WELCOME REMARKS

Peter Kenigsberg

Director, Brand & Media ANA

THE CLIENT AND AGENCY COSTS OF PITCHING

We often hear that the cost for an agency to participate in a pitch can be extraordinary and is often justified as “the cost of doing business.” However, there is also a discernable cost to the client-side marketer when they run a pitch. The ANA and the 4A’s, contracting with Advertiser Perceptions, set out to understand the costs for both client and agency when a pitch is held. In this session, the ANA and 4A’s will share the results from their industry survey, what it means for the industry, and key takeaways.

John Bishop

Vice President Business Intelligence Advertiser Perceptions

MARKETING PROCUREMENT’S ROLE IN DRIVING DEI

Marketing procurement often doesn’t realize the huge power they have to change business relationships and make a difference in driving DEI, not only for the company they work for but for the next generation. This session will discuss the three key areas for marketing procurement to change DEI implementation across the entire marketing discipline – the RFP, Masters Services Agreement, and procurement’s role on quarterly business review between the client and agency.

Chris Kenna

CEO and Founder Brand Advance Group

DRIVING MARKETING PROCUREMENT VALUE WITHIN THE CREATIVE PRODUCTION ECO-SYSTEM

Budgets are shrinking and content needs are increasing. In working with agencies and internal business partners one’s role can vary from transactional to strategic. This session will cover the trends in creative production, including an overview of the latest game changers in how content is produced and how to use data in the creative production process. Additionally, we will identify opportunities to drive sustainable transformation and create efficiency in creative production.

Jillian Gibbs

Global CEO & Founder Advertising Production Resources (APR)

MAKING ADVERTISING MORE SUSTAINABLE

The climate crisis demands urgent, innovative and transformational changes to improve the way businesses deliver more sustainable solutions in the marketplace. Like the clients it serves, the advertising industry plays a vital role in reducing its carbon footprint. Media in particular carries a disproportionate amount of the carbon load. This session will review the importance of taking steps to mitigate the carbon crisis across the media ecosystem.

Martin Bryan

Global Chief Sustainability Officer UM

Peter Kenigsberg

Director, Brand & Media ANA

Dinner is on your own

BREAKFAST ROUNDTABLE DISCUSSIONS

We will set aside 5 breakfast tables so that attendees can informally discuss key issues. Each participating table will be marked with a number that corresponds to the topic. Those who would like to participate in the discussions should plan to arrive at the start of breakfast.

1. Optimizing KPIs in Agency Evaluations
2. Marketing Procurement Talent
3. Agency Compensation
4. Client-Agency Relationship Management
5. Marketing Procurement Best Practices

OPENING REMARKS by dentsu

Matt Naeger

Global Chief Strategy Officer & Global CMO Merkle

WELCOME REMARKS BY DECIDEWARE

Edward McFadden

Chief Growth Officer Decideware, Inc.

OPENING REMARKS

Bob Liodice

CEO ANA

HOST WELCOME REMARKS

Simona Rabsatt Butler

Senior Director Global Sourcing Visa

CMO KEYNOTE – DRIVING SUSTAINABLE GROWTH

Heather Malenshek believes the role of marketing and brands is to drive sustainable growth. Over the course of her extremely successful career her deep, diverse, and rich experience in defining and implementing best practices has generated critical emotional connections with well-known brands and products. She has been recognized by Forbes as one of the world’s most influential CMOs. Born and raised in Scotland, her Twitter handle is @harleygirl122. This CMO keynote should be great!

Heather Malenshek

SVP & Chief Marketing Officer Land O’Lakes, Inc.

PERSPECTIVE FROM THE CHAIR OF THE 4A’S

The 4A’s champions the power of creativity and value agencies bring in driving business growth and cultural change. Sharon Napier is in the first year of her two-year term as 4A’s Chair. Honored by Ad Age as one of the 100 Most Influential Women in Advertising, Sharon has earned her reputation as a trusted voice in our constantly changing industry. In this session, Sharon will discuss her mandate as 4A’s chair, the challenges and opportunities facing the industry, and how agencies and marketers can work more productively together.

