ProcureCon Marketing 2019

November 18 - 20, 2019

Hyatt Regency Austin, TX

Day 1


DAY 1: Monday November 18

The Future of Marketing Procurement: Trends, Technology, and  Techniques To Deliver Results

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

8:15 am - 8:30 am Welcome Remarks And Icebreaker

8:30 am - 8:40 am Chairperson’s Opening Remarks

Philip Guiliano, Partner at BrandActive

Philip Guiliano

Partner
BrandActive

8:40 am - 9:10 am Keynote Fireside Chat: Tone at the Top: Driving Business Results With A Dynamic Partnership With Finance and Marketing - Turning Struggle Into Success

Without a consistent set of goals, expectations, and directives among your Finance, Marketing, and Procurement leaders you’ll be struggling to accomplish your objectives. This exciting Fireside Chat will discuss ways you can take the lead in ensuring alignment among these teams, giving you the structure and support you need to accomplish your goals. You’ll receive insights from leading practitioners surrounding:

• How Marketing Procurement should position itself to address key business challenges
• How you can make the most impact within your organization
• Can’t miss trends that you’ll need to address as you enter into 2020

Sherry Epting, US Commercial Procurement Leader at AstraZeneca

Sherry Epting

US Commercial Procurement Leader
AstraZeneca

Steven Dubroff, Senior Director, Procurement at Hilton

Steven Dubroff

Senior Director, Procurement
Hilton

With the desire to move beyond the tired ‘transparency’ debate, this interactive panel discussion with provide perspectives from industry thought leaders on current trends/actions being taken by advertisers and agencies to help move the trust needle forward. We’ll have a lively discussion on stage and get the audience’s perspective on:

• The current (and desired) state of transparency between agencies and advertisers
• What role does verification of agency compliance to the terms in place have in building trust
• Top tips/best practices for marketing procurement to build trust levels with their agency partners

Nicholas Kline, Senior National Manager at Toyota Motor Sales

Nicholas Kline

Senior National Manager
Toyota Motor Sales

Antonio Humphreys, Senior Manager, Global Procure to Pay at Adobe

Antonio Humphreys

Senior Manager, Global Procure to Pay
Adobe

Fiona Foy, Managing Director, North America at FirmDecisions

Fiona Foy

Managing Director, North America
FirmDecisions

9:50 am - 10:10 am Keynote Presentation: Empowering Agency Negotiations By Corralling Your Agency Activity

Given the complexity and uniqueness of marketing services, it’s no wonder that agencies are at an advantage during the negotiation process. Among your disparate marketing teams, hearing different terms for what is seemingly the same or similar service can leave even the most experienced procurement professional asking what the heck are we even buying? It can feel like the wild west out there!

This case study will review how Coca Cola, a major brand with 100+ agencies, 300 marketing teams, and $3M marketing spend approached this challenge by standardizing the scope to invoice process for its marketing spend. You’ll leave this session with key takeaways surrounding how to:

• Break your marketing landscape into standard deliverables and language
• Assess  if your existing P2P tools can truly accommodate marketing activity
• Tie your GL to marketing spend
• Achieve support for similar initiative at your own organization

Kristi Boyd, Director, Worldwide Agency Operations at The Coca-Cola Company

Kristi Boyd

Director, Worldwide Agency Operations
The Coca-Cola Company

10:10 am - 10:50 am Coffee Shop Refreshment & Networking Break In The Solutions Zone

10:50 am - 11:30 am Panel: Evolution of the In-House Agency Model 2.0: Ensuring Continued Success of Your In-House Strategy

With many brands having made the shift from their AOR to in-housing creative and advertising, it can be tempting to assume that everything’s running smoothly once it’s set up. However like any relationship, In-Housing requires ongoing attention, care and TLC to ensure that it continually delivers for your marketing stakeholders.  

This panel will take a broad look at how leading brands (with the help of procurement of course) holistically look at their overall labor strategy and determine whether they’ve optimized their external agency mix to match the maturity of their in-house model.   

