ProcureCon for Digital and Marketing Services 2014 (past event)
November 11 - 13, 2014
JW Marriott San Antonio Hill Country Resort and Spa, San Antonio, TX
Contact Us: 1.888.482.6012
Day 1: Wednesday, November 12, 2014
07:45 - 08:30 Registration and Breakfast
08:30 - 08:45 Chairperson's Opening Remarks
08:45 - 09:15 Fireside Chat: Beyond Disruption: What’s Next For Marketing Procurement?
Marketing budgets are being cut across the globe. The growth of digital has altered the cost structure and supplier landscape. Data seems to winning the battle over creativity. All this is forcing companies to rethink their marketing investment, and devise strategies for eliminating waste. This panel will discuss how marketing trends are creating new opportunities for both marketing and procurement to shine.
- Ensuring marketing investments are put to best use- where can waste be eliminated?
- Trends and opportunities in media consumption in the shift to digital, social, and mobile
- Minimizing digital value erosion
- It’s all about measurement and standardization
- Market mix and cross-platform planning
- Embedding procurement into the marketing function
- Making sense of new fee structures brought on by digital
- The changing skillsets needed to handle the shift
- Procurement as a market insight shop?
09:15 - 09:35 Keynote Presentation: Using Constructive Collaboration As A Catalyst For Meeting Business Goals
As both external and internal environments keep evolving, leaders need to provide a consistent yet flexible, innovative and responsive approach to how they steer their business and people through new times. Learn the key drivers you need to do to build your influence over agencies and marketing.
- How do you approach your role and how has your role evolved?
- Describe your perception of procurement’s evolution from a “cost cutter” to a “value builder.”
- Describe your relationship with marketing procurement and how you work with marketing procurement
- What expectations do you have from the future of the marketing procurement function?
Dave Johnson
Global Chief Operating Officer and Chief Client OfficeriCrossing
09:35 - 09:55 The Mechanics Of Effective Agency Compensation
Clients use many different compensations models with their agencies: fixed fee, deliverable or outcome based, hourly rates, retainers and incentive compensation are just a few examples. However, regardless of the compensation model, it's vitally important that the work and fees are managed properly, to ensure global clarity and measured, to ensure agency efficiency. This discussion will overview and detail the proper mechanics of managing and measuring agency compensation, regardless of the size of the agency, the amount of work or the size of the advertiser.
09:55 - 10:30 Networking Break In The Solutions Zone
10:30 - 11:10 Panel Discussion: Agency Relationship Management- The Evolution of the Relationship
Speakers:
Stacy Joslin Director of Strategic Sourcing Novartis
Ed LoDebole Director of Marketing and Procurement Diageo
Skip Lorimer Sourcing Manager of Global Procurement Amway International Inc
Moderator:
Gerry Preece Former P&G's Global Director of Marketing and Media Procurement and Operati External View Consulting Group
Stacy Joslin Director of Strategic Sourcing Novartis
Ed LoDebole Director of Marketing and Procurement Diageo
Skip Lorimer Sourcing Manager of Global Procurement Amway International Inc
Moderator:
Gerry Preece Former P&G's Global Director of Marketing and Media Procurement and Operati External View Consulting Group
The key to a successful agency relationship is partnership and collaboration. Many agency relationships are well over 50 years old, but the digital age is forcing companies to rethink some of their longstanding relationships. The fracturing of the one-stop-shop is allowing companies to rethink their relationships and develop new ones, especially in digital. This session will help you maximize your partnerships, including:
• Why you should never use the terms “vendors” and “suppliers” when working with agencies
• Keeping the lines of communication open
• Working with multiple agencies- is the agency of record model still relevant?
• Dealing with conflicts of interest and competing priorities
• Structured methodologies to have meaningful conversations
• When should procurement get involved, and what level of involvement is appropriate?
• How to have the difficult conversations- fees, cost structure, contract language, SOW- without straining the relationship
• How often should you evaluate how far the needle has moved?
External View Consulting Group
• Why you should never use the terms “vendors” and “suppliers” when working with agencies
• Keeping the lines of communication open
• Working with multiple agencies- is the agency of record model still relevant?
• Dealing with conflicts of interest and competing priorities
• Structured methodologies to have meaningful conversations
• When should procurement get involved, and what level of involvement is appropriate?
• How to have the difficult conversations- fees, cost structure, contract language, SOW- without straining the relationship
• How often should you evaluate how far the needle has moved?