Sharon Napier

Executive Chair and Founder, Partners + Napier Chair, 4A’s

VERIZON’S AGENCY COMPENSATION APPROACH

After a 25+ year career working on the agency side, Denis Budniewski joined Verizon in 2019. There he leads agency strategy, investment, ecosystem modeling, talent and performance management, identifying best-in-class partners and the diversity strategy globally for all Verizon business units, Denis manages the strategic engagement and relationships with Verizon’s world class agency partners and is responsible for over $1 billion in agency fee, production and media investment. In this session, Denis will discuss Verizon’s agency compensation approach.

Denis Budniewski

Executive Director of Marketing Investment and Transformation Verizon

RETAIL MEDIA: THE $100 BILLION OPPORTUNITY

2023 will be a pivotal year for retail media. Large retailers are already racing toward a $100 billion high-margin annual revenue prize in retail media, with a growing host of retailers launching and scaling these offerings to catalyze e-commerce profitability. Meanwhile, RMNs have evolved, moving from simple search result tags to diversified ad types, placements, personalization and more. For brands, retail media serves as a gold-mine of authenticated first-party data, with demographic information and detailed buyer behaviors coming into focus. This session will examine the latest and upcoming innovations in RMNs, touching on topics including navigating a fragmented retail media landscape, challenges for brands, and choosing partners and solutions that will most help brands achieve their goals.

Lauren Wiener

Managing Director and Partner Boston Consulting Group

WHAT’S THE OUTCOME? EMBEDDING MARKETING PROCUREMENT INTO IDENTITY & CX LED GROWTH

Experience Transformation is an investment in the long-term health of a company, future-proofing both its ability to deliver 1:1 experiences for customers as well as evolving the capabilities needed by the business. The future of procurement and its ability to provide value will be dependent on understanding the differences between what is good, what is great, and what is simply critical in terms of technology, identity, strategy and insights on audience functions. Being embedded in the domains it serves, marketing procurement can gain a true understanding of how the business is being served by the partners it selects and can develop deal structures based on increased performance delivery and shared accountability.

Matt Naeger

Global Chief Strategy Officer & Global CMO Merkle

ECONOMIC KEYNOTE

Kenneth Kim is a Senior Economist at KPMG LLP where he brings his insight and knowledge to help clients and KPMG leadership assess the constantly evolving economic environment. Ken speaks regularly with CEOs, CFOs, corporate board directors, and business leaders from numerous industry sectors. His areas of expertise are U.S. and global macroeconomics, banking and capital markets, insurance, Mergers and Acquisitions (M&A), private equity and real estate, consumer and retail. He publishes monthly reports on retail sales and durable goods orders data. Kenneth will share his thoughts on the current economic climate and future outlook as well as implications for business.

Kenneth Kim

Senior Economist KPMG

BILLION DOLLAR ROUNDTABLE

The Billion Dollar Roundtable was created in 2001 to recognize and celebrate corporations that achieve annual spending of at least $1 billion with minority and woman-owned suppliers. The BDR promotes and shares best practices in supply chain diversity excellence and encourages corporate entities to continue growing their supplier diversity programs by increasing commitment and spending levels each year. Many ANA member client-side companies are members of the Billion Dollar Roundtable. This session will provide the BDR perspective on supplier diversity.

Sharon Patterson

President and CEO Billion Dollar Roundtable

THE RISE OF PRINCIPAL MEDIA BUYING AND OTHER NON-TRANSPARENT SERVICES

Agency principal buying of media is on the rise. It goes by names including proprietary media, value-based solutions, inventory media, and opt-in services. These are almost always positioned as cost saving opportunities. While there can be benefits, there are also significant watchouts. Audit rights are limited. And since the agency is not working as an agent, they are no longer putting the best interests of the marketer first. This session from ANA’s outside legal counsel will provide an overview of agency principal media buying and other non-transparent services as well as best practices for governance to help clients manage them.

