This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
For the past 5 years I have made the annual pilgrimage across the Pacific to attend the Association of National Advertisers Advertising Financial Management Conference. Although the focus is clearly US, with the majority of attendees US based, it is by far the best marketing procurement event in the world. This year more than 635+ procurement, marketing, agency and consultant professional gathered at the Ritz Carlton Naples, Florida for three days to discuss all things advertising financial management.
ANA Advertising Financial Conf. #ANAAFM about to kick off in Naples w/ 635+ registrants. A record! — Bill Duggan (@BillDuggan) May 4, 2014
This year was an exceptional year with some really outstanding presentations and many worthwhile discussions. But although it was certainly three full days of presentations, there are still several major issues left to be addressed. Hopefully next year, but I want to highlight them here to add them clearly to the industry agenda. But first let me review the content from this year, in the hope that more marketing procurement professionals and those with an interest in advertising financial management in APAC will join me next year for the journey across the Pacific Ocean.
Day 1 – Sunday May 4, 2014
Agency Relationship Management
The pre-conference kicked off with the traditional session on Sunday afternoon with the Co-Chair for the conference, Terri Burns, Manager, Marketing Procurement, Aflac presenting her approach to Agency Relationship Management.
Terri was very clear that the scorecard process where the marketing team scores the agency performance was condescending and counterproductive to building high-performance, collaborative relationships. She recommended that the relationship assessment process should be two ways with the agency providing feedback on the marketing team as well.
One way communication process is condescending #ANAAFM need a collaborative 2 way process — Amanda DeVito (@AmandaDeVito) May 4, 2014
But when asked about measuring and managing collaboration and performance between agencies, she admitted that this represented the next evolution in agency relationship management. When put to the audience, only Mark Hudson, Advertising Procurement Management, BP had implemented this process. Clearly the others in the room had not heard of used Evalu8ing.
Terri Burns says evaluating multiple agencies working across a roster is Agency Relationship Management 2.0 #anaafm — TrinityP3 (@TrinityP3) May 4, 2014
Terri championed the implementation of the process, telling the audience that the most important thing is to have the discipline and determination to deliver the results. There is nothing more futile than undertaking an evaluation, without providing feedback and agreeing steps to address issues and improve performance, then measuring the results again.
Terri Burns, Aflac developed her own agency relationship management process without a consultant. There goes @Decideware support? #anaafm — TrinityP3 (@TrinityP3) May 4, 2014
And when it comes to not having enough budget or any budget, Terri was clear that it is possible to implement a very successful process without a consultant. An interesting start considering many of the sponsors of the event each year are consultants.
Day 2 – Monday May 5, 2014
State of the Union
The conference kicked off early on Monday morning, with the greeting from the major sponsors and then Bob Liodice, President and CEO, ANA does his ‘State of the Union’ address, where he frames the topics of the year.
This year he identified the fact that the advertising category is growing, not just in spend, but the continued increase in advertising opportunities. This is certainly exciting times for marketers, but also challenging ones.
Bob Liodice kicks off the #anaafm saying marketers are spending more but leaving more on the table due to lack of robust measurement — TrinityP3 (@TrinityP3) May 5, 2014
But he also highlighted that as the spend increases this means that marketers were leaving more on the table due to the lack of transparency in the media value chain and the corresponding erosion of value.
One of the key areas of value erosion he identified was digital media, where the complexity and large number of stakeholders means that of the marketers total investment, only a smaller proportion gets to the actual publisher and these transactions are often not made transparent.
“Where there is mystery there is margin” says Mike Thyen, Lilly on Media Value #anaafm — TrinityP3 (@TrinityP3) May 5, 2014
Bob called on the industry, led by the ANA, to set up an authority to establish consistent guidelines and methodologies for measuring media performance and value.
Economic Keynote
Next was the Economic Keynote by Michael Santoli, Senior Columnist, Yahoo Finance. He had mixed news for the audience regarding the economic recovery. For while business fundamentals had been strong, this had not quickly translated to jobs.
