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2014 ANA Advertising Financial Management Conference presented by Active International

This event is over.

This event is sold out.

The annual ANA Advertising Financial Management Conference is the only event of its kind. It brings together top marketing finance and procurement professionals from the client side with agency CFOs and other key industry stakeholders interested in efficiencies, cost savings, return on investment, and delivering greater value to organizations. The conference is registered as a sponsor of continuing education with both the Institute for Supply Management and the National Association of State Boards of Accountancy. Post-conference perspectives from attendees at last year’s attendees included the following:

  • “It was a great opportunity to benchmark my activities as a procurement professional, learn from others’ experience and gain insight that will directly apply to what I do day-to-day.”
  •  “Best way to meet other professionals in the industry and discuss real world examples and processes to improve everyone.”
  •  “It’s a one-of-a-kind event that provides a great opportunity to meet peers, network, and benchmark."

Tweet and follow along with the conversation at the conference by using the hashtag #ANAAFM.

Conference Co-Chairs:

Terri Burns
Manager, Marketing Procurement
Aflac, Inc.
Co-Chair, ANA Procurement Task Force

Sal Vitale
Category Lead, Media Procurement
Johnson & Johnson
Co-Chair, ANA Procurement Task Force

Begins:Sunday, May 4, 2014 at 4:00pm
Ends:Wednesday, May 7, 2014 at 12:00pm

The Ritz-Carlton, Naples
280 Vanderbilt Beach Road
Naples, FL 34108

Our room blocks at the Ritz Carlton, Naples and Ritz-Carlton, Golf Resort are SOLD OUT.

There is a complimentary shuttle service that runs between The Ritz-Carlton Golf Resort, Naples and The Ritz-Carlton, Naples from 7:00 a.m. to 10:00 p.m. Sunday to Thursday and 7:00 a.m. to 11:00 p.m. Friday and Saturday.

The Inn at Pelican Bay is located one mile away and the rate per night is $169-$179 (based on room type), which is available until April 4, 2014. To make a reservation, please call (800) 597-8770 and request a reservation under the AFM2014 group or visit Inn at Pelican Bay.

Sunday, May 4, 2014

Registration Opens

RC Foyer


Pre-Conference Session


The agency relationship management process is a central tool in building sustainable client/agency partnerships, yet relatively few companies do it well. Many either underestimate the importance or make the process overly complicated.  But agency relationship management can be streamlined and easily implemented.  It doesn’t necessarily need to be high-tech and sexy! It’s really about driving solid communication and problem-solving in a constructive environment.   And a proper agency management process can save the time and costs of reviewing agencies too often.  Please join this Sunday afternoon session to arm yourself with ideas to improve your client/agency relationship.

Terri Burns

Manager, Marketing Procurement - Aflac, Inc.

Co-Chair, ANA Procurement Task Force

Plaza Ballroom



Center Court


Opening Dinner  

Vanderbilt Ballroom

Monday, May 5, 2014


Vanderbilt Ballroom


General Session


Steven Wales

Chief Operating Officer

Decideware, Inc

RC Ballroom


Opening Remarks

Jim Porcarelli

Executive Vice President, Chief Strategy Officer

Active International

Bob Liodice

President & CEO



Economic Keynote: Yahoo Finance

Michael Santoli, senior columnist for Yahoo Finance, will discuss where the economy is headed as well as key implications, including those for marketing/advertising.  Perspective will cover both the U.S. and global environments.

Michael Santoli

Senior Columnist

Yahoo Finance



At Nationwide Insurance, the procurement and marketing teams work hand in hand.  But, it wasn't always like that.  With a new procurement partner came new processes, tools, experiences, and style, leading to increasing levels of influence, trust, and credibility. Through two-way communication, the two teams were able to better understand the brand teams' priorities, needs, and pain points, leading to increased efficiency and effectiveness.  The teamwork of procurement and marketing was able to reduce agency fees by 7 percent year-over-year since 2011 while building the “Join the Nation” campaign that lifted total unaided awareness by 28 percent.

Matthew Jauchius

Executive Vice President, Chief Marketing Officer



Coffee Break

Vanderbilt Courtyard


General Session Cont.


Sheryl Connelly immerses herself in social, cultural, environmental, technological, and economic ideas to imagine what consumers might want up to 20 years in the future. Her work allows Ford to better anticipate consumer shifts and act on them in a way that gives the company a competitive advantage. Ms. Connelly's creative prowess has earned her a spot on Fast Company’s most recent Top 100 Most Creative People in Business list, an annual look at the people and businesses that are redefining creativity in industry, culture, and commerce.  In this session Ms. Connelly will share her thoughts on trends that could affect us in the future.

Sheryl Connelly

Global Head, Trends and Futuring

Ford Motor Company

RC Ballroom


Breakout Sessions

Choose to attend breakout session 1A or 1B.