Gerry Preece
Former P&G's Global Director of Marketing and Media Procurement and OperatiExternal View Consulting Group
11:10 - 11:30 Corporate Trade As A Powerful And Accountable Financial Marketing Solution
In an age of austere financial scrutiny, and the advent of publicly owned media management companies now offering Corporate Trade, clients find a new path to successfully utilize this financial solution with real accountability. Discussion points include:
- Asset Resale Solutions—Risk Management
- Process for Trade Utilization—Managing Risk Upfront
- Emerging Areas for Trade—Digital
- How stronger data platforms and analytics help contribute to significant and accountable trade savings
11:30 - 12:10 Panel Discussion: The Agencies Speak
- How do agencies structure themselves? How we assign a cost on creativity
- Our learnings from new compensation models
- How best to work with us to create a true partnership – how we drive optimum collaboration between our agencies and client procurement
- The evolution of data/analytics
- Why we are the one stop shop and the downside to clients of decoupling
12:10 - 12:30 Case Study: Decoupling To India: How Far Can You Go?
Decoupling marketing production from creative via offshoring to India provides the potential for significant cost savings. How can you ensure that quality standards, brand integrity and on-time delivery are maintained?
KPMG LLP in the United States (KPMG) is a pioneer in outsourcing creative and document operations to India. KPMG moved to this model in collaboration with an in-house shared service organization more than a decade ago. Executive Director Chris Moore shares his experience with this tried and tested business model, including the processes put in place to achieve success as well as the efficiencies gained to help reduce cost.
The discussion will consider:
- Separating marketing and creative from in-house and external offshore agencies
- How to manage the brand consistently
- Workflows and technologies as an enabler
- How to work with marketing teams
- Handling change management
12:30 - 13:00 Keynote Presentation: 7 Non-Obvious Trends That Will Change Marketing In 2015
For the past four years, best selling author and longtime branding consultant Rohit has curated an annual list of the top trends changing business and marketing. His report has been viewed and shared more than half a million times online – and the most recent edition was the #1 most downloaded Marketing Research book on Amazon for 8 weeks straight. At a time when meaninglessly broad predictions such as “2015 will be the year of wearable technology” are often shared by so called gurus – Rohit’s “Non-Obvious Trend Report” uses real life examples to spotlight unexpected trends in media, technology, advertising, culture and entrepreneurship. In this unique new keynote talk, Rohit will share some of the insights from his recently released 2014 Trend Report, as well as offer the audience a sneak peek at the hottest of the new trends from his 2015 report which will be officially released in December of 2014.
13:00 - 14:00 Networking Luncheon
Track B: Improving Internal Processes
14:00 - 14:30 Case Study: Maintaining Creative Flair When Employing In-House Agencies
Many companies have begun incorporating in-house agencies to handle creative work, resulting in quicker turnarounds and cost savings. But can in-house agencies be constructed in such a way that strengthens creativity, and not weaken it? Can you get the same results in house as you would with an outside agency? Hear how the Los Angeles Metro was able to tackle creative and produce actionable results—and get along with the procurement team at the same time.
Track A: Optimizing External Relationships
14:00 - 14:30 Case Study: Fixing a Strained Marketing/Procurement Relationship
United Rentals procurement had an excellent relationship with marketing, and then it disappeared. Now in a rebuilding phase, they still have a way to go. The greatest part of this story is that United Rentals is still figuring out how to work together. They have some of it nailed down but other parts are still under internal negotiation. This is not a “and we lived happily ever after” story, it is a “partnerships take work” story. United Rentals’ CPO and CMO will share the good, the bad, and the future.
Track A: Optimizing External Relationships
14:30 - 15:10 Panel Discussion: Maximizing Your Marketing Investment
Measuring ROI, defining return, and determining attribution is often elusive, simply because it’s so difficult to track. That is why many CFOs believe the marketing budget is discretionary and open to annual cuts. So, how should you tackle your marketing supply chain to ensure that there’s no waste, and your investment is getting the most for the money?
• Identifying qualitative and quantitative media measurement metrics
• Establishing standards across all marketing channels
• Is decoupling really the only way to go?
• Where do the costs sit and how can procurement influence those costs?
• Looking beyond last click
• Identifying qualitative and quantitative media measurement metrics
• Establishing standards across all marketing channels
• Is decoupling really the only way to go?
• Where do the costs sit and how can procurement influence those costs?
• Looking beyond last click
Track B: Improving Internal Processes
14:30 - 15:10 Panel Discussion: Developing And Retaining The Right Staffing Mix To Ensure Marketing Category Management Success- Ensuring you develop a career path for marketing procurement professionals to reduce the high amount of turnover
- What skillsets does an effective marketing procurement executive need, especially as the skills required of marketing executives is changing?
- Best practices for selecting your team—do you hire a marketing person and teach them procurement, or hire a procurement person and teach them marketing?
- Keeping the team members engaged- how do you discourage them from moving into marketing or another procurement category?
