PDM 2016 Full Agenda 8-11

P a g e | 1 November 14-16, 2016

Loews Hollywood Hotel, Hollywood, CA

Confirmed Speakers to Date: Brands: Julian Hooks, Chief Procurement Officer, Consumer, Johnson & Johnson Barry Byrne, Global Category Director Marketing, SABMiller Nick Kline, Strategic Sourcing Manager, Toyota Motor Sales Stacy Joslin, Head of Americas Indirect and Global Marketing Procurement, Citrix Tim Steelman, Senior Manager, Marketing Materials and Services Procurement, RJ Reynolds Andrew Brinckerhoff, Associate Manager, Digital Analytics, Astellas US, LLC Janice Pedini, Category Manager, Marketing Service & Print, TD Ameritrade Steven B. Dubroff, Director, Global Procurement, MetLife Gabby Albert, Senior Director, Corporate Procurement Services, Hilton Worldwide Natalie Anillo, Strategic Sourcing Analyst, Marketing Category, TD Ameritrade Mithun Sharma, Sr. Director, Strategic Sourcing, Gap Inc. Catherine Haiston, Director, Strategic Sourcing, Media, Creative and Production Agencies, Gap Inc. Kim Harrison Johnson, SVP, Corporate Functions Strategic Sourcing Lead, SunTrust Bank Catherine Jones, Senior Strategic Sourcing Manager, Sales & Marketing, VMware Sebastien Slek, Executive Director Global Sourcing Marketing, Time Warner John Hardy, Director, Marketing Sourcing, The Walt Disney Company Nicole Cefalu Tuttle, Director, Global Procurement, eBay Kevin Sherman, Procurement Director, Dell Breana Chan, Senior Manager, Professional Services, Fidelity Investments Angela Robinson, Head of Agency Management, Global Procurement, Genentech Jennifer Sadr, Head of Professional Services, Genentech Amish Majmundar, Director, Global Strategic Sourcing – Marketing, Herbalife Jennifer Murasky, Director - Indirect Sourcing, External Manufacturing, and Shared Services, Pharmavite LLC Anna Barej, Director, Global Marketing Procurement, McDonald's Corporation Megha Malik, Group Procurement Creative Lead, Adidas Group Eric Suddarth, Consultant, Global Marketing & Sales Procurement, Eli Lilly and Company Anna Kucenic, Marketing Sourcing Manager, BNY Mellon Janice Norton, Global Category Manager, Media and Digital, AstraZeneca Skip Lorimer, Lead Sourcing Manager—Marketing, Amway Ed LoDebole, Director - Global Demand Procurement, Diageo David Johnson, Director, Indirect Sourcing and Supply Chain Analytics, Darden Diane Gibbons, Director, Global Procurement, Pfizer Stéphane Bryois, VP Sourcing, NBCUniversal, Inc. Michael Fielding, Senior Strategic Sourcing Specialist (Marketing), Adobe Systems Incorporated Larry Smith, Strategic Sourcing Director – Global Commercial Marketing and Sales Team, Mars Inc.

P a g e | 2 November 14-16, 2016


Steve Gregory, Senior Manager, Global Strategic Sourcing, The Clorox Company Jim Wallace, Global Head of Agency Strategy & Management, HP Rubina Malbari, Executive Director, Global Media and Marketing, The Estée Lauder Companies Inc. Peter Melanson, Global Sourcing Manager, Intel Corporation Lawrence Gann, Manager, Global Marketing Procurement, Mattel, Inc. Steve McKnight, Global IT Category Manager, Mattel, Inc. Mary Ann Brennan, Senior Director Global Procurement, Mattel, Inc. Steven Schwartzman, Manager, Marketing Procurement, Sony Pictures Entertainment Michelle Trout, Sr. Director, Brinker International Dustin Lyle, Strategic Soucing Commodity Director, Marketing, Sony Pictures Entertainment Agencies: Doug Burcin, Chief Growth Officer, Klick Donald Lee, Director, Strategic Sourcing, MDC Partners Martin Albrecht, Co-Founder, Managing Partner, Crossmedia Industry Experts: Petros Paranikas, Partner and Managing Director, The Boston Consulting Group Henrik Johansson, CEO & Co-Founder, Boundless Patrick Fogarty, CEO Americas, Charterhouse Michael Tiffany, CEO, White Ops Charles Cantu, CEO, Huddled Masses Bill Bruno, CEO North America, Ebiquity Stephen Broderick, Co-Founder, FirmDecisions Maigari Jinkiri, Chief Revenue Officer, North America, Ebiquity Marc Krigsman, CEO, SQAD Richard Benyon, CEO, Decideware Jethro Ferguson, CEO North America, Prodigious

