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Date & Time
Starts: Thursday, September 23, 2010 at 9:30am
Ends: Thursday, September 23, 2010 at 2:30pm
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Location
ANA Headquarters
708 Third Avenue
33rd Floor
New York, NY 10017
Agenda
I. THE GLOBAL ADVERTISING MANAGEMENT TEAM - A FORD CASE STUDY (9:45 - 10:30)
This session will outline why the team was developed and how it has morphed over time. This discussion will highlight the individual roles and responsibilities of marketing/operations, finance and purchasing along with the teams mission. We will discuss how the "advertising commodity" is globally managed and locally executed along with the newest challenges of the global vehicle launches. We will examine the process impact this has created on both the client side and the agency side. Lastly we will leave the group with the latest business improvement updates regarding some of our global efficiency work streams challenging how we can leverage global production suppliers and better utilize shared assets.
Speaker:
Jana Rygiel, Global Advertising Purchasing Manager - Ford
II. IN-HOUSE AGENCY PERSPECTIVES (10:30 - 11:00)
Does your marketing organization have an in-house creative team? At this session, the head of operations for Fidelity's Communications and Advertising group will share key insights and best practices regarding Fidelity's in-house agency operation. What are the greatest challenges to success in the in-house agency space and how did they overcome them? Lastly, Fidelity will lead a discussion and ask you to join the conversation with your insights and experiences of in-house agency models you currently work with or have worked with in the past.
Speaker:
Kimberly McNeil-Downs, VP Operations and Vendor Management - Fidelity Communications + Advertising
III. THE 2011 STRATEGIC PLAN-WHAT NEEDS TO BE FIXED? (11:15 - 12:15)
As the world moves ever faster into a new age of technology, communications, economics, regulation, and personal connectivity, the emerging challenges for agencies continue to increase in innumerable ways. Whether general market, media, or digital, how will the agency of 2011 look different from that of 2010? Are there systemic changes ahead or minor adjustments? What would be on an agency CEO's 2011 "fix it list?" This high-level session will bring together senior agency management and the ANA Advertising Financial Management committee to discuss what those changes (or fixes) should be and how best to make them.
Facilitators:
Jim Zambito, Global Marketing Group Controller -- Johnson & Johnson and Co-Chair, ANA Advertising Financial Management Committee
Rich Delcore, Director of Finance, Global Brand Building Organization - The Procter & Gamble Company and Co-Chair, ANA Advertising Financial Management Committee
IV. HOW SHIFTS IN BUSINESS STRATEGY CAN IMPACT SOW DEVELOPMENT (1:00-2:00)
Agency SOW development within Ally Financial, formerly known as GMAC, has morphed over time to accommodate centralization of marketing, shifting budgets, changing governance processes and new bank holding company requirements. This session will focus on how Ally has shifted from multiple non-strategic relationships and a fragmented brand image to a large retainer based relationship with one holding company to multiple holding companies and boutique agency relationships based on project by project work and examine the effects and process improvements within the SOW development process.
Speaker:
Melissa Sassi, Senior Sourcing Manager- Ally Global Procurement
V. MEMBER ROUNDTABLE DISCUSSION (After lunch)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics while learning from your peers from other companies. We'll discuss:
Electronic Media Credit Application Database
MFM, the Media Financial Management Association has proposed the development of an Electronic Media Credit Application database to help media providers collect the information they need to determine credit worthiness of an advertiser and have a pre-identified contact person that will lead to a process for resolving mistakes and disputes.
VI. PROCUREMENT TASKFORCE MEETING (optional) (2:30-3:30)
The ANA, in conjunction with the 4A's, fielded a survey in April of this year that took the pulse of procurement departments, internal clients, and agencies regarding the state of marketing procurement. The findings revealed a wide and disturbing gap between the value that procurement believes it is delivering and the opinions of the marketing and agency groups. The ANA Procurement Task Force will meet to discuss issues presented in the survey and identify best practices and practical case studies that demonstrate the positive role of procurement.
Facilitator:
Bill Duggan, Group EVP - ANA