The opening afternoon of the conference will focus exclusively on one of the most important and urgent issues in the ad industry today – supplier diversity.

The importance of supplier diversity in the ad industry has increased significantly over the past year, as has spending with diverse suppliers. There are multiple benefits in supporting diverse suppliers including: more authentic connections as diverse suppliers reflect the consumer base; new channels for ideas, goods and services; positive economic impact for the communities in which suppliers are located; to be a force against racial inequality and inequity in order to eliminate systemic investment inequalities in the media and creative supply chain.

Yet the advertising industry has had challenges with supplier diversity that have held back further investment including finding diverse suppliers, available media inventory, certification requirements, and identifying opportunities to bring diverse suppliers into an organization’s supply chain.

WHAT WE’VE LEARNED IN THE PAST YEAR

We'll kick off with a brief summary of what we've learned about supplier diversity in the past year. ANA has surveyed our members to understand benefits, challenges, spend, goals, and measurement of supplier diversity. We have also surveyed suppliers with a focus on certification, to understand its importance, benefits, challenges, and ease/difficulty of the certification process.

Bill Duggan (@billduggan)

Group Executive Vice President ANA

In this session, two industry trade associations will share their perspective on supplier diversity and work done with national advertisers.

• AICP (Association of Independent Commercial Producers) represents, exclusively, the interests of independent companies that specialize in the production and post production of commercials in various media – film, video, digital – for advertisers and agencies.
• NABOB (National Association of Black Owned Broadcasters) was organized in 1976, and is the trade association representing the interests of Black-owned commercial radio and television stations around the country.

DIVERSITY IN PRODUCTION AND POST PRODUCTION (AICP)

According to ANA research, marketers expect to spend more with diverse suppliers in production than any other category. The Association of Independent Commercial Producers (AICP) has multiple initiatives to drive diversity, equity, and inclusion in production and post production. The AICP Equity & Inclusion Committee exists to push forward a demographic shift that is both real and sustainable and also imperative to creating long-term programs and strategies that will facilitate a more equitable and balanced commercial community. Its overall goal is to provide access and opportunity to marginalized groups and become a more inclusive industry across all areas of the business. This will serve as an overview for marketers to get the most out of AICP’s offerings, including Double the Line, Best Practices for Engagement and the AICP Demographic Reporting Initiative.   

Tabitha Mason-Elliott

Partner, Head of Production, BARK BARK Chairperson, AICP's Equity & Inclusion Committee

IMPACTING SUPPLIER DIVERSITY WITH SOME OF AMERICA’S LEADING CORPORATIONS

NABOB (National Association of Black Owned Broadcasters) represents the interests of Black-owned commercial radio and television stations. The USBC (U.S. Black Chambers, Inc.) is the national voice of Black business. NABOB and the USBC have been at the forefront in collaboration as corporate America has increased its commitment and focus to diversity, equity, and inclusion. This session will be a discussion on how NABOB and USBC have worked with C-suite leaders and their agency partners.

Ron Busby

President and CEO U.S. Black Chambers

CORPORATE AMERICA’S TAKE ON SUPPLIER DIVERSITY

This session will feature supplier diversity leaders at national advertisers. Discussion will cover topics including the benefits of supplier diversity, certification, identifying suppliers, the RFP process, diverse spend targets, measurement of performance, and more.

Moderator: Bill Duggan (@BillDuggan)

Group Executive Vice President ANA

SUPPLIER DIVERSITY FAIR

ANA has heard from diverse suppliers that they are keenly interested in making connections and introductions to procurement and marketing professionals who want to diversify their supplier base. And we've heard from procurement and marketers that they would like to meet more diverse suppliers. That is the intent here as we will facilitate matchmaking/speed dating for introductions.

7 BUILDING BLOCKS OF STRATEGIC AGENCY ROSTERS

Agency rosters often happen by default, which can lead to a web of partners without structure or control. Ed McFadden, CCO at Decideware, will lead a discussion about the considerations brands should take to create focused, effective agency rosters.

Edward McFadden

Chief Client Officer Decideware, Inc.

Edward McFadden

Chief Client Officer Decideware, Inc.

Bill Duggan (@billduggan)

Group Executive Vice President ANA

CHIEF PROCUREMENT OFFICER KEYNOTE

Kate Short is “one of our own.” She has attended the ANA Advertising Financial Management Conference multiple times and even hosted the event in 2015. We are delighted to welcome Kate back in her new role as Chief Procurement Officer for Nestlé in North America, where she oversees all procurement strategies for everything from raw materials to services, including marketing. For marketing dollars to work most effectively, Kate is a firm believer that internal teams should focus their efforts in “areas that matter” and consider using new data, technologies, tools and sourcing models to optimize the rest. Her session will also include how a company’s overall procurement perspective affects marketing in particular, and how we are at a pivotal time given the rise of technology and data. Welcome back Kate!

