ProcureCon for Digital & Marketing Services US 2015 (past event)
November 16 - 18, 2015
Array
Day 2: Tuesday, November 17, 2015
07:45 - 08:30 Registration and Breakfast
08:30 - 08:45 Welcome and Opening Remarks
08:45 - 09:05 Keynote Presentation: State of the Advertising Industry and Its Implications for Procurement
How can procurement grasp the economics driving the growth in media and advertising to build the supply chain of the future?
- Market intelligence at the macro level- economic states
- Where will it be in 3-5 years? Growth numbers, forecast?
- Will M&A and politics shape how agencies operate?
- How has digital and mobile affected us?
09:05 - 09:55 Panel Discussion: You Get What You Pay For—How To Reduce Spend Without Cutting Quality
Speakers:
Gabby Albert Director of Advertising and Promotions Procurement Bacardi
Stacy Joslin Head of Americas Indirect and Global Marketing Procurement Citrix
Steven Dubroff Director - Global Procurement MetLife
Ken Fakler Managing Director Media and Advertising Assurance Services Leader PwC
Alessandra Scocco Supplier Sourcing Manager Google
Moderators:
Neil Capobianco Managing Director, Media Value Measurement Ebiquity USA
Vivek Radia Managing Director, N. America FirmDecisions
Gabby Albert Director of Advertising and Promotions Procurement Bacardi
Stacy Joslin Head of Americas Indirect and Global Marketing Procurement Citrix
Steven Dubroff Director - Global Procurement MetLife
Ken Fakler Managing Director Media and Advertising Assurance Services Leader PwC
Alessandra Scocco Supplier Sourcing Manager Google
Moderators:
Neil Capobianco Managing Director, Media Value Measurement Ebiquity USA
Vivek Radia Managing Director, N. America FirmDecisions
Advertising is an investment to be managed, not an expense to be cut. If you treat marketing as a commodity, don’t be shocked when there’s no innovation, no strategy, or if the relationship stops working. So, how can you still generate savings that your CPO and CFO require without sacrificing the creative quality marketing needs to generate revenue?
- It’s in the contract, so it must be happening, right?
- What have you paid for and how do you know you’re getting it?
- Where your money is going – closing financial loopholes
- How to save costs, create contractual benefits, put robust processes in place and find efficiencies with suppliers
- Pros and Cons of allowing agencies to use their own supplier base.
- How are your internal practices/behaviors (Procurement, Brand Teams, Marketing, etc.) contributing to scope creep and unforeseen costs?
Neil Capobianco
Managing Director, Media Value MeasurementEbiquity USA
Vivek Radia
Managing Director, N. AmericaFirmDecisions
Alessandra Scocco
Supplier Sourcing Manager09:55 - 10:15 Marketing Procurement in Practice
Bring to life how we engaged, collaborated and transacted in in relation to outsourcing production of marketing campaigns, including how we evaluated the commercial model. We will illustrate through actual contract commercials how the contract has been structured, focusing on savings, delivering transparency, driving innovation and most importantly help marketing procurement prove the value creation they've delivered, through structured management information.
10:15 - 10:45 Fireside Chat: How Marketing Procurement Is Viewed from the C-Suite
10:45 - 11:05 Using Business Intelligence to Deliver Sustainable Savings and Procurement Efficiency
In this session, Kate Short, Marketing Procurement Group Manager – Nestlé USA, and Richard Benyon, CEO – Decideware, Inc., will look at how to apply business intelligence tools to analyze agency budgets and performance using available marketing procurement data. Kate will share how Nestlé USA is using this information to better manage their agencies, increase purchasing efficiencies and find cost savings.
11:05 - 11:40 Networking Break
11:40 - 12:20 Panel Discussion: Media Transparency – Making the Most of Your Investment
Speakers:
Mary Ann Kirsch Global Lead & Head of Sales & Marketing Purchasing, North America Chrysler Group LLC
Andrew Lowdon Global Category Leader Associated British Foods
Kevin Stacey Manager, Strategic Sourcing – Marketing & Advertising TD Ameritrade
Moderator:
Daniel Jeffries Owner Jeffries Consulting
Mary Ann Kirsch Global Lead & Head of Sales & Marketing Purchasing, North America Chrysler Group LLC
Andrew Lowdon Global Category Leader Associated British Foods
Kevin Stacey Manager, Strategic Sourcing – Marketing & Advertising TD Ameritrade
Moderator:
Daniel Jeffries Owner Jeffries Consulting
For a large portion of marketers, media is the largest part of their marketing spend. This panel will discuss help you capitalize on opportunities to improve the effectiveness of your media investment.
- How media agencies work: where and how do they assign costs and place value?
- How can you get value for price? What about volume rebates? How volume discounts work?
- Do holding company contracts increase or decrease transparency?