• In-housing fact vs. fiction
• Can you get the same benefits without going in-house?
• Determining the optimal resource mix
• Setting up your in-house agency for success

Corey O'Brien, Vice President at Aquent Studios

Corey O'Brien

Vice President
Aquent Studios

Scott Meczkowski, Senior Global Category Manager, Marketing, IT, HR, CPS at Energizer

Scott Meczkowski

Senior Global Category Manager, Marketing, IT, HR, CPS
Energizer

11:30 am - 11:50 am Presentation By Extreme Reach

Melinda McLaughlin, Chief Marketing Officer at Extreme Reach

Melinda McLaughlin

Chief Marketing Officer
Extreme Reach

For years, agencies have been challenged with the traditional RFP and pitch process that procurement (rightly or wrongly) has bestowed on them. On the flip side, procurement is tasked with formally evaluating which agency is the best for the company. Can a middle ground be reached? Lets hope so!

This panel will shed light on what leading procurement practitioners are doing to make their RFP process ‘agency friendly’ but still meeting the overall needs of their broader organization along with an agency’s perspective on the process. Key topics for discussion include:

• What to do to prepare for an agency search
• Creating and Negotiating an effective Scope of Work
• Information you need from your marketing team before an agency search should begin
• How to handle organizational pushback to changing the process.

Patrick Fogarty, Senior Vice President, Business Development and Marketing Americas at Tag

Patrick Fogarty

Senior Vice President, Business Development and Marketing Americas
Tag

Frank DeRosa, Senior Vice President, Client Sourcing And Optimization at Weber Shandwick

Frank DeRosa

Senior Vice President, Client Sourcing And Optimization
Weber Shandwick

Alessandra Scocco, Senior Strategic Sourcing Manager at Google

Alessandra Scocco

Senior Strategic Sourcing Manager
Google

Kristi Frank, VP Strategic Sourcing and Travel Operations at American Express

Kristi Frank

VP Strategic Sourcing and Travel Operations
American Express

Sarah Lacey, Senior Manager, Marketing Procurement at The JM Smucker Company

Sarah Lacey

Senior Manager, Marketing Procurement
The JM Smucker Company

12:30 pm - 12:50 pm Presentation: Transforming Your Marketing Relationships Through An Effective Scope of Work Program

Whenever you’re collaborating with your agency partners, it’s all too easy for miscommunication or presumptions to send a project off course. That’s why a scope of work program is critical to ensure everyone is on the same page. 

This transformational session give you the keys to success whenever a project comes your way. Steps for success include:

• Aligning Stakeholder Engagement: How to secure support from Senior Leadership across Marketing, Agency Ops and Procurement
• Communication Planning and Change Management:
• How to successfully Implement a Change Management Program
• Capturing Outcomes to obtain insights and impacts on decision making and investment ROI: 

Steven Wales, Chief Operating Officer at Decideware, Inc.

Steven Wales

Chief Operating Officer
Decideware, Inc.

12:50 pm - 1:50 pm Lunch for All Attendees

(All Experience Levels Welcome; Targeted Towards Those With 1-3 Years OF Marketing Procurement Experience)

Track A: Becoming A Marketing Procurement Superstar

1:50 pm - 2:30 pm Interactive Case Study: Becoming a Superstar In Supplier Management: Lessons Learned At Cisco
Every procurement practitioner wants the better price, the bigger value, and the best innovation. The key to all 3? Forming strong relationships with your suppliers. In this engaging case study, you'll hear how a leading procurement team took the bull by the horns to cultivate and rationalize long-term supplier partnerships within the Marketing, Events, and Communications category.  
Rob Panor, Director, Category Management, Marketing at Cisco

Rob Panor

Director, Category Management, Marketing
Cisco

Roe Maltrotti, Global Category Manager, Marketing, Events, & Communications Team Lead at Cisco

Roe Maltrotti

Global Category Manager, Marketing, Events, & Communications Team Lead
Cisco

(All Experience Levels Welcome)

Track B: You Can Teach An Old Dog New Tricks: Finding Innovation in Established Marketing Categories

1:50 pm - 2:30 pm Workshop: Market Research Swap Meet
Regardless of what industry you are in, there’s a good chance that you don’t fully understand your company-wide market research spend. This facilitated discussion will let you swap stories with other practitioners to share ideas and approaches they’ve taken to:
 
• Incorporate market research into the their overall category strategy
• Apply principles of supplier management to the market research category
• Assess the ROI of market research spend
• How are market research methodologies, surveys and tools fundamentally changing, and what new innovations and industry disruptors are entering this space

Becca Miller, Strategic Sourcing Manager at Google

Becca Miller

Strategic Sourcing Manager
Google

(All Experience Levels Welcome)

Track C: Masters In Martech

1:50 pm - 2:30 pm Workshop: SaaS Negotiations Swap Meet
Feeling inundated with the amount of bright and shiny new things your marketing team wants to buy? And tired of dealing with arduous contract terms that software vendors refuse to budge on? Bring all your stories, experiences, problems, and successes to this swap meet and your bound to find an idea or two you can take back to the office.

