Committees | Events & Webinars | Joint Meeting of Production Management and Advertising Financial Management, West Coast Chapter | ANA

Joint Meeting of Production Management and Advertising Financial Management, West Coast Chapter

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February 24, 2015
9:00AM 2:00PM
Day 1: Decoupling

Join us for an informative Decoupling Day, and learn how you and your company can take advantage of a process that began in Europe and is gaining traction here in the U.S. Learn how decoupling can create value by being faster to market, yielding greater consistency and implementing greater control, while driving costs out of your production spend.

Location:
Columbia Records, a division of Sony Music
9830 Wilshire Blvd
Beverly Hills, CA 90212

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

I. NESTLE: BEST PRACTICES IN VIDEO DECOUPLING (10:00-11:00AM)
In this session, Ricki Gardner, Strategic Buyer, Marketing Procurement – Nestle and Meritxell Guitart, President and Founder – Hogarth Americas will share insights and best practices on video decoupling. You will also hear Nestle's decoupling objectives, how they work together with Hogarth and their respective roles/responsibilities, and key lessons learned from their experiences.

Speakers:
Ricki Gardner, Strategic Buyer, Marketing Procurement – Nestle
Meritxell Guitart, President and Founder – Hogarth Americas

II. HEWLETT-PACKARD: A CASE STUDY IN DECOUPLING (11:15AM-12:15PM)
Hear from Jim Wallace, Director Agency Strategy & Management – Hewlett-Packard, and Myles Peacock, President, Americas – eg+ Worldwide, on their approach to the decoupling strategic process. This session will include how Hewlett-Packard conducted landscape assessments, identified the media types that had the largest production spend; obtained high-level management buy-in; continually managed change, internally and externally; and much more.

Speakers:
Jim Wallace, Director Agency Strategy & Management – Hewlett-Packard
Myles Peacock, President, Americas – eg+ Worldwide

NETWORKING LUNCH (12:15 1:00PM)

III. MATTEL: MOVING BEYOND DECOUPLING (1:00-2:00 PM)
In this session, Mary Ann Brennan, Senior Director, Global Procurement Mattel, Inc., and Meritxell Guitart, President and Founder – Hogarth Americas, will share how they work together to drive continuous improvements while maintaining a consistent brand message. They will also review the creative coordination process, decoupling and the centralization of business affairs, talent payments and traffic, and cloning in Brazil.

Speakers:
Mary Ann Brennan, Senior Director, Global Procurement – Mattel, Inc.
Meritxell Guitart, President and Founder – Hogarth Americas

IV. DECOUPLING – THE DISCUSSION CONTINUES (2:00-2:30PM)
Decoupling is common practice in European markets. Here in the U.S., marketers are just getting their feet wet.  In this discussion, we will ask the pointed question, "Is decoupling worth the effort?"

NETWORKING DINNER SPONSORED BY DECIDEWARE (6:30 – 8:30PM)
Cocktails: 6:30PM
Dinner: 7:30PM

Location:
Craft by Tom Colicchio
10100 Constellation Blvd.
Los Angeles, CA 90067



February 25, 2015

9:00AM 2:30PM
Day 2: Film and Music
Join us for a conversation about film and music, and how best to leverage each in advertising.

Location:
AMC/IMAX Century City 15 Theatres
10250 Santa Monica Blvd
Los Angeles, CA 90067

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

I. PLEASE DON'T STOP THE MUSIC: WHAT 30,000 MUSIC FANS HAVE TO SAY (10:00-11:00AM)
Music has incredible emotional power. For marketers, the main challenge to use music is the struggle in quantifying what value this medium brings to their campaigns. Sony Music has launched a single source study of 30,000 U.S. consumers about attitudes and behaviors toward music, artists, brands and much more, bringing greater scientific rigor to explain the value of music to a brand.

Speaker:
Toni Wallace, Senior Director, Strategic Marketing – Columbia Records, a division of Sony Music

II. BEST PRACTICES IN CINEMA ADVERTISING (11:15AM-12:15PM)
Hear from Dave Kupiec, EVP Sales & Marketing – NCM Media Networks, on best practices in cinema advertising production. This session will also showcase how marketers are currently maximizing their cinema advertising and engaging customers. NCM is owned and operated by the three largest theater circuits in the U.S.: Regal, AMC and Cinemark, and connects 19,000+ screens, representing 61% of all U.S. moviegoers.

Speaker:

Dave Kupiec, EVP Sales & Marketing  NCM Media Networks

NETWORKING LUNCH (12:15 – 1:00PM)


III. UNDERSTANDING AND MANAGING PRODUCTION SPEND (1:00-2:00PM)
Steven Wales, COO – Decideware, will provide an overview of how marketers are solving some of greatest needs around production spend. This session will also explore the transparency of fees and the overall understanding and efficiencies of the production process.

Speaker:
Steven Wales, COO – Decideware

IV. MEMBER ROUNDTABLE DISCUSSION
(2:00-2:30 PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies.