2024 ANA Advertising Financial Management Conference | Events & Webinars | ANA

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Conference Agenda

All sessions listed below are in Eastern Time (ET).
Please note the conference agenda, including speakers, is subject to change.

TIME EVENT DETAILS LOCATION
Sunday, May 5, 2024
12:00pm
- 6:00pm
REGISTRATION OPEN

Grande Registration Desk (IN-PERSON ONLY)
1:00pm
- 1:50pm

FIRST TIME ATTENDEE RECEPTION

Welcome to your first ANA Advertising Financial Management Conference! Join us for an informal afternoon of conversation, networking, and fun at the First-Time Attendee Meetup. It's a great way to meet new colleagues and AFM Conference veterans who are available to answer questions to help get you off to a great start for your first conference. This reception is open to all first-time conference attendees. We look forward to meeting you!

Mediterranean 1-4 FOYER (IN-PERSON ONLY)
2:00pm
- 2:05pm

WELCOME REMARKS

Peter Kenigsberg
Director, Brand & Media ANA
Mediterranean 1-4 (IN-PERSON ONLY)
2:05pm
- 2:40pm

ANA PROGRAMMATIC MEDIA SUPPLY CHAIN TRANSPARENCY STUDY

In December 2023, the ANA released the complete Programmatic Media Supply Chain Transparency Study, which delves deep into the dynamic world of open web programmatic advertising, with a keen focus on a pivotal issue: transparency. The key conclusion – about one-quarter of programmatic spend is wasted, which represents a huge opportunity for procurement. The report covers issues including: the optimal number of websites for a campaign, Made for Advertising websites, the benefit of inclusion lists, direct supply chain contracts, SSP optimization, having too much focus on cost (rather than value), log-level data, sustainability, and more. This session will discuss the recommended action steps to help optimize investment in programmatic media, resulting in a greater percentage of every ad dollar reaching the consumer.

Bill Duggan
Group Executive Vice President ANA
Mediterranean 1-4 (IN-PERSON ONLY)
2:40pm
- 3:15pm

COST OF THE PITCH (PT.II): THE RISE OF VALUE & IMPORTANCE OF RELATIONSHIPS

This session will explore the elements perceived to be most important in building successful long-term relationships between agencies and their marketing clients. The discussion will address the significance of demonstrating trustworthiness and other critical factors to establishing transparent relationships. We will also discover the challenge of defining the value of these partnerships and how the focus on cost evolves over time. Finally, we will touch on the role of mutual respect and usefulness that a culture of mutual trust can play in delivering long-term success.

John Bishop
Vice President Business Intelligence Advertiser Perceptions
Matthew Kasindorf
Senior Vice President, Business Intelligence and Insight Group 4A's
Greg Wright
Senior Vice President, Brand & Media ANA
Mediterranean 1-4 (IN-PERSON ONLY)
3:15pm
- 3:45pm
NETWORKING BREAK

Mediterranean 1-4 FOYER (IN-PERSON ONLY)
3:45pm
- 4:20pm

TRANSFORMING MARKETING THROUGH PARTNERSHIP: THE CHARLES GROUP & CHICO’s/ AVEDA EXECUTIVE

The Charles Group exemplifies excellence in weaving collaboration into both their operational ethos and client engagement strategies, building a 5-year relationship with Aveda and ongoing relationship at Chico's. This session brings together key figures from Chico’s/ AVEDA and The Charles Group to delve into the intricacies of their partnership, spotlighting the strategic moves that paved the way for their AOR selection.

Moderator: Christine Moore
Managing Partner RAUS Global
Samantha Edwards
Co-founder and Chief Creative Officer The Charles Group
Gayle Malcolm
Vice President of Performance Chico’s FAS
Mediterranean 1-4 (IN-PERSON ONLY)
4:20pm
- 4:55pm

MADISON AVENUE NEEDS A NEW BUSINESS MODEL

The predictability and reliability of client fees has been declining for decades – it is much harder for Madison Avenue to achieve targeted growth. AI will replace many man-hours with software-generated work, replacing a significant portion of junior staffs and cannibalizing agency income. Agencies will remain short of senior, strategic talent. An entirely new business model is urgently needed. Vigorous management change programs must be put in place and executed before AI advances too far. The author of “Madison Avenue Makeover” and "Madison Avenue Manslaughter" always has something interesting to say! 