**Maximum 30 attendees, available first come first serve***
Michael Rafferty, Executive Director, Global Marketing Procurement at Kaplan

Michael Rafferty

Executive Director, Global Marketing Procurement
Kaplan

 (Designed For Those With 3+ Years OF Marketing Procurement Experience)

Boardroom: Marketing Procurement All-Stars

1:50 pm - 2:30 pm Boardroom: Agency Compensation Swap Meet
Feel like performance based agency compensation models have been on your radar for several years? Or have you approached this topic with success? In either case, you won’t want to miss this swap meet on agency compensation practices.
• How we are shifting the contract model from costs and fees to understanding the value an agency can give you
• How are we building a related compensation approach?
• How receptive have agencies been on such an approach?

**Maximum 30  attendees, available first come first serve***

Mithun Sharma, Vice President - Global Strategic Sourcing at Visa

Mithun Sharma

Vice President - Global Strategic Sourcing
Visa

2:30 pm - 2:50 pm Presentation: TBD

Simon Moore, Global VP of Marketing Solutions at SDL

Simon Moore

Global VP of Marketing Solutions
SDL

2:30 pm - 2:50 pm Presentation: Time for a Change: A New Approach to Pricing in the Exhibit and Event Business

Hamilton is an experiential marketing firm. ‘Experiential Marketing Firm’; that’s actually a fairly recent term used as a descriptor for companies in our industry. Many of you may recognize the term exhibit designer/producer or exhibit house. The reality is that today we are more about creating face-to-face marketing experiences than building stuff. In our brief time together, I would like to present a new idea – or perhaps a new way to look at the costs involved in doing what we do for companies like yours. 
Jim Obermeyer, Vice President at Hamilton Chicago

Jim Obermeyer

Vice President
Hamilton Chicago

2:30 pm - 2:40 pm Innovation Spotlight

2:40 pm - 2:50 pm Innovation Spotlight

2:30 pm - 3:30 pm Workshop: Maximizing Your Agency Relationships

Simon Francis, CEO Flock, and Mitchell Caplan, US Managing Director, will be talking about the importance of value creation and exceptional supplier relationship management. They will be drawing on client case studies to illustrate the importance of transparent of remuneration, effective agency appraisal and great scoping to minimize waste.

Flock is a Marketing Transformation Consultancy offering global clients such as Ford, J&J, Cisco, Carlsberg, Danone and Toyota Lexus global support in developing their capabilities, maximizing their agency eco-systems, driving efficient ways of working, and future proofing their MarTech.

**Maximum 30  attendees, available first come first serve***

Simon Francis, CEO at Flock Associates

Simon Francis

CEO
Flock Associates

Mitchell Caplan, Managing Director at Flock Associates USA

Mitchell Caplan

Managing Director
Flock Associates USA

2:50 pm - 3:30 pm Workshop: Up and Comers Swap Meet

If you are new to Marketing Procurement or here for the first time you won’t want to miss this gathering/recap discussion of all the exciting information you learned today. We’ll have a couple marketing procurement experts on hand to provide additional explanations as needed!
Liz Ziegler, Sr. Manager, Strategic Sourcing & Category Management at Vail Resorts

Liz Ziegler

Sr. Manager, Strategic Sourcing & Category Management
Vail Resorts

2:50 pm - 3:30 pm Panel:Sourcing Traditional Categories: Trends, Tactics and Techniques to Manage Physical Media In a Digital Age

Despite predictions to the contrary, physical media (e.g., print, promotional items, etc.) still play a strong role in the marketing ecosystem. This session will provide insights on:

• What’s new and changing in the world of physical media
• Negotiation tactics for print and promotional agencies in today’s world
• What to ask in your print/promotional RFP process