Keri Bruce

Partner Reed Smith

REDEFINING "VALUE" IN THE AGENCY CLIENT RELATIONSHIP

Hear from awarded McDonald’s brand leader Jennifer “JJ” Healan and W+K agency partner Tass Tsitsopoulos as they explore the ways to put creativity at the center of your organization. The two will share their journey to building a long-lasting client-agency relationship, and how they redefined the word “value” together, to create an environment where marketing and creativity drives the business.

Jennifer Healan

Vice President, U.S. Marketing, Brand Content & Engagement McDonald's USA

NEW MEDIA AGENCY CONTRACT

One of the most important outputs following ANA’s work on media transparency in 2016 was the development of a new media agency contract template (developed by Reed Smith and adapted from work done by ANA’s sister trade association in the U.K., ISBA). A key finding in that transparency work was that many marketers had poor and outdated contracts with their media agencies and the new media agency contract was designed to level the playing field. The contract was updated in 2018 and since then, the media buying landscape and scope of agency services has continued to evolve. As a result, the contract has now been updated again in 2023. The focus has been on simplifying and improving the template and modifying it to meet the evolving needs of U.S. and global advertisers and the overall marketplace. There are updates in key areas including audit rights, inventory media and other non-transparent services, as well as reporting and access to data.

(Open to client-side marketers only)

Keri Bruce

Partner Reed Smith

BREAKFAST ROUNDTABLE DISCUSSIONS

We will set aside 5 breakfast tables so that attendees can informally discuss key issues. Each participating table will be marked with a number that corresponds to the topic. Those who would like to participate in the discussions should plan to arrive at the start of breakfast.

1. Innovating Beyond Scope with Your Agencies
2. Marketing Procurement Talent
3. Agency Compensation
4. Client-Agency Relationship Management
5. Media Procurement

HOST WELCOME REMARKS

MARK PENN – CHAIRMAN AND CEO, STAGWELL

Mark Penn is the Chairman and CEO of Stagwell (NASDAQ: STGW), the challenger network built to transform marketing. Stagwell is a digital-first marketing company that delivers scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology. Agencies in the Stagwell network include 72andSunny, Anomaly, Colle McVoy, Crispin Porter Bogusky, Gale, and Doner. According to equity analyst Laura Martin of Needham & Company:

• “We argue that STGW is a holistic, technology-first, enterprise services company owing to its combination of ad agency creative skills, such as IPG and Omnicom, and information technology skills, such as Accenture and Deloitte consulting. STGW differentiates itself in the marketplace through its integration of technology and data with creative ad solutions to drive sales upside for its clients. We are most excited about STGW's customized engineering solutions, which focus on performance-based outcomes that drive identifiable rev growth. In fact, STGW is increasingly willing to earn its fee based on the rev lift it creates for its clients, rather than based on time and materials, a fixed fee, or a monthly retainer. A key data point suggesting STGW’s technology services are best-in-class is that AAPL, AMZN, GOOGL, and MSFT will be four of STGW's six largest clients in 2022.”

Mark is bullish on AI, especially for verbal content and says that other key growth areas for the company are its marketing cloud (a suite of software and data solutions built for in-house marketers) and media studio (which will a direct competitor of the Trade Desk). Mark is also the “father of modern polling” and a “maker of world leaders” serving as a strategist and presidential pollster to President Clinton and advisor to world leaders including Hillary Clinton and Tony Blair.

Mark Penn

Chairman and CEO Stagwell

THE WALL STREET PERSPECTIVE

Brian Nowak is an analyst for Morgan Stanley who covers dozens of stocks in the technology and digital advertising sector. Those include Amazon, Google, Meta and more. In this session, Brian will provide his insights on the industry and outlook for the future. 

