Marketing Procurement Day hosted by MetLife (In-Person Only)

WELCOME AND INTRODUCTIONS

Greg Wright

Senior Vice President, Brand & Media ANA

METLIFE KEYNOTE PRESENTATION

To begin the conference, our hosts at MetLife will deliver a keynote presentation. Mariano Gutiérrez, vice president and chief of staff for the global brand and marketing organization, will speak on the value of marketing procurement at MetLife, and how operations are scaled globally to support several MetLife products including life insurance, accident and health insurance, retirement, and savings products.

Mariano Gutiérrez

Vice President, Chief of Staff, Global Brand Marketing MetLife

PROCUREMENT’S BALANCING ACT OF STRUCTURE AND FLEXIBILITY IN MARKETING

While corporations demand structure in marketing procurement to govern accountability and manage process, the profession also calls for flexibility in terms of creative thinking and emotional resonance. The stakeholders that represent marketing’s structure and its flexibility often differ in terms of their needs and goals. It is the responsibility, and opportunity, of marketing procurement and sourcing to find balance between both sides: embracing marketing’s flexibility while keeping certain structural restraints.  Chinwe Obinani, global strategic sourcing lead for marketing and media, will detail her experience balancing structure and flexibility across numerous indirect categories. Here, Chinwe will explain the importance of proactivity in balancing the left and right-brain mentalities of marketing and how it will position procurement and sourcing as necessary partners to the overall marketing function.

Chinwe Obinani

Global Strategic Sourcing Lead, Marketing and Media Bloomberg

THE VALUE OF A PARTNERSHIP MINDSET IN MEDIA PROCUREMENT

The strongest procurement teams prioritize their internal and external partnerships. To be a better partner, procurement must develop a strong understanding of their category to communicate effectively with the internal and external stakeholders that impact its success. This is especially complex in media procurement where concepts are constantly changing. In media procurement, being a valued partner means being educated on the evolving media landscape, advocating for transparency, and thinking proactively to anticipate changes. Shaquanda Reese, North American marketing procurement leader in media, digital, and e-commerce at Diageo, has seen firsthand the impact of partnership in both direct and indirect procurement across numerous industries. Her commitment to partnership is an extension of her passion for diversity, equity, and inclusion in marketing, and engaging diverse suppliers to drive systematic change within the marketing organization. From Shaquanda’s experienced perspective, learn how to be a better media procurement partner, from understanding the nuances of engagement with different stakeholders to the key questions that procurement should ask to get to the heart of media performance.

Shaquanda Reese

North American Lead, Marketing Procurement, Media, Digital, and E-Commerce Diageo

MARTECH IMPLEMENTATION AND SCOPE OF WORK AUTOMATION

The elements of successful MarTech implementations and management, and in particular scope of work automation, can vary from one organization to the next, but each faces similar challenges. Digyna Patel, director of strategic sourcing at Visa, and Diane Gibbons, marketing and media global strategy lead at Zoetis, will explore how they engage their internal and external stakeholders to establish and maintain engagement with SOW automation software. Decideware’s founder and chief evangelist, Richard Benyon, who has led clients through MarTech implementations and refreshes for decades, will moderate the discussion covering topics from implementation approaches to the multiple benefits MarTech can provide.

Moderator: Richard Benyon

Co-Founder & Chief Evangelist Decideware

FINDING MEDIA & MARKETING EFFICIENCIES THROUGH INDUSTRY COMMON PRACTICE AND STANDARDS

Through the continuous work of the ANA’s Media & Measurement Leadership Council (a collective of over 90 brands) and its related Working Groups, two of which are currently focused on Retail Media Networks and Connected TV/Streaming Video, a new set of best practices and standards is being developed to make sense of the current media landscape and uncover/drive marketing efficiencies. For those in procurement, this is an essential overview of the misunderstandings about media, glaring gaps in knowledge, and common conflicts between brand clients, agencies, and suppliers. Senior vice president of Media and Measurement, Jason Trubowitz, will explain the present state of media and the ANA initiatives directed at addressing its most pressing issues.

Jason Trubowitz

Senior Vice President, Media & Measurement ANA

CLOSING REMARKS

Peter Kenigsberg

Director, Brand & Media ANA