Michael Farmer
Chairman & CEO Farmer & Company
Mediterranean 1-4 (IN-PERSON ONLY)
4:55pm
- 5:00pm

CLOSING REMARKS

Peter Kenigsberg
Director, Brand & Media ANA
Mediterranean 1-4 (IN-PERSON ONLY)
5:45pm
- 6:45pm
WELCOME RECEPTION  

Med Porte Cochere (IN-PERSON ONLY)
Monday, May 6, 2024
7:30am
- 8:25am
BREAKFAST  

BREAKFAST ROUNDTABLE DISCUSSIONS

On the first full day of the Advertising Financial Management Conference, we are offering five themed and facilitated breakfast discussions on topics including:

  1. Agency Compensation Models
  2. Programmatic Supply Chain Transparency
  3. Agency Evaluations
  4. In-Housing Creative Services/Decoupling Production
  5. Madison Avenue Needs a New Business Model

Conference attendees will have the option to join a themed table and have breakfast with peers knowledgeable about and interested in a similar topic starting at 7:30a.m. It will be an informal discussion that allows attendees to network with each other to start the day. To join a table, simply look towards the front of the breakfast room for the tabletop sign with the breakfast theme you would like to attend. You do not need to register or reserve a seat at your desired table in advance of breakfast

Mediterranean 1-4 (IN-PERSON ONLY)
8:30am
- 8:35am

WELCOME REMARKS BY DECIDEWARE

Edward McFadden
Chief Growth Officer Decideware, Inc.
Palazzo Ballroom (HYBRID)
8:35am
- 9:05am

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
Palazzo Ballroom (HYBRID)
9:05am
- 9:20am

OPENING REMARKS AND HOUSEKEEPING

Kerry Kielb
Director, Agency Strategy and Operations AT&T
Greg Wright
Senior Vice President, Brand & Media ANA
Palazzo Ballroom (HYBRID)
9:20am
- 9:55am

CMO KEYNOTE

Kim Wijkstrom of Vanda Pharmaceuticals will provide his perspective on the intersection between science (data, insights, analytics), culture (creativity, innovation, and strategy), and financial realities.

Joakim “Kim” Wijkstrom
SVP, Chief Marketing Officer Vanda Pharmaceuticals
Palazzo Ballroom (HYBRID)
9:55am
- 10:30am

GETTING PAID WHAT YOU’RE WORTH

After a long run at BBDO, Stacie Boney joined independent Milwaukee-based Hanson Dodge in 2016. Her career has provided vast experience with agency compensation which has shaped her perspective on helping agencies get paid what they are worth. Pay attention – agencies and procurement professionals alike.

Stacie Boney
President Hanson Dodge
Palazzo Ballroom (HYBRID)
10:30am
- 10:50am
NETWORKING BREAK

Palazzo D-E Foyer (IN-PERSON ONLY)
10:50am
- 11:25am

AI AND CREATIVITY

"AI” is likely the hottest word (and issue) in the industry, especially for the creative side of the business. According to Andrew Robertson, AI provides an amazing opportunity to close the gap between ideas and bringing them to life, and the ability to scale personalization in a way we haven’t been previously able to do. In this session Andrew will provide his perspective on the current and future state of AI for the ad industry. Given the procurement/financial audience for this conference, Andrew will also address the opportunity AI provides for lower costs and better efficiencies.

Andrew Robertson
President & CEO, Worldwide BBDO Worldwide
Palazzo Ballroom (HYBRID)
11:25am
- 12:00pm

THE TRANSPARENT PATH FORWARD IN ADVERTISING

In an era where transparency is pivotal to consumer trust and industry sustainability, Jason Kint, CEO of Digital Content Next, stands at the forefront of advocating for open and honest advertising practices. This session will highlight the critical importance of transparency in advertising. Attendees will gain unparalleled insights into the evolving landscape of advertising, including the challenges and opportunities that lie ahead, as he explores the pathways toward a more transparent, ethical, and effective future for the industry.

Jason Kint
CEO Digital Content Next
Palazzo Ballroom (HYBRID)
12:00pm
- 1:10pm
LUNCH

Mediterranean 1-4 (IN-PERSON ONLY)
1:15pm
- 1:50pm

EMERGING TRENDS, RAPID SHIFTS, SEISMIC DISRUPTIONS IN MEDIA

Joanna O’Connell is a well-known industry leader who now heads the marketplace intelligence function for OMG. Her team delivers the actionable insights, predictive analyses and prescriptive recommendations that enable agency teams and clients to anticipate, manage and leverage the emerging trends, rapid shifts and seismic disruptions in the media landscape to drive business growth.