Brian Nowak, CFA

Managing Director Morgan Stanley

HP AGENCY SUPPLIER DIVERSITY SOURCING JOURNEY – A MARKETING AND PROCUREMENT PARTNERSHIP

Hewlett-Packard was one of the original supporters of the U.S government’s Supplier Diversity efforts which started in 1968. That same determination for equal opportunity exists today and is central to HP’s 2030 vision of becoming the world’s most sustainable and just technology company. Embracing diversity to fuel innovation, in 2020, HP created the Racial Equality & Social Justice Task Force, a board directed initiative to drive measurable, sustainable impact in racial equality and social justice through its people, industry and government focused activity. This includes an aggressive effort to recruit and retain Black/African American suppliers to HP. Tara J. Agen, Global Head and VP, Marketing Effectiveness, Operations, MarTech at HP, will explain how this company-wide mission extends to Marketing supplier diversity, the internal and external DEI factors considered when identifying new Agency suppliers, and how this effort has succeeded thanks to a strong partnership with Global Indirect Procurement, Finance/CFO as well as CEO and executive leadership team accountability to the HP Board of Directors. 

Tara Agen

Global Head and VP, Marketing Effectiveness, Strategic Planning, Operations HP

THE WIN/WIN/WIN OF MEDIA PROCUREMENT

The craft of media procurement is growing and is more important than ever given that media is the largest marketing investment for many companies. In the “old days” procurement was about cutting costs, and particularly agency fees. Now, the role of media procurement is to optimize the media investment to the benefit of the client marketing team, the agency, and procurement – a true triple win.

Katherine Freeley

Global Head Media and Digital Procurement Novartis

4A’S/ANA ALTERNATIVE COMPENSATION MODEL TASK FORCE

Over the past decade, the industry has undergone a significant transformation, and yet compensation models with agencies have remained relatively unchanged. To meet the needs of a changing industry, modernizing agency models is paramount and will require investment in new capabilities and technology, and top talent to meet the increasingly complex needs of marketers – which means compensation models also need to evolve. Hear from members of the 4A's/ANA Alternative Compensation Model Task Force about work to expand the industry’s understanding, evaluation and implementation of alternative compensation models that focus on better outcomes for both brands and their agencies.

Moderator: Mollie Rosen

EVP, Strategy, Insight & Innovation 4A’s

STOP WASTING AND START WINNING

Digital experiences are expected to be seamless, intuitive, and instantaneous, but companies are struggling to keep up with the pace of progress. With a staggering $6 trillion+ spent on communications across technology, content, and personnel, it's clear that the traditional approach to achieving a connected experience is failing.

So, what’s missing? The answer lies in a connected content framework, a cutting-edge approach that harmonizes complex platforms and processes to make teams more efficient, content more effective, and marketing technology more profitable. By reducing waste and improving ROI across the entire ecosystem, this approach is transforming the way organizations think about digital communications.

Join us as we share the results of a first-ever Forrester research study that examines how widespread this issue is across organizations, it's impact and problem-solving potential. Get insights from more than 250 c-level executives from the world's biggest companies who are tackling this challenge head-on.  

Myles Peacock

Chief Executive Officer Investis Digital

HARNESSING FILM TECHNOLOGY TO MAKE VIRTUAL PRODUCTION AT SCALE

Reckitt completely revolutionized their content production system building a whole new eco-system and adopting groundbreaking production techniques. Reckitt will share how they built a virtual studio In Poland enabling multiple brands to shoot multiple commercials in the same place at the same time. On a Hollywood scale, this production model has allowed Reckitt to meet several major marketing challenges in one swoop – the need for more assets, the need for greater creativity, and the need to lower budgets. This is also a story of how 2,500 marketers worldwide and two global agency networks worked together to create a step change in producing content.

Steffen Gentis

Global Production Director MCA/Reckitt

CHEAP IS GOOD, BUT GOOD IS BETTER!

How does a medal-winning Olympic cycling team make us better at marketing procurement? Can procurement be the guardians of better value for the brands we serve? What’s wrong with the word optimization? Let's reframe a vision for marketing procurement, with some practical tips for better questions we can start asking tomorrow. Tom will then explore some of these themes in conversation with T-Mobile’s Director of Marketing and Supply Chain Procurement, David Hale.