Monday, November 14, 2016: Strengthening Marketing Procurement by Adapting to the Rapidly Changing Landscape 7:30-9:00 Registration and Breakfast 8:00-8:50 Optional Pre-Conference Workshop: Mastering the Fundamentals of Marketing Procurement

This optional hands-on workshop is designed for marketing procurement professionals to get the fundamental understanding of the various models of how an organization’s marketing team operates, to improve your understanding of marketing, internal KPIs, processes and objectives. You will outline the different marketing channels (traditional marketing, media, advertising, digital, social media and mobile), their supply partners and types of engagements, and learn how to assess where procurement can play a meaningful role in

P a g e | 3 November 14-16, 2016


identifying, measuring and delivering value back to their marketing stakeholders from both a general process improvement and channel-specific perspective.

• 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? • Getting better at what you’re buying: Understanding how SOW, benchmarks, creative discussions differ with marketing. • Identifying procurement’s skillsets and how to use them to build the trust of marketing • How can you align procurement goals and KPIs with marketing? • Moving beyond working together toward collaboration to build trustworthiness and influence • Defining and managing procurement cost savings- what’s after the value conversation?

Angela Robinson, Head of Agency Management, Global Procurement, Genentech Jennifer Sadr, Head of Professional Services, Genentech

8:50-8:55 Quick Break 8:55-9:00 Welcome 9:00-9:10 Opening Remarks 9:10-9:30 Keynote Presentation: Building the Marketing Procurement Department of the Future

Believing that marketing is an investment to be managed, rather than an expense to be cut, is the foundation for assuring a robust marketing procurement program. As companies begin to mature and transform the marketing procurement function, what does the future hold? What will a best-practice organization look like? • Should marketing procurement no longer be part of the supply chain and instead be part of a more commercial part of the business

and report into the CMO? • Will the endless competing demands from marketing and procurement ever be rectified? • Changing the metrics to change the conversation: how to focus on getting full value out of marketing investments to grow your

brand—Can the perception of a cost saving function to one that offers commercial value really happen? • What will the profile of the marketing procurement leader of the future look like - will marketing or procurement expertise be more

important? • Can marketing procurement ever become a more attractive function to work in comparison to marketing? Julian Hooks, Chief Procurement Officer, Consumer, Johnson & Johnson

9:30-9:50 Keynote Presentation: Inside the Matrix- How the Rise of AI and Machine-Generated Content Will Upend Agency Models and Strengthen Procurement While marketing will always be relationship driven, there are forces at work behind the scenes that will completely transform how brands work with their agencies. In the ever-pressing need to have things better, faster, cheaper and measurable, what does the agency of the

P a g e | 4 November 14-16, 2016


future look like, and how can procurement grab the upper hand in delivering top-line growth for their marketing stakeholders? What will happen to headcount? What skillsets will need to change to succeed where robots and algorithms are the norm, not the exception, for marketing? The future is closer than you think! Doug Burcin, Chief Growth Officer, Klick

9:50-10:20 Extended Q&A with Morning Speakers 10:20-10:40 Fireside Chat: Bringing a Global, Integrated Content Model to Life

Jethro Ferguson, CEO North America, Prodigious 10:40-11:00 Networking Break Track A: Workshops for Mastering Marketing

Procurement Track B: Workshops for Mastering Agency Management

11:00-11:45 Maximizing Your Team’s Role in Driving Internal and External Innovation to Meet Business Objectives

• How do you create an innovative environment in your marketing procurement team?