Joanna O’Connell
Chief Intelligence Officer Omnicom Media Group
Palazzo Ballroom (HYBRID)
1:50pm
- 2:25pm

MARKETING PROCUREMENT AS AN ATTRACTIVE CAREER PATH

Join marketing procurement leaders as they discuss how marketing procurement can serve as both a talent magnet and an attractive career path that can open various professional doors. From importing top industry minds to influencing the C-suite and boardroom, they will explore the trajectory of marketing procurement careers, review some of the challenges, and offer valuable advice on maximizing opportunities.

Jose Gonzalo Bisquerra Mora
Vice President Procurement for Americas and Global Marketing, Sales & Tech Haleon
Todd Wilson
Director, Media, Sales and Marketing Procurement LEGO
Palazzo Ballroom (HYBRID)
2:25pm
- 2:45pm
NETWORKING BREAK

Palazzo A-H Foyer (IN-PERSON ONLY)
2:45pm
- 3:20pm

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

The agency media buying model is changing. It is important for advertisers to know when their agency is purchasing media for them as an agent versus selling them inventory on a non-transparent basis or that has been acquired as a principal. Principal media buying and other non-transparent services are increasingly rapidly – and advertisers need to be aware and take safeguards, which will be discussed in this session by two top media auditors and a leading advertising lawyer.

Moderator: Jack Myers
Founder and Media Ecologist Media Village
Stephen Broderick
Managing Partner Media Marketing Compliance
Keri Bruce
Partner Reed Smith
Manuel Reyes
Founder Cortex Media
Palazzo Ballroom (HYBRID)
3:20pm
- 3:55pm

THE CASE FOR BRINGING PRODUCTION INSIDE

In 2023, Bayer Consumer Health expanded the remit of its 4-year-old in-house agency (known internally as “ContentHaus”) to include decoupled production – effectively centralizing all third-party production management, from asset planning to pre-pro to post. This session will explain the business case for bringing production in-house, the process of building world-class production capability within the business, how Bayer and OLIVER work with Bayer’s roster of external AORs, and the scale, quality, and savings achieved.

Jennifer Reeder
Director In-House Content Production North America Bayer
Kristi VandenBosch
President, U.S. OLIVER
Palazzo Ballroom (HYBRID)
3:55pm
- 3:57pm

CLOSING REMARKS

Kerry Kielb
Director, Agency Strategy and Operations AT&T
Greg Wright
Senior Vice President, Brand & Media ANA
Palazzo Ballroom (HYBRID)
5:30pm
- 6:30pm
RECEPTION  

Med Porte Cochere (IN-PERSON ONLY)
6:30pm
- 8:00pm
DINNNER

Mediterranean 1-4 (IN-PERSON ONLY)
Tuesday, May 7, 2024
7:30am
- 8:25am
BREAKFAST

BREAKFAST ROUNDTABLE DISCUSSIONS

On the second full day of the Advertising Financial Management Conference, we are offering four themed and facilitated breakfast discussions on topics including:

  1. Agency Compensation Models
  2. Procurement Talent Acquisition and Development
  3. Principal Media Buying
  4. Influencer Talent Sourcing and Governance

Conference attendees will have the option to join a themed table and have breakfast with peers knowledgeable about and interested in a similar topic starting at 7:30a.m. It will be an informal discussion that allows attendees to network with each other to start the day. To join a table, simply look towards the front of the breakfast room for the tabletop sign with the breakfast theme you would like to attend. You do not need to register or reserve a seat at your desired table in advance of breakfast.

Mediterranean 1-4 (IN-PERSON ONLY)
8:30am
- 8:35am

WELCOME REMARKS AND HOUSEKEEPING

Kerry Kielb
Director, Agency Strategy and Operations AT&T
Greg Wright
Senior Vice President, Brand & Media ANA
Palazzo Ballroom (HYBRID)
8:35am
- 9:10am

SESSION 10

Palazzo Ballroom (HYBRID)
9:10am
- 9:45am

SESSION 11

Palazzo Ballroom (HYBRID)
9:45am
- 10:20am

REIMAGINING THE CLIENT/AGENCY PARTNERSHIP TO OPTIMIZE PROGRAMMATIC

Over the past decade, media has moved to the center of the marketing ecosystem, propelled by the growth of programmatic, given its proximity to data, measurement, content, and commerce. Now more than ever, savvy brands recognize media's strategic role in modernizing the marketing model and unlocking greater business impact. Boehringer Ingelheim and OMD have re-imagined their partnership to fully optimize the power of programmatic media as a growth multiplier. Their global media AOR model has been reinvented and the team has implemented recommendations from the recent ANA Programmatic Media Supply Chain Study to drive business results.