This meant that many consumers felt that the US economy had not recovered and was still languishing in recession. This appears to be due to the fact that US CEOs have been delivering increased profits by investing in labor saving technology at the expense of workers.
57% of Americans belief we are still in a recession. What is the definition of recession? #anaafm — John Licardi (@johnlicardi) May 5, 2014
But the big prediction, which the next day came true, was on the Publicis Omnicom merger.
Publicis Omnicom merger has a 50/50 chance of survival according to @michaelsantoli from Yahoo Finance #POG #anaafm pic.twitter.com/bGgWiCf20b
— ID Comms (@IDComms) May 5, 2014
CMO Keynote
This was followed by the CMO Keynote by Matthew Jauchius, Executive Vice President, CMO, Nationwide on why it is important for marketing and procurement to work together.
Procurement + Marketing = Increased Campaign Effectiveness. ~ Matthew Jauchius, Nationwide – @ANAmarketers #ANAAFM #in — Steven Wales (@stevenwales) May 5, 2014
Now Matt is an interesting character in that he is a CPA, who has worked as a Kinsey management consultant, so he takes quite an analytical approach to marketing.
@MattJauchius: Marketing pros as a whole are in the process of taking the craft from an art to a science.#ANAAFM — ANAmarketers (@ANAmarketers) May 5, 2014
He sees this background as an advantage in his role as CMO.
@MattJauchius If you can’t speak to the business leaders in your organization, can’t speak analytics, marketing becomes a cost. #anaafm — claudiacaplan (@claudiacaplan) May 5, 2014
As the seventh largest spender in the category, he identified it was important to maximise the value and effectiveness of the marketing budget.
He did this by firstly eliminating waste on both the agency and the marketing side and engaging the agencies in this process.
@MattJauchius “Treat agencies as colleagues – not merely as vendors”. In these kind of relationships, the work is actually better. #anaafm — Bob Silverman (@bobsil2) May 5, 2014
The role of procurement was not simply to reduce costs, but to assist in identifying and eliminating waste.
Eliminating waste doesn’t mean reducing agency fees it’s being smart about scope and contracts. Matthew Jauchius #ANAAFM — Kerry Fitzmaurice (@KerryFitzPR) May 5, 2014
One of the steps to removing waste is to manage the scope of work (SOW) to eliminate duplication of work across agencies. This duplication, driven by the complexity of the marketing mix, is a key area of waste.
Eliminating overlapping SOWs helps to reduce waste in a lean mindset. Question is: who owns the SOW? #ANAAFM — Brett Colbert (@RockProcurement) May 5, 2014
Matt was very clear that this is not an overnight process. He provided the outline of his three year journey or plan that included firstly establishing a common set of criteria and terms of reference, then becoming more sophisticated in the application and management of scope of work and finally used consolidation to remove duplication and to allow reinvestment into more effective solutions.
3 year plan – Year 1 normalise relationship. Year 2 increased sophistication. Year 3 functional excellence @MattJauchius Nationwide #ANAAFM — TrinityP3 (@TrinityP3) May 5, 2014
The procurement team is an important part of the process as Matt sees the two working complementary side by side in the process of delivering efficiency and effectiveness.
@MattJauchius says Procurement must be involved from the beginning as part of the team. Sets up right behavior. #anaafm — Sopan Shah (@napos) May 5, 2014
Future Trends
There is an excellent interview with Matt here in the Insurance Journal. This was followed by a look at the major trends that could affect the future, with a presentation on “Future Trends” by Sheryl Connelly, Global Head, Trends and Futuring, Ford Motor Company.
Sheryl took the audience on a whirlwind presentation through the social, technological, economic, environmental and political trends facing the world in the next 20 years. She was clear to differentiate between a fad (short term) and a trend (longer term sustainable). The main trends to influence the marketing and advertising industry were:
As work becomes more efficient, job needs will be high or low skills & most are in middle; hence talent shortage. @sherylconnelly #anaafm — Bill Duggan (@BillDuggan) May 5, 2014
The growing talent shortage and why it exists.