- Real time bidding – how to gain cost transparency in this area and how should it be measured?
- Agency trading desks – how to make sure agencies are using your money efficiently
- What tangible actions should be taken to get better visibility- and how should contracts be revised to reflect this?
- How do you measure media performance in countries and regions lacking independent pools?
Mary Ann Kirsch
Global Lead & Head of Sales & Marketing Purchasing, North AmericaChrysler Group LLC
12:20 - 12:40 Ideas Need People: How Marketing & Procurement Leaders Can Leverage the Freelance Marketplace
The talent landscape is changing. Emerging technology is removing barriers that have traditionally restricted talent sourcing to local markets and enabling businesses to find and work with top talent around the world -- and in near real-time. Online talent platforms specifically are reducing friction in the job market and causing a sea change in how organizations build their teams -- according to McKinsey, online talent platforms are predicted to benefit up to 540 million people in the next 10 years. In this session, Brandon Calley from Upwork will discuss the rise of the freelance talent marketplace and how procurement leaders can leverage it to quickly find the talent they need. Discover:
• The demise of the Industrial Age and traditional work models and new trends driving today’s talent sourcing process
• How businesses are innovating their approaches to finding talent by integrating freelance talent marketplaces into their strategy
• The benefits of reaching beyond physical walls to source hard-to-find talent and collaborate from anywhere in the world
• The demise of the Industrial Age and traditional work models and new trends driving today’s talent sourcing process
• How businesses are innovating their approaches to finding talent by integrating freelance talent marketplaces into their strategy
• The benefits of reaching beyond physical walls to source hard-to-find talent and collaborate from anywhere in the world
12:40 - 13:00 Keynote Presentation: The Rise of Digital and Programmatic Buying
13:00 - 14:00 Networking Lunch
Track A: Agency Management
14:00 - 14:20 Case Study: Agency Consolidation
Track B: Organizational Success
14:00 - 14:20 Case Study: Using an e-Auction in the Marketing Category
Track A: Agency Management
14:20 - 15:00 Panel: Creating Value, Efficiency and Cost Savings Through Effective Agency Compensation, SOW and Staffing StrategiesIncentive based compensation? Retainer? Pay for performance? The compensation debate still blazes on, and this panel will help you sort through what strategies will work best for your agency relationships.
- How does interaction and engagement take place between agency and procurement?
- How do you put a price on an idea? Or assign that idea’s cost? Or assess the potential value?
- How models differ for creative, media and digital agencies
- Benchmarking compensation models—fee-based, labor-based, project based
- Setting expectations for incentivizing agencies
- Do pay for performance models really work? Will agencies want to take on the risk?
- Are the incentives great enough to improve performance?
- Identifying reasonable overheads
- Avoiding traps – inflated scopes of work, inflated staffing, hourly rates
Track B: Organizational Success
14:20 - 15:00 Panel: Best Practices for Aligning Procurement Goals with Business and Marketing GoalsWhen marketing only wants to hear about value, but the CPO only wants to hear about savings, how can you adapt your conversation? If the goals and objectives aren’t aligned, it can create friction in the marketing/procurement relationship and make trust that much harder to build. This panel will discuss:
•Changing how procurement performance is evaluated.
•Identifying common metrics between marketing, procurement and finance that can be implemented
•How do you measure value?
•Steering the conversation toward cost and quality
•Should procurement be penalized for delivering a contract that is optimal to all parties, but delivers zero savings off the previous year’s budget?
Bernadette Monterrosa-Birdsong
Head of Americas Professional Services ProcurementPayPal, Inc.
Track A: Agency Management
15:00 - 15:20 Fireside Chat: Print Management: A 7-Year Journey at HPTrack B: Organizational Success
15:00 - 15:20 Advertising’s Transparency Crisis & ANA’s Media Transparency Project
The advertising industry is suffering a transparency crisis. Rebates, arbitrage, agency trading desks, programmatic buying and more have clouded transparency, especially between advertisers and agencies. ANA recently hired consultants to conduct an independent third-party assessment on media transparency issues. The project seeks to identify truth and set the record straight as well as provide recommendations for a positive path forward. This session will provide background and an update on the ANA Media Transparency Project.
15:20 - 15:55 Networking Break
Track A: Agency Management
15:55 - 16:35 Panel Discussion: Agency Performance Management Strategies
Agency performance evaluations are a critical tool to help marketers and agencies assess their relationships as well as to pinpoint areas for improvement and opportunities to capitalize upon. Gain best practices and insights into the agency evaluation framework and procurement’s role in managing the process.
- What criteria you’re using to measure suppliers—Establishing standard measurement definitions across the board
- Measuring media performance, contract compliance, and ensuring financial transparency
- How agency consolidation is impacting the market
- How are others benchmarking suppliers?
