Gabby Albert

Director of Advertising and Promotions Procurement
Bacardi

Check out the incredible speaker line-up to see who will be joining Gabby.

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Day 1: Monday, November 16, 2015

Monday, April 11th, 2016

10:00 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

Day 2: Tuesday, November 17, 2015

Wednesday, May 11th, 2016

09:05 Panel Discussion: You Get What You Pay For—How To Reduce Spend Without Cutting Quality

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?