OH #anaafm: Population growth sustainable if we all become #vegetarians. BAM — Kerry Fitzmaurice (@KerryFitzPR) May 5, 2014
The challenges of population growth.
“Make it mine” consumers are looking further deeper and wider for what they want. What makes the unique and mine. @sherylconnelly #anaafm — John Licardi (@johnlicardi) May 5, 2014
The importance of customisation.
@sherylconnelly “Not saying it’s better to be high than to multi-task.” But your IQ goes down more when you multi-task.” #anaafm — claudiacaplan (@claudiacaplan) May 5, 2014
And the myth of multitasking.
Trend for 2014 is #FOMO vs #JOMO @sherylconnelly #ANAAFM — Kerry Fitzmaurice (@KerryFitzPR) May 5, 2014
But the big trend for the coming year is the fact that the Fear Of Missing Out (FOMO) is being replaced by the Joy Of Missing Out (JOMO) as more people want to disconnect in the face of overwhelming information.
Agency Selection Briefing Guidance
Then it was time to get back to basics with Agency Selection Briefing Guidance from the ANA and 4As and a panel that included:
Diane Fannon, Principal Brand Management, The Richards Group
Debra Giampoli, Director Global Strategic Agency Relations, Mondelez International
Dave Lubeck, Executive Director of Client Services, Bernstein Rein Advertising
Colleen Mascia, Global Category Manager, Pfizer Inc
The actual guidelines can been seen here on the 4As’ site.
But on the day the most interest was not in the actual guidelines, but the insights from the panel around the cost of pitches.
Biggest cost of agency selection process is the opportunity cost of not getting on with your marketing program -Tom Finneran #anaafm — Bob Silverman (@bobsil2) May 5, 2014
Especially when pitches are seen to be used too frequently.
“No where is it written that there has to be a review if the CMO changes.” #anaafm — John Licardi (@johnlicardi) May 5, 2014
Also the fact that the traditional RFP and speculative creative is basically flawed.
@Deb_Giampoli @mondelez Truth-teller. “You tested for the ability to jump through flaming hoops, not can this group create magic.” #anaafm — claudiacaplan (@claudiacaplan) May 5, 2014
In fact the traditional pitch process is seen as counter to the purpose.
Irony = agency reviews are so much about wanting collaboration in their partnership but the process itself is NOT collaborative? #anaafm — Amanda DeVito (@AmandaDeVito) May 5, 2014
But the final piece of advice of the session goes to Debbie Morrison who recommended the ISBA / IPA Good Pitch site.
#anaafm if you’re interested in agency pitches and want a web based info resource check out http://t.co/NUhiuTSJ0t guidance on alt pitches. — Debbie Morrison (@DebbieMorrison3) May 5, 2014
Driving Value and Innovation
After the lunch break, Lowell Turner, Global Procurement Director, Marketing, Kimberly Clark Corporation talked about Driving Value and Innovation. Lowell was addressing the important issue of aligning procurement objectives to marketing goals.
What is holding procurement out of alignment with marketing is the focus on cost. But Lowell has a view of procurement pursuing cost reductions in marketing.
Procurement buying cheap is like a human body losing muscle, per Lowell Turner #anaafm
— Bill Duggan (@BillDuggan) May 5, 2014
Ideally both marketing and procurement focus on the two part of the same goal, which is value creation. In this way each can work together yet focus on their specific tasks.
Lowell Turner: Marketing drives effectiveness & procurement drives efficiency…much more powerful if they are working TOGETHER! #ANAAFM — Matthew Ruffi (@mruffi) May 5, 2014
This is especially important in the face of increased complexity, which is leading to increased cost and wastage.
Shift focus: increase efficiency, created greater transparency, surround complexity with lean processes – Lowell Turner @KCCorp #ANAAFM
— TrinityP3 (@TrinityP3) May 5, 2014
Finding the path to pricing excellence
This was followed by Finding the path to pricing excellence by Frank Bilstein, Partner, AT Kearney
This cartoon really struck a chord with the audience. But his presentation was about the role of pricing generally and more specifically for agency compensation.
