Advertising Financial Management, West Coast Chapter

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


I. MEDIA TRANSPARENCY AGREEMENT 2.0 (10:00 - 11:00AM)
Earlier this year, the ANA and Reed Smith LLP released an updated template for media buying agency contracts which can be used by advertisers in developing their own agency agreement. This is an update to the 2016 template and media transparency report. The new template updates the original, which was issued in July 2016 as a supplement to the ANA's landmark report on media transparency, conducted with K2 Intelligence, and a follow-up report by Ebiquity and FirmDecisions that provided recommendations on achieving media transparency. In this session, we'll dive into the changes in the agreement and current challenges to media transparency.

Speaker:
Keri Bruce, Partner – Reed Smith LLP


II. 10 MARKETING RISK QUESTIONS EVERY COMPANY NEEDS TO ASK (11:15AM – 12:15PM)
The lack of understanding of marketing risk throughout the enterprise often results in financial, efficiency and effectiveness loss and, as importantly, a missed opportunity for process improvement. This session will review the 10 key questions that marketing procurement and finance managers need to ask to both adequately manage marketing risk as well as the company’s investments.  Understanding the answers will allow managers to better serve marketing as well as address C Suite concerns.  

Speaker:
Bob Siegal, Director, Media, Marketing & Promotions Contract Advisory - KPMG LLP


LUNCH (12:15 – 1:15PM)

III. ZERO-BASED BUDGETING (1:15 – 2:00PM)
What is zero-based budgeting and why is everyone talking about it? From Investopedia, "The process of zero-based budgeting starts from a "zero base," and every function within an organization is analyzed for its needs and costs." We'll dive into more details about ZBB, how its implemented, positives/negatives, and its impact on organziation's marketing and marketing procurement teams.

Speaker:
Mary Ann BrennanGlobal Procurement Director – Mattel


IV. MEMBER ROUNDTABLE DISCUSSION: IN-HOUSE AGENCIES AND PROCUREMENT (2:00 – 2:30PM)
In this roundtable discussion, we'll discuss the growing trend of in-house agencies and the role marketing procurement plays, including what works, how to foster great relationships, and how work is decided to go external. Come with your thoughts and feedback on your in-house agencies.

Facilitators:
Jim Wallace, Global Head of Agency Strategy & Management - HP Inc and Chair, ANA Advertising Financial Management Committee, West Coast Chapter
Gregory Wright, Sr Director, Conferences and Committees – ANA