ProcureCon for Digital & Marketing Services US 2015 (past event)
November 16 - 18, 2015
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Day 1: Monday, November 16, 2015
07:30 - 08:30 Registration and Breakfast
08:30 - 08:45 Welcome and Opening Remarks
08:45 - 09:10 Keynote Presentation: The CPO Perspective-- How To Develop Strategic Thinking Around Marketing Procurement That Links Business KPIs
Hear first-hand, how a leading CPO approaches his/her role, the value he places on marketing procurement and how to build your influence.
- How is the voice of procurement within the marketing space in your organization?
- How do you develop strategic thinking around marketing procurement to link to business KPIs?
- What is different about each stakeholder (CFO and CMO) and how do you influence them? What approach do you have for each?
- With thousands of line items, how do you manage the complex tail spend within marketing?
- Where will talent come from in the future to lead marketing procurement?
- What characteristics do you look for in the marketing procurement professionals you select as leaders?
- What is your inspirational leadership training for marketing procurement?
09:10 - 09:40 Fireside Chat: Beyond Cost Savings to ROI: Developing a Marketing Supply Chain View
09:40 - 10:00 The Rise of Content Marketing: An Opportunity To Do More with Less
- How digital allows for hyper-targeting in real time with the offer of many more channels
- Why the need for content production has grown beyond expectation – even with stagnant or reduced budgets
- Beyond the challenge – how Content Marketing may actually allow you to do more with less
- Where are the answers – reallocating of budget? Careful content planning? New production models?
Phil DeZutter
Chief Digital Officer and CEO PlatformsProdigious
10:00 - 10:40 Panel Discussion: The Shift from Channel First to Content First—Marketing in a Digital World
In a digital-centric world, it’s no longer acceptable to base your message on the delivery method. You need to create your message first, then determine the appropriate channels to deliver the message. Breaking down the silos will take work, and procurement will be able to help squeeze out savings without resorting to fee cuts.
- What types of organizational restructuring is necessary to break down the silos and flow content into the channels?
- Ensuring multiple agencies work together to create synergies and reduce costs
- Eliminating duplicative SOW to generate savings with a content-first strategy
- Do you necessarily want to go to the same place for content? How do you find who’s interesting?
- Where to place vs. buy content
- Measurement, data and analytics
Brett Colbert
Chief Procurement OfficerMDC Partners
10:40 - 11:00 Networking Break
Workshops for Mastering the Fundamentals
11:00 - 11:45 Is Marketing Sourcing Evolving with the Pace of Business?
Workshops for Next-Level Best Practices
11:00 - 11:45 Category-Driven Procurement: What Does “Great” Look Like?Once you’ve developed a functional relationship with marketing, procurement can do big things and innovate the category rapidly. But when evaluating the various categories in marketing, what does great look like and how should best practice be measured? Learn here how to:
- Optimize global consistency of brands through a category management strategy
- Set KPIs and measures to become clear around what category maturity will look like
- Compare qualitative and quantitative base-lining
- Map categories and skillset needs
- Develop plans and opportunities to set procurement up for success
- Understand what leading truly looks like and how to lead with a marketing mindset
- Link strategies to corporate ambitions and the customer journey
Brett Colbert
Chief Procurement OfficerMDC Partners
Workshops for Mastering the Fundamentals
11:45 - 12:30 Agency Selection: The RFP, The Brief, and the PitchSuccessful agency management encompasses the entire lifecycle of the client agency relationship. From the selection of the right agency, based on their proven capabilities, to the development of the agencies Scope of Work, understanding the true cost and resource mix of the agency. It continues by ensuring that the briefing process provides the agency with the best information to produce the best work and a formal performance evaluation of the overall client agency relationship. But how involved should procurement be, and what should they be looking out for? This workshop discusses:
- Looking at should-cost rates, and comparing it against agency data
- What an agency expects from a potential client at a pitch meeting
- Understanding marketing’s needs—the right agency might not be the cheapest
- Ensuring the pitch is perfect – if you get the pitch wrong, the relationship will be rocky
- Consequences for briefing poorly
- Best practices for agency RFPs
- Maximizing the opportunity with full service agencies
- Agency cost management expectations/practices
Workshops for Next-Level Best Practices
11:45 - 12:30 Marketing Procurement Strategy TransformationWith content-led marketing, advertisers are in a midst of an evolving new world- how should you adapt and evolve to capitalize on this change?
- Taking marketing procurement to the next level - what does marketing procurement 3.0 look like?
- How changes in the marketing environment are impacting marketing and marketing procurement KPIs
- How do you know you’re really contributing to the company goals through marketing procurement?
- With more agency consolidation and globalization, how will this impact the function?
- Integrated marketing – how can you work with agencies and suppliers in a more structured and organized way?
- The impact of big data on the procurement function
Sébastien Slek
Executive Director of Global Category Marketing and IndirectWarner Bros Entertainment
12:30 - 13:30 Networking Lunch
Workshops for Mastering the Fundamentals
13:30 - 14:15 Agency Relationship Management—Restoring Trust and Building BridgesOftentimes, procurement’s relationship with agencies is minimal. They often negotiate contracts and review RFPs, leaving marketing to deal with the rest. However, when procurement isn’t involved in the day-to-day relationship, how they structure the engagement can speak volumes as to whether the relationship is successful.
- How much direct contact should procurement have with agencies?
- Do you want a collaborative or commoditized relationship?
- Are you a difficult client for agencies? How can this impact cost and innovation?
- What happens to the relationship between the supplier and marketing if the procurement relationship sours?
- How do you spend less time doing non-productive work to manage the supply base for best value?
- Who evaluates the agency at the end of the engagement? Who develops the metrics to measure them? Do the KPIs make sense?