- How marketing procurement practitioners should be measured, evaluated, and incentivized
Track A: Optimizing External Relationships
15:10 - 15:30 Continuation of 2:30 PanelTrack B: Improving Internal Processes
15:10 - 15:30 Presentation: Sourcing Technology To Drive Strategic Marketing AdvantageLong thought of as polar opposites, the new normal is that IT and Marketing must come together to find technology solutions that connect with consumers and deliver marketing advantage. For sourcing professionals, the challenge is how do we balance Marketing’s need for speed, agility and differentiation with IT’s need for security, stability and standardization. This presentation will cover
- Building sourcing skills to manage this exploding space
- A Test and Learn approach to Marketing Technologies
- Key considerations when buying Marketing technologies
15:30 - 16:05 Networking Break In The Solutions Zone
Track B: Improving Internal Processes
16:05 - 16:45 Panel Discussion: Thinking Globally, Acting Locally- Companies with a global footprint are actively developing strategies to manage marketing agencies and media on a global level. The rationalization of procurement at a global level – consolidating marketing across business units and geographies for campaigns
- Leveraging economies of scale is a trademark negotiation and savings technique of procurement executives. How can companies overcome local hurdles, balance local with global requirements, and develop the processes, practices and culture allowing them to leverage multiple Business Units and geographies effectively?
- With BRIC economies exploding and brands wanting to increase sales in these regions – how to choose agencies that have the skills set for emerging markets, which are more complex, providing messages for a different type of consumers
- With the digital space moving so fast – is it possible to have a global strategy for this space?
Donna Stamp
Director of Marketing ProcurementEnterprise Holdings Inc.
Brittanie N. Johnson
Sourcing Agent3M
Track A: Optimizing External Relationships
16:05 - 16:45 Managing Competitive RFPs That Help Drive Down Costs For The EnterpriseWith marketing budgets being among the biggest expense for many companies, selecting a communications partner is one of the most important decisions a company can make. It shouldn’t be left to chance. Last year there were more than 600 major RFPs for creative, media PR and digital agencies, and a total advertising spend of more than $17 Billion. The agency RFP can be highly disruptive to company operations and costly, if mismanaged. What pain points to watch out for? What are the best practices for managing a disciplined pitch? What role should procurement play? Why is it critical that procurement manage the on-boarding process? How to decide the compensation structure for the selected agency? When should you hire an outside pitch consultant?
16:45 - 17:45 Roundtable Discussions
Speakers:
Mithun Sharma Strategic Sourcing Director - Media and Marketing Gap Inc.
Jamie Crump Strategic Sourcing and Supplier Diversity Director United Rentals
Christine Eaton Sr. Sourcing Manager - Marketing & Media General Mills
Michael LeJeune Creative Director Los Angeles Metro
Kathy Kladopoulos President The Midas Exchange
Rohit Bhargava Founder & CEO Influential Marketing Group
Robert Berkeley CEO Express KCS LLC
Steven Wales Chief Operating Officer Decideware Inc.
Mithun Sharma Strategic Sourcing Director - Media and Marketing Gap Inc.
Jamie Crump Strategic Sourcing and Supplier Diversity Director United Rentals
Christine Eaton Sr. Sourcing Manager - Marketing & Media General Mills
Michael LeJeune Creative Director Los Angeles Metro
Kathy Kladopoulos President The Midas Exchange
Rohit Bhargava Founder & CEO Influential Marketing Group
Robert Berkeley CEO Express KCS LLC
Steven Wales Chief Operating Officer Decideware Inc.
Table 1: In-Depth: The Mechanics Of Effective Agency Compensation
Hosted by: Steven Wales, COO, Decideware
Table 2: In-Depth: Corporate Trade/Barter
Hosted by: Kathy Kladopoulos, President, The Midas Exchange
Table 3: In Depth: Maintaining Creative Flair When Employing In-House Agencies
Hosted by: Michael Lejeune, Creative Director, LA Metro
Table 4: Media Audits
Hosted by: Mithun Sharma, Director, Strategic Sourcing, Gap Inc.
Table 5: In-Depth: Experiential Events
Hosted by: Mary Ann Kirsch, Global Lead & Head of Sales & Marketing Purchasing, North America, Chrysler Group LLC
Table 6: In Depth: How To Win Friends And Influence Marketing
Hosted by: Robert Berkeley, CEO, Express KCS Inc.
Table 7: In Depth: Fixing A Strained Marketing/Procurement Relationship
Hosted by: Jamie Crump, Director, Strategic Sourcing & Supplier Diversity, United Rentals
Table 8: The Use of eSourcing in Marketing Procurement
Hosted by: Noosh
Table 9: In-Depth: 7 Non-Obvious Trends That Will Change Marketing In 2015
Hosted by: Rohit Bhargava, Founder CEO, Influential Marketing Group and Professor of Global Marketing, Georgetown University
Table 10: In-Depth: Sourcing Technology To Drive Strategic Marketing Advantage
Hosted by: Christine Eaton, Sr. Manager Advertising & Agencies, Global Sourcing, General Mills
