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 2: Thursday, November 13, 2014
07:45 - 08:30 Breakfast & Registration
08:30 - 08:45 Chairperson Opening Remarks
08:45 - 09:45 Panel Discussion: Show Me The Money: The Evolution In Agency Compensation Models
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, 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 increase transparency?
• What do successful incentive structures look like?
• Do pay for performance metrics apply the same for creative, media and digital agencies?
• 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 increase transparency?
• What do successful incentive structures look like?
• Do pay for performance metrics apply the same for creative, media and digital agencies?
09:45 - 10:05 Optimizing Marketing Campaign Deployment – Improving Control and Transparency, Budget and ROI
- Case example of how technology and outsourcing can transform marketing campaign efficiency
- Understanding stakeholder requirements and designing how their needs can be met
- Metrics, tools and processes to drive marketing accountability, through the measurement and assessment of marketing campaign efficiency
10:05 - 10:45 Panel Discussion: Where There’s Mystery, There’s Margin: Strategies For Achieving Full Media Transparency
- How do media agencies work - where and how do agencies assign costs? Where do they place value?
- How can you get value for price? What about volume rebates? How do volume discounts work?
- How the rise of data analytics has gotten brands to ask, “What’s behind the curtain?”
- Real time bidding – how to gain cost transparency in this area and how should it be measured?
- Agency trading desks and programmatic buying – how to make sure agencies are using your money efficiently
- Who owns the inventory? – Eliminating arbitrage and margin buys
- What tangible actions should be taken to get better visibility and how should contracts be revised to reflect this?
- How transparent are agencies willing to be, and how much is acceptable to you?
David Hale
Manager, Global Marketing ProcurementeBay Inc.
10:45 - 11:20 Networking Break In The Solutions Zone
11:20 - 11:35 Innovation Spotlight: Marketing Services Are Going Global – Are You?
Sourcing strategies are constantly evolving. First with direct materials… going from local, to regional, to national … And now, to GLOBAL strategies. Indirect materials including marketing, print and digital strategies are following the same evolutionary path. The focus on driving a more efficient marketing supply chain and capturing incremental savings is a never ending goal. How is your company’s print management strategy evolving? What challenges are you facing in your evolution? Are you going GLOBAL? Learn about successful strategies and the benefits that companies are achieving via a GLOBAL approach to print management.
Scott Martin
SVP New Business DevelopmentHH Global
11:35 - 11:55 Case Study: Eliminating Waste And Fraud In Your Digital Campaign
In the quest for full transparency, media audits are turning up a large number of ads on less than desirable web sites, targeting the wrong demographic, and click bots that have falsely boosted the number of ad views. In the quest to save billions of dollars industry wide, marketing and procurement organizations are starting to push back and refusing to pay. Some things need to change.
- Redefining the definition of what constitutes a viewable ad
- Obtaining access to get behind agency practices
- Eliminating overlapping scope that leads some ads to fall through the cracks
- How culpable are the real-time bidding and trading desks placing the ads?
- Employing joint-business ventures to skip the agency and place the ads yourself
- Until there’s oversight, there’s no incentive to spend money to stop runaway fraud
- Can fraud and waste be monitored in real time?
11:55 - 12:15 How Procurement & Marketing Create Value Through Online Staffing
Today someone in your marketing department will hire a freelancer online. Marketers love that they can get creative projects completed faster than ever before―often with better results―by directly hiring talent online. But are they compliant?
