ProcureCon Marketing 2017

November 28-November 30, 2017

New Orleans Marriott, LA


Tuesday November 28th: Hitting A Home Run With Your Marketing Stakeholders

7:30 AM - 8:15 AM Continental Breakfast & Registration (Grand Opening Of The Solutions Zone)

8:15 AM - 8:20 AM Welcome Remarks

Michael Dunlap, Event Director, ProcureCon


Michael Dunlap

Event Director

8:20 AM - 8:30 AM Procuring Your Network: Icebreaker

8:30 AM - 8:40 AM Chairperson’s Opening Address

8:40 AM - 9:10 AM KEYNOTE FIRESIDE CHAT: What We Need From Marketing Procurement – A CPO’s Perspective

Kerry Welland, Chief Procurement Officer, Travelport David Kern, Head Of Procurement, TripAdvisor
With the rapid rate of change affecting marketing and marketing procurement, it has never been more critical to be on the same page with your leadership and understand their perspective on the marketing procurement function. Kerry and David will engage you with their expertise, anecdotes, and perspectives so you can dazzle your own CPO and CMO when you return back to work!
  • Current and future expectations of marketing procurement
  • Overcoming stakeholder resistance to the marketing procurement function
  • How procurement can see marketing as an investment to be maximized rather than a cost to be minimized
  • Creating a frictionless environment with your CMO and marketing team


Kerry Welland

Chief Procurement Officer

David Kern

Head Of Procurement

9:10 AM - 9:50 AM KEYNOTE PANEL: Evolution And Disruption Of The Agency Model – Where Do We Go From Here?

Martin Cass, CEO, Assembly Edward McAndrews, Head of Procurement-North America, AstraZeneca
Learn from a leading CMO, CPO, Agency Lead, and disruptor how they see the evolution of the agency model occurring over the next 3 – 5 years.


Martin Cass


Edward McAndrews

Head of Procurement-North America
To effectively manage a relationship with Marketing, you need to lead with their needs before your own. Learn how a leading practitioner made that leap to provide exceptional value within their organization.
-Mapping your objectives to the marketing organization and overall marketing plan
-Understanding what excites your marketing team (and keeps them up at night)
-Driving innovation within your supplier partnerships
-Putting savings targets in context with value provided to the organization


Michael Taylor

Director, Marketing & Sales Procurement
Dr Pepper Snapple Group

Deserae Ryan

Director, Strategic Partnerships – Mega Platforms
Intuit Inc.
How can companies maximize the value of their working and non-working spend at a time when the pressure to cut costs is ever increasing?


Petros Paranikas

Partner and Managing Director
The Boston Consulting Group

Harish Hemmige

Boston Consulting Group

10:50 AM - 11:30 AM Morning Refreshment & Networking Break In The Solutions Zone


Jessica Mercuriali

Senior Manager, Windows and Devices Marketing

Terri Bowers

Senior Business Engagement Manager Marketing/Advertising
Microsoft Corporation

11:50 AM - 12:10 PM Marketing Measurement in the Digital Era

Jon Webb, Managing Partner, Gain Theory


Jon Webb

Managing Partner
Gain Theory

12:10 PM - 12:30 PM How To Redevelop Agency Performance Reviews To Achieve A True 360° Perspective That Gives Your Business Transparency

Larry Smith, Strategic Sourcing Director, Global Commercial Marketing and Sales Team, Mars
Feeling shut out of the agency performance review process or don’t even know where to start? The complexities, politics, and nature of determining agency success can be daunting and are not for the faint of heart. Learn from a leading professional what proven techniques are out there as to developing and executing a successful performance review process that can immediately add value in your organization.
  • What should marketing procurement’s level of involvement be as part of an ongoing interaction with agencies?
  • What new formats can be used to improve response times and agency receptiveness?
  • How do you find the optimum balance to measure performance without negatively impacting relationships and trust?
  • Making sense of the data: how best to utilize 360° scorecards to examine media performance, contract compliance and financial transparency to meet business objectives


Larry Smith

Strategic Sourcing Director, Global Commercial Marketing and Sales Team

12:30 PM - 12:50 PM Advertising Everywhere Is Necessary. Some Of The Costs Are Not.

