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Advertising Financial Management, West Coast Chapter

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


I. MEDIA TRANSPARENCY – UPDATE FOR ADVERTISING FINANCIAL MANAGEMENT COMMITTEE (10:00 – 10:45AM)
ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. A key finding from K2 is that many advertisers have contracts which are deficient. To address this, ANA General Counsel, Reed Smith LLP, has developed a media agency Master Media Planning & Buying Services Agreement which can be used by advertisers in developing their own agency agreement. That covers important areas including the advertiser's right to audit as well as financial and other benefits that are allowable to be received by the media agency. This session will provide a "cliff notes" summary of the K2 report and an in-depth review of the new contract template.

Speaker:
Keri Bruce, Senior Associate – Reed Smith LLP


II. THE ART OF NEGOTIATING (11:00 – 11:45AM)
In this session, Andrew Boughton, managing partner - The Edge Negotiation Group, will join us to share his expertise in the art of negotiations, including tactics in the negotiation process across a range of negotiation styles, everything from transactional one-offs to joint ventures. Additionally, he will discuss some of the behavioral psychology behind the science of deception detection and how to incorporate it into your negotiation strategy.

Speaker:
Andrew Boughton, Managing Partner – The Edge Negotiation Group


LUNCH (11:45AM – 12:30PM)


III. REAL-TIME ADVERTISING ACADEMY FOR PROCUREMENT PROFESSIONALS* (12:30 – 2:30PM)
The ANA is partnering with one of our strategic partners, Quantcast, to offer ANA members a complimentary digital advertising boot camp during the afternoon portion of the committee meeting. The Real-Time Advertising Academy for Procurement Professionals is a workshop that demystifies the digital advertising landscape. Attendees will gain an understanding of the essential digital advertising jargon and the key channels and principles behind real time advertising and better understand the ad tech space through real life examples, case studies, and best practices.

Facilitator:
Kenny Fung, Sr. Manager, Business Analytics – Quantcast
Kate Lord, Senior Trainer – Quantcast

*The Quantcast Real-Time Advertising Academy for Procurement Professionals is only available to in-person attendees and will not be broadcast via webinar. We recommend those interested in the training attend this committee meeting in person.