#anaafm deliverable based models make it easier for agencies 2 bring the best resources to bear..but they need a sophisticated client 2 work
— Daniel Jeffries (@DJMediaBuy) May 5, 2014
This is the basis of output based remuneration or value based compensation as discussed by Jon Manning of Sans Prix, more than a year ago.
Focus on results. Delivery-based agency compensation models have many benefits @ATKearney. Building the right PRIP can support this #anaafm — Ebiquity Global (@ebiquityglobal) May 5, 2014
Performance Incentive Compensation
This set up the next session of the day, which was the presentation of 4A research into Performance Incentive Compensation with a discussion between:
Sal Vitale, Category Lead, Media Procurement, Johnson & Johnson
Tom Finneran, Executive Vice-President, Agency Management Services, 4A’s
The topic lead to a spirited debate between the two presenters on stage.
#anaafm 4A’s Tom F doesn’t seem to be a big fan of ‘skin in the game’ incentive comp for agencies – Sal doing a good job of defending
— Daniel Jeffries (@DJMediaBuy) May 5, 2014
While the ANA Agency Compensation Research shows many advertisers are using Performance Based Compensation, the research from the 4A’s here, shows that many agencies are skeptical about the approach.
61% of ANA surveyed brands using Performance Incentives. But how big are those incentives? Do they work? #anaafm — Tom Denford (@denfordtom) May 5, 2014
Tom Finneran of the 4A’s indicates that many agencies are skeptical of incentive comp. What does “skin in the game” really mean? #anaafm — Richard Benyon (@rbenyon) May 5, 2014
In fact it was stated that performance based incentives contribute just 2% of agency revenue.
The problem is the rewards are too small, compared to the risk, to act as a real incentive.
ANA Speed Networking
At the end of the day was a Speed Networking event organised by the ANA.
#anaafm Thanks ANA for a great speed networking event. Outstanding opportunities – loved it! — claudiacaplan (@claudiacaplan) May 5, 2014
Day 3, Tuesday May 6, 2014
Technology Keynote
The day started with the Technology Keynote by Rishad Tobaccowala, Chair DigitasLBi and Razorfish on the Future of Advertising. An entertaining and thought provoking speaker, Rishad captured the audience with his view of the future and generated a huge amount of Tweets of which these are a select few..
@rishad The Future is increasingly digital, social, mobile, data driven, faster, driven by emerging markets. But analogue too #anaafm — Debbie Morrison (@DebbieMorrison3) May 6, 2014
The digital and analogue interface is brands telling stories in a digital world.
Digital executive @rishad: Consumer decisions are made with the heart, not the data. Storytelling is critical. <<< THIS! #ANAAFM
— Mike Duda (@MikeDuda) May 6, 2014
That data is so abundant now, it is no longer about owning it but having access to it to extract the insights you need to drive value.
Most data is absolute and not enough. Data access is more important than data ownership per Rishad Tobaccowala @rishad #anaafm — Bill Duggan (@BillDuggan) May 6, 2014
He reminded the audience that marketing is growing rapidly, but that we are now competing with the tech companies for that talent available.
Where is talent going ? Google, Facebook, startups…why? Because the economics are just better! #anaafm
— Amanda DeVito (@AmandaDeVito) May 6, 2014
The problem is that advertising and advertising professionals are often reluctant to change or to change they way they do business.
Tobaccowala: We’re all amazing people, but we’re stuck with legacy thinking and legacy structures.#anaafm — ANAmarketers (@ANAmarketers) May 6, 2014
And in this environment the biggest challenge for marketing is to attract and secure the best talent available.
Procurements job is to get a disproportionate share of talent for your companies -@rishad That’s what we need to focus on! #anaafm
— Sopan Shah (@napos) May 6, 2014
Deborah Malone of the Internationalist later interviewed Rishad on this topic and that interview appears here.