• What incentives, KPIs and processes can best help make this a true ongoing part of your team’s agenda and mind-set?

• Sharing best practices and recent wins in fostering innovation: what worked for you and how did you measure ROI?

• Outlining the main marketing disruptors brands are facing and their commercial implications

• How to strengthen internal stakeholder engagement and get the CEO’s buy-in from the beginning to make Marketing Procurement a key part of the supplier innovation journey

Skip Lorimer, Lead Sourcing Manager—Marketing, Amway Mary Ann Brennan, Senior Director Global Procurement, Mattel, Inc.

Moving the Advertiser-Agency Relationship Forward: What Do Both Sides Need to Bring to the Table to Avoid Going Around in Circles? • The anatomy of an agency- You can’t move the discussion

forward unless you know how an agency makes money • How can advertisers and agencies get on the same page? How

does the conversation need to change to regain trust, increase transparency and achieve true partnerships? What do both sides need to bring to the table?

• Practical strategies for marketing procurement to engage with agencies and support marketing colleagues – where do we really add the most value in agency relationship management?

• Agency trading desks: how to make sure agencies are using your media spend efficiently – what questions do you need to ask?

Donald Lee, Director, Strategic Sourcing, MDC Partners Catherine Jones, Senior Strategic Sourcing Manager, Sales & Marketing, VMware

11:45-12:30 Communicating Your Value Proposition to Internal Stakeholders: What Proven Strategies Achieve True

How to Structure Agency Contracts To Achieve the Transparency You Need

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Cross Functional Collaboration? • Moving beyond theory to successful cross functional

partnerships – What are the lessons learned along the way to make it work?

• Examining language, shared KPIs, domain expertise, process optimization – how and where can we most effectively engage with our marketing partners to meet business drivers?

• Getting a seat at the table – how can you position your function to become an accepted part of the marketing board meetings?

• What are the proven approaches to achieve a truly successful partnership with marketing stakeholders

Gabby Albert, Senior Director, Corporate Procurement Services, Hilton Worldwide Steven Schwartzman, Manager, Marketing Procurement, Sony Pictures Entertainment

• 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

Nicole Cefalu Tuttle, Director, Global Procurement, eBay

12:30-1:30 Networking Lunch 1:30-2:15 The Rise in Content-Driven Marketing and

Procurement’s Role in Managing The Transformation The future of marketing is around content. Content that fuels the multitude of channels. Brands are now spending about 25% of their total budget on content, but few clients have a written content strategy, and there is proliferation of tools available in the marketplace, that are hard to evaluate. This is a recipe for chaos. This workshop will lay out a roadmap for how to organize around content, and to help determine what should be handled internally, what should be outsourced, how technology can improve workflow and distribution. Michelle Trout, Sr. Director, Brinker International Dustin Lyle, Strategic Soucing Commodity Director, Marketing, Sony Pictures Entertainment

Show Me The Money: Structuring Agency Compensation in an Era of Transparency The fixed-fee, retainer model that has worked for agencies and brands alike for the better part of the last 100 years is slowly dying out. As brands’ demands to translate work into proven results and uncover where the money spent is actually going, the agency mantra of “if we do well, we won’t get fired,” is no longer enough. What is replacing it is the center of this discussion. Labor-based and pay for performance models are becoming more prevalent remuneration models. How do you evolve an existing relationship based on the risk and reward for both the brand and the agency? This panel discussion will debate:

• Moving the discussion away from hours and overhead toward performance improvement

• Myths and realities of pay for performance • How to get the agency to separate the fee from the

production

P a g e | 6 November 14-16, 2016


• Developing a process for measuring success that can be traced directly back to the agency’s work

• Fees and costs- you get what you pay for • Does pay for performance really increase transparency? • What do successful incentive structures look like? • Do pay for performance metrics apply the same for creative,

media and digital agencies? Anna Barej, Director, Global Marketing Procurement, McDonald's Corporation Megha Malik, Group Procurement Creative Lead, Adidas Group

2:15-3:00 Mature Spend Management in Marcom • Rationalization • Spend Management • Innovation • Diversity • Balance of Trade

Kevin Sherman, Procurement Director, Dell

How to Develop Agency Performance Reviews to Achieve a True 360° Perspective That Gives Your Business Transparency

• How to make the transition from a traditional questionnaire with 60 questions to an online system with 25 questions

• How this new format can be used to improve response times and agency receptiveness

• How to effectively benchmark on categories, agency networks and even internal departments and brands

• Now you have the data, now what? How best to utilize 360° scorecards to examine media performance, contract compliance and financial transparency to meet business objectives

• How often should agency reviews be conducted? • Finding the optimum balance to measure performance

without negatively impacting relationships and trust • Who should be involved in the agency review process to

ensure effective execution? • What should marketing procurement’s level of involvement

be as part of on an ongoing interaction with agencies - which meetings do you need to be at with marketing to add the most value?

• The role of media auditing – when to use it, how often, the latest tools to audit effectively, and how to react when discrepancies are found

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• Improving KPI’s to measure agencies – what KPI’s are needed to increase transparency, drive innovation, and prosper in the digital space?

Tim Steelman, Senior Manager, Marketing Materials and Services Procurement, RJ Reynolds Nick Kline, Strategic Sourcing Manager, Toyota Motor Sales

3:00-3:40 Networking Break and The Solutions Zone Red Carpet Premiere

3:40-4:00 Media Transparency – Prescriptions, Principles, and Processes for Advertisers Bill Bruno, CEO North America, Ebiquity Stephen Broderick, Co-Founder, FirmDecisions

4:00-4:40 Panel Discussion: The Trust Crisis- How We Got Here and Can It Be Fixed? Trust between marketers and agencies has completely broken down, and in light of a recent ANA/K2 report, it’s not likely to be getting better any time soon. With procurement now firmly in the mix of the marketing/agency relationship, this panel will examine where and why the relationships started breaking down, the state of those relationships now in light of the ANA report, what, if anything, can be done to restore trust—and procurement’s role in making that happen. Or, does the entire model need to be blown to pieces and reconstructed from the ground up? Let’s discuss… Moderator: Maigari Jinkiri, Chief Revenue Officer, North America, Ebiquity Panelists: Amish Majmundar, Director, Global Strategic Sourcing – Marketing, Herbalife Anna Barej, Director, Global Marketing Procurement, McDonald's Corporation David Johnson, Director, Indirect Sourcing and Supply Chain Analytics, Darden Marc Krigsman, CEO, SQAD

4:40-5:00 Q&A with Panelists 5:00-6:00 Interactive Roundtable Discussions

TABLE 1: Social and Mobile Strategies

Hosted by: Natalie Anillo, Strategic Sourcing Analyst, Marketing Category, TD Ameritrade

TABLE 2: Building an In-House Digital Agency Hosted by: Mithun Sharma, Sr. Director, Strategic Sourcing, Gap Inc.

P a g e | 8 November 14-16, 2016


TABLE 3: Marketing Sourcing Metrics Hosted by: Catherine Haiston, Director, Strategic Sourcing, Media, Creative and Production Agencies, Gap Inc.

TABLE 4: Encouraging Innovation with a Slow-To-Change Company Hosted by: Steven B. Dubroff, Director, Global Procurement, MetLife

TABLE 5: Achieving ROI on Point-of-Sale Material Hosted by: Ed LoDebole, Director - Global Demand Procurement, Diageo

TABLE 6: Sourcing Celebrity/Production Talent Hosted by: Michael Fielding, Senior Strategic Sourcing Specialist (Marketing), Adobe Systems Incorporated

TABLE 7: Media Transparency – Prescriptions, Principles, and Processes for Advertisers Hosted by: Bill Bruno, CEO North America, Ebiquity Stephen Broderick, Co-Founder, FirmDecisions

TABLE 8: Topic TBA Hosted by: Prodigious

Additional Roundtables TBD

6:00-7:15 Hollywood Glamor Reception in the Solutions Zone

P a g e | 9 November 14-16, 2016


Tuesday, November 15, 2016: Strengthening Internal and External Collaborative Relationships 7:45-8:30 Registration and Breakfast 8:30-8:35 Welcome 8:35-8:45 Opening Remarks 8:45-9:05 Keynote Presentation: What Are the Best Ways to Interact with Groundbreaking Marketing Start-Ups to Drive

