ANA Trust Summit @ Reed Smith

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

THE TRUST CONSORTIUM: ADVOCATES FOR TRUST, TRANSPARENCY, INTEGRITY AND GROWTH

We open the summit with an overview of where we are, how we got here, and what lies ahead for the industry in restoring trust. Much has happened since the 2016 K2 Intelligence Report, the 2017 McKinsey study, and the 2018 opening of the FBI investigation. While the industry has learned from the past, the real question is what happens next. Moderator Douglas Wood, the ANA’s General Counsel and a leader in the industry’s transparency movement, will lead a robust discussion with Tony Pace, former Chairman of the Board of ANA and now with Cerebral Graffiti, and Bill Duggan, ANA’s Group Executive Vice President, for an insightful start to the day.

Moderator: Douglas J. Wood

Partner, Reed Smith LLP ANA General Counsel

REBUILDING TRUST IN THE DIGITAL/PROGRAMMATIC ECOSYSTEM

As Procter & Gamble’s Marc Pritchard famously said in 2016, “the digital supply chain is murky at best, and fraudulent at worst.” Fast-forward to 2019: how much progress have we made? The digital (and programmatic) ecosystem remains costly and complex, and complexity does not engender trust. Challenges persist, from fraud to viewability, brand safety, the tech-tax, and the black box approach of the walled gardens. How do we move beyond "murky" to a marketplace that engenders confidence, clarity and delivers measurable growth?

Moderator: Andrew Altersohn

Managing Partner Re:Think Marketing

CONFIRMING TRUST THROUGH AUDITS AND PERFORMANCE REVIEWS

According to a recent ANA report, “more than twice as many respondents feel trust has declined compared to those who feel trust has improved over the past two to three years,” indicating that the industry still has a long way to go to properly address transparency concerns. The digital marketing industry certainly created unnecessary complexity, but transparency issues are now pervasive across the entire marketing supply chain, making it harder than ever for advertisers to reasonably evaluate which partners are delivering value. Trust will continue to remain elusive until appropriate business practices are adopted by marketers to verify performance and value. This panel will explore some of the solutions to help deliver a more trustworthy ecosystem.

Moderator: Stephen Broderick

Managing Partner & Global Chief Executive Officer FirmDecisions

CMO CONVERSATION

Suzanne Vranica

Advertising Editor The Wall Street Journal

HOW TO BEST GUARANTEE A BRAND SAFE/BOT FREE ENVIRONMENT

Jamie O'Donnell

Director, Membership Services & Operations Trustworthy Accountability Group (TAG)

ENCOURAGING TRUST THROUGH THE RFP

This panel, bringing together advertiser and agency panelists, will examine recent trends in media agency reviews. Gain insights into what really defines trust as panelists identify current RFP trust criteria and related best practices for establishing and encouraging trust at the outset of a potential new relationship, and in renewing an existing relationship between advertiser and agency.

Moderator: Ron Pullem

Chief Executive Officer Ocean Rainbow Co., Ltd.

BUILDING A FRAMEWORK FOR CHANGE

There is no doubt that agency contract negotiations have become more contentious over the past three years and they can end up taking months to even over a year to negotiate – leading to fatigue by all parties involved.  Keri Bruce will have a fireside chat with Thea Winarsky, Vice President, Global Legal & Business Affairs at IPG Mediabrands to talk about how clients and agencies can work together to improve their relationship as well as the industry as a whole.

Moderator: Keri Bruce

Partner Reed Smith LLP

FOSTERING TRUST THROUGH MEASUREMENT

The ANA and the global marketing community have prioritized measurement as one of the most important initiatives facing the industry. Tremendous progress has been made in building a transparent and trusted digital arena in the areas of viewability, fraud, brand safety, and MRC accredited 3rd party verification, yet these are table stakes. Marketers seek a measurement system that delivers a level playing field enabling complete, objective, and transparent measurement that is both cross-publisher and cross-platform across the leading platforms, publishers, television, and other major channels. Accomplishing this will require a trusted and transparent ecosystem based on principles, innovative solutions, and collaboration. This discussion will offer a unique perspective and level setting from measurement executives on what is required to build the future state of measurement - both in the U.S. and globally.

Moderator: Bill Tucker

Group Executive Vice President ANA

TRUST TOWN HALL

In the final session, the chairs of the conference together with other speakers will facilitate a town hall discussion of the key conference takeaways and the concerns attendees have about trust in the marketplace and how it can be restored. In this no-holds-barred discussion, the goal will be to not only identify the issues but to also suggest some solutions that the ANA’s Trust Consortium can absorb and convert to action steps for the future. 

Moderator: Douglas J. Wood

Partner, Reed Smith LLP ANA General Counsel