Emily Bruhn, Senior Manager Strategic Sourcing – Marketing at Medtronic

Emily Bruhn

Senior Manager Strategic Sourcing – Marketing
Medtronic

Phil Zolit, Manager, Procurement at Metropolitan Museum of Art

Phil Zolit

Manager, Procurement
Metropolitan Museum of Art

Howie Turkenkopf, Director of Marketing at Stran North America

Howie Turkenkopf

Director of Marketing
Stran North America

If technology isn’t your jam – it will be by the end of this session! You’ll get a quick overview of some of the key terminology and questions to ask when evaluating the various aspects of technology within your organization. Key points for discussion include:

• What questions you should be asking your martech vendors
• How to stay on top of martech trends and changes
• Ensuring your martech stack is compatible with your corporate IT organization/IT standards board

Michelle Trout, Senior Director, Internal Procurement at Brinker International, Inc.

Michelle Trout

Senior Director, Internal Procurement
Brinker International, Inc.

Stacy Joslin, Senior Director, Global Business Partner, Marketing at InterContinental Hotels Group

Stacy Joslin

Senior Director, Global Business Partner, Marketing
InterContinental Hotels Group

Katrina Bott, Director, Global Strategic Sourcing - Marketing & Advertising at Michael Kors

Katrina Bott

Director, Global Strategic Sourcing - Marketing & Advertising
Michael Kors

2:30 pm - 3:30 pm Workshop: Maximizing Your Agency Relationships

Simon Francis, CEO Flock, and Mitchell Caplan, US Managing Director, will be talking about the importance of value creation and exceptional supplier relationship management. They will be drawing on client case studies to illustrate the importance of transparent of remuneration, effective agency appraisal and great scoping to minimize waste.

Flock is a Marketing Transformation Consultancy offering global clients such as Ford, J&J, Cisco, Carlsberg, Danone and Toyota Lexus global support in developing their capabilities, maximizing their agency eco-systems, driving efficient ways of working, and future proofing their MarTech.

**Maximum 30  attendees, available first come first serve***

3:30 pm - 4:10 pm Cake Break Refreshment & Networking Break In The Solutions Zone

4:10 pm - 4:50 pm Interactive Case Study: Achieving Success In Sponsorships and Experiential: A Day In The Life At Anheuser Busch

With hundreds of millions dollars in annual spend, sponsorships and experiential marketing is a big deal at Anheuser Busch. While you might not spend quite that much at your company, this must attend case study demonstrating how an industry leading CPG firm has achieved maturity and success in managing this category. Key takeaways from this session include:

• How to gain influence in this category
• Key tactics for negotiating with experiential suppliers
• How to internalize the evaluation of sponsorship deals to determine ROI

Andy Whitener, Senior Director, Commercial Procurement at Anheuser Busch

Andy Whitener

Senior Director, Commercial Procurement
Anheuser Busch

David Leonhard

Director, Commercial Procurement
Anheuser Busch

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.Transition – Tactical To Strategic Donald Lee, Senior Director, Strategic Sourcing, Visa
2.Localization/Translation Joaquin Rivamonte, Sourcing Director, Global Procurement, Verizon Media
3.Corporate Barter Steven Dubroff, Senior Director, Procurement, Hilton
4.Public Relations Willie Osborne, Strategic Sourcing Partner Lead, Lubrizol
5.Promotional Items Michael Rafferty, Executive Director of Global Marketing Procurement, Kaplan
Donald Lee, Senior Director, Strategic Sourcing at Visa

Donald Lee

Senior Director, Strategic Sourcing
Visa

Joaquin Rivamonte, Director, Strategic Sourcing at Verizon Media

Joaquin Rivamonte

Director, Strategic Sourcing
Verizon Media

Steven Dubroff, Senior Director, Procurement at Hilton

Steven Dubroff

Senior Director, Procurement
Hilton

Willie Osborne, Strategic Sourcing Partner Lead at Lubrizol

Willie Osborne

Strategic Sourcing Partner Lead
Lubrizol

Michael Rafferty, Executive Director, Global Marketing Procurement at Kaplan

Michael Rafferty

Executive Director, Global Marketing Procurement
Kaplan

5:50 pm - 7:20 pm Keep Austin (and Marketing Procurement) Weird Reception In the Solutions Zone

Akin to managing the Marketing category, Austin has its own passion, charm, and flavor that you really can’t find anywhere else!  We’ll celebrate our differences with some local brews, food, and music in the solution zone, giving you ample opportunity to connect with old and new friends.