Innovation? Navigating the marketing start-up landscape can be quite a challenge. As marketers want the newest and shiniest toys, procurement wants to make sure that proper vetting is done to ensure the best investment of marketing dollars. How do you find these new companies, where do they congregate and in what type of business hubs? How can marketing and procurement leverage the freelance and start up marketplace to drive ROI and save money in the process? • Rethinking marketing procurement’s role in fostering these emerging types of relationships – how best to position your involvement

with marketing and other stakeholders to ensure maximum effectiveness • Overcoming internal business inhibitors to working with start-ups - the key processes and contract amendments necessary to allow

agile yet secure partnerships • Contract provisions necessary to ensure you’re protected if a start-up gets hacked, goes out of business, or is acquired by a much larger

company John Hardy, Director, Marketing Sourcing, The Walt Disney Company

9:05-9:35 Agency Keynote: Procuring Trust – Overcoming the Mutual Arms Race of Intransparency The transparency debate has exacerbated a full-blown trust crisis between advertisers and their agencies. Marketing procurement teams everywhere are struggling to curtail the damage from a conflicted business model. In Germany, all this happened 10 years ago. Learn from this pioneering agency’s strictly transparent agency business model. • What are the elements of a non-conflicted agency model? • How can you structure a truly transparent client-agency relationship? • What are the benefits - and risks - for advertisers insisting on a relationship built on neutral advice? Martin Albrecht, Co-Founder, Managing Partner, Crossmedia

9:35-9:50 Extended Q&A 9:50-10:10 Why You Need White Hat Hackers to Protect Your Marketing Budget

Cybercriminals are constantly finding new ways to conduct ad fraud. They are set to siphon over $7.2 Billion from the online advertising ecosystem in 2016. Michael Tiffany, CEO, White Ops, will describe why a white hat hacker team is necessary to fight black hat hacker cybercriminals. These criminals use extremely sophisticated techniques to reverse engineer many ad fraud detection solutions on a daily basis. Fraud detection solutions that are effective in the long term must be scientifically rigorous and adaptive to defend against constantly

P a g e | 10 November 14-16, 2016


evolving attacks. • What is Sophisticated Invalid Traffic and how is it costing you money? • How do black hat hackers steal money from digital advertisers? • What steps can you take to stop fraudsters from pilfering money out of your ad spend?

Michael Tiffany, CEO, White Ops

10:10-10:40 Open Forum: Can We Ever Expect True Media Transparency? Should We? Breaking down costs of services, overhead, and now rebates, into an agency contract have been widely demanded by marketers for years, which agencies often wanting to be more opaque about where the costs are going. If the thought that only 40% of the spend actually goes to the creative and media buy is true, what can marketers expect from their agencies? How can procurement demand greater fee transparency, especially in light of the June ANA/K2 report? Join this lively discussion to chat with your peers and industry experts on what level of transparency is to be expected and demanded in 2017 and going forward. No question is off limits. Facilitator: Steven Schwartzman, Manager, Marketing Procurement, Sony Pictures Entertainment

10:40-11:20 Networking Break 11:20-11:40 Getting strategic! Data-driven spend management

Diane Gibbons (Director, Global Procurement at Pfizer) and Richard Benyon (CEO at Decideware) will discuss how to use spend budget data and business analytics to better manage the relationship between clients and their agencies. They will detail the steps that Pfizer took to standardize the operational and workflow elements of their Scope of Work program, and how this created a foundation of data that has allowed them to have more strategic conversations with their marketing and agency stakeholders, and make better investment decisions with their creative, digital and other marketing agency spend. Diane Gibbons, Director, Global Procurement, Pfizer Richard Benyon, CEO, Decideware

11:40-12:10 Panel Discussion: Empowering Marketing Procurement to Take Control of Media Spend: How Can You Gain the Key Business Skills Required to Become an Expert in this Domain?

