Joint Production Management and Advertising Financial Management, West Coast Chapter

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February 24, 2016 – DAY ONE
Location

Mattel Handler Team Center (HTC)
Large Presentation Theatre behind main lobby
2031 Mariposa
El Segundo, CA 90245

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

I. BARBIE: THE EVOLUTION OF AN ICONIC BRAND (10:00 – 11:00AM)
For over 56 years, Barbie has inspired imaginations and encouraged girls on their journey to self-discovery. From Mermaid to Movie Star, Pet Vet to Police Officer, Fashionista to Fairy Princess, Barbie continues to celebrate the belief that You Can Be Anything. In this session, hear an update on Barbie's journey to becoming a global brand and how Mattel engaged BBDO and the brand perception shift they have seen through these efforts. Additionally, Mattel will share how and when they utilized their internal production team versus an external team.

Speakers:

Ryan Hoagland, Manager Global Marketing Communications, Barbie Marcom Agency Operations – Mattel, Inc.
Lorraine Kraus, Head of Barbie Broadcast Production, Global Marketing Communications – Mattel, Inc.

II. FINANCIAL BENEFITS OF SUSTAINABLE PRODUCTION PRACTICES (11:15AM – 12:15PM)
Going green in your productions is easier than you may think and it can save your production money. Hear from Kris Barberg, Executive Director – EcoSet Consulting, as she highlights case studies from six years of ad productions with major brands. Kris will also share a new business case that identifies areas of potential cost savings with scenic builds and asset storage.

Speaker:
Kris Barberg, Executive Director – EcoSet Consulting

NETWORKING LUNCH (12:15 – 1:00PM)

III. BEST PRACTICES AND LEGAL CONSIDERATIONS OF DRONE USE IN COMMERCIAL PRODUCTIONS (1:00 – 2:00PM)
Recreational small drone users are able to use their devices with little oversight, but commercial small drone users are subject to FAA regulations. In this session, we'll hear from the company that helped write the initial commercial drone regulations for the FAA and will discuss what those regulations mean for the commercial production industry. Tony Carmean, CMO and Co-Founder – Aerial MOB, LLC, will share experiences of working with client-side marketers on drone use in television commercial productions and what to consider before you use a drone.

Speaker:
Tony Carmean, CMO and Co-Founder – Aerial MOB, LLC

IV. MUSIC ECOSYSTEM: SIMPLIFIED (2:00 – 3:00PM)
At last year's joint meeting, Toni Wallace, Senior Director, Strategic Marketing – Columbia Records, a division of Sony Music, shared some insights into the music ecosystem, including who owns the various parts of a song. This year, Toni will dive deeper into the music ecosystem and explore the financial implications of using music in commercial productions.

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

NETWORKING DINNER SPONSORED BY DECIDEWARE (6:00 – 8:00PM)
Location:
Chart House, 231 Yacht Club Way, Redondo Beach, CA 90277



February 25, 2016
DAY TWO
Location
Mattel Headquarters
2nd floor Lobby Tower Presentation Theatre
333 Continental Blvd.
El Segundo, CA 90245

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

I. OPTIMIZE DIGITAL AD SPEND BY REDUCING FRAUD – NEWLY RELEASED INDUSTRY STUDY
(10:00 – 10:45AM)
For the second year in a row, ANA partnered with White Ops to measure bot fraud (i.e., non-human traffic). Forty-nine ANA members deployed White Ops detection tags on their digital advertising. Results show that fraud is especially high in programmatic advertising and sourced traffic. The report encourages advertisers to take an active role in the fight against fraud and offers a number of proactive ideas to help.

Speaker:
Gregory Wright, Director Content Marketing – ANA

II. UPDATE ON STATE PRODUCTION TAX INCENTIVE REBATES (10:45 – 11:30AM)
State Production Tax Incentive Rebates are very compelling. In this session, Shelley Landgraf, Chief Executive Officer, Production, and Howie Markowitz, President, Production Financial Strategies, Tax Incentives, of LGdirect, Inc., will share new information, insights, case studies, and answer questions on what has become a buzzworthy strategy for getting cash back from State Production Tax Incentive Rebates.

Speakers:
Shelley Landgraf, CEO, Production – LGdirect, Inc.
Howie Markowitz, President, Production Financial Strategies, Tax Incentives – LGdirect, Inc.

III. THE PARALLELS BETWEEN SCOPE OF WORK MANAGEMENT AND PRODUCTION BUDGETING MANAGEMENT
(11:45AM – 12:30PM)
Decideware currently manages over $2 billion in approved scopes of work, for some of the top global advertisers. The learnings from this experience has proven invaluable to other clients looking to implement a more robust and successful scope management program. During this session, Steven Wales, Chief Revenue Officer, Decideware, will lead an interactive discussion looking at the parallels between the Scope of Work management and Production Budgeting management. Come prepared to discuss your experience with Standardizing production spend details, Centralizing that data for global use within your organizations and sharing what analytics you are applying to Production Spend vs. Scope of Work Spend.

Speaker:

Steven Wales, Chief Revenue Office – Decideware

NETWORKING LUNCH (12:30 – 1:30PM)

IV. LA STORY: HOLLYWOOD MEETS MADISON AVENUE (1:30 – 2:15PM)
The motion picture industry in Hollywood has innovated many of the production technologies that later were adopted by Madison Avenue for brand advertisers. As prolific content creators, movie studios also pioneered the in-house production, in-house ad agency, and centralized adaptation models that marketers are heavily trending toward in 2016. In this session, PostAds Group will share "Get Ahead of the Hollywood Curve" insights via its work with six movie studios, including a briefing on how motion picture suppliers are crossing over into serving the ANA community.

Speaker:
John Lipuma, CEO – PostAds Group

V. MEMBER ROUNDTABLE DISCUSSION
(2:15 – 3:00PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies.