ProcureCon for Digital & Marketing Services US 2016 (past event)
November 14 - 16, 2016
1.888.482.6012
Strengthening Marketing Procurement by Adapting to the Rapidly Changing Landscape
07:30 - 08:00 Registration and Breakfast
08:00 - 08:50 Optional Pre-Conference Workshop: Mastering the Fundamentals of Marketing Procurement
This optional hands-on workshop is designed for marketing procurement professionals to get the fundamental understanding of the various models of how an organization’s marketing team operates, to improve your understanding of marketing, internal KPIs, processes and objectives. You will outline the different marketing channels (traditional marketing, media, advertising, digital, social media and mobile), their supply partners and types of engagements, and learn how to assess where procurement can play a meaningful role in identifying, measuring and delivering value back to their marketing stakeholders from both a general process improvement and channel-specific perspective.
• Understanding the role of the various primary stakeholders in a marketing engagement (marketing, procurement and agency) and the expectations of each
• Where are the big nuggets of opportunity – as you first enter the marketing category and as your involvement matures?
• Buying “things” vs. buying services- is procurement comfortable with gray?
• Getting better at what you’re buying: Understanding how SOW, benchmarks, creative discussions differ with marketing.
• Identifying procurement’s skillsets and how to use them to build the trust of marketing
• How can you align procurement goals and KPIs with marketing?
• Moving beyond working together toward collaboration to build trustworthiness and influence
• Defining and managing procurement cost savings- what’s after the value conversation?
Kincare
Genentech
• Understanding the role of the various primary stakeholders in a marketing engagement (marketing, procurement and agency) and the expectations of each
• Where are the big nuggets of opportunity – as you first enter the marketing category and as your involvement matures?
• Buying “things” vs. buying services- is procurement comfortable with gray?
• Getting better at what you’re buying: Understanding how SOW, benchmarks, creative discussions differ with marketing.
• Identifying procurement’s skillsets and how to use them to build the trust of marketing
• How can you align procurement goals and KPIs with marketing?
• Moving beyond working together toward collaboration to build trustworthiness and influence
• Defining and managing procurement cost savings- what’s after the value conversation?
Angela Robinson
General Manager Risk and ComplianceKincare
Jennifer Sadr
Head of Professional ServicesGenentech
08:50 - 09:00 Quick Break
09:00 - 09:05 Welcome
09:05 - 09:15 Opening Remarks
09:15 - 09:45 Keynote Presentation: Inside the Matrix- How the Rise of AI and Machine-Generated Content Will Upend Agency Models and Strengthen Procurement
While marketing will always be relationship driven, there are forces at work behind the scenes that will completely transform how brands work with their agencies. In the ever-pressing need to have things better, faster, cheaper and measurable, what does the agency of the future look like, and how can procurement grab the upper hand in delivering top-line growth for their marketing stakeholders? What will happen to headcount? What skillsets will need to change to succeed where robots and algorithms are the norm, not the exception, for marketing? The future is closer than you think!
Klick Inc.
Doug Burcin
Chief Growth OfficerKlick Inc.
09:45 - 10:00 Extended Q&A
10:00 - 10:20 Fireside Chat: Bringing a Global, Integrated Content Model to Life
Jethro Ferguson
CEO, North AmericaProdigious
10:20 - 10:50 Networking Break
Track A: Workshops for Mastering Marketing Procurement
10:50 - 11:35 Maximizing Your Team’s Role in Driving Internal and External Innovation to Meet Business Objectives- How do you create an innovative environment in your marketing procurement team?
- What incentives, KPIs and processes can best help make this a true ongoing part of your team’s agenda and mind-set?
- Sharing best practices and recent wins in fostering innovation: what worked for you and how did you measure ROI?
- Outlining the main marketing disruptors brands are facing and their commercial implications
- How to strengthen internal stakeholder engagement and get the CEO’s buy-in from the beginning to make Marketing Procurement a key part of the supplier innovation journey
Mary Ann Brennan
Senior Director Global ProcurementMattel
Skip Lorimer
Global Sourcing ManagerAmway
Track B: Workshops for Mastering Agency Management
10:50 - 11:35 Moving the Advertiser-Agency Relationship Forward: What Do Both Sides Need to Bring to the Table to Avoid Going Around in Circles?
• The anatomy of an agency- You can’t move the discussion forward unless you know how an agency makes money
• How can advertisers and agencies get on the same page? How does the conversation need to change to regain trust, increase transparency and achieve true partnerships? What do both sides need to bring to the table?
• Practical strategies for marketing procurement to engage with agencies and support marketing colleagues – where do we really add the most value in agency relationship management?
• Agency trading desks: how to make sure agencies are using your media spend efficiently – what questions do you need to ask?
MDC Partners
VMWare
• How can advertisers and agencies get on the same page? How does the conversation need to change to regain trust, increase transparency and achieve true partnerships? What do both sides need to bring to the table?
• Practical strategies for marketing procurement to engage with agencies and support marketing colleagues – where do we really add the most value in agency relationship management?
• Agency trading desks: how to make sure agencies are using your media spend efficiently – what questions do you need to ask?
Donald Lee
Director, Strategic SourcingMDC Partners
Catherine Jones
Senior Strategic Sourcing Manager, Sales & MarketingVMWare
Track A: Workshops for Mastering Marketing Procurement
11:35 - 12:20 Communicating Your Value Proposition to Internal Stakeholders: What Proven Strategies Achieve True Cross Functional Collaboration?
• Moving beyond theory to successful cross functional partnerships – What are the lessons learned along the way to make it work?
• Examining language, shared KPIs, domain expertise, process optimization – how and where can we most effectively engage with our marketing partners to meet business drivers?
• Getting a seat at the table – how can you position your function to become an accepted part of the marketing board meetings?
• What are the proven approaches to achieve a truly successful partnership with marketing stakeholders
Hilton Worldwide
Sony Pictures Entertainment
• Examining language, shared KPIs, domain expertise, process optimization – how and where can we most effectively engage with our marketing partners to meet business drivers?
• Getting a seat at the table – how can you position your function to become an accepted part of the marketing board meetings?
• What are the proven approaches to achieve a truly successful partnership with marketing stakeholders
Gabby Albert
Senior Director, Corporate Procurement ServicesHilton Worldwide
Steven Schwartzman
Manager, Marketing ProcurementSony Pictures Entertainment
Track B: Workshops for Mastering Agency Management
11:35 - 12:20 How to Structure Agency Contracts to Achieve the Transparency You Need
• In an era of increased transparency needs on media spend, how can you ensure your agency contracts are properly structured to address the level of detail needed?
• How can you open up the dialogue with your agencies to have a clearer understanding of the agency financial model and reflect key objectives in your contract?
• Is there a consensus on what’s fair game? How to balance the conflicting needs of agencies and clients on best price and transparency
ebay
• How can you open up the dialogue with your agencies to have a clearer understanding of the agency financial model and reflect key objectives in your contract?
• Is there a consensus on what’s fair game? How to balance the conflicting needs of agencies and clients on best price and transparency
Nicole Cefalu Tuttle
Director, Global Procurementebay
12:20 - 13:30 Networking Lunch
Track A: Workshops for Mastering Marketing Procurement
13:30 - 14:15 The Rise in Content-Driven Marketing and Procurement’s Role in Managing the Transformation
The future of marketing is around content. Content that fuels the multitude of channels. Brands are now spending about 25% of their total budget on content, but few clients have a written content strategy, and there is proliferation of tools available in the marketplace, that are hard to evaluate. This is a recipe for chaos. This workshop will lay out a roadmap for how to organize around content, and to help determine what should be handled internally, what should be outsourced, how technology can improve workflow and distribution.
Brinker International, Inc.
Sony Pictures Entertainment
Michelle Trout
Indirect Procurement DirectorBrinker International, Inc.
Dustin Lyle
Strategic Soucing Commodity Director, MarketingSony Pictures Entertainment
Track B: Workshops for Mastering Agency Management
13:30 - 14:15 Show Me The Money: Structuring Agency Compensation in an Era of Transparency
The fixed-fee, retainer model that has worked for agencies and brands alike for the better part of the last 100 years is slowly dying out. As brands’ demands to translate work into proven results and uncover where the money spent is actually going, the agency mantra of “if we do well, we won’t get fired,” is no longer enough. What is replacing it is the center of this discussion. Labor-based and pay for performance models are becoming more prevalent remuneration models. How do you evolve an existing relationship based on the risk and reward for both the brand and the agency? This panel discussion will debate:
• Moving the discussion away from hours and overhead toward performance improvement
• Myths and realities of pay for performance
• How to get the agency to separate the fee from the production
• Developing a process for measuring success that can be traced directly back to the agency’s work
• Fees and costs- you get what you pay for
• Does pay for performance really increase transparency?
• What do successful incentive structures look like?
• Do pay for performance metrics apply the same for creative, media and digital agencies?
McDonald's Corporation
Adidas Group
• Moving the discussion away from hours and overhead toward performance improvement
• Myths and realities of pay for performance
• How to get the agency to separate the fee from the production
• Developing a process for measuring success that can be traced directly back to the agency’s work
• Fees and costs- you get what you pay for
• Does pay for performance really increase transparency?
• What do successful incentive structures look like?
• Do pay for performance metrics apply the same for creative, media and digital agencies?
Anna Barej
Director, Global Marketing ProcurementMcDonald's Corporation
Megha Malik
Group Procurement Creative LeadAdidas Group
Track A: Workshops for Mastering Marketing Procurement
14:15 - 15:00 Mature Spend Management in Marcom- Rationalization
- Spend Management
- Innovation
- Diversity
- Balance of Trade
Track B: Workshops for Mastering Agency Management
14:15 - 15:00 How to Develop Agency Performance Reviews to Achieve a True 360° Perspective That Gives Your Business Transparency
• How to make the transition from a traditional questionnaire with 60 questions to an online system with 25 questions
• How this new format can be used to improve response times and agency receptiveness
• How to effectively benchmark on categories, agency networks and even internal departments and brands
• Now you have the data, now what? How best to utilize 360° scorecards to examine media performance, contract compliance and financial transparency to meet business objectives
• How often should agency reviews be conducted?
• Finding the optimum balance to measure performance without negatively impacting relationships and trust
• Who should be involved in the agency review process to ensure effective execution?
• What should marketing procurement’s level of involvement be as part of on an ongoing interaction with agencies - which meetings do you need to be at with marketing to add the most value?
• The role of media auditing – when to use it, how often, the latest tools to audit effectively, and how to react when discrepancies are found
• Improving KPI’s to measure agencies – what KPI’s are needed to increase transparency, drive innovation, and prosper in the digital space?
Toyota Motor Sales
• How this new format can be used to improve response times and agency receptiveness
• How to effectively benchmark on categories, agency networks and even internal departments and brands
• Now you have the data, now what? How best to utilize 360° scorecards to examine media performance, contract compliance and financial transparency to meet business objectives
• How often should agency reviews be conducted?
• Finding the optimum balance to measure performance without negatively impacting relationships and trust
• Who should be involved in the agency review process to ensure effective execution?
• What should marketing procurement’s level of involvement be as part of on an ongoing interaction with agencies - which meetings do you need to be at with marketing to add the most value?
• The role of media auditing – when to use it, how often, the latest tools to audit effectively, and how to react when discrepancies are found
• Improving KPI’s to measure agencies – what KPI’s are needed to increase transparency, drive innovation, and prosper in the digital space?
Nicholas Kline
Strategic Sourcing ManagerToyota Motor Sales
15:00 - 15:40 Networking Break and The Solutions Zone Red Carpet Premiere
15:40 - 16:00 Media Transparency – Prescriptions, Principles, and Processes for Advertisers
16:00 - 16:40 Panel Discussion: The Trust Crisis- How We Got Here and Can It Be Fixed?
Trust between marketers and agencies has completely broken down, and in light of a recent ANA/K2 report, it’s not likely to be getting better any time soon. With procurement now firmly in the mix of the marketing/agency relationship, this panel will examine where and why the relationships started breaking down, the state of those relationships now in light of the ANA report, what, if anything, can be done to restore trust—and procurement’s role in making that happen. Or, does the entire model need to be blown to pieces and reconstructed from the ground up? Let’s discuss…
Herbalife
McDonald's Corporation
Darden
ebiquity
Amish Majmundar
Director, Global Strategic Sourcing - MarketingHerbalife
Anna Barej
Director, Global Marketing ProcurementMcDonald's Corporation
David Johnson
Director of Indirect SourcingDarden
Maigari Jinkiri
Chief Revenue Officerebiquity
16:40 - 17:00 Q&A with Panelists
17:00 - 18:00 Interactive Roundtable Discussions
Speakers:
Steven Dubroff Global Procurement Director MetLife
Ed LoDebole Demand Marketing and Procurement Director Diageo North America Inc
Mithun Sharma Strategic Sourcing Director Gap Inc
Michael Fielding Senior Strategic Sourcing Specialist (Marketing) Adobe Systems Incorporated
Stephen Broderick Co-founder FirmDecisions LLC
Bill Bruno CEO – North America ebiquity
Jethro Ferguson CEO, North America Prodigious
Catherine Haiston Senior Manager, Strategic Sourcing, Integrated Media Gap Inc
Steven Dubroff Global Procurement Director MetLife
Ed LoDebole Demand Marketing and Procurement Director Diageo North America Inc
Mithun Sharma Strategic Sourcing Director Gap Inc
Michael Fielding Senior Strategic Sourcing Specialist (Marketing) Adobe Systems Incorporated
Stephen Broderick Co-founder FirmDecisions LLC
Bill Bruno CEO – North America ebiquity
Jethro Ferguson CEO, North America Prodigious
Catherine Haiston Senior Manager, Strategic Sourcing, Integrated Media Gap Inc
TABLE 1: Social and Mobile Strategies
Hosted by: Natalie Anillo, Strategic Sourcing Analyst, Marketing Category, TD Ameritrade
TABLE 2: Building an In-House Digital Agency
Hosted by: Mithun Sharma, Sr. Director, Strategic Sourcing, Gap Inc.
TABLE 3: Marketing Sourcing Metrics
Hosted by: Catherine Haiston, Director, Strategic Sourcing, Media, Creative and Production Agencies, Gap Inc.
TABLE 4: Encouraging Innovation with a Slow-To-Change Company
Hosted by: Steven B. Dubroff, Director, Global Procurement, MetLife
TABLE 5: Achieving ROI on Point-of-Sale Material
Hosted by: Ed LoDebole, Director - Global Demand Procurement, Diageo
TABLE 6: Sourcing Celebrity/Production Talent
Hosted by: Michael Fielding, Senior Strategic Sourcing Specialist (Marketing), Adobe Systems Incorporated
TABLE 7: Media Transparency – Prescriptions, Principles, and Processes for Advertisers
Hosted by: Bill Bruno, CEO North America, Ebiquity
Stephen Broderick, Global CEO, FirmDecisions
Hosted by: Jethro Ferguson, CEO North America, Prodigious
TABLE 9:
Hosted by: Aquent
TABLE 10:
Hosted by: Raven Petuchowski, Producer & On-Site Manager, TeamPeople at Allstate, Team People
Additional Roundtables TBD
Steven Dubroff
Global Procurement DirectorMetLife
Ed LoDebole
Demand Marketing and Procurement DirectorDiageo North America Inc
Mithun Sharma
Strategic Sourcing DirectorGap Inc
Michael Fielding
Senior Strategic Sourcing Specialist (Marketing)Adobe Systems Incorporated
Stephen Broderick
Co-founderFirmDecisions LLC
Bill Bruno
CEO – North Americaebiquity
Jethro Ferguson
CEO, North AmericaProdigious
Catherine Haiston
Senior Manager, Strategic Sourcing, Integrated MediaGap Inc