Melinda McLaughlin, Chief Marketing Officer, Extreme Reach
The best media strategies today are screen agnostic and audience-centric. And yet, actually activating a single ad campaign across both linear TV and digital video is mired in broken workflow that is manual, error prone and costly. Multiple agencies are often involved and countless vendors have a hand in the process.

Understand the breakdown (spoiler alert: it happens when the video team needs to source the adsthe creative assetsthemselves) and see the entirely new and easy way to increase speed to market, avoid hidden costs and eliminate the risk of being out of compliance with Talent & Rights contracts. Immediate benefits include savings, speed, vendor reduction, the elimination of video duplication and reformatting costs, increased collaboration and assured continuity through team changes.


Melinda McLaughlin

Chief Marketing Officer
Extreme Reach

12:50 PM - 1:50 PM Lunch For All Attendees

Track A: New To The Game
This track is for rookies new to the profession looking to strengthen their fundamentals so that they can hit home runs with their marketing stakeholders.  However all are welcome to brush up on their skills!

New to the Game

1:50 PM - 2:30 PM Workshop: Preparing For The Major Leagues In Marketing Procurement

Michelle Trout, Indirect Procurement Director, Brinker International, Inc.
Feel blinded by the big city lights and terminology associated with the marketing category? If you’ve been recently elevated to the majors (i.e., assigned the marketing category) this session will give you the hard and soft skills needed to be a member of the team!

Key discussion points include:
  • Outlining the different marketing channels (traditional marketing, media, advertising, digital, social media and mobile), their supply partners and types of engagements
  • 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?


Michelle Trout

Indirect Procurement Director
Brinker International, Inc.
Establishing a new marketing procurement function? New to marketing procurement? Have burning questions on your mind that you’re afraid to ask your marketing team? Learn from this cross-functional set of veterans who will keep you in ‘fair ball’ territory. Key themes expected to be covered include:
  • How to (and how not to) engage with marketing teams
  • Quick Wins vs. Long Term Success
  • What I wish I had known when starting off
The last 10 minutes of the panel will be reserved for your Q&A – all questions encouraged!


Stacy Joslin

Global Supplier Relationship Management and Marketing Procurement Lead

Robert Sarasua

Director, Marketing Procurement
Luxottica Retail

George Giassopoulos

Senior Director, Global Media & Marketing Agencies – Global Procurement

New to the Game

3:10 PM - 3:30 PM Maybe, Just Maybe, Rogue Spend Is Your Friend…

Henrik Johansson, CEO & Co-Founder, Boundless


Henrik Johansson

CEO & Co-Founder

New to the Game

3:30 PM - 3:50 PM Interactive Presentation: How To Structure Agency Contracts To Achieve A Home Run

Melissa Gerlach, Category Manager, Marketing & eCommerce Procurement, Grainger
Agency contracts come with their own set of unique nuances and challenges. This session will give you the batting practice needed to hit it out of the park in negotiations. Key questions expected to be addressed include:
  • 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

Melissa Gerlach

Category Manager, Marketing & eCommerce Procurement

Track B: Experienced Pros
Know the basics but looking to elevate your swing to the next level?  This track will give you the skills you need to hit those curveballs out of the park!

Experienced Pros

1:50 PM - 2:30 PM Interactive Case Study: Transitioning from Hourly Rate to Deliverable Based: the Journey Begins…

Alessandra Scocco, Senior Strategic Sourcing Manager, Google Becca Miller, Strategic Sourcing Manager, Google
Learn how Google transformed how they managed their marketing suppliers into a deliverable-based model. This session will give you the techniques needed to assess, plan and implement a similar program at your organization. Alessandra and Becca will talk you through how they:
  • Identified the benefits for the transition and how it was sold to marketing leadership
  • Approached the design of the new model
  • Made this model valuable for both the business and their agencies

Alessandra Scocco

Senior Strategic Sourcing Manager

Becca Miller

Strategic Sourcing Manager

Experienced Pros

2:30 PM - 3:10 PM Workshop: Latest And Greatest In Marketing Technology

Kim Johnson, Senior Vice President, Corporate Functions Strategic Sourcing Lead, SunTrust Banks Inc
Looking to hear what bleeding edge marketing technology is out there? And how it is being used in leading marketing organizations. This enlightening workshop will enable you to:
  • Assess where your marketing organization stands as it relates to marketing technology
  • Have a meaningful post-conference dialogue with your marketing team regarding technology
  • Have an advantage when entering negotiations with marketing technology suppliers