Evolution of value based compensation
Next we had the third update and the Evolution of value based compensation by Sarah Armstrong, Director, Worldwide Agency Operations, Coca-Cola Company The presentation was a fast and furious gallop through the VBC model, which has undergone a third iteration (3.0) but remains focused on investing in the best.
Talent, discipline, collaboration and value are the four pillars in the “Invest in the best” approach at Coca Cola #ANAAFM — TrinityP3 (@TrinityP3) May 6, 2014
But the increased complexity of the marketing process means there are new challenges the marketing process must address.
Challenges for TCCC VBC 3.0 1. define value on new, 2. Managing SOW complexity 3. Earning profitability #ANAAFM — TrinityP3 (@TrinityP3) May 6, 2014
This includes making sure the compensation model does not discourage innovation, which is one of the issues of a value based model.
70% – defined deliverables (Established) 20% – Evolving deliverables (Some experience) 10% – Open deliverable (Totally new) #ANAAFM — TrinityP3 (@TrinityP3) May 6, 2014
But ultimately the results speak for themselves, with the ultimate measure of value increasing over the past 5 years the VBC model has been in place.
But there was also some scepticism in the audience regarding some of the aspects of the Coca-Cola VBC model and its presentation.
How do you justify P4P with creative agencies who are not allowed to control, input or impact media spend for a campaign? #anaafm — Lindsey (@lasslaby) May 6, 2014
The incredible detail and complicated charts in the presentation.
#anaafm Just thinking out loud here. If the Coke charts are so complicated to read, maybe the process is complicated as well? — Bob Silverman (@bobsil2) May 6, 2014
The VBC Coke model may be fair, but why does it have to be so complicated? #anaafm — al roehl (@alroehl) May 6, 2014
The speed of the presentation, which made it difficult to either take note of follow in some places.
Is it me or is Sarah speaking so fast! #anaafm — John Licardi (@johnlicardi) May 6, 2014
And the lack of agency representation from the Coke roster.
Sorry Coke. Your agency / SOW process is the most difficult in the industry. Ask for feedback from the talent who have gone thru it. #anaafm — Lindsey (@lasslaby) May 6, 2014
The law and the financial bottom line
In the USA there are a number of regulatory issues facing the industry, addressed by Dan Jaffe, Group EVP, Government Relations, ANA in The law and the financial bottom line. The first worrying issue is the move by Congress to remove the tax deductibility of advertising costs, making advertising a real cost to business and destroying investment.
@ANAGovRel The pressure for tax reform is building, the fight will be bruising, and the industry needs to take on that challenge.#anaafm — ANAmarketers (@ANAmarketers) May 6, 2014
Data privacy is a big issue for Government and is linked with security so it is under government scrutiny.
@ANAGovRel Consumers will make marketers pay for the lack of systems to protect their security and privacy.#anaafm — ANAmarketers (@ANAmarketers) May 6, 2014
And finally the need to make the online advertising marketplace more accountable and transparent.
@ANAGovRel One-third of ads on the Internet are not seen by consumers. This needs to be a top industry priority.#anaafm — ANAmarketers (@ANAmarketers) May 6, 2014
Optimising the procurement / marketing relationship
This was followed by Terri Burns and Sal Vitale, Co-Chairs ANA Procurement Task Force presenting the latest findings from the ANA Marketing Procurement Survey titled Optimising the procurement / marketing relationship.
The general trend is that marketing and procurement are working more collaboratively and co-operatively together since the last survey and the relationship between the two continues to improve.
ANA study: 30% of marketers and 62% of procurement pros report a substantial improvement in their relationships.#anaafm — ANAmarketers (@ANAmarketers) May 6, 2014
But while the relationship is improving, many believe that too many CPOs continue to pursue cost reductions and savings rather than process efficiencies and performance improvements.