Breakout 1A


This session will feature a duo from a major marketer to demonstrate how finance and marketing can work together to use measurement to create value. Key to this is the partnering of finance and marketing in planning and execution. Specific examples relating to resource allocation and marketing effectiveness will be discussed. Principles endorsed by the Marketing Accountability Standards Board (MASB) will be shared. MASB is looking to bring predictability and accountability to marketing and was formed to set the standards for applying the science of measurement and process management to the art of marketing.

Bill Berg

Director of Market Intelligence and Commercial Analytics


Jim Meier

Senior Director, Marketing Finance


Plaza Ballroom


Breakout 1B


ANA and the 4A’s believe there is an opportunity to improve the productivity of the agency search/new business process, for both agencies and advertisers, and have developed specific best practices guidance around the subject of agency selection briefing.  Every phase of a review requires a thoughtful briefing that provides specific direction to the agency. The review process should provide escalating information to the agencies as the review progresses from the initial phases (e.g., RFI, RFP, credentials) to the later phases (including any strategic and/or speculative work and finals presentations).  Agency selection is an important strategic decision, and briefings matter. Best-practice agency selection briefings enhance the likelihood of selecting an appropriate and culturally compatible marketing partner. Members of the task force from the ANA and the 4A's who developed this guidance will lead this discussion.

Diane Fannon

Principal, Brand Management

The Richards Group

Debra Giampoli

Director, Global Strategic Agency Relations

Mondelēz International

Dave Lubeck

Executive Vice President, Executive Director of Client Services

Bernstein-Rein Advertising

Colleen Mascia

Global Category Strategy Manager

Pfizer, Inc.

RC Ballroom



Vanderbilt Ballroom


General Session Cont.


Kimberly-Clark has had great success aligning its procurement strategy to marketing goals. Its marketing category management team applies marketplace insight to help provide focus within an increasingly complex landscape of strategic and specialized providers and channels.  The end result is greater value and innovation that helps Kimberly-Clark reach its marketing goals. Attendees will walk away with key steps to drive successful collaboration between their marketing and procurement teams.

Lowell Turner

Global Procurement Director, Marketing

Kimberly-Clark Corporation

RC Ballroom



Pricing is a critical component in the overall marketing mix, and one of the most important drivers of profit in the short-run.  It is also at the juncture of two fascinating topics in business: big data and neuro-economics.  A.T. Kearney will explain what these topics really mean for your pricing strategy and execution, and how you can actually move the needle quickly.

Frank Bilstein


A.T. Kearney


Afternoon Coffee Break

Vanderbilt Courtyard


Breakout Sessions

Choose to attend breakout session 2A or 2B.


Breakout 2A

Performance Incentive Compensation

The use of performance incentives in client/agency compensation arrangements has increased significantly, according to the most recent ANA "Trends in Agency Compensation" survey.  But pockets of dissatisfaction exist, among both agencies and clients.  This session will provide an overview of the current state of incentive compensation, including metrics used, drawing data from both the ANA and the 4A’s.  We’ll follow that with an open discussion to allow participants to share what’s working and what's not.

Facilitator: Sal Vitale

Category Lead, Media Procurement - Johnson & Johnson

Co-Chair, ANA Procurement Task Force

Tom Finneran

Executive Vice President, Agency Management Services


RC Ballroom


Breakout Session 2B

Speed Networking

Speed networking is speed dating for business people.  In this session, you’ll have the opportunity to meet one-on-one with eight to ten of your fellow conference attendees to share insights and learning on advertising financial management issues.  (Note: advance registration required and details to come.)

Vanderbilt Ballroom



Tuesday, May 6, 2014



Have you ever experienced a situation where you need to get more mileage out of your production budget?  Has Marketing tasked you with finding a way to get costly special effects into a commercial that already is on a tight budget?  Do you ever hear this from your finance group, "We need you to turn back X% of your budget."?  If the answer is yes to any of the above questions, you should stop by to hear from Mike Kolko, Director of the Production Tax Incentive Division for CAPS Payroll.  The time will well be worth the investment as Mike will share insights on how you can save, in more ways than one, providing information on how to stretch and maximize your budget through Production Tax Credits and other cost saving solutions.  

Mike Kolko

Director, Production Tax Incentive Division

CAPS Payroll

Vanderbilt Ballroom


General Session


Rishad Tobaccowala is chair of DigitasLBi and Razorfish, two leading, global digital marketing and business transformation networks that are part of the Publicis Groupe.  In this role, Mr.Tobaccowala speaks for the future of marketing for Publicis. He helps activate technology and builds digital products and new media technology partnerships. And he is close to incubation and innovation efforts, including identifying and sourcing tech companies and start-ups that will determine the next generation of solutions for Publicis Groupe and its clients. In this keynote Mr. Tobaccowala will address how the world of marketing is changing and why; six broad trends that will shape the future of marketing; and, most importantly, how each of us needs to reinvent ourselves to be relevant in this new world.

