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Date & Time
Starts: Thursday, July 8, 2010 at 9:00am
Ends: Thursday, July 8, 2010 at 3:00pm
Location
The Gap
2 Folsom Street
Conference Center C
San Francisco, CA (The Gap) 94105
Agenda
9-9:30am Networking Breakfast
9:30-10am Introductions, Review of Agenda, & Welcome from Host
I. THE GAP WELCOME
David Hayer, Senior Director of Strategic Sourcing - Gap, Inc
II. PROCUREMENT SURVEY AND PANEL (10-11:15am)
Procurement has now been a force in marketing services for about a decade. But for every success story, there are reports of procurement bad behavior. A new ANA survey took the pulse of the industry on the role of procurement with perspective from procurement, internal marketing, and agencies. Topline results were debuted at the ANA Advertising Financial Management Conference in April; this meeting will provide a deep dive of the full results. Plus, a panel will provide their insight on the survey results and offer advice to improve the contribution of procurement.
Facilitator: Bill Duggan, Group EVP - ANA
Panelists:
Jeff Devon, Director, Global Marketing - Hewlett-Packard Company
Kate Short, Worldwide Sourcing Manager - Intel
III. BEST PRACTICES AND WATCHOUTS FOR CELEBRITY TALENT USAGE (11:30am-12:30pm)
According to an academic study, Tiger Woods' indiscretions cost his sponsors as much as $12 billion in stock market valuation loss. While this situation was extreme, marketers need to be smart about how they use celebrities and also avoid unauthorized uses of celebrities and the subsequent lawsuits that can result. In this session, Jon Albert will share the benefit of his 34 years of experience between celebrities and advertisers, and offer advice to help marketers maximize their spending on celebrity talent and minimize legal risk. Topics from Jon's new regularly appearing column in Adweek and his experiences and advice as the #1 called upon expert witness in virtually every high exposure news story, from Woody Allen to Tom Cruise to 50 Cent, will be discussed.
Speaker: Jon Albert, CEO - The Albert Company
12:30-1 pm Networking Lunch
1-1:15 pm Museum Tour
IV. MEDIA ROI EVALUATION & THE AGENCY VALUE PROPOSITION: OPEN FORUM (1:30-2:15pm)
Marketing dollars represent both significant expense and investment line items for companies continually trying to keep an edge with their consumer base. Measuring the ROI on the dollars in the advertising space has always been somewhat tricky for finance, procurement and marketing professionals. When this spend trickles down to media-often a company's largest marketing line item-it's even more important to understand what your media agency can deliver in order to optimize those investments. This will be an open discussion to benchmark and share: (a) definitions of media "value"; (b) media buy effectiveness metrics; and (c) general best practices to maximize spend.
Facilitators:
Tracy Henderson, Senior Strategic Sourcing Analyst - Gap, Inc.
Bill Duggan, Group EVP - ANA
V. OTHER BUSINESS (2:15-3pm)
1. Benchmarking - Is there an issue or challenge that you want to "put on the table" for feedback from your peers?
2. Topics for Future Meetings
3. Networking on The Gap patio