Kim Johnson

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

Experienced Pros

3:10 PM - 3:30 PM Presentation By ProcureCon Partner

Experienced Pros

3:30 PM - 3:50 PM Global Marketing Partnerships: Trials and Tribulations of Asia-Pacific Agency Management

Skip Lorimer, Lead Sourcing Manager for Global Marketing Services, Amway Corporation
Looking to expand your league to Asia Pacific? This critical session will help you prepare for such an endeavor. Having sourced agencies in Korea, Japan, and Southeast Asia, Skip will provide a lively presentation regarding related lessons learned and best practices.
  • Challenges with compensation agreements
  • Negotiation best practices
  • Conference calls in the middle of the night
  • And more! Learn what you should and should not do.


Skip Lorimer

Lead Sourcing Manager for Global Marketing Services
Amway Corporation

Track C: Coach’s Corner
Looking for ways to motivate your team and reach the World Series? This track is designed for leaders looking to drive their team to excellence.
(Attendance limited to 25 Practitioners)

Coach’s Corner

1:50 PM - 3:30 PM Executive Boardroom: Leading The Marketing Category

Kerry Welland, Chief Procurement Officer, Travelport
As a well seasoned leader with executive oversight of marketing procurement, you’ll have the opportunity to huddle with your peers to identify and share best practices surrounding:
  • Managing C-level expectations
  • Balancing needs to report savings vs value
  • Staff evaluation and development


Kerry Welland

Chief Procurement Officer

Coach’s Corner

3:30 PM - 3:50 PM Executive Boardroom: Free Flow

(CPO/Head of Indirect Wine and Beignets)
Michael Takyi, Category Lead, Mondelez (Formerly)
Mix and mingle during this open session for free flow discussion and conversation among CPOs/Heads of Indirect.


Michael Takyi

Category Lead
Mondelez (Formerly)

3:50 PM - 4:30 PM Afternoon Refreshment & Networking Break In The Solutions Zone

For any negotiation to be successful, both sides need to have an understanding of each others’ motivations and needs. This panel will equip you with insights on what it’s like to work on both sides of the fence.
  • Learn from individuals who have made the transition from the client side to the agency side.
  • Perspectives regarding how best practices in Marketing Procurement have evolved as they navigate sourcing and being sourced from the other side of the fence
  • Perspectives on the future of the relationship between Marketing Procurement and agencies.


J. Francisco Escobar

JFE International Consultants, Inc.

Eric Samuelson

Strategic Sourcing Director
Czarnowski Exhibit Services

Frank Derosa

Senior Vice President, Client Sourcing And Optimization
Weber Shandwick

Brett Colbert

Chief Procurement Officer
MDC Partners

Corey O'Brien

Vice President
Aquent Studios

Myles Peacock

Chief Executive Officer
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. Supplier Diversity
Bill Matthews, Global Senior Category Manager, Marketing Procurement, Edgewell Personal Care

2. Stakeholder Engagement
Crystal Khalil, Senior Manager, Procurement, Porsche Cars North America

3. Preferred Suppliers Program
Anita Chung, Category Manager, Marketing, Salesforce

4. Maximizing The Value Of Your Marketing Spend
Petros Paranikas, Senior Partner & Managing Director; Boston Consulting Group

5. Confronting the Elephant in the Room
Henrik Johansson, Chief Executive Officer, Boundless

6. Marketing Measurement in the Digital Era
Jon Webb, Managing Partner, Gain Theory

7. CoCreativ

8. ProcureCon Partner TBD


Bill Matthews

Global Senior Category Manager, Marketing Procurement
Edgewell Personal Care

Crystal Khalil

Senior Manager, Procurement
Porsche Cars North America, Inc.

Petros Paranikas

Partner and Managing Director
The Boston Consulting Group

Henrik Johansson

CEO & Co-Founder

Jon Webb

Managing Partner
Gain Theory

5:50 PM - 7:00 PM Cocktail Reception In The Solutions Zone

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