In this presentation, you’ll learn:
- Why marketing “going rogue” is presenting a unique set of challenges for procurement teams
- How to gain visibility, control, and compliance of your entire body of independent contractors, including online freelancers
- How procurement and marketing can each create value and achieve strategic objectives by implementing systems that allow for today’s preferred method of hiring by marketers
Presented by Elance-Odesk
12:15 - 13:15 Networking Luncheon
13:15 - 13:35 Be Social Effectively & Cost Effectively
Learn how global brands are managing social media programs at scale by centralizing strategies, technology, and service platforms to better engage customers. Join LiveWorld founder and CEO Peter Friedman as he shares how procurement professionals are enabling marketing organizations to achieve new levels of performance while providing increased cost efficiencies. This session will include:
- Social Media Marketing Defined
- Return-on-Investment Models
- Best Practices for Global Brands
- Case Study: Social Brand Identity & Topic Mix
- Case Study: Global Management of User Content
13:35 - 14:05 Music Licensing: Understanding Cost & Risk Management
Purchasing music to soundtrack marketing communications campaigns is not as simple as it may appear. Whether you’re dealing with commercially released tracks, production libraries, or commissioned bespoke scores, you have to broker deals with 3rd party IP owners. This unique session will navigate the complicated world of securing music rights, and what it means for the procurement manager. You’ll go back to the office armed with a number of strategies for avoiding unnecessary costs when securing music rights, including understanding the roles of various rights owners, licensing options, the roles of marketing, agency, legal and procurement, approval timelines, and the cost drivers that impact your decisions.
14:05 - 15:00 Roundtable Discussions
Speakers:
Peter Friedman Chairman and CEO LiveWorld
Antonio Humphreys Senior Manager Adobe
Catherine Burke Managing Director Banner Managed Communication
Daniel Barrett Vice President of Sales Elance-oDesk
Amelia M. Simonet Sourcing Agent 3M
Duke Diep Commodity Manager Western Digital Technologies, Inc.
Tina Sokol Divisional Category Manager - Americas Agencies Novartis
Peter Friedman Chairman and CEO LiveWorld
Antonio Humphreys Senior Manager Adobe
Catherine Burke Managing Director Banner Managed Communication
Daniel Barrett Vice President of Sales Elance-oDesk
Amelia M. Simonet Sourcing Agent 3M
Duke Diep Commodity Manager Western Digital Technologies, Inc.
Tina Sokol Divisional Category Manager - Americas Agencies Novartis
Table 1: In-Depth: Optimizing Marketing Campaign Deployment – Improving Control and Transparency, Budget and ROI
Hosted by: Catherine Burke, Managing Director, Banner Managed Communication
Table 2: In-Depth: How Procurement & Marketing Create Value through Online Staffing
Hosted by: Daniel Barrett, Vice President of Sales, Elance-Odesk
Table 3: Trends In Payment Terms And Their Impact On Marketing Spend
Hosted by: Duke Diep, Commodity Manager, Western Digital Technologies, Inc.
Table 4: The Pros and Cons of Holding Company Contracts
Hosted by: Tina Sokol, Divisional Category Manager - Americas Agencies, Novartis
Table 5: Category Focus: Merchandise and Promotions
Hosted by: Amelia Simonet, Sourcing Agent, 3M
Table 6: Category Focus: Events and Corporate Sponsorships
Hosted by: Antonio Humphreys, Senior Manager, Global Procurement, Adobe Systems Inc.
Table 7: Category Focus: Social
Hosted by: Peter Friedman, CEO, LiveWorld
Amelia M. Simonet
Sourcing Agent3M
Duke Diep
Commodity ManagerWestern Digital Technologies, Inc.
Tina Sokol
Divisional Category Manager - Americas AgenciesNovartis
15:00 - 15:30 Networking Break
15:30 - 16:00 Presentation: Have You Considered Outsourcing Marketing Procurement?
Many organizations have turned to outsourcing their tactical procurement functions to focus on the strategic ones in house, resulting in increased cost savings. Should marketing be considered a candidate for outsourcing to show value? What would you need to consider to determine if marketing procurement outsourcing is right for your company? Can you keep some parts in house? How should you deal with conflicts of interest and confidentiality? When does it make sense to use agency procurement arms?
16:00 - 16:30 Panel Discussion: Contracts and Negotiation
Contract negotiations are only good when they are a win-win situation for everyone. What’s the right way to negotiate and renegotiate contracts with your marketing suppliers and agencies? What steps should you take when trying to consolidate or streamline contracts and implement master agreements? Can the same terms be negotiated in global contracts that span regions?
