Advertising Financial Management

NETWORKING BREAKFAST (9:00–9:45AM)
INTRODUCTIONS (9:45–10:00AM)


I. ANA PATENT INFRINGEMENT DEFENSE INSURANCE (10:00-10:15AM)
The ANA has announced a program to provide members with focused patent infringement defense insurance protection for marketing and advertising activities. Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms which have the sole business of asserting patent claims against targeted companies, costing those companies millions of dollars in fees in order to defend against the claim. In the advertising space, PAEs have been increasingly in the news by claiming ownership of many common advertising practices. As a result, marketers and/or their agencies could be faced with demands to pay large fees to PAEs that have not provided any direct services or technology to an advertising campaign, or, in many cases, contributed to any innovation. Furthermore, patent infringement is not covered under standard advertising liability policies, and thus far, standalone policies for patent infringement haven't met the specific needs and core concerns of members. To address this issue, the ANA Patent Infringement Defense Insurance Program provides members with focused patent infringement defense insurance protection for marketing and advertising activities. This session will provide an overview of the program.

Facilitator:
Alex Fjelstad, Retail Insurance Broker – Twin City Group


II. MASTERCARD – A PAINLESS YEARLY SCOPE OF WORK PROCESS (10:15-11:15AM)
For many client/agency relationships, the yearly scope of work process and contract negotiations can be daunting, but, it doesn't have to be. In this session, Debra Hedgecock, Vice President, Global Agency Operations – MasterCard, will discuss her partnership with McCann to collaborate within ScopeTrack to manage their annual contract and scope of work negotiations around the world. Debra will discuss how they implemented the current process, their lessons learned, best practices for procurement and marketers who would like to streamline their yearly process, and how it has helped the client/agency relationship.

Speaker:
Debra Hedgecock, Vice President, Global Agency Operations – MasterCard


III. ANA MEDIA TRANSPARENCY RFP (11:30AM-12:30PM)
In late June ANA issued an RFP to hire a consultant to conduct an independent third-party assessment on media transparency issues. The project seeks to identify truth and set the record straight about rebates and transparency-related concerns around programmatic buying, agency trading desks and more. The RFP asks for recommendations on better business practices for agencies, marketers, media, suppliers, and vendors; suggestions for how marketers and agencies can optimize confidence and trust; a "code of conduct" for the industry; and principles for effective, high-quality contracts. This session will provide an update on the ANA Media Transparency RFP.

Speaker:
Bill Duggan, Group Executive Vice President – ANA


LUNCH (12:30-1:30PM)


IV. PERSPECTIVES ON INCENTIVE COMPENSATION (1:30-2:00PM)
In this session, ANA Advertising Financial Management Committee members will be asked to share their experiences and perspectives on incentive compensation. According to the ANA's most recent survey on trends in agency compensation, about 60% of marketers currently use performance-based incentives. In the past few years many have questioned do they work? In this session we will ask ANA members to share their insights and perspectives on incentive compensation.

Facilitators:
Michael Thyen, Director-Procurement-Emerging Markets – Eli Lilly and Company and Chair, ANA Advertising Financial Management Committee
Bill Duggan, Group Executive Vice President – ANA


V. ADVERTISING FINANCIAL MANAGEMENT TRENDS AND HOT TOPICS (2:00-2:30PM)
In this session, we will explore and discuss the major trends, topics and current issues members are facing in Advertising Financial Management. We will also explore which topics we should cover in more depth at future committee meetings.

Facilitators:
Michael Thyen, Director-Procurement-Emerging Markets – Eli Lilly and Company and Chair, ANA Advertising Financial Management Committee
Bill Duggan, Group Executive Vice President – ANA
Crystal Albanese, Senior Manager, Conferences and Committees – ANA