Joint Production Management and Advertising Financial Management

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

I. FIRESTARTER SESSION: TOP ISSUES IN PRODUCTION & FINANCIAL MANAGEMENT (10:00 – 10:50AM)
In this "firestarter" open discussion forum, share and learn from your fellow marketers in a closed-door environment and gain insights from peers that can be applied to your own business. We'll discuss key topics, trends and industry initiatives, including those below and any others you want to explore. Come with your questions and be prepared to share!

• Member request for input! A fellow marketer asks: Are marketing procurement teams engaging in direct negotiations with networks and/or agencies on rates, extra value, and quality guarantees during the upfronts or other buys?
  • If so, what types of information are you seeking to attain and negotiate on?
  • If not, how are you managing the costs and investment related to your overall investment?
• Alternate Cost Structure (“ACS”) as included in the 2019 SAG-AFTRA Commercials Contracts – Get a quick overview and get your questions answered!
• Other topics (time permitting) may include: Production cost benchmarking, Process & workflow tools, SOW best practices, and managing scope creep

Facilitators:
Pamela Gross, Senior Manager – ANA
Greg Wright, Senior Director – ANA

II. MASTERCARD: IMPROVING OUR PRODUCTION PROCESS (11:10AM – 12:00PM)
Over the past year Mastercard has embarked on a journey to improve production processes, and recently implemented a new production bid automation technology with its global agency and in-house content group. In partnership with PostAds Group (a production consultant), the brand is successfully changing legacy processes, overcoming supply chain resistance, and achieving greater cost efficiency – all without sacrificing creativity. In this session, Mastercard and PostAds Group will share their colorful journey toward greater transparency into agency bidding of production and post-production suppliers, and a true change management success story. You'll also see a brief demo of the platform.

Speakers:
Debra Hedgecock, Director, Global Agency Relations – Mastercard
John Lipuma, CEO – PostAds Group

LUNCH (12:00 – 12:50PM)

III. PAVING THE PATH TO IN-HOUSE SUCCESS (12:50 – 1:40PM)
The decision to go in-house should not be taken lightly, nor is a 100 percent in-house model right for every organization. Marketers who jump in without building a thorough business case for change are likely to struggle; a smooth transition requires planning, prioritization, and patience. In this session Josh Palau, VP, media strategy, platforms, and creative from Bayer, will break down the organizational choices that will pave the path to in-house success. Considerations include how to decide what to bring in-house, cost calculations, managing expectations, partner selection, hybrid resourcing models, and more.

Speaker:
Josh Palau, VP, Media Strategy, Platforms and Creative – Bayer

IV. UNILEVER'S STRATEGIC APPROACH TO COMMUNITY MANAGEMENT (1:40 – 2:30PM)
As Unilever continues to evaluate opportunities to bring its business closer to the consumer, they recently re-launched their strategic approach to community management. Subsequently U-Studio, its in-house studio, has added community management to its growing scope of work. In this session, Theresa McDonnell, Head of Digital Content and U-Studio, will share the company’s shift in strategy and why U-Studio was uniquely positioned to bring the new approach to life.

Speaker:
Theresa McDonnell, Head of Digital Content & U-Studio – Unilever