ProcureCon Marketing 2019

November 18 - 20, 2019

Hyatt Regency Austin, TX

2017 Agenda Day 2

Wednesday November 29th: Marketing Procurement University

7:30 AM - 8:40 AM Breakfast in the Solutions Zone

8:40 AM - 8:45 AM Welcome

On the heels of the 2017 ANA committee update on Production Transparency, get thought leadership from leading practitioners regarding ways to respond to the report and quick wins you can achieve within your organization.
  • Understand the impact of the report on relationship between marketing, procurement, and suppliers
  • How to pre-empt questions from your executive leadership
  • How to demonstrate action in context with existing/longstanding agreements


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Fiona Foy

Managing Director, North America
FirmDecisions
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Steven Dubroff

Director - Global Procurement
MetLife
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Jim Wallace

Global Head of Agency Strategy and Management
Hewlett-Packard Inc.
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Alessandra Scocco

Senior Strategic Sourcing Manager
Google
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Bill Duggan

Group Executive Vice President
Association of National Advertisers

9:25 AM - 9:45 AM A Programmatic Approach to Managing Agency Relationships

Stacy Jensen, Senior Manager, Agency Alliance Management, Novo Nordisk Richard Benyon, CEO, Decideware, Inc.
Client-side agency management /marketing procurement professionals have two key processes that they can use to improve agency performance and in turn marketing ROI. Stacy and Richard will discuss how the two in combination provide a highly effective continuous improvement loop:
  • Scope of Work allows clients to create pragmatic annual (or project) work plans, ensure they have the appropriate agency resource mix & seniority on each deliverable, budget effectively, and track spend accurately during the year in order to get the best value from their investment.
  • Agency Evaluation allows client and agency to collect feedback from a wide range of stakeholders, to ensure deeper conversations around their relationship, and build action plans to deliver "course corrections" where needed.

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Stacy Jensen

Senior Manager, Agency Alliance Management
Novo Nordisk
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Richard Benyon

CEO
Decideware, Inc.

9:45 AM - 10:15 AM KEYNOTE: Peeling Back the Layers – Exploring the Programmatic Ecosystem

John Hardy, Enterprise Marketing Sourcing, The Walt Disney Company (formerly)
At one stage or another we’ve all found ourselves pondering the inner-workings of the programmatic ecosystem. This session will explore that ecosystem and address how data and content can be activated to drive ROI. Takeaways will include:
  • Evaluating whether the upper marketing funnel (prospecting and promotions) or the lower funnel (retargeting and loyalty) is where you should be focusing, vs. the entire funnel
  • Following your media budget investment through the ecosystem to it’s final display destination
  • Integrating data and content to drive ROI

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John Hardy

Enterprise Marketing Sourcing
The Walt Disney Company (formerly)

10:15 AM - 10:35 AM Case Study: Modern Marketing Procurement, Digital Learnings And How To Define Success

Bill Bruno, CEO – North America, Ebiquity Stephen Broderick, Global CEO, FirmDecisions
With the advancement of digital technologies, marketing is faced with the challenge to allocate investments across more channels, remain competitive, and gain positive ROI. To achieve all of this, proper contract execution and optimal budget distribution across marketing channels is necessary. Procurement’s role in ensuring contract compliance and reducing marketing and digital media procurement costs can be a key factor in achieving success. Join us as we discuss real-world learnings from digital marketing leaders, how to define digital success, as well as the risks to consider when it comes to your marketing and media investments.

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Bill Bruno

CEO – North America
Ebiquity
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Stephen Broderick

Global CEO
FirmDecisions

10:35 AM - 11:15 AM Morning Refreshment & Networking Break in the Solutions Zone

These interactive roundtable sessions take a deep dive into the specific areas you came to learn about. Sit and learn in an intimate format from the speakers who have had an impact on their company and industry. Take control of your own event experience and don’t be shy! Ask questions (or answer them!) alongside other conference attendees who are dealing with the same challenges as you network with industry peers with very similar challenges, interests and responsibilities.

