ProcureCon for Digital & Marketing Services US 2015 (past event)
November 16 - 18, 2015
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Day 3: Wednesday, November 18, 2015
08:00 - 08:50 Registration and Breakfast
08:50 - 09:00 Opening Remarks
09:00 - 09:30 Keynote Presentation: Innovation in Client/Agency Relationships That Will Get You from Survival to Significance
The world of advertising has never experienced such profound changes: a number of game-changing trends are reshaping the landscape, how organizers spend their resources and how procurement organizations are approaching client/agency relationships. What are the trends that will most significantly impact your work and your partnerships? Will you ride this giant wave or get crushed by it? Best-selling author Gralpois looks into what the future holds for Madison Avenue and the implications for brand advertisers who rely on their agencies to successful compete in the marketplace. How can top marketing and procurement leaders best prepare themselves for the seismic level of innovation in the advertising and marketing services industry already under way? What should you start doing different to take full advantage of this influx of innovative concepts and ideas? What innovation will lead the way in 2015 and shake your world?
09:30 - 10:00 Keynote Presentation: Understanding Procurement’s Role in the Selection and Implementation of Disruptive Marketing Technologies
10:00 - 10:50 Panel Discussion: Becoming a Pro at Sourcing Marketing Technologies
Speakers:
John Hardy Director of Marketing Sourcing The Walt Disney Company
Janice Pedini Category Manager, Marketing Services and Print TD Ameritrade
Anna Kucenic Marketing Sourcing Manager, Global Procurement BNY Mellon
Michelle Trout Director, Indirect Procurement Brinker International
Moderator:
Scott Brinker Editor Chief Marketing Technologist Blog
John Hardy Director of Marketing Sourcing The Walt Disney Company
Janice Pedini Category Manager, Marketing Services and Print TD Ameritrade
Anna Kucenic Marketing Sourcing Manager, Global Procurement BNY Mellon
Michelle Trout Director, Indirect Procurement Brinker International
Moderator:
Scott Brinker Editor Chief Marketing Technologist Blog
It has been said that CMOs will be buying more technology than CIOs over the next 18 months. Whether it’s internal technology for collecting data to measure campaign effectiveness, or external startup that will help build brand awareness, marketers need to start becoming more tech savvy. Procurement can drive this shift by serving as a bridge between marketing and IT, becoming more aware of technology platform that will change marketing and even pitch these new suppliers to marketing. This panel will run through some of the factors driving martech, including:
- Understand the delineation between IT and Marketing- who owns the relationship, and who does the buying?
- What does an optimal contract for a marketing technology startup look like?
- Tools for applying big data business analytics to marketing procurement
- Getting ahead of the marketing team by identifying new technologies before they do
- How much marketing budget goes into now vs next? What does this mean for procurement? The contract and compensation is different for R&D
Michelle Trout
Director, Indirect ProcurementBrinker International
10:50 - 11:10 Digital Decoupling Simplified: How Marketers Can Do More with Less by Breaking Up Global Digital Marketing Services
Today’s global marketers need to reach more customers in more markets more quickly and with greater precision – all while operating under inevitable budget constraints. How can they seek to re-balance the equation in order to multiply the impact of their budget using innovative ways to reach more customers cost effectively? Digital decoupling, the practice of separating the “creative” elements of marketing from their production and distribution is one answer. In this presentation, decoupling will be demystified, and show how the strategy can positively impact the bottom line for global brands. You will gain a greater understanding of the benefits of decoupling as well as how they can apply the process within your organizations.
11:10 - 11:40 Networking Break and Final Visit to the Solutions Zone
11:40 - 11:50 Innovation Spotlight: Tongal
11:50 - 12:20 Presentation: Communicating the Value Procurement Can Bring to the Marketing Department
To be truly effective in supporting their marketing stakeholders, procurement needs to break down stereotypes and work to sell their services to the CMO. An historical fixation on savings has eroded trust so it's time to change the conversation to focus on value. This session will help CPOs to understand how they can unlock the hidden value in their companies marketing investment and build strong, collaborative relationships with their CMOs.
12:20 - 13:25 Networking Lunch
13:25 - 14:00 A Frank Discussion About Marketing Procurement
14:00 - 14:30 Unanswered Questions: Ask The Experts
After 2.5 days of panel discussions, presentations, workshops and roundtables, is there anything you’d like to explore in more depth? Is there anything else you’d like to hear more about? Beginner and intermediate marketing procurement practitioners will be paired with marketing procurement visionaries for 30 minutes of collaboration. Gain insight into how they achieved their wins, and strategies for changing the conversation back home. Suggested topics of discussion include:
- How can you take your marketing procurement programs to the next level?
- How can you tackle marketing procurement to make a lasting impact and become a leader in the category?
- How can you steer the conversation to how we can change the business?
- Who are the leaders and mold breakers who’ve done truly groundbreaking things within their corporation- and what can you learn from them?
14:30 - 15:00 Case Study: Social and Mobile Strategies
While social media may make up just 10% of a company’s marketing budget, many companies are expected to increase that by up to 40%. This session will help you understand how to best manage the social budget, including:
- Identifying suppliers in the social media space
- Determining if your agency of record the right solution, or if you need a dedicated social media agency
- How Facebook and other social media outlets stack up against each other to determine where to best spend your limited dollars
- Emerging social outlets that will yield ROI