• How can marketing procurement achieve a better sense of oversight and control over media spend? • How to position your role to be ideally placed to help control media buying • Outlining the key KPIs to assess agency performance and get value from agency partners • The fundamental business skills marketing procurement need to develop to become media domain experts – now and in 5 years’

time • Strengthening marketing procurement’s role in creating an environment where marketers can take risks in trying out new suppliers,

start-ups, commercial principles, fee structures, and innovative technologies Breana Chan, Senior Manager, Professional Services, Fidelity Investments Eric Suddarth, Consultant, Global Marketing & Sales Procurement, Eli Lilly and Company

P a g e | 11 November 14-16, 2016


Stéphane Bryois, VP Sourcing, NBCUniversal, Inc. Larry Smith, Strategic Sourcing Director – Global Commercial Marketing and Sales Team, Mars Inc.

12:10-12:25 Q&A with Panelists 12:25-12:45 New Light Through Old Windows: Driving Marketing Efficiency in Turbulent Times

Petros Paranikas, Partner and Managing Director, The Boston Consulting Group

12:45-1:45 Networking Luncheon

Track A: Digital and Programmatic Track B: Marketing (Sub)Category Management 1:45-2:05 Presentation: Can Programmatic Buying Be Brought

In-House? Programmatic is gaining momentum and evolving from the basics of how it works to whether agencies and advertisers can maximize the advantages by taking the process in-house. Concerns around cost, expertise, and technology are still top of mind, but how can these obstacles be overcome? • Defining the objectives of a successful programmatic campaign • Key areas of focus when going in-house, and the first steps to

take • Creating a roadmap that is scalable in the future and effective in

the short term • How is success defined and measured? • Defining the most relevant metrics: CPA, CPM, ROAS,

Conversion, Retention John Hardy, Director, Marketing Sourcing, The Walt Disney Company Charles Cantu, CEO, Huddled Masses

Presentation: Uncovering and Mitigating Hidden Risks in Your Organization Henrik Johansson, CEO & Co-Founder, Boundless

2:05-2:45 Panel Discussion: Reducing Fraud, Minimizing Waste, and Measuring Viewability in Programmatic Buys In the quest for full transparency, media audits are turning up a large number of ads on less than desirable web sites, targeting the wrong demographic, and click bots that have falsely boosted the number of ad views. In the quest to save billions of dollars industry wide, marketing and procurement organizations are starting to push back and refusing to pay.

Panel Discussion: Market Research—How Do You Negotiate in a Challenging Supplier Universe? • Innovation in market research providers: what new players in the

space can best consolidate data and provide new platforms to access market research?

• Where there is a monopoly in market research, what negotiation and partnership strategies can you use to get the best price?

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• Taking effective actions against ad fraud—why is this not happening?

• Reducing bot rates in programmatic - can retargeting help? • Incorporating anti-fraud language in your SOW and contracts • Third party authentication- does it work? • Recouping lost revenues created by ad blockers • Preparing for cross-media measurement, based on viewable,

human-valid impressions, in-target for audience characteristics

Sebastien Slek, Executive Director Global Sourcing Marketing, Time Warner

• Examining buyer consortiums, longer term contracts, or nurturing a smaller niche player to create competition: where have companies had success?

• What new tools are bringing further consumer insight and brand innovation to your company?

• Can market research be brought in-house? • Why research is our biggest growth area of marketing spend:

how this investment will deliver ROI • Investing in data management talent to take control of research

needs: the profiles and skill sets necessary to make it work • What to develop and what to buy – figuring out the optimal

balance to deliver results • Key challenges in manipulating data and how to overcome them Steve Gregory, Senior Manager, Global Strategic Sourcing, The Clorox Company Peter Melanson, Global Sourcing Manager, Intel Corporation

2:45-2:55 Innovation Spotlight

Innovation Spotlight

2:55-3:35 Networking Break 3:35-4:15 Panel Discussion: Measuring Your Digital Spend: What

Are the Best Approaches to Increase Transparency in an Opaque Landscape? • What do we mean by digital anymore? Is everything digital?