1. Agency Relations
Nick Distasi, Director - Sales and Marketing Procurement, Sanofi

2. Category Strategy Framework for Marketing Sourcing
Mithun Sharma, Senior Director - Strategic Sourcing and Procurement, Gap

3. Programmatic
Antonio Humphreys, Senior Manager, Global Procurement, Adobe Systems

4. New Production Models
Larry Byrne, Chief Content Officer, Prodigious

5. Modern Marketing Procurement, Digital Learnings and How to Define Success
Bill Bruno, Chief Executive Officer, North America Ebiquity

6. Music Licensing
Richard Kirstein, Founding Partner, Resilient Music LLP

7. ProcureCon Partner Roundtable TBD

8. ProcureCon Partner Roundtable TBD

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Nick Distasi

Director, Sales and Marketing Procurement
Sanofi
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Mithun Sharma

Senior Director, Strategic Sourcing and Procurement
Gap Inc.
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Antonio Humphreys

Senior Manager, Global Procurement
Adobe Systems, Inc.
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Larry Byrne

Chief Content Office
Prodigious
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Bill Bruno

CEO – North America
Ebiquity
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Richard Kirstein

Founding Partner
Resilient Music LLP
The best creative work is the outcome of a well-written and inspiring brief delivered to a high performing agency creative team. The brief is the very foundation of creative work. Subpar briefs result in disappointing work, rework, and hours of wasted agency time and client money. Despite its importance in the creative process, clients often don’t give briefing the attention it deserves. Industry surveys reveal a sizeable gap – clients think they’re providing good briefs; agencies think the briefs they’re getting from clients are unclear, poorly written, and uninspiring.
In response to this gap in the industry, the ANA Briefing Task Force was established to identify best practices in the briefing process, including the writing of briefs and the process by which the briefs are presented to the creative team (referred to as the “briefing process”). In this session, you’ll learn how great creative briefs can drive productivity and reduced costs, the characteristics of great briefs, and how marketers can learn to leverage briefs to get to the best possible work from their agencies, thereby maximizing productivity and marketing ROI.

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Bill Duggan

Group Executive Vice President
Association of National Advertisers

Deb Giampoli

Global Director, Strategic Agency Relations
Mondelez International (Formerly)

12:30 PM - 12:50 PM New Production Models

Larry Byrne, Chief Content Office, Prodigious
Today’s technology demands more personalized and channel relevant content. This has led to an even greater need for new production models that enable doing more for less, while increasing agility without compromising creative quality or performance. Today’s production models must be open and integrate the best in class production units into a global consistent and controlled operating model. How can procurement orchestrate this transition across internal, media, data and creative teams?
Prodigious will share their experience and approach in deploying these models for global brands.

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Larry Byrne

Chief Content Office
Prodigious

12:50 PM - 2:00 PM Lunch for All Attendees

Track A: Core Curriculum
Class is in session! This track is for ‘underclassmen’ looking to build their foundation in marketing as well as those ‘upperclassmen’ who skipped a class or two back in the day.
If you’re new to the marketing procurement world (or just wanted a refresher) this ‘orientation’ will bring you up to speed on agency terminology, processes, and technology needed to thrive in your current role. Key questions addressed include:
  • How does an agency work?
  • How does the brief flow within an agency?
  • How do you as a stakeholder help influence costs?
  • What can you (as a client) do to help drive agency efficiency?


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Donald Lee

Director, Strategic Sourcing
MDC Partners
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Frank DeRosa

Senior Vice President, Client Sourcing And Optimization
Weber Shandwick

Core Curriculum

2:50 PM - 3:30 PM Interactive Case Study: Fitting a Square Peg into a Round Hole – Does the RFP Process Make Sense in the Marketing Category?

Enrique Cordero, Director, Global Marketing Services Procurement, Merck
Learn how the marketing procurement team at Merck explored alternatives to their RFP Process when procuring marketing services. You’ll be challenged by the presenter to apply related principles in your own organization so stay alert during class!
  • Learn where the traditional RFP works best
  • How to adopt your RFP process to the marketing category
  • What alternatives can be used in lieu of the RFP Process and how to introduce them in your own organization

Enrique Cordero

Director, Global Marketing Services Procurement
Merck

Track B: Electives
This track is designed for individuals looking to expand their knowledge in marketing procurement in new and unique ways!

Electives

2:00 PM - 2:50 PM Workshop: Bringing Home The Bacon: Driving Revenue in Marketing Procurement

Brett Colbert, Chief Procurement Officer, MDC Partners
Looking to stand out amongst your classmates in procurement? Finding revenue opportunities are a sure way to make it to the head of your class! This engaging and interactive workshop, led by Brett Colbert, will show you the ropes regarding:
  • The approach they’ve used within their own organizations
  • Success stories and lessons learned
  • How you can apply these principles within your own organization

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Brett Colbert

Chief Procurement Officer
MDC Partners
Developing bench strength in the marketing procurement team is no easy task. Learn how leading practitioners regarding how they’ve addressed these needs and challenges within their organization.
  • Managing team workload
  • Determining when new resources are required
  • Can transition occur from marketing to procurement
  • Contractors vs. Full Time Resources


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Bill Matthews

Global Senior Category Manager, Marketing Procurement
Edgewell Personal Care
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Kim Johnson

Senior Vice President, Corporate Functions Strategic Sourcing Lead
SunTrust Banks Inc
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Michael Rafferty

Executive Director, Global Marketing Procurement
Kaplan
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Antonio Humphreys

Senior Manager, Global Procurement
Adobe Systems, Inc.