- How should procurement keep on top of agencies to make sure they’re hitting targets and not going out of scope?
- Procurement’s role in interagency relationships to reduce duplicate efforts
- How are your internal practices/behaviors (Procurement, Brand Teams, Marketing, etc.) impacting the agency relationship and value for both parties?
Workshops for Next-Level Best Practices
13:30 - 14:15 How Can You Encourage Internal and External Innovation?- How can procurement support in-house innovation?
- Supplier driven innovation – how can you get suppliers interested in working innovatively with you over your competitors?
- How can you innovate your internal and external working ways?
- Cross organization innovation – with non-competing advertisers: What can be done?
- How can you do what you did yesterday differently today to drive better results?
Workshops for Mastering the Fundamentals
14:15 - 15:00 Adding Value When the Low Hanging Fruit Is Gone
Workshops for Next-Level Best Practices
14:15 - 15:00 Best Practices for Dealing with Marketing Industry DisruptorsProfound changes in the business landscape are forcing companies to undergo significant transformation as opposed to incremental change with their marketing programs. This workshop will help you develop a plan for managing this rapidly changing industry.
- Identifying the biggest disruptors in the marketing industry
- How are marketers prioritizing their investments in response to these disruptors?
- Are they making a measurable impact?
- Procurement’s role in responding to the marketing industry disruptions?
- What resources does procurement need to enable this?
15:00 - 15:35 Networking Break and Grand Opening of The Solutions Zone
15:35 - 16:20 The Anatomy of an Audit
Assessing your media buy can be quite an onerous process, but it’s important to determine if you got what you paid for, at the right price, and at the level of service contracted. This workshop will go in-depth to discuss how to properly conduct a media audit, the goals and objectives you should be looking for, as well as the agency perspective.
John Palladino
Senior Director Indirect Procurement – MarketingRite Aid
16:20 - 16:40 How Can Procurement (The Left Brain) Become More Strategically Aligned with Marketing (The Right Brain) To Unlock Real Value?
16:40 - 17:45 Interactive Roundtable Discussions
Speakers:
Pallabee Bera Director Of Procurement Acosta Mosaic Group
George Dan CPO The Bridge APB & VP Commercial & Procurement Services, North America WPP Group USA
Steven Dubroff Director - Global Procurement MetLife
Patrick Fogarty CEO Americas Charterhouse
David Perlmutter Director- Central Region SQAD LLC
Sebastian Alvarez Marketing Procurement Director TD Ameritrade
Phil DeZutter Chief Digital Officer and CEO Platforms Prodigious
Pallabee Bera Director Of Procurement Acosta Mosaic Group
George Dan CPO The Bridge APB & VP Commercial & Procurement Services, North America WPP Group USA
Steven Dubroff Director - Global Procurement MetLife
Patrick Fogarty CEO Americas Charterhouse
David Perlmutter Director- Central Region SQAD LLC
Sebastian Alvarez Marketing Procurement Director TD Ameritrade
Phil DeZutter Chief Digital Officer and CEO Platforms Prodigious
These in-depth small-group discussions allow you to delve further into specific areas that interest you. Led by a subject matter expert, you’ll have the chance to brainstorm solutions with others facing the same challenges as you. You’ll have the chance to pick 2 topics – after 30 minutes, you will transition to another table. Additional roundtable topics will be announced soon.
Table 1: Category Focus: Experiential Events
Hosted by: Pallabee Bera, Director of Procurement, Acosta Mosaic Group
Table 2: Category Focus: Print
Hosted by: George Dan, Vice President, Procurement WPP & CPO The Bridge APB, WPP Group USA
Table 3: Category Focus: Mobile
Hosted by: Sebastian Alvarez, Marketing Procurement Director, TD Ameritrade
Table 4: Using In-House Agencies
Hosted by: Mithun Sharma, Director, Strategic Sourcing, Gap Inc.
Table 5: Procurement’s Role in Branding and Rebranding Campaigns
Hosted by: Steve Dubroff, Director - Global Procurement, MetLife
Table 6: The Rise of Content Marketing: An Opportunity To Do More with Less
Hosted by: Phil DeZutter, Chief Digital Officer and CEO Platforms, Prodigious
Table 1: Category Focus: Experiential Events
Hosted by: Pallabee Bera, Director of Procurement, Acosta Mosaic Group
Table 2: Category Focus: Print
Hosted by: George Dan, Vice President, Procurement WPP & CPO The Bridge APB, WPP Group USA
Table 3: Category Focus: Mobile
Hosted by: Sebastian Alvarez, Marketing Procurement Director, TD Ameritrade
Table 4: Using In-House Agencies
Hosted by: Mithun Sharma, Director, Strategic Sourcing, Gap Inc.
Table 5: Procurement’s Role in Branding and Rebranding Campaigns
Hosted by: Steve Dubroff, Director - Global Procurement, MetLife
Table 6: The Rise of Content Marketing: An Opportunity To Do More with Less
Hosted by: Phil DeZutter, Chief Digital Officer and CEO Platforms, Prodigious
Table 7: How Can Procurement (The Left Brain) Become More Strategically Aligned with Marketing (The Right Brain) To Unlock Real Value?
Hosted by: Patrick Fogarty, CEO Americas, Charterhouse
Table 8: Leverage Data To Ensure Effective Media Campaigns and Partner Relationships
Hosted by: David Perlmutter, Director, Central Markets, SQAD LLC
George Dan
CPO The Bridge APB & VP Commercial & Procurement Services, North AmericaWPP Group USA
David Perlmutter
Director- Central RegionSQAD LLC
Sebastian Alvarez
Marketing Procurement DirectorTD Ameritrade
Phil DeZutter
Chief Digital Officer and CEO PlatformsProdigious