Katherine Freeley
Head of Media Center of Excellence Boehringer Ingelheim
George Manas
CEO OMD Worldwide
Palazzo Ballroom (HYBRID)
10:20am
- 10:40am
NETWORKING BREAK

Palazzo A-H Foyer (IN-PERSON ONLY)
10:40am
- 11:15am

CULTIVATING CHANGE IN PROCUREMENT LEADERSHIP

Unlock the door to groundbreaking leadership in procurement with this session designed to challenge conventional wisdom and illuminate the unseen obstacles to your growth. Join these experts as they share insights and strategies for identifying and overcoming the barriers to industry innovation and personal achievement. Whether you're looking to invigorate your approach or spearhead transformative change within your organization, this session offers the tools and inspiration to transcend traditional limits and foster a culture of bold, strategic thinking. Embrace the opportunity to evolve with guidance from leaders who have not only envisioned but also actualized the future of procurement and strategy.

Jen Costello
Global Chief Strategy Officer TBWA Worldwide
Laurie Grizzard
Senior Manager Purchasing Nissan North America, Inc.
Erwan Guillou
Chief Pricing Officer TBWA Worldwide
Palazzo Ballroom (HYBRID)
11:15am
- 11:50am

INFLUENCERS AT SCALE

How does a brand create the infrastructure to capture and enable the benefits of a fragmented, diverse, distributed creative network while ensuring brand compliance and a level of consistency of process management and cost control at the right level, where it matters? From sourcing influencers and talent to building the framework and governance around influence and talent programs, brands like L’Oreal are undergoing shifts rooted in topics such as these, so having visibility into how we as an industry are navigating these complex changes is what this panel discussion is about. Entrepreneur Kenna Zemedkun says, “Influencers have had their run, but authenticity lives with talent and their deep relationship to their audience. The world is changing, and Gen Z knows when they are being sold.”

Moderator: Jillian Gibbs
Founder and CEO APR
Aura Wanat
AVP Marketing Services, Influencers and PR Agencies L’Oreal
Kenna Zemedkun
Founder R&D
Palazzo Ballroom (HYBRID)
11:50am
- 1:00pm
LUNCH

Mediterranean 1-4 (IN-PERSON ONLY)
1:00pm
- 1:35pm

UNLOCKING STORYTELLING SUCCESS WITH CREATIVE DATA

Join Judith Carr-Rodriguez, Partner and CEO of FIG, alongside Yvonne Humphreys, Director of Brand, Media, and Digital at Benjamin Moore, for an electrifying discussion on the transformative power of storytelling data. Dive deep into the journey of how Benjamin Moore’s narrative has been revolutionized through innovative data utilization. This session promises to unveil secrets on fine-tuning your creative strategies for peak efficiency and effectiveness, empowering you to make bold, informed decisions on crafting stories that resonate and captivate. Prepare to be inspired to elevate your storytelling game and stand out in the cluttered landscape of today's information age.

Judith Carr-Rodriguez
Partner, CEO FIG
Harriette Martins-Szilvasi
Senior Vice President, Marketing Benjamin Moore
Palazzo Ballroom (HYBRID)
1:35pm
- 2:10pm

A COLLABORATIVE APPROACH TO MODERNIZING A HOLDING COMPANY AGREEMENT

In 2023, Dell and WPP embarked on a journey to modernize their longstanding but outdated agreement.  This session will outline what the process was to complete this, what was achieved and what key lessons were learned along the way.

Mark Bucklar
Director Marketing Procurement Dell
Veronica Santiago
Global Commodity Manager Dell
Palazzo Ballroom (HYBRID)
2:10pm
- 2:40pm
NETWORKING BREAK

Palazzo A-H Foyer (IN-PERSON ONLY)
2:40pm
- 3:15pm

SESSION 17

Palazzo Ballroom (HYBRID)
3:15pm
- 3:50pm

ADVERTISING OPERATIONS AND PROCUREMENT, UNITED TOGETHER

Measuring value from marketing spend requires a clear understanding of how internal and external partners are involved in a scope of work and a project timeline from briefing through launch and measurement. It demands hands-on learning and time spent with the internal and external partners that bring an advertising campaign to life. At United Airlines, Julia Fedor takes partnership with procurement to the next level by integrating her colleagues into the campaign process, including production shoots and business unit showcases, to strengthen relationships, build trust, and grow their industry knowledge. At United, operations plays a critical role in procurement’s marketing education to achieve alignment on spend and ROI.

