Advertising Financial Management

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

II. MEMBER ROUNDTABLE DISCUSSION: PROCUREMENT TALENT ACQUISITION AND DEVELOPMENT (11:10 – 11:40a.m. ET)
In this roundtable discussion, come prepared to discuss your experience hiring and developing new procurement talent. Three AFM Committee members will lead a conversation about the common skillsets desired in procurement, core competencies to thrive in the role, as well as less common skills that could attract one to a successful procurement career and could expand a hiring manager's pool of available talent.

Moderators:
Katie Fischer, Senior Category Manager, Marketing Strategic Sourcing – U.S. Cellular
Pete Melanson, Director, Marketing Strategic Sourcing – Intel
Ahmed Shereba, Associate Director, Marketing Procurement – Campbell's

III. NOVO NORDISK: MANAGING YOUR AGENCY ROSTER (11:40a.m. – 12:15p.m. ET)
“How do we enable commercial success? How do we find the right agency partner for the right task?” Those were the guiding questions for Novo Nordisk’s studio agency model when launched in 2019. Four years later, the model has grown exponentially, mixing in-house talent with external agency partners to own tier 2 and tier 3 projects. Learn how Novo Nordisk’s agency roster is constructed, how it has changed since the inception of the studio agency model, and the terms under which agency partnerships are developed on both project and retainer basis.

Speakers:
Kelley Mehan, Director, Category Leader, Marketing Procurement – Novo Nordisk
Marilyn Simeon, Director, Studio Agencies – Novo Nordisk

IV. BREAK (12:15 – 12:25p.m. ET)

V. ANA: PROGRAMMATIC MEDIA SUPPLY CHAIN TRANSPARENCY STUDY (12:25 – 1:00p.m. ET)
Over the past decade, open web programmatic advertising has grown dramatically and is now an important and large media investment for most marketers. For marketers, programmatic advertising offers key benefits, including the ability to target the right audience and cost savings from automation. But at the same time, there are challenges. Not all inventory is equal, and it is often difficult to distinguish between good and bad or low quality and high quality. The ANA’s Bill Duggan will share a first look at the new report shedding light on programmatic ad spend, and the steps marketers must take to ensure their spend is responsibly allocated.

Speaker:
Bill Duggan, Group Executive Vice President – ANA