE NEW MEDIA LANDSCAPE
The convergence of advertising, technology, and media is muddying the waters for marketers, requiring an understanding of new disciplines and risks. Key issues include product integration, mobile marketing, buzz, word of mouth, virtual worlds, user-generated content, SMS, on demand, and SAG and AFTRA looking for a piece of the pie. It's a new road map that requires added skills. ANA's legal counsel will review legal developments related to these cutting-edge changes as well as advice on avoiding risks on this precarious ride.
Douglas J. Wood
Partner
Advertising Technology & Media Law
Reed Smith LLP
Q&A Session
Richard DelCore
Finance Director, Global Marketing
The Procter & Gamble Company
MARKETING SUSTAINABILITY
Marketing sustainability is one of today's--and tomorrow's--hottest issues. It can be broadly defined as adopting business strategies and activities that meet the needs of the enterprise and its stakeholders today while protecting, sustaining, and enhancing the human and natural resources that will be needed in the future. More specifically, it includes the role of marketing in energy conservation, reduced waste, reduction of a brand's carbon footprint, and more. A growing number of companies are making substantial commitments to developing and marketing sustainable products and taking steps to transform their business operations and supply chain practices.
A panel of experts will share their perspectives on issues including: industry best practices and standards for sustainability performance; considerations for "going green" or not; rallying the organization to embrace marketing sustainability; and the financial implications of marketing sustainability.
Moderator
Ann Mack
Director, Trendspotting
JWT
Panelists
Victor Melendez
Vice President, Product Innovation
Pepsi-Cola North America
Dave Searles
Director, ecomagination
General Electric Company
Kelley Semmelroth
Senior Vice President, Brand Strategy & Brand Marketing
Bank of America
12:25 pm Adjournment
|
| 12:40pm |
SPEED NETWORKING FOR MARKETERS LUNCHEON
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 each last eight to ten minutes. Share your experiences and learn from your peers at other companies.
(This optional session is for ANA members and other client-side marketers only. For more information, please call 212-455-8013.)
Topics include:
- Agency Compensation
- Best Practices in Procurement
- Maximizing Agency Relationships
- The Role of Procurement in Media Negotiations
|
| 7:00 pm |
Reception/Dinner sponsored by Axis Global
|
Wednesday, May 7, 2008 |
| 7:30 am |
Breakfast |
| 8:30 am |
General Session
CREATIVE KEYNOTE - DAVID LUBARS
David Lubars is chairman and chief creative officer of BBDO North America. As he sees it, his job is to oversee BBDO's transformation into a 21st century version of a kick-ass ‘60s New York agency. In other words, the company must maintain its brilliance in traditional mediums but also create extraordinary things for clients in mediums yet to be defined. Mr. Lubars will discuss the challenges of creative development and share his thoughts on topics including agency compensation and the role of procurement.
David Lubars
Chairman and Chief Creative Officer
BBDO North America
Q&A Session
Richard DelCore
Finance Director, Global Marketing
The Procter & Gamble Company
AGENCY COMPENSATION - WHAT'S NEW AND WHAT'S NEXT?
Agency compensation continues to be a topic of high interest among the attendees of the Advertising Financial Management Conference. There are clearly pockets of dissatisfaction with current compensation arrangements, among agencies and clients alike. While there's been much talk about new types of methods, particularly value-based compensation, there haven't been enough practical applications and shared lessons/best practices. Meanwhile, spending on digital media has exploded and compensation to digital agencies requires a unique understanding. We'll close the conference with a three-part look at agency compensation.
PART 1: MAN BITES DOG - AGENCY PAYS BONUS TO CLIENT
In a twist on traditional agency compensation arrangements, agency The Gate pays a year-end bonus to its client State Street in return for a smooth process. The overall compensation arrangement pays more for the time that has greater value-thinking and creating-and less for commodity time. It rewards the client for effective use of time or penalizes it for inefficiency. The result is a smooth process that increases agency margins and profitability; improves agency morale; forces clients to take responsibility for direction given and for delivering to their senior management; and makes the client and agency a more efficient, more productive, and more effective team.
Beau Fraser
Managing Director
The Gate Worldwide
Gary MacDonald
Director of Marketing, Intermediary Business Group
State Street Global Advisors
Q&A Session
Jim Zambito
Executive Director, Agency Relations and Finance Controller
Johnson & Johnson
PART 2: AGENCY CEO - INTERACTIVE AGENCY COSTS TOO HIGH!
Interactive agency compensation is generally higher than traditional agency compensation as the work is more fragmented and continues long after a media buy is made via ongoing optimization. Many ANA members have expressed surprise about the higher rates they pay for interactive agency compensation. At least one agency CEO believes that interactive agency compensation is too high and it's in the mutual best interests of client and agency to reduce it. Otherwise, as interactive media grows, clients will ultimately not be able to afford the agency compensation costs. This session will focus on the media process, reveal the friction points, and discuss how clients and agencies can work together to improve the process, reduce the workload, and reduce fees.
Steve Farella
President, Chief Executive Officer
TargetCast TCM, Inc.
Q&A Session
Jim Zambito
Executive Director, Agency Relations and Finance Controller
Johnson & Johnson
Part 3: OPEN FORUM
Let's learn from one another. What's new and interesting in agency compensation? What are the barriers? And what are some practical approaches for new agency compensation models?
Facilitators
Richard DelCore
Finance Director, Global Marketing
The Procter & Gamble Company
Jim Zambito
Executive Director, Agency Relations and Finance Controller
Johnson & Johnson
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| 11:30am |
Conference Adjournment |
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