Committees | Events & Webinars | Media Leadership | ANA

Media Leadership

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It's become a recent tradition for the ANA and WFA to hold yearly, back-to-back meetings of the ANA Media Leadership Committee and WFA Media Forum in New York.

Meetings will take place on Oct. 21st for the ANA Media Leadership Committee and Oct. 22nd for the WFA Media Forum hosted at L'Oreal (575 Fifth Avenue, entrance on 47th Street) in NYC. Members of both organizations are invited/encouraged to attend both meetings. (The WFA is the World Federation of Advertisers – www.wfanet.org – and provides a global perspective.). Agenda for the ANA meeting is below and the agenda for the WFA meeting is here. RSVP for the WFA meeting to Matt Green at M.Green@wfanet.org.

On Oct. 21st, we will have a networking dinner hosted by Collective at The National on 557 Lexington Ave, New York, NY 10022 (btwn 50th & 51st streets). Guests may enter through the Benjamin hotel lobby (it is attached to the restaurant) and go right upstairs to the private dining area. Cocktail hour will begin at 6:00PM, followed by dinner at 6:45PM. Please RSVP for dinner to Talia Fisher at tfisher@ana.net.


NETWORKING BREAKFAST (9:00-9:30AM)

INTRODUCTIONS (9:30-9:45AM)


I. ANA PATENT INSURANCE DEFENSE INSURANCE
(9:45-10:00AM)
The ANA has announced a program to provide members with focused patent infringement defense insurance protection for marketing and advertising activities. Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms which have the sole business of asserting patent claims against targeted companies, costing those companies millions of dollars in fees in order to defend against the claim. In the advertising space, PAEs have been increasingly in the news by claiming ownership of many common advertising practices. As a result, marketers and/or their agencies could be faced with demands to pay large fees to PAEs that have not provided any direct services or technology to an advertising campaign, or, in many cases, contributed to any innovation. Furthermore, patent infringement is not covered under standard advertising liability policies, and thus far, standalone policies for patent infringement haven't met the specific needs and core concerns of members. To address this issue, the ANA Patent Infringement Defense Insurance Program provides members with focused patent infringement defense insurance protection for marketing and advertising activities. This session will provide an overview of the program.

Facilitators:
Alex Fjelstad, Retail Insurance Broker – Twin City Group
Mark Kaufman, Partner – Reed Smith, LLP


II. MEDIA TRANSPARENCY UPDATE (10:00-11:15AM)
Ad Age identified media transparency as one of its 2014 "Biggest Stories of the Year." An ANA survey found that nearly half of respondents were concerned about the transparency of media buys – undisclosed rebates and programmatic buying were among the issues noted for transparency concerns. Following a discussion at the June 2014 meeting of the ANA Media Leadership Committee, it was agreed to assemble a task force to dive deeper into media transparency issues. In this session, we will discuss:

  • ANA Media Transparency RFP: In late June ANA issued an RFP to hire a consultant to conduct an independent third-party assessment on media transparency issues. The project seeks to identify truth and set the record straight about rebates and transparency-related concerns around programmatic buying, agency trading desks and more. The RFP asks for recommendations on better business practices for agencies, marketers, media, suppliers, and vendors; suggestions for how marketers and agencies can optimize confidence and trust; a "code of conduct" for the industry; and principles for effective, high-quality contracts. This session will provide an update on the ANA Media Transparency RFP.
  • ANA / 4As Media Transparency Task Force: The ANA is also working with the 4As on a joint Transparency Principles of Conduct and we will share an update on those efforts.
  • Programmatic Webinar Series: During the past year our work on rebates has grown to be recognized in the industry, leading to a vibrant discussion. The ANA board of directors is now involved and there are also joint conversations with the 4A's. In April 2015 we expanded the focus of the task force to programmatic buying. Following the same "recipe for success" we used on the rebate issue, as an initial step we invited some select outside consultants to educate us via webinars. We will share some of the key learning from the programmatic webinar series.

Facilitator:
Bill Duggan, Group EVP – ANA


III. MEDIA AGENCY CONTRACTS: BEST PRACTICES AND CONSIDERATIONS (11:30AM-12:15PM)
According to a recent Ad Age article, marketers reviewing their media businesses now outnumber the agencies with resources to compete in the reviews. Once agency partners are selected, clients are challenged with ensuring that they have covered everything within their contracts when working with their legal and/or procurement teams. In this session, ANA Media Leadership Committee members will be asked to share their best practices and top things to consider when putting together a media agency deal.

Facilitator:
Jennifer Gardner, Director, Media Investment and Partnerships North America – Unilever


LUNCH (12:15 – 1:15PM)


IV. BOT FRAUD UPDATE (1:15PM-2:15PM)
In December 2014, ANA and White Ops released the results of the largest baseline study of its kind. The 60-day study of bot fraud found that video inventory averaged 23 percent bot traffic and display inventory averaged 11 percent bot traffic. There were 36 ANA member companies who participated in this initiative.For reference, the following provides a link to the 2014 executive summary and full report: http://www.ana.net/content/show/id/botfraud. In this session, ANA Media Leadership Committee members will get the latest update on bot fraud along with actionable learnings and insights.

Speaker:
Michael Tiffany, Chief Executive Officer – White Ops


V. MEMBER ROUNDTABLE DISCUSSION (2:15-2:30PM)
In this session, we will open up the discussion to talk about current issues members are facing and and build upon those topics to explore in future meetings.

Facilitators:
Rex Conklin, ANA Media Leadership Committee Co-Chair
Colleen Milway, ANA Media Leadership Committee Co-Chair