Track C: Professor’s Office
(Practitioners Only)
This practitioners-only track will provide you with an opportunity to learn and interact with the best of the best.
Class size is limited to 25.

Professor’s Office

2:00 PM - 2:50 PM Executive Boardroom: Negotiating Software as a Service (SaaS) Agreement

David Kern, Head Of Procurement, TripAdvisor
Think you know everything about how to negotiate a SaaS contract? Think again!

This Executive Boardroom will
  • Provide a deep dive into SaaS services negotiation pitfalls, tricks and tips
  • Help you be seen a thought leader amongst your peers
  • Give you a key advantage in your next negotiation

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David Kern

Head Of Procurement
TripAdvisor

Professor’s Office

2:50 PM - 3:30 PM Executive Boardroom: Supplier Management Showdown

Michael Takyi, Category Lead, Mondelez International (Formerly)
Looking for a better way to manage your vendors? Want to move your relationship with your vendors from tactical to strategic?

In this exclusive (practitioner-only) and interactive boardroom you’ll learn how to make this transition through improved RFP processes, development of a proper strategy, and improved vendor management.

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Michael Takyi

Category Lead
Mondelez International (Formerly)

3:30 PM - 4:10 PM Afternoon Refreshment & Final Networking Break In The Solutions Zone

4:10 PM - 4:50 PM Workshop: Cracking The Code Sponsorship And Event/Experiential ROI

Eric Samuelson, Strategic Sourcing Director, Czarnowski Exhibit Services Greg Antoniono, Director, Strategic Sourcing, Anthem
Mystified by ROI for Events? Feel that you might be not getting sufficient results? Fuzzy on the numbers in regards to how they provide value to your organization? Interact with two leading experts who can help you:
  • Develop a foundation to measure event success
  • Sell the foundation to senior marketing and procurement leadership
  • Successfully manage a partnership and relationship with your marketing/events team

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Eric Samuelson

Strategic Sourcing Director
Czarnowski Exhibit Services
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Greg Antoniono

Director, Strategic Sourcing
Anthem

4:10 PM - 4:50 PM Workshop: The Pitch Watchdog: Bark and Bite

Leah Power, Executive Vice President, Agency Operations, Institute of Communication Agencies
This engaging workshop will give you barking orders on how the ICA’s Pitch Watchdog is helping clients, procurement and agencies to improve the pitch process. Learn how this new initiative is dealing with both complaints and kudos.

Leah Power

Executive Vice President, Agency Operations
Institute of Communication Agencies
When re-examining your relationship with your agency you may want to consider bringing some or all of the work to an in-house model. There’s no shortage of opinions on this matter and while there is no right or wrong answer this session will equip you with the knowledge to:
  • Critically assess use of in-house vs. third party agencies within your organizations
  • Ask the right questions of your marketing team when they are considering whether to transition work in-house (and vice versa)
  • Understand the benefits and drawbacks of using agencies vs. in-house.

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Alex Goffey

Strategic Sourcing Manager
Twitter
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Donald Lee

Director, Strategic Sourcing
MDC Partners
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Andrew Bailey

Partner & Chief Executive Officer, North America
The&Partnership
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Bruno Gralpois

Co-Founder, Principal and Chief Mania Officer
Agency Mania Solutions
Brett Colbert of MDC Partners and David Kern of TripAdvisor will be on hand to answer any and all questions you’d like to ask your own CPO but may be afraid to ask and hear their thoughts on marketing procurement past, present and future. You won’t want to miss out on this lively and exciting Q&A kicking off our amazing and one of a kind Voodoo on the Bayou Masquerade Party!

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Brett Colbert

Chief Procurement Officer
MDC Partners
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David Kern

Head Of Procurement
TripAdvisor
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Terri Bowers

Senior Group Procurement Manager, Sales Marketing Consumer & Commercial
Microsoft Corporation

6:00 PM - 8:00 PM Voodoo New Orleans Reception

Overlooking the French Quarter, enjoy the traditions, fun, and mystique of New Orleans while mingling with your fellow attendees. Tarot card readers will be available!