Rishad Tobaccowala


DigitasLBi and Razorfish

RC Ballroom


The Evolution of Value Based Compensation

The Coca-Cola Company (TCCC) is an industry leader in the area of agency compensation.  They introduced its approach to value based compensation (VBC) in 2008, to deliver "best work" for "best value." Today, The Coca-Cola Company implements value based compensation in 60+ markets around the world, with both creative and media agencies.  Built on the belief that the amount of labor should not define value, TCCC value based compensation approach is comprised of tools and guidance to enable teams to fairly define and reward the value of the work, not the time/hours to deliver it.  During this session, TCCC will share value based compensation 3.0, which showcases the evolution of value based compensation to support the company's “Liquid & Linked” strategy for delivering integrated marketing communications programs around the world.

Sarah Armstrong

Director, Worldwide Agency Operations

The Coca-Cola Company


Coffee Break  

Vanderbilt Courtyard


General Session Cont.


There are several major legal and regulatory issues that could significantly affect the bottom line of the marketing community.  Patent trolls, according to one estimate, cost American businesses $30 billion a year.  Piracy websites often carry ads from national advertisers that run adjacent to content that violates copyright laws.  Both privacy issues and ad taxes remain serious threats.  In this session the head of ANA’s Washington, D.C. office will outline the critical issues facing the industry and suggest ideas to take back home to safeguard your company.

Dan Jaffe

Group EVP, Government Relations




New research from the ANA Procurement Task Force examines the relationship between procurement and marketing and the factors that lead to the strongest internal partnerships and business results.  We surveyed both procurement and marketing to identify:

  • Attributes which correlate with having a strong relationship between marketing and marketing procurement
  • The success metrics indicative of close working relationships
  • Tangible steps for both procurement and marketing to consider taking to enhance their working relationship
  • Key characteristics of an ideal marketing procurement professional

You’ll leave this session with actionable ideas on how to optimize collaboration between marketing and marketing procurement.

Terri Burns

Manager, Marketing Procurement - Aflac, Inc.

Co-Chair, ANA Procurement Task Force

Sal Vitale

Category Lead, Media Procurement - Johnson & Johnson

Co-Chair, ANA Procurement Task Force

RC Ballroom


The Stage Is Set For Data-Driven Content Marketing

There are two distinct camps emerging among digital marketing futurists. One has a focus on content marketing, while the other emphasizes programmatic advertising.  The future of customer-centric marketing and advertising resides squarely where content, advertising, and data analytics intersect.  If brought together correctly, the amalgamation would provide laser-focused advertising with personalized and compelling experiences.  In this session, the two sides of the story (Content represented by Robert Rose, Chief Strategist, Content Marketing Institute, and Data represented by Ryan DeShazer, Managing Director, inVentiv Media 360) will join Mr. Rooke in sharing their vision of Data-Driven Content Marketing and the hyper-relevance it has to the consumer, from advertising through the experience.

Ryan DeShazer

Executive Vice President, Managing Director

inVentiv Media 360º

Bruce Rooke

Chief Creativity Officer


Robert Rose

Chief Strategist

Content Marketing Institute


Production Best Practices Luncheon  

A. Perry Kamel

Chief Executive Officer

Elateral, Inc.

Helen Chaffey

Global Client Services Director


Moderator: Andrew Kritzer

Senior Director, Committees & Conferences


RC Ballroom


Continuous Afternoon Coffee Break  

Vanderbilt Courtyard


Breakout Sessions

Please choose to attend breakout session 3A or 3B.


Breakout 3A


In today’s environment, professionals are looking to improve the outcome of their negotiations. Then there are the relationships that professionals have with suppliers.  In this breakout, we will visit why relationships are important, how a better relationship can improve the outcome of your negotiations, and how you build a better relationship.  As an added bonus, we will look at how relationships affect the outcome when something goes wrong.  Join Stuart Shlossman, a former member of the ANA Advertising Financial Management Committee and current facilitator of negotiation workshops, to discuss the impact relationships have on negotiations, and strategies to improve the outcome of your negotiations.

Stuart Shlossman


Watershed Associates

RC Ballroom


Breakout 3B

New CFO/CMO Research Study Highlights

Companies are faced with the ongoing need to identify efficiencies in their operations. A critical component to that is the alignment between CFOs and CMOs. In this session, insights will be shared from a new survey among CFOs and CMOs that explores the need and process for alignment on marketing and advertising priorities and the overall direction of the business, as well as better understanding of each respective department’s goals for a fruitful working relationship. In addition, the session will explore how corporate trade works and how it can fit into a company’s business objectives.

