Advertising Financial Management
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Searching for the Right Digital Agency: A Procurement and Marketing Partnership InitiativeEvent Recaps
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. HOW BIG DATA CAN TRANSFORM PROCUREMENT (10:00-10:50AM)
In this session, we'll participate in a collaboration demo and discuss the challenges of bureaucracy-driven procurement in an age of big data. We'll also hear about how IBM's Watson, the artificially intelligent computer system that beat two Jeopardy Champions in 2011, is being applied to some of the most interesting large-scale marketing challenges: mapping shifting tastes, predicting costs or sales, generating quality leads, identifying preferred vendors, or even fully-automating growth hacking.
David Braunstein, Associate Partner, Retail Center of Competence – IBM Global Business Services
Matt Johnston, Co-Founder – Kinetic Fin
II. SEARCHING FOR THE RIGHT DIGITAL AGENCY... A PROCUREMENT AND MARKETING PARTNERSHIP INITIATIVE (11:10AM-12:00PM)
With investments increasing within the digital space for the RBS Citizens Financial Group, procurement marketed the idea to perform an agency search for its digital needs. In this session, Lisa Spector, Senior Vice President, Head of Business Delivery – RBS Citizens Bank will share their approach, and how they partnered to initiate and run an agency search for the right reasons.
Lisa Spector, Senior Vice President, Head of Business Delivery – RBS Citizens Bank
III. THE VALUE OF CORPORATE PHILANTHROPY – BEYOND THE SOCIAL IMPACT (1:00-1:50PM)
How to measure the value of corporate philanthropy programs is one of the greatest challenges that face corporations. In this session, Michael Weamer, Vice President – American Heart Association and Patrick Mahoney, President – Charity Brands Consulting will share their approach on how to measure the ROI of corporate philanthropy programs, while maintaining the required strategic direction of the company in a cost-effective and value-enhancing manner.
Michael L. Weamer, CAE, Executive Vice President – American Heart Association
Stephen Adler, Chief Imagineer– Charity Brands Consulting
Patrick Mahoney, President – Charity Brands Consulting
IV. MEMBER ROUNDTABLE DISCUSSION – THE FORMATION OF THE PUBLICIS OMNICOM GROUP (2:10-2:55PM)
In this session, we will open up the discussion to the committee to talk about the pros and cons, from a procurement standpoint, that members might experience from the formation of this new holding company.
Mike Thyen, Director - Marketing and Sales Procurement – Eli Lilly and Company and ANA Advertising Financial Committee Chair
Andrew Kritzer, Senior Director, Committees and Conferences - ANA