While the focus on value in marketing procurement, in too many organizations the CPO is still tasked with cost reduction #ANAAFM — TrinityP3 (@TrinityP3) May 6, 2014
But there are opportunities on both sides, with marketers also needing to be more open to embracing process improvement and efficiencies.
ANA study: marketing needs to better understand the value procurement brings to the table and be open to process improvements.#anaafm — ANAmarketers (@ANAmarketers) May 6, 2014
Data driven content marketing
Now the stage is set for data driven content marketing which explored the opportunities of combining data and programmatic buying with content, this panel including:
Ryan DeShazer, EVP, Managing Director, inVentiv Media 360
Bruce Rooke, Chief Creative Officer, GSW
Robert Rose, Chief Strategist, Content Marketing Institute
While it is logical that using data available through programmatic buying to identify the audience most engaged with your content and then to use this insight to develop more engaging content, thereby attracting a larger audience, deeper engagement and move them to being customers, it appears there are some issues.
It’s time for the content marketing and data teams to become more closely aligned.#anaafm — ANAmarketers (@ANAmarketers) May 6, 2014
And what kind of offspring would that union produce?
Can content and data come together in peace and love? Yup. I said love. #anaafm pic.twitter.com/a2jAAV7Omq — Amanda DeVito (@AmandaDeVito) May 6, 2014
But the opportunities look promising if organisations and agencies can bring the two together.
If data and content get married will it mean the quote “50% of my ads don’t work but I don’t know which 50%” will no longer apply? #ANAAFM — Mike Palmer (@mikepalmeruk) May 6, 2014
And this is where procurement can help marketers.
Procurement can be a match maker between the CIO & CMO to enable business success and get out of silos based on channels. #anaafm — Sopan Shah (@napos) May 6, 2014
New CFO/CMO research study highlights
Heading towards the end of the second full day of the conference was the New CFO/CMO research study highlights presented by:
Katherine Freeley, Senior Sourcing Marketing, The Colgate-Palmolive Company
Desiree Reid, General Manager, SVP Brand Development, Iman Cosmetics
Andrew Kritzer, Senior Director, Commitees and Conferences, ANA
Just as the earlier presentation on procurement and marketing showed that the two were becoming more aligned. The CFO and CMO are just starting on this journey.
Only 12% of #cfo think their #cmo is good at connecting marketing to business ROI. Or maybe they don’t agree on a ROI definition? #anaafm — Tom Denford (@denfordtom) May 6, 2014
But that the opportunity is the same, that by sharing common metrics or goals they will be able to align and co-operate faster.
Best metrics of #cmo and #cfo collaboration are measured in biz performance over time. Common sense. Yes. #anaafm — Tom Denford (@denfordtom) May 6, 2014
Myths, challenges and best practice in digital/social agency compensation
Finally for the day was Myths, challenges and best practice in digital/social agency compensation by David Beals, President and CEO and Greg Paul, Principal and Founder R3:JLB David and Greg presented their findings based on the surveys they run and their consulting experience and found there was a normalisation of the rates being charged by digital agencies.
There are as not as much difference between digital and traditional these days according to JLBR3 due to holding companies dominance #ANAAFM — TrinityP3 (@TrinityP3) May 6, 2014
The biggest concern continues to be the competition for talent, which puts pressure on digital salaries and drives up rates.
There is a talent gap as there are so many options for digital specialist including AdTech and start ups so agencies need to compete #ANAAFM — TrinityP3 (@TrinityP3) May 6, 2014
Plus there is a trend towards US advertisers moving away from digital project fees and now increasingly retaining them and realising the reduction offered by agencies in return for the guaranteed cash flow.
There is a 20% to 25% premium between hourly rates to retainer rates in digital which correlates with @trinityp3 benchmarks #ANAAFM — TrinityP3 (@TrinityP3) May 6, 2014
Day 4, Wednesday May 7, 2014
The power of social media content
The final day (or half day, technically) started on a high, with The power of social media content by Peter Friedman, Chairman & CEO, LiveWorld. Peter is a passionate believer in social media, except when it is not social at all. Unfortunately many brands make the mistake of using it as a broadcast media.