Kate Short

Chief Procurement Officer Nestlé

CREATIVITY IS AN ECONOMIC MULTIPLIER

Outstanding creative and business results happen with data and technology-fueled creativity – when data and technology are brought together in innovative ways. In this session Susan Credle, global chief creative officer at FCB Global, will share her perspective on how creativity can be an economic multiplier to drive a client’s business.

Susan Credle (@susancredle)

Global Chair & Global Chief Creative Officer FCB Global

ADVANCING MINORITY SUPPLIERS IN THE GLOBAL SUPPLY CHAIN

The National Minority Supplier Development Council (NMSDC) is the leader in advancing Asian, Black, Hispanic and Native American suppliers in the global corporate supply chain. This year NMSDC celebrates 50 years insuring representation and economic equity for minority businesses. NMSDC is now seeking to change the narrative on supplier diversity – from being solely a procurement responsibility to being a broader business function. This session will cover issues including the importance of certification, insights on supplier diversity in marketing/advertising, and the future state of minority business development.

Constance Jones

Senior Director Network Delivery Services National Minority Supplier Development Council

TRENDS IN MEDIA

Jeff Greenspoon is fascinated by media, its history, how it works, and what it will be like in the future. As President Global Solutions at dentsu international he uses this knowledge to advise clients and colleagues on how to understand the media landscape around the world, and how to find the best ways to communicate. He helps sort out the real trends from the shiny new objects.

Jeff Greenspoon (@jeffgreenspoon)

President, Global Solutions dentsu international

HOT LEGAL ISSUES THAT IMPACT YOUR BOTTOM LINE

Keri Bruce and Stacy Marcus, the dynamic duo from Reed Smith, ANA’s outside legal counsel, will cover the hottest legal issues for advertisers and agencies. Discussion will include client/agency relationships, the Metaverse, social media legal compliance, as well as the newly released 2022 SAG-AFTRA Commercials Contract.

Keri Bruce

Partner Reed Smith

BEYOND THE TRENDS: MAKING SENSE OF ADVERTISING IMPACT TO MAXIMIZE ROI

With the explosion of advertising offerings, platforms and ways to reach consumers over the past several years, it is no wonder there are seemingly endless points of view about advertising impact. In fact, the number of marketing channels being utilized and measured has grown 3x since 2016. In this session, Analytic Partners Senior VP Mike Menkes will share key insights into the trends, truths and myths of advertising impact that business leaders need to know to optimize ROI and get more out of their marketing plans.

Mike Menkes

Senior Vice President Analytic Partners

PROCUREMENT DEXTERITY: DRIVING BOTH EFFICIENCY AND EFFECTIVENESS

Marketing sourcing professionals play a critical role in the advertising industry and for their organization. Examining the details of marketing investments by brand, by market, and by category, can reveal new opportunities and drive both efficiency and effectiveness. Hear from three marketing procurement leaders on how to unpack ‘bothism’ and fuel for growth, externally and internally, balancing short- and long-term objectives. 

Tracy Allery

Director, Marketing Procurement Business Partner Nestle

4 PROCUREMENT CHANGES FOR 2022

As agency partners and suppliers deal with the Great Resignation and other Post-COVID challenges, the best marketing procurement leaders are responding to changes in the industry. This presentation will focus on case studies from marketing procurement leaders on the top four procurement changes for 2022, including resetting RFPs, strategic contract management, ESG compliance, and the optimal resource matrix.

Greg Paull

Principal R3

THE CEO AGENDA: LEADERSHIP IN A POST-PANDEMIC AGE

Leaders face a daunting set of challenges right now, from managing talent in a transformed workplace to navigating the realities of climate change today. Veteran business journalist Diane Brady will take us inside the C-suite to help us understand the shifting priorities and look around the corner to see what is next, and what it means for advertisers.

