2012 ANA Advertising Financial Management Conference presented by May 6–9, 2012 | Boca Raton, FL Join the conversation on Twitter by mentioning @ANAmarketers Upload photos, video, and make comments on facebook.com/ANA Table of Contents 2012 ANA Advertising Financial Management Conference presented by Active International Agenda .......................................................................pg 5 Registration List ........................................................pg 13 Speaker Bios .............................................................pg 27 ANA Information ....................................................... pg 41 ANA White Papers ....................................................pg 49 Sponsor Information ..................................................pg 80 www.ana.net 3 Agenda 2012 ANA Advertising Financial Management Conference presented by Active International Overview Agenda 2012 ANA ADVERTISING FINANCIAL SUNDAY, MAY 6, 2012 MONDAY, MAY 7, 2012 MANAGEMENT CONFERENCE PRESENTED BY ACTIVE INTERNATIONAL Session (4:00 pm) Breakfast (7:30 am) sponsored by Decideware The annual ANA Advertising Financial HOW DO THE MOST ADVANCED Steven Wales Management Conference is the only MARKETING PROCUREMENT ORGANIZATIONS SET THEMSELVES Business Director event of its kind. It brings together top Decideware Inc. marketing finance and procurement UP FOR GLOBAL SUCCESS? professionals from the client side WFA (World Federation of Advertisers) with agency CFOs and other key will offer up research, case studies and General Session (8:30 am) industry stakeholders interested in member input from its global sourcing OPENING REMARKS efficiencies, cost savings, return network on how international supply on investment, and delivering chains and the rising importance of Barbara Martino greater value to organizations. The the BRIIC markets are changing the Executive Vice President, Client Development conference is registered as a sponsor ways in which marketing procurement Active International of continuing education with both is organized. This session will also WELCOME REMARKS the Institute for Supply Management feature hot-off-the-press research and the National Association of State that benchmarks the “Marketing Bob Liodice President and Chief Executive Officer Boards of Accountancy. Procurement Maturity” of the biggest ANA 2012 Conference Program Chair: advertisers worldwide and how they Sopan Shah stack up against best-in-class global Group Manager, Marketing Procurement sourcing teams. Nestlé USA Steve Lightfoot Global Communications Procurement Manager World Federation of Advertisers Paul Duxbury Co-Founder and Director SPIRE Worldwide Pre-Reception (6:30 pm) sponsored by Mediaocean Opening Dinner (7:30 pm) sponsored by Reed Smith www.ana.net 5 Agenda Cont. 2012 ANA Advertising Financial Management Conference presented by Active International OPENING ECONOMIC KEYNOTE CPO KEYNOTE CMO PERSPECTIVE Leaders from PwC and Eurasia Hans Melotte is vice president and Cleveland Clinic is a nonprofit, Group (a global political risk research chief procurement officer at Johnson multispecialty academic medical and consulting firm) will provide a & Johnson and will deliver the first- center and one of the largest and kickoff briefing on the economic and ever CPO keynote in the history of most respected hospitals in the geopolitical trends and insights that this conference. This session will nation, attracting patients from all 50 can be used in upcoming business cover the CPO perspective on the role states and more than 70 countries. planning, strategy, and execution. and function of procurement overall Paul Matsen, chief marketing and PwC will tap into its widely followed including alignment to the business communications officer of Cleveland Entertainment & Media Outlook 2011- and talent management. This overall Clinic, has been called a “CMO 2015 to provide a glimpse of how procurement viewpoint will be followed you should know” by Advertising numerous facets of the media industry with insight on the role/importance of Age. Paul will share perspective on (advertising, television, digital, and marketing procurement within the total various issues including what CMOs filmed entertainment) are intended procurement org; how procurement are expecting from their marketing to fare in various markets. The at J&J works to build relationships budgets, using data to drive strategic Eurasia Group will provide political internally with marketers and externally marketing decisions, customization of and economic context in those same with agencies; how to move the messaging, and more. markets, examining cross-border perception that procurement is about Paul Matsen issues such as trade, energy and other “cutting costs” to one that is “building Chief Marketing and Communications Officer commodities, financial regulation, value”; and more. Cleveland Clinic climate change, and global health. Hans Melotte Q&A Session Rounding out the briefing will be a Vice President and Chief Procurement Officer Bill Duggan readout of how most CEOs around Johnson & Johnson the world are targeting growth, based Group Executive Vice President ANA upon PwC’s recent 15th Annual CEO Q&A Session Survey, released in January on the eve Michael E. Thyen of the World Economic Forum Annual Director, Marketing and Sales Global Procurement Eli Lilly and Company Meeting in Davos. John Swadener Director, Marketing Transformation Practice PricewaterhouseCoopers, LLP Larry Cristini Associate Director, Corporate Advisory Services Eurasia Group Q&A Session Sopan Shah Group Manager, Marketing Procurement Nestlé USA 6 www.ana.net Agenda 2012 ANA Advertising Financial Management Conference presented by Active International SIR MARTIN SORRELL General Session cont. (2:15 pm) ACCOUNTABLE COMPENSATION Sir Martin Sorrell last spoke at the ANA DIGITAL DOOM OR BOOM? Jockey selected its new agency Advertising Financial Management partner based on one simple The juggernaut of digital marketing Conference in 2002 and a lot has premise: accountability. Accountable seems unstoppable. Yet the risks on changed in ten years. He’ll address compensation changes the client/ the Internet are growing just as fast, issues including current tension agency dynamic because an creating a very dangerous imbalance points in client/agency relations, agency earns its profits through its between the rush to ROI and future growth opportunities for holding contributions versus having them potentially ruinous costs when things companies, how the industry is guaranteed. In Jockey’s case, its go wrong — the Cloud, IPv6, ICANN, innovating, and more. agency, TPN, is incentivized to work trolls, hackers, pfishers, squatters, more efficiently because they are Sir Martin Sorrell spiders, and worms. Sounds like a paid on creative output (projects on Chief Executive Officer scene from The Wizard of Oz except the SOW) and not hours. It is about WPP that the Wicked Witch may be winning. efficiency AND effectiveness. All Douglas Wood, ANA’s general counsel Q&A Session agency profits are contingent on and partner with Reed Smith, will put Bob Liodice meeting thresholds and both the the risks in perspective and suggest President and Chief Executive Officer agency and client share in Jockey’s ways to address them without putting ANA successes and failures. This form the brakes on creative ideas in of compensation is not without its cyberspace. Lunch (12:45 pm) critics, but Jockey believes it’s the sponsored by Active International Douglas J. Wood future for those clients wanting more Partner accountability and a better agency Bill Georges Reed Smith LLP relationship. President, Sales and Operations Active International Q&A Session Dustin Cohn Jim Zambito Chief Marketing Officer Senior Director, Agency Management/Finance Jockey International Johnson & Johnson Global Marketing Group Rich Feitler President TPN Q&A Session Sopan Shah Group Manager, Marketing Procurement Nestlé USA www.ana.net 7 Agenda Cont. 2012 ANA Advertising Financial Management Conference presented by Active International MEMBERS ONLY ROUNDTABLE TUESDAY, MAY 8, 2012 AGENCY TRADING DESKS — THREAT OR OPPORTUNITY? We’ll close the day with a discussion Breakfast (7:30 am) open to ANA members only. Two All the major agency holding topics are scheduled – global agency General Session (8:30 am) companies as well as some management and talent development A WALL STREET PERSPECTIVE independents have set up “agency for marketing procurement. trading desks” to purchase display Meanwhile, impromptu topics for A leading Wall Street equity research and other types of advertising. These discussion will also be encouraged. analyst will provide perspective on the trading desks essentially cut out ad This is a great opportunity to share agency landscape as seen through the networks as intermediaries between your perspective and learn from your eyes of investors, including the state clients/agencies and publishers. peers at other companies. of the advertising and media sectors They are a new business for agencies overall, strengths/weaknesses of the and, in theory, clients benefit as the Facilitators: various players, and trends to watch agency margins are lower than the ad Ron Jensen going forward. After starting his career Director of Financial Synergies networks. In addition to lower costs, Toyota Motor Sales U.S.A. as an investment banker and equity benefits to clients include better research analyst at Lehman Brothers targeting and richer insights. However, Michael E. Thyen and