Tom Denford

Co-Founder & CEO ID Comms

BALANCING EFFICIENCY AND EFFECTIVENESS – HOW HALEON IS PROTECTING MEDIA VALUE AND DRIVING GROWTH

Advertisers are facing renewed pressure to lean further into a focus on media efficiency and cost reduction due to budget cuts and pull backs. There are no winners in a ‘race to the bottom’ and the only way to stay ahead is to maximize effectiveness. Haleon, the world’s largest consumer health care company, will share how they worked with internal stakeholders and their external partners at MediaSense to develop a model that intelligently and responsibly protects media efficiency while concurrently enabling business growth through the prioritization of media effectiveness. They will also discuss how this new approach has helped to incentivize the right behaviors with their agencies and provide initial results of the program.    

Dan Brown

Director & Digital Analytics Practice Lead MediaSense

THE WAY FORWARD: THE JOURNEY FROM TACTICAL TO LEADING MARKETING PROCUREMENT ORGANIZATION

Exploring the findings from the WFA Sourcing Board’s recent initiative, ‘Our Journey Forward’, this panel will discuss how to sustain effective marketing procurement, with a focus on performance, people, and partners. The panelists will take the audience through their journey of marketing sourcing maturity.

Jen McLachlan

Vice President, Brand Building Purchases Procter & Gamble

Dinner is on your own

HOST WELCOME REMARKS

WHAT ARE YOU WORKING FOR? FINDING SUCCESS AND FULFILLMENT IN MARKETING PROCUREMENT

The ANA report, “Procurement 2022: The Good, the Bad, and the Ugly” demonstrates that marketing procurement has made minimal progress in its relationships with marketing and agencies, and the unsavory stereotype of procurement persists. But how do you break down this entrenched view, while also meeting your procurement-centric goals and objectives?  This session will share how embracing a servant leadership philosophy accomplishes both, while providing a deep sense of fulfillment in a job well done by leaving a lasting legacy with those you serve. Specific methods, actions, and mindsets that are core to the servant leadership philosophy will be discussed that result in significant authority and influence, and move the needle on relationships with both agencies and stakeholders. Implemented properly, agencies will view you as a trusted partner, and your stakeholders will consider you a core member of their team that they couldn’t possibly do without.

Kevin McCollum

Manager, Indirect Procurement The Hershey Company

PROCUREMENT’S TRANSFORMATION OF EXPERIENTIAL MARKETING

Pete Melanson is a 20+ year veteran of Intel and currently leads sourcing for all marketing – including media, creative, social, retail, and experiential. Recently, Pete and his team helped transform experiential marketing at Intel, working with internal stakeholders as well as outside venues (both big and more intimate), and other partners. What was previously extremely segmented has now been centralized. The roster of external agencies has been dramatically consolidated. While the pandemic brought its own set of challenges, it has also produced great learning about virtual events and Intel has created new virtual platforms as a result, and today many events are hybrid (in-person and virtual). This session will provide a case study of Intel’s transformation of experiential marketing. 

Peter Melanson

Director Marketing Strategic Sourcing Intel Corporation

TARGET & COLLE MCVOY: ANA/4A’s CLIENT-AGENCY RELATIONSHIP DISCUSSION

Building off the work from the 4A’s/ANA Agency Search Simplification Report, the ANA and 4A’s will moderate a discussion between Target and Colle McVoy to dive into where there is room for improvement in the search process. This discussion will also explore key tenets to the client-agency relationship and identify best practices in agency relationship management.  Representatives from the ANA and 4A’s will be joined by representatives from Target and Colle McVoy who will explore areas of the search process where there is room for improvement.

Gina Gray

EVP Business Development Colle McVoy

MONETIZING THE METAVERSE THROUGH STRATEGIC PARTNERSHIPS

The hype cycle surrounding the Metaverse may have finally leveled out, but the marketing opportunities for Web3, gaming, AI, and other next gen technologies are still plentiful. Learn from best-in-class brands – and their new strategic partners – who are pushing the boundaries of digital marketing to deliver consumer value and drive revenue.

Jason Velliquette

Executive Vice President Digital R3