Diane Brady (@dianebrady)

Assistant Managing Editor Forbes

PROGRAMMATIC MEDIA TRANSPARENCY – LEVELING THE PLAYING FIELD

In December 2021, the ANA launched a new in-depth study into the programmatic media supply chain. The goals of the study are to identify areas of outage and waste for advertisers, to rebalance information asymmetry in the space, and to recommend solutions for advertisers to eliminate waste and optimize investments in their own supply chains. A powerhouse alliance of partners — PwC, Kroll and TAG TrustNet — have been assembled to collectively probe the depths of the programmatic media-buying ecosystem. The study will also include more than 40 ANA advertiser members who have been recruited to participate in the project. This session will share the plan of action being undertaken for Phase 1 of this project — the open web, the progress being made, and the expected outcomes and advertiser benefits of the study.

Ravi Patel (@rqp5013)

Director, Global Customer Transformation PwC

7 BUILDING BLOCKS OF STRATEGIC AGENCY ROSTERS

Agency rosters often happen by default, which can lead to a web of partners without structure or control. Ed McFadden, CCO at Decideware, will lead a discussion about the considerations brands should take to create focused, effective agency rosters.

Edward McFadden

Chief Client Officer Decideware, Inc.

Bill Duggan (@billduggan)

Group Executive Vice President ANA

CMO KEYNOTE: CHANGE LIVES HERE™

As the state’s leading health care system Piedmont fuels Georgia’s momentum by leading the change in health care. It empowers 3.4 million Georgians online and across 1875 practices, 80 retail centers and 22 hospitals. To support the biggest transformation in its 116-year history, Piedmont implemented a modern data-driven communication and marketing approach, while doubling the hospital-count, dealing with the pandemic and delivering an improved people-centered experience - The Piedmont Way. The new Brand Growth Flywheel simultaneously drives long-term Brand Building, short-term Brand Activation and ongoing Brand Orchestration, powered by a holistic Insights & Analytics engine, and resulting in a valuable impact on Piedmont’s performance. To Change Lives Here in Georgia, we first needed to ensure that real Change Lives Here at Piedmont.

Douwe Bergsma (@douwebergsma)

Chief Marketing Officer Piedmont Healthcare

LESSONS FROM A HEALTH CARE MARKETING LEADER

Health care is one of the hottest and fastest growing sectors of the advertising industry accelerated by an aging population, the ability for consumers to get information via the internet, the elevated importance of wellness, and, of course, the pandemic. Dana Maiman leads the largest health care network in the world and was recognized in 2021 as the Ad Age Agency Executive of the year, the first time the prestigious honor was bestowed upon a health care marketing leader. Dana has broadened the network’s offerings to have specialized capabilities in areas including data analytics, brand experience design, and creative production services. Furthermore, she has been a life-long advocate for inclusion and social justice. Conference attendees will learn a lot from this health care marketing leader!

Dana Maiman

CEO IPG Health

THE VALUE EQUATION: HOW TO GET THE MOST VALUE FROM YOUR AGENCY

Richard Tan has dedicated his career to working in creative businesses with a finance bent to help those businesses succeed.  For the past nine years, Richard has been with the FIG Agency, which was recently recognized by Ad Age on its Agency A-List.  Richard believes the approach to agency engagements needs to evolve for today's world and he will explain ways for brands to achieve more from their agencies by exploring the value equation.

Richard Tan

CFO & Partner FIG Agency

KEY LEARNINGS FROM REDESIGNING OUR CREATIVE SERVICES MODEL

The model itself may be the simplest part. The lift that it takes to get to the right model is what marketers continue to struggle with. This session will explore key learnings from how MassMutual rebuilt their in-house agency and agency partnership approach by getting a strong understanding of the business needs from the ground up. 

Jennifer Halloran (@jhalloran30)

CMO MassMutual

MAXIMIZING THE CLIENT-AGENCY RELATIONSHIP

What are the secrets to a powerful (and profitable) client-agency relationship? This panel, with representation from both client and agency perspectives, will discuss the age-old challenges to one of the most unique business relationships along with some new approaches to address them. Learn about the issues, but more importantly, gain key insights into how to optimize the relationship for maximum impact, less stress, and reduced wasteful spending. Speakers represent a combined 65+ years of experience in agency management, and recently co-developed the ANA’s newest Enterprise Curriculum focused on maximizing the client-agency relationship to drive client business.

Anne Murray

Co-Founder, Client+Agency SYNC Enterprise Curriculum Facilitator, ANA

RETAINING TOP AGENCY TALENT DURING THE GREAT RESIGNATION

In this session, hear from our Agency Relations committee co-chairs, Nicole Apple, Head of Global Strategic Agency Management from Kimberly-Clark and Kerry Kielb, Director, Vendor and Agency Management from AT&T as they discuss how Agency Management and Marketing Procurement can work together with agencies to successfully recruit and retain key talent at the agency.

