Committees | Events & Webinars | Advertising Financial Management | ANA

Advertising Financial Management

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AGENCY COMPENSATION DAY


NETWORKING BREAKFAST (9:00 – 9:45AM)

INTRODUCTIONS (9:45 – 10:00AM)


I. FIRESTARTER SESSION: AGENCY COMPENSATION STRATEGIES (10:00 – 10:45AM)
In this roundtable discussion and panel, members of the ANA Advertising Financial Management Committee, will discuss their perspective on agency compensation. They'll share their experiences with what agency compensation model works best (and worst) depending on the agency relationship and structure. They'll also discuss how agency compensation has evolved at their respective companies.

Panelists:
Karen Fendrich, Director, Global Procurement - Pfizer
Sherry Ulsh, Senior Manager, Indirect Sourcing - The Hershey Company and Chair, ANA Advertising Financial Management Committee

Moderator:
Gregory Wright, Senior Director, Conferences and Committees – ANA


II. MARKETING PROCUREMENT JIU JITSU: A BASIC SURVIVAL GUIDE TO AGENCY NEGOTIATIONS (10:45 – 11:30AM)
There are two sides, at least, to every negotiation. How much do you know about the agency sitting across the table from you? In this session, Joseph Rosenfeld, associate director at KPMG, will share how to counter and put into perspective agency positions during a negotiation, including many of the common misunderstandings and approaches.

Speaker:
Joseph Rosenfeld, Associate Director – KPMG LLC


III. AGENCY PERSPECTIVE ON COMPENSATION (11:45 – 12:30PM)
We often discuss agency compensation from the client perspective. In this session, we'll be joined by Carl Johnson, founding partner and global CEO of Anomaly, who will share his perspective on talking business with your agency and maximizing value in a people business.

Speaker:
Carl Johnson, Founding Partner and Global CEO - Anomaly


NETWORKING LUNCH (12:30 – 1:30PM)


IV. THE FUTURE OF BENCHMARKING, A LOOK AT MARKETING COST MODELING USING DATA SCIENCE (1:30 – 2:30PM)
Client-side marketers are using more and more data-driven, digital solutions and techniques as part of their marketing arsenal, but many struggle to keep up with managing the costs associated with these new ways of working. George Roumanis from Beekman Associates will discuss how marketers can use data, real-time analytics, and machine learning to maximize their marketing communications investments. Overall, ensuring the compensation is fair, competitive, and aligned to specific scopes and requirements.

Speaker:
George Roumanis, Global Partner and Senior Consultant – Beekman Associates