Understanding the different categories of spend that can fall under this umbrella, from social media, search engine optimization, mobile, apps, video-on-demand services to websites

• Is the growth in digital spend as expected? What percentage of spend are companies truly allocating to digital media?

• Trying to measure what can be an opaque space – what tools and strategies can you use to measure ROI on digital spend?

• Finding the best suppliers for digital content and production – do traditional partners have the capabilities to address this spend or is it all about a new world of niche providers? And how can you achieve collaboration between the different agencies

Panel Discussion: Optimizing Your Production Budget for Maximum Savings and Best Value Production was once the largest expense within a marketing budget. With the rise of digital, brands can now deliver savings and increase speed to market by being more agile. What does this mean for production? This panel will discuss:

• Understanding the risks of taking production away from creative- does decoupling still rule the roost?

• Combining creative production with print procurement • Bringing it all back together—Can recoupling actually be the

better total cost by not having to brief two agencies? • Bringing creative in-house and outsourcing the production • Pre- and post- production considerations

Patrick Fogarty, CEO Americas, Charterhouse Jim Wallace, Global Head of Agency Strategy & Management, HP

P a g e | 13 November 14-16, 2016


and suppliers? • Addressing issues of on line fraud and wasted spend – how can

you track and analyze where your spend is going and who is viewing your content?

• Call to action on data privacy: What are the latest regulations on data privacy you need to be aware of?

• The shift from channel first to content first – How to create the message first then determine the appropriate delivery channel

Andrew Brinckerhoff, Associate Manager, Digital Analytics, Astellas US, LLC Janice Norton, Global Category Manager, Media and Digital, AstraZeneca

Lawrence Gann, Manager, Global Marketing Procurement, Mattel Rubina Malbari, Executive Director, Global Media and Marketing, The Estée Lauder Companies Inc.

4:15-4:45 Case Study: Transitioning Below the Line Materials From a Tactical Sourcing Activity to a Strategic Production Category Delivering Real Return on Marketing Investment

Case Study: From Adversary to Advocate...a Success Story in Indirect Sourcing Jennifer Murasky, Director of Sourcing, Shared Services, and External Manufacturing, will take us through a journey at Pharmavite, from Indirect Sourcing start up 9 years ago to success today with internal partners including Marketing and Sales. While the road to success has had some bumps along the way, Indirect Sourcing is a high functioning team that has been woven into the fabric of the company. Jennifer will share real life situations, problems and solutions for working with internal clients to gain the most for the business. Jennifer Murasky, Director - Indirect Sourcing, External Manufacturing, and Shared Services, Pharmavite LLC

4:45-5:45 Ask the Speakers: Interactive Roundtable Discussions Have a lingering question you weren’t able to ask the speakers during the day? This is your opportunity to get them answered. All presenters from the day will be on hand to host a more in-depth discussion on their presentation topic. You’ll have the opportunity to select 2 topics, rotating after 30 minutes. Have your questions ready for:

• Jennifer Murasky, Director - Indirect Sourcing, External Manufacturing, and Shared Services, Pharmavite LLC • Henrik Johansson, CEO & Co-Founder, Boundless

P a g e | 14 November 14-16, 2016


• John Hardy, Director, Marketing Sourcing, The Walt Disney Company • Martin Albrecht, Co-Founder, Managing Partner, Crossmedia • Michael Tiffany, CEO, White Ops • Petros Paranikas, Partner and Managing Director, The Boston Consulting Group • Diane Gibbons, Director, Global Procurement, Pfizer • Charles Cantu, CEO, Huddled Masses

5:45-7:00 California Dreamin’ Cocktail Reception

P a g e | 15 November 14-16, 2016


Wednesday, November 16, 2016: Partnerships, Data and Talent Management 7:45-8:30 Registration and Breakfast 8:30-8:35 Welcome 8:35-8:45 Opening Remarks 8:45-9:15 Partner Perspective: The CMO— The Dos and Don’ts of Working with Marketing

Building trust and credibility with your marketing department will end in a true partnership and deliver better results than an acrimonious relationship. The key to working with marketing is to understand how to communicate with them, using their vocabulary, and understanding their needs and acknowledging the expertise they bring to the table. Hear from a leading CMO on how they would like to work with procurement, how procurement should work with them and the things you absolutely shouldn’t do.