Nicole Apple

Head of Global Strategic Agency Management Kimberly-Clark

STANDING UP FOR AGENCIES

In February, Kristen Cavallo ignited an industry conversation, standing up for agencies and creatives and the value they bring. At its best, great advertising strengthens a brand name, appreciates a balance sheet, creates conversations, and helps companies grow. Kristen believes that respecting the discipline requires clients who value an agency’s work as an economic multiplier, and it requires an industry that knows its worth. 

Kristen Cavallo (@martinagency)

Chief Executive Officer The Martin Agency

THE CLOROX WAY: TRANSFORMING MARKETING PROCUREMENT

In this session, Clorox will share how they have transformed marketing procurement from an expectation to an experience. Clorox will also share how they became a trusted partner within the marketing organization.

Ashish Gupta

Group Manager, Global Strategic Sourcing The Clorox Company

50 YEARS ON THE FRONTLINES OF AGENCY COMPENSATION & WHAT’S NEW IN 2022

For 50 years JLB + Partners has been evaluating and negotiating agency compensation agreements. And for 50 years the ANA has been publishing its Trends in Agency Compensation report to provide a benchmark for the most current compensation trends information; JLB has been ANA’s partner on much of that work. This session will provide an overview of the major compensation trends, projections for the coming years, and lessons learned along the way with best practice considerations for both marketers and agencies. Plus, results of the new 2022 study will be premiered.

Dave Beals

Chief Executive Officer JLB + Partners

DEEP DIVE DISCUSSION: AGENCY COMPENSATION

While labor-based fees are still the primary method of agency compensation, other models have emerged, including performance-based compensation. Join us for a deep dive discussion on agency compensation models, what’s working and isn’t, and what’s next. Agency consultancy JLB + Partners and ANA staff will lead this deep dive discussion. Come prepared to share!

Dave Beals

Chief Executive Officer JLB + Partners

Bill Duggan (@billduggan)

Group Executive Vice President ANA

KEYS TO CFO AND CMO COLLABORATION

Marketing is one of the largest and most complex spend categories, and marketers are under increased pressure to manage their budgets and show concrete returns. Yet risks associated with marketing spend are growing in type, size, and frequency. Often times this leads to friction between the marketing and finance functions, and between the CMO and the CFO. Better CMO and CFO collaboration, though, has been shown to positively impact marketing spend (e.g., cost savings, speed-to-market, agency relationships, media measurement). This session will highlight how to take this critical C-suite relationship to the next level.

Mitchell Caplan

Managing Director KPMG

HARNESS THE POWER OF MUSIC AND SONIC BRANDING TO DRIVE BUSINESS GROWTH AND OPTIMIZE SPEND

Many marketers are already spending significant amounts in music and sound, yet most don’t know how much they are spending or they’re missing royalty revenue opportunities. Compounded by fragmentation, complexity, and how nuanced the music rights landscape can be, it has become increasingly critical for advertisers to gain visibility into music spend, how it is managed, and where they can create efficiencies. Learn actionable takeaways, as well as a comprehensive vision for how marketing procurement and agency operations can wrap their arms around this spend.

Joe Belliotti (@JoeBelliotti)

CEO MassiveMusic North America

SIMPLIFYING THE SEARCH PROCESS

The agency search and pitch process has been an ongoing pain point for members and agencies, especially during the pandemic. To identify and address how the industry can enhance this process, the ANA and the 4A’s released a survey for clients and agencies to identify misalignments. In this session, they will share key takeaways from the survey and best practices to simplify the RFx process.

Matthew Kasindorf

Senior Vice President, Business Intelligence & Insight Group 4A’s

A DAY IN THE LIFE OF MARKETING PROCUREMENT

A successful marketing procurement department knows how to bring value to its organization. In this panel discussion, marketing procurement professionals will share their insights to how marketing procurement can bring greater value and explore what it’s like in a day in the life of a marketing procurement professional.

Moderator: Mark Hudson

Marketing & Media - Procurement Category Senior Manager Walgreen Company

PROCUREMENT: THE GOOD, THE BAD, & THE UGLY (2022)

In 2010, the ANA took the pulse of the industry on the state of marketing procurement to measure perceptions among professionals in three functional areas: procurement, marketing, and agencies. The study found wide and disturbing gaps between both procurement and marketing and between procurement and agencies in terms of the perceived contribution of procurement. We have updated this work in 2022 to reveal what has changed … and what has not.

Bill Duggan (@billduggan)

Group Executive Vice President ANA