Joint ANA/WFA Marketing Procurement Day

This is the annual ANA Advertising Financial Management Committee and WFA Sourcing Forum meeting. This year, meetings will take place on December 3 for the ANA AFM Committee (see agenda below) and December 4 for the WFA Sourcing Forum. The WFA agenda can be found here.

NETWORKING BREAKFAST (10:00 – 10:45 am)

INTRODUCTIONS (10:45 – 11:00 am)

I. FIRESTARTER DISCUSSION: MANAGING OTHER NON-TRADITIONAL AD AGENCIES (11:00 – 11:45 am)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a “closed door” environment and to leverage and share knowledge and insights with YOUR peers. Often times, we have similar challenges. In this session, we’ll discuss how best to manage non-traditional ad agencies (e.g. public relations firms, consumer insights vendors, etc.), as well as other topics you want to explore.

II. TRANSPARENCY AND WATCHOUTS FOR EXPERIENTIAL ADVERTISING (12:00 – 1:00 pm)
Experiential marketing quickly rose to the forefront of great campaigns, delivering a unique experience for brand fans. However, there are a lot of pieces for each experiential marketing campaign and many of them can bring on unplanned extra costs. In this session, we’ll dive into the costs surrounding experiential marketing, how you can control them, and what to look for to provide value.

Speaker:
Matt Hintze, Director of Experiential – APR

NETWORKING LUNCH (1:00 – 1:45PM)

III. HOW AGENCIES VIEW EVALUATIONS (1:45 – 2:30 pm)
Meaningful two-way feedback with active participation from the agency is one of the most effective ways to deliver alignment. It provides agencies an opportunity to produce their best work, and, in turn, helps clients achieve their business goals for long-term success. To assist in this objective, Decideware set out to understand how agencies view evaluations. Through a dozen interviews with ad agency leads and relationship consultants, they compiled their findings in a new whitepaper. In this session, they’ll share their findings and lead a discussion on what needs to change to make agency evaluations more effective.

Speaker:
Richard Benyon, CEO – Decideware


IV. JOHN HANCOCK: MANAGING CONSUMER INSIGHTS AGENCIES (2:45 – 3:45 pm)
Managing individual measurement, analytics, and research vendors can be more nuanced than managing ad agencies. Building off our firestarter discussion, Chris Potts, director of marketing analytics at John Hancock, will join us and share their approach to managing these unique relationships.

Speaker:
Chris Potts, Director, Marketing Analytics – John Hancock

V. PAYMENT TERMS SURVEY (3:45 – 4:00 pm)
Payment terms (usually extended) have been in the news again this year. ANA will be fielding a survey to members in the next week or so to understand current practices. We’d like to get your feedback on the survey draft.

Speaker:
Bill Duggan, Group EVP – ANA

NETWORKING COCKTAIL HOUR AND DINNER (5:30 – 8:30PM)
Sponsored by Decideware (RSVP required)
Blue Fin, 1567 Broadway (at 47th Street), New York, NY 10036 (located in the W New York Hotel – Times Square)