Julia Fedor
Director, Advertising and Social Media Operations United Airlines
Palazzo Ballroom (HYBRID)
3:50pm
- 3:55pm

CLOSING REMARKS

Kerry Kielb
Director, Agency Strategy and Operations AT&T
Greg Wright
Senior Vice President, Brand & Media ANA
Palazzo Ballroom (HYBRID)
4:10pm
- 4:45pm

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. In 2023, the contract was updated again. 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, AI, 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 LLP
Mediterranean 1-4 (IN-PERSON ONLY)
5:00pm
- 6:00pm
RECEPTION  

Valencia Lawn and Terrace (IN-PERSON ONLY)
Wednesday, May 8, 2024
7:30am
- 8:25am
BREAKFAST

Mediterranean 1-4 (IN-PERSON ONLY)
8:30am
- 8:35am

WELCOME REMARKS AND HOUSEKEEPING

Kerry Kielb
Director, Agency Strategy and Operations AT&T
Greg Wright
Senior Vice President, Brand & Media ANA
Palazzo Ballroom (HYBRID)
8:35am
- 9:10am

PERSPECTIVE FROM A PROCUREMENT UNICORN

Kat Budzien has had a very untraditional path leading to her current role in marketing procurement. She has an extensive background in production, with experience on the client-side, agency-side, at production companies, and television and radio stations. At Post Consumer Brands, she was head of production at the in-house agency studio for over three years prior to moving into her current role in marketing procurement at Post Holdings. This broad perspective has given Kat incredible empathy with her marketing counterparts. She views her role to be an investment manager to help maximize spending with partners and suppliers and to stretch dollars to meet business objectives. She has a focus on quality and a passion for developing strong partnerships and helps her marketing stakeholders understand perspective from the agency. Kat Budzien is a true procurement unicorn!

Kathryn (Kat) Budzien
Director, Marketing & Sales Procurement Post Holdings
Palazzo Ballroom (HYBRID)
9:10am
- 9:45am

SESSION 21

Palazzo Ballroom (HYBRID)
9:45am
- 10:20am

CLIENT FIRST: REDEFINING MEDIA PURCHASING

Dive into an engaging dialogue with Jared Belsky, former agency leader and now consultant, and Yogi Jashnani, Chief Revenue Officer of Sky Zone, as they unravel their innovative approach to media buying. This session highlights the transparent and client-empowering practice where all clients pay media costs directly to the media company. Such a strategy not only circumvents the common agency-centric media selection but crucially places data ownership and direct channel influence back into the hands of the clients. Jared and Yogi will explore the significant advantages of this model, including enhanced transparency, improved client-publisher relations, and a shift towards more client-beneficial media strategies.

Jared Belsky
CEO Acadia
Yogi Jashnani
Chief Revenue Officer Sky Zone
Palazzo Ballroom (HYBRID)
10:20am
- 10:55am

SESSION 23

Palazzo Ballroom (HYBRID)
10:55am
- 11:30am

INSIGHTS FROM THE CONVERSATION BOARD

The Advertising Financial Management Conference will conclude by reviewing posts made to the Conversation Boards stationed around the conference floor. If you post a marketing procurement, sourcing, or financial management challenge and/or question to the board, our panel of experts will take this time to offer their advice.

Moderator: Peter Kenigsberg
Director, Brand & Media ANA
Sophia Monroy
Senior Global Creative Category Manager Kimberly-Clark
Sherry Ulsh
Director of Indirect Procurement The Hershey Company
More panelists to be announced soon
Palazzo Ballroom (HYBRID)
11:30am
- 11:35am

CLOSING REMARKS

Kerry Kielb
Director, Agency Strategy and Operations AT&T
Greg Wright
Senior Vice President, Brand & Media ANA
Palazzo Ballroom (HYBRID)

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Thank you for registering for the 2024 ANA Advertising Financial Management Conference! To change, cancel, or reinstate your registration, please email registration@ana.net.

About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Pricing  |  CPE Information  |  Register

About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Related Content  |  Pricing  |  CPE Information  |  Registration