9:15-9:45 Panel Discussion: How to Navigate the Universe of New Technologies and Decide Which Are Best Placed to Drive Greater End-to-End Marketing Value As technology is making it easier to bring many services, such as social media monitoring, programmatic buying, data management, etc., in house, what technologies and tools are worth investing in? • How can you, as a marketing procurement practitioner, get involved in the technology buying process to take some of the guesswork

away? • What interplay should marketing have with IT when sourcing marketing technologies, to ensure they’re in compliance with company IT

standards, have the correct IP protections, don’t overlap with any current supplier agreements, etc? How does procurement serve as mediator?

• Ensuring that you, marketing or IT have the resource allocation to properly integrate new technologies • Is it better to buy a complete suite of marketing tools, or choose best in class from separate providers? What are the benefits and

disadvantages of both options? Stacy Joslin, Head of Americas Indirect and Global Marketing Procurement, Citrix Steven B. Dubroff, Director, Global Procurement, MetLife Steve McKnight, Global IT Category Manager, Mattel, Inc.

9:45-10:00 Q&A with Panelists 10:00-10:30 Panel Discussion: The Rise of Data-Driven Marketing and Marketing Automation—Tools for Applying Technology

and Data Management Platforms for Delivering ROI and Adding Value As the marketing function becomes more reliant on data and process automation, a new layer of tools and compliance issues are starting to come into the marketplace, getting marketers to think differently about how they execute and measure their marketing plans. Procurement and Legal should be getting involved to make sure the contracts, and level of service, fit the needs of the company to keep costs in check and data secure, and also ensure the investment can produce returns. But what exactly should procurement be looking for? Discuss with your peers:

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• How to contract a third party data management supplier • Building the data architecture for servicing a marketing program • Making marketing smarter by inputting better data • Who should own and manage the data? • What to do in case of a breach, and how to limit indemnification • How much data you’re comfortable with suppliers storing • Onboarding and leveraging data • Converting data into actionable marketing intelligence

Sebastien Slek, Executive Director Global Sourcing Marketing, Time Warner Anna Kucenic, Marketing Sourcing Manager, BNY Mellon

10:30-10:45 Q&A with Panelists 10:45-11:20 Networking Break and Final Visit to the Solutions Zone 11:20-12:00 Panel Discussion: The Best Talent to Deliver on Future Marketing Procurement Needs: What Will Be the New

Skill Sets Required? • When hiring which one of these criteria should take a priority over the other – soft skills, cultural match, and category expertise in areas

such as digital, consumer products and market intelligence? • Is it better to train internally or hire outside expertise? Where have you seen the most success? • Where the marketing procurement leaders of tomorrow are coming from - is it better to recruit from agencies, or internally from

marketing departments and procurement? • Comparing external resources for discovering new talent - LinkedIn, recruitment companies, graduate networks, mentoring programs

and other online or outsourcing networks - is there a clear winner? Janice Pedini, Category Manager, Marketing Service & Print, TD Ameritrade Kim Harrison Johnson, SVP, Corporate Functions Strategic Sourcing Lead, SunTrust Bank Amish Majmundar, Director, Global Strategic Sourcing – Marketing, Herbalife

12:00-12:30 Open Forum: Your Unanswered Questions, Answered After 2.5 days of panel discussions, presentations, workshops and roundtables, is there anything you’d like to explore in more depth? Is there anything else you’d like to hear more about? Beginner and intermediate marketing procurement practitioners will be paired with marketing procurement visionaries for 30 minutes of collaboration. Gain insight into how they achieved their wins, and strategies for changing the conversation back home.

12:30 Box Lunch To-Go and Conference Concludes 1:00-4:30 Warner Bros. Studio Tour (limited to 50 attendees)

PDM 2016 Full Agenda 8-11

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Transcript of PDM 2016 Full Agenda 8-11