Advertising Financial Management Committee Meeting

I. WELCOME REMARKS AND INTRODUCTIONS (11:00 – 11:10a.m. ET) 

II. ROUNDTABLE DISCUSSION: AGENCY COMPENSATION MODEL CHECK-IN (11:10 – 11:45a.m. ET) 
To begin our meeting, our committee co-chairs will take us through a mid-year check-in on agency compensation strategies across our committee membership. Come prepared to discuss the compensation model your company is actively using, how well it is working, and if you are considering changing compensation models in the future. This is an exclusive discussion for client-side ANA members of the AFM Committee to share your challenges and opportunities in identifying the right compensation model to best measure your agency outputs and return on investment.

Moderators:
Heather Kaster, Global Director Marketing Services Sourcing – Suntory Global Spirits and ANA AFM Committee Co-Chair
Sherry Ulsh, Director, Indirect Procurement – The Hershey Company and ANA AFM Committee Co-Chair

III. MOLSON COORS: IMPLEMENTING A DELIVERABLES-BASED COMPENSATION MODEL
(11:45a.m. – 12:20p.m. ET)
In response to the increasing use of generative AI across our industry, many procurement and sourcing professionals are considering a deliverables-based compensation model to better measure agency costs. Rather than scoping based on standard fees, a deliverables-based model assigns a cost to each output. In theory, this model combined with an increased use of AI is meant to reduce agency time and costs on derivative materials, leaving more of their time focused on concepting and strategy. Kim Reavill has implemented a deliverables-based compensation model at Molson Coors. Through her case study, learn what it takes to implement this model and how to get agencies on board. 

Speaker:
Kim Reavill, Agency Operations Leader, Marketing North America – Molson Coors 

IV. BREAK (12:20 – 12:25p.m. ET) 

V. PROVING MARKETING'S VALUE: FROM BLACK BOX TO BUSINESS CASE (12:25 – 1:00p.m. ET) (Download the Presentation)
Marketing is often a black box for colleagues, sometimes even at the C-suite level. While marketing’s responsibilities have expanded, its impact on business outcomes often remains unclear, limiting its influence over budgets, scope, and reporting line. Based on research by The Conference Board, this session explores why marketing is frequently misunderstood and undervalued—including due to measurement challenges—and strategic approaches for marketing leaders that can help to improve marketing’s perception. It will also examine how AI is reshaping ways of working (including insourcing and outsourcing), where brand building, revenue generation, customer experience, and measurement rank among C-suite priorities, and how marketing leaders assess their teams’ recent business impact, resources, and performance.

Speaker: 
Denise Dahlhoff, Head of Research, Marketing & Communications Center – The Conference Board