@PeterFriedman: Most social media marketing isn’t social; it talks at people. Needs to be about dialogue among and with people.#anaafm — ANAmarketers (@ANAmarketers) May 7, 2014
And while there is a place for brand and category content in social media, he recommends thinking of it as a party, which is much more social and less about you the brand as he illustrated below.
But used effectively, a social media strategy can build engagement with your customers and create a community.
Social media is NOT free but it is more cost effective than other marketing as you can build relationships at scale @PeterFriedman #ANAAFM — TrinityP3 (@TrinityP3) May 7, 2014
But it is important to ensure your social strategy is built from your business goals and objectives and measured against these metrics when evaluating the results.
“Business goals need to be considered when creating Social cultural model”. @PeterFriedman #ANAAFM @LiveWorld — jason liebowitz (@jliebo) May 7, 2014
It also requires commitment and dedication. A social strategy is not something you try out today and drop it tomorrow. It requires resources and commitment to deliver the results.
@PeterFriedman: Develop a dedicated social media team; you need 100% dedication because it’s real time.#anaafm — ANAmarketers (@ANAmarketers) May 7, 2014
The 4A’s perspective on conflicts
The 4A’s perspective on conflicts by Lauren Crampsie, World-wide Chief Marketing Officer, Ogilvy & Mather. With increased Holding Company consolidation and a growing number of global brands, the issue of managing conflicting business continues to concern agencies and brands alike.
Crampsie: the emotional side of client-agency conflicts is the major barrier the industry must overcome.#anaafm — ANAmarketers (@ANAmarketers) May 7, 2014
The solution offered by the day was to take a more granular view of conflict, rather than the broad category brush-strokes currently used.
Let’s take emotion out of the conflicts conversation and talk rationally. @LCrampsie #anaafm — Kerry Fitzmaurice (@KerryFitzPR) May 7, 2014
@KerryFitzPR: Let’s take emotion out of conflicts conversation and talk rationally. @LCrampsie #anaafm Driven by Irrational Risk Aversion? — TrinityP3 (@TrinityP3) May 7, 2014
But the one issue that was only indirectly addressed was the issue of talent. While Lauren pointed to the concept of building a speciality.
Love this. “Two is a conflict. Three is a specialty.” @LCrampsie #anaafm — Kerry Fitzmaurice (@KerryFitzPR) May 7, 2014
But the emotional and therefore powerful concern many advertisers have when working in a conflict situation is the thought they are getting the B Team and not the A Team was not addressed. Perhaps next time.
Advertising transparency crisis
Finally for the last session on the final day the elephant in the room was addressed - Advertising transparency crisis. To the credit of the ANA, they took a two prong approach with a global view and a domestic view. The global industry debate on media transparency was presented from a global, UK and Canadian perspective by:
Susan Charles, VP Members Services, Association of Canadian Advertisers
Steve Lightfoot, Senior Manager, Global Marketing Procurement, World Federation of Advertisers
Debbie Morrison, Director, Consultancy and Best Practice, ISBA
While a more domestic view of media transparency issues and the role of marketing procurement was presented by:
Bill Duggan, Group EVP, ANA
Katherine Freeley, Colgate Palmolive Company
PJ Leary, CEO North America, Ebiquity
Morten Pedersen, Chairman, Glue2020
From a global perspective, the issues were common across the markets.
Transparency is the No 1 issue for global marketers in relation to media according to @sensible_steve @wfamarketers. #ANAAFM — TrinityP3 (@TrinityP3) May 7, 2014
Agency consolidation has exacerbated the issue of trust and transparency. At a historic low now says @DebbieMorrison3 from @ISBAsays #anaafm — Tom Denford (@denfordtom) May 7, 2014
55% of Canadian advertiser know about AVBs but almost 50% believe they are not getting a benefit from these says Susan Charles #ANAAFM— TrinityP3 (@TrinityP3) May 7, 2014
So while it is clearly an