- The benefits of 360° scorecards
- How to challenge agencies on inefficiencies to extract savings
- Strategies for getting through a stalemate
Track B: Organizational Success
15:55 - 16:35 Panel: Building a World-Class Marketing Procurement Team- What skill set and capabilities should the ideal marketing procurement professional have?
- Where can you find the best marketing procurement talent?
- How can you develop consistently excellent procurement professionals and not pockets of excellence?
- How can you address talent management in a changing marketing procurement function?
- What good examples are there of talent management programs?
- Once you have them, what methods can be used to keep your talent?
Marc Iacoangelo
Global Category Director for Marketing InsightsNovartis Pharmaceuticals Corporation
Sara Bodison
Global Marketing Procurement DirectorReed Elsevier
16:35 - 17:35 Interactive Roundtable Discussions
Speakers:
Michael Thyen Director of Procurement, Emerging Markets Eli Lilly
Kate Short Marketing Procurement Group Manager Nestle USA
Richard Benyon CEO Decideware, Inc.
Brandon Calley Head of Enterprise Accounts Upwork
Paula Shannon Chief Sales Officer Lionbridge
Beth Murphy Sr. Group Manager, Integrated Media Production Target
Mark Bregante Supplier Manager – Global Procurement - Digital and Print HP Enterprise
Barb Bradford Category Manager – Strategic Sourcing – Marketing Cox Communications
Michael Thyen Director of Procurement, Emerging Markets Eli Lilly
Kate Short Marketing Procurement Group Manager Nestle USA
Richard Benyon CEO Decideware, Inc.
Brandon Calley Head of Enterprise Accounts Upwork
Paula Shannon Chief Sales Officer Lionbridge
Beth Murphy Sr. Group Manager, Integrated Media Production Target
Mark Bregante Supplier Manager – Global Procurement - Digital and Print HP Enterprise
Barb Bradford Category Manager – Strategic Sourcing – Marketing Cox Communications
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: Digital Decoupling Simplified: How Marketers Can Do More with Less by Breaking Up Global Digital Marketing Services
Hosted by: Paula Shannon, Chief Sales Officer, Lionbridge
Table 2: Evolving Commercial Models in Outsourcing
Hosted by: Banner Managed Communication
Table 3: Ideas Need People: How Marketing & Procurement Leaders Can Leverage the Freelance Marketplace
Hosted by: Brandon Calley, Head of Enterprise Accounts, Upwork
Table 4: Digital Asset Management
Hosted by: Beth Murphy, Sr. Group Manager, Integrated Media Production, Target
Table 5: Protecting Your IP and Patents
Hosted by: Barb Bradford, Category Manager – Strategic Sourcing – Marketing, Cox Communications
Table 6: How Small-Spend Companies Can Gain Leverage and Attention from Agencies
Hosted by: Michael Thyen, Director of Procurement, Emerging Markets, Eli Lilly & Co.
Table 7: Using Business Intelligence to Deliver Sustainable Savings and Procurement Efficiency
Hosted by: Kate Short, Marketing Procurement Group Manager, Nestle USA
Richard Benyon, CEO, Decideware, Inc.
Table 8: Traps and Pitfalls in the Global Outsourcing of Marketing Print
Target
HP Enterprise
Cox Communications
Table 1: Digital Decoupling Simplified: How Marketers Can Do More with Less by Breaking Up Global Digital Marketing Services
Hosted by: Paula Shannon, Chief Sales Officer, Lionbridge
Table 2: Evolving Commercial Models in Outsourcing
Hosted by: Banner Managed Communication
Table 3: Ideas Need People: How Marketing & Procurement Leaders Can Leverage the Freelance Marketplace
Hosted by: Brandon Calley, Head of Enterprise Accounts, Upwork
Table 4: Digital Asset Management
Hosted by: Beth Murphy, Sr. Group Manager, Integrated Media Production, Target
Table 5: Protecting Your IP and Patents
Hosted by: Barb Bradford, Category Manager – Strategic Sourcing – Marketing, Cox Communications
Table 6: How Small-Spend Companies Can Gain Leverage and Attention from Agencies
Hosted by: Michael Thyen, Director of Procurement, Emerging Markets, Eli Lilly & Co.
Table 7: Using Business Intelligence to Deliver Sustainable Savings and Procurement Efficiency
Hosted by: Kate Short, Marketing Procurement Group Manager, Nestle USA
Richard Benyon, CEO, Decideware, Inc.
Table 8: Traps and Pitfalls in the Global Outsourcing of Marketing Print
Hosted by: HH Global and Mark Bregante, Supplier Manager – Global Procurement - Digital and Print, HP Enterprise
Beth Murphy
Sr. Group Manager, Integrated Media ProductionTarget
Mark Bregante
Supplier Manager – Global Procurement - Digital and PrintHP Enterprise
Barb Bradford
Category Manager – Strategic Sourcing – MarketingCox Communications