(Please note: this session is closed to competitive barter/corporate trade companies.)

Kimberly Hairston

Chief Marketing Officer

drm-jpc brands (Dr. Miracles)

Desiree Reid

General Manager, SVP of Brand Development

IMAN Cosmetics

Moderator: Bill Duggan

Group Executive Vice President


Plaza Ballroom


Breakout Sessions

Please choose to attend breakout 4A or 4B.


Breakout 4A


More and more, marketers are seeking to globally leverage their assets and production spend.  Global production challenges, however, can be daunting in their complexities, and very costly in execution.  This interactive discussion will feature a panel of experts from global marketers  Anheuser-Busch InBev, Hershey’s, and Kraft Foods as they walk us through the myriad of creative, production, and legal challenges involved.  Learn from their experiences, hear best practices, and take away a framework for the global production process that marketers and agencies can apply immediately.  

Ari Ben-Canaan

Senior Manager, Global Advertising Services

The Hershey Company

Shelley Landgraf


The Landgraf Consulting Group (representing Kraft Foods)

Claire Randall


Claire Randall Consulting

Mike Stewart

Manager, Creative Development & Production

Anheuser-Busch LLC

Moderator: Mark Sharwarko

Senior Vice President, Director of Client Services

Talent Partners

Plaza Ballroom


Breakout 4B


This session will look at the myths behind digital and social media agency structure and costs, the challenges of benchmarking, and an overview of best practices based on recent ANA compensation studies and R3's consulting experience with leading global and national marketers.  Some simple steps for more effectively aligning digital and social investments will be discussed.

David Beals

President and Chief Executive Officer


Greg Paull

Principal & Founder


RC Ballroom









Wednesday, May 7, 2014

Media Auditing Breakfast Discussion

Manuel Reyes


Cortex Media

Vanderbilt Ballroom


General Session

The Power of Social Content: Today and in the Future

In today’s business environment, social media and its content can generate an impact well beyond a marketer’s expectations—and with that, volume and cost implications beyond expectations as well. Peter Friedman, a social media visionary, will discuss  how marketers can scale social media across multiple brands and multiple continents.

Peter Friedman

Chairman & CEO


RC Ballroom



According to the 4A’s, traditional conflict policies applied to agencies need to change. Industry dynamics are evolving — client/agency engagements are shorter, there are more agencies on a client roster (including more specialist/niche agencies), and there is a trend toward more project assignments.  Meanwhile, emerging markets are becoming more important than ever, especially for Fortune 500 clients. Why are client conflict policies for agencies different than the policies for other client advisers, such as consultants, attorneys, or accountants? The operative question in an interconnected marketing ecosystem should be, “Is it a conflict, or is the marketer leveraging category expertise, proven servicing experience, and efficiencies of scale?”

Lauren Crampsie

Worldwide Chief Marketing Officer

Ogilvy & Mather



There have been increasing concerns about the issue of media and media agency transparency – i.e., media sellers and agencies providing honesty and clarity to marketers on costs, placements, and data. In this “super session” the issue of transparency will be examined from multiple perspectives – industry trade associations, respected consultants, and client-side procurement.

A. The Global Industry Debate on Transparency
It’s something of an understatement to say that “transparency” is a cause of frustration between client and agency. It’s a multi-faceted problem with pressure points at every stage of the industry. It’s not just a money matter, nor is it something that clever contracts or a great client-agency relationship can fix alone. There are important considerations within the marketplace that clients need to be aware of, and those can vary market to market. Three advertiser associations from around the world will share new research and their members’ perspectives on how the transparency debate is evolving in major markets, what marketers should look out for, and what issues the industry should actually be debating to move this forward.

Susan Charles

Vice President, Member Services

Association of Canadian Advertisers, Inc.

Steve Lightfoot

Senior Manager, Global Marketing Procurement

World Federation of Advertisers

Debbie Morrison

Director, Consultancy and Best Practices

ISBA—The Voice of British Advertisers


B. Media Transparency Issues and the Role of Media Procurement
It's a fact - ANA has heard more concerns about media transparency in the past year than at any other point in memory. The industry is facing a transparency crisis. This panel will feature:

  • Results from a new ANA survey on client-side marketer attitudes on the issues that have contributed most to concerns about transparency between clients and media agencies;
  • Insight from two industry consultants on the specific “watch-outs” related to transparency, and the actions that marketers can take to protect their interests;
  • Perspective from a client-side media procurement professional on the important role media procurement can play to help safeguard and enhance what is likely the biggest marketing expenditure for most clients.

Bill Duggan

Group EVP


Katherine Freeley

Senior Sourcing Manager, Media


PJ Leary

Chief Executive Officer, North America


Morten Pedersen

Founder & Chairman



Conference Adjournment

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