ProcureCon Marketing 2017

November 28-November 30, 2017

New Orleans Marriott, LA


Wednesday November 29th: Marketing Procurement University

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

8:30 AM - 8:35 AM Welcome

8:35 AM - 8:45 AM Chairperson's Remarks

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


Fiona Foy

Managing Director, North America
Firm Decisions LLC

Steven Dubroff

Director - Global Procurement

Jim Wallace

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

Alessandra Scocco

Senior Strategic Sourcing Manager

Bill Duggan

Group Executive Vice President
Association of National Advertisers

9:25 AM - 9:45 AM Optimizing Agency Outcomes: How to Use Scope of Work and Agency Evaluation to Help Achieve Your Key Financial, Relationship, Creative and Performance Goals

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.


Stacy Jensen

Senior Manager, Agency Alliance Management
Novo Nordisk

Richard Benyon

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


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, Firm Decisions LLC
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.


Bill Bruno

CEO – North America

Stephen Broderick

Global CEO
Firm Decisions LLC

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


Nick Distasi

Director, Sales and Marketing Procurement

Mithun Sharma

Senior Director, Strategic Sourcing and Procurement
Gap Inc.

Antonio Humphreys

Senior Manager, Global Procurement
Adobe Systems, Inc.

Larry Byrne

Chief Content Office

Bill Bruno

CEO – North America

12:00 PM - 12:30 PM The Creative Brief: How To Heal Your Pain Points

Bill Duggan, Group Executive Vice President, Association of National Advertisers
The brief is the foundation of the agency work product. Over the past few years, there have been numerous conversations in ANA forums regarding subpar assignment briefs being developed by clients which, in turn, lead to disappointing work from agencies. As important as the creative brief is, few people seem to really give it the attention it deserves and there are a lot of pain points around it.
  • The ANA Briefing Task Force was established to identify best practices in briefing – including brief development and the briefing process – and to provide sample templates of briefs.
  • Get the inside scoop on the identified best practices.
  • Participate in an informative Q&A with ANA leadership.


Bill Duggan

Group Executive Vice President
Association of National Advertisers

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.


Larry Byrne

Chief Content Office

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?


Donald Lee

Director, Strategic Sourcing
MDC Partners

Frank Derosa

Senior Vice President, Client Sourcing And Optimization
Weber Shandwick

Core Curriculum

2:40 PM - 2:50 PM Innovation Spotlight

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

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


2:00 PM - 2:40 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


Brett Colbert

Chief Procurement Officer
MDC Partners


2:40 PM - 2:50 PM Innovation Spotlight

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


Bill Matthews

Global Senior Category Manager, Marketing Procurement
Edgewell Personal Care

Kim Johnson

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

Michael Rafferty

Executive Director, Global Marketing Procurement

Mary Ann Brennan

Senior Director Global Procurement
Mattel 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


David Kern

Head Of Procurement

Professor’s Office

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

Michael Takyi, Category Lead, Mondelez (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.


Michael Takyi

Category Lead
Mondelez (Formerly)

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

4:10 PM - 4:50 PM Interactive Case Study: Getting Agency Buy-In Regarding Performance-Based Compensation Model

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Deciding whether to go forward with a performance-based compensation model and don’t know where to start? Gabby Albert of Hilton will show you how to put your best foot forward with your marketing stakeholders.
  • Determining if performance-based model is right for you
  • How to approach the concept with your marketing stakeholders
  • Determining what is and is not negotiable

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


Eric Samuelson

Strategic Sourcing Director
Czarnowski Exhibit Services

Greg Antoniono

Director, Strategic Sourcing
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.


Alex Goffey

Strategic Sourcing Manager

Donald Lee

Director, Strategic Sourcing
MDC Partners

Jill Rankin

Associate Director, Global Sourcing Category Manager
Boehringer Ingelheim Pharmaceuticals

Andrew Bailey

Partner & Chief Executive Officer, North America

5:30 PM - 5:40 PM Escorted Walk To Barside Chat

5:40 PM - 6:00 PM BARSIDE CHAT: Ask a CPO/CMO

Brett Colbert, Chief Procurement Officer, MDC Partners
Brett Colbert of MDC Partners will be on hand to answer any and all questions you’d like to ask your own CPO but may be afraid to ask. 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! Brett has over 15 years of advertising and media experience, and has worked both on the client and agency side. His marketing experience allowed him to transition to Marketing Procurement.


Brett Colbert

Chief Procurement Officer
MDC Partners

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!

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