AGENDA
Day One – 16 April 2024
Session times to be confirmed. Starts 9.00am – Closes 5.30pm.
There are NEW sessions and speakers being added on a daily basis.
The Human Competitive Edge
The rise of artificial intelligence (AI) has sparked discussions about its role in shaping the future of creative marketing communications. Some holding companies are going ‘all in’, pivoting their business model to be led by the technology, whereas others, including Havas, are taking a people-first approach.
With AI and technology now shaping how we work, evolving roles within our business and ultimately increasing the value of our output, marketing professionals and procurement will see greater adoption of AI. This means agencies and procurement may need to change how they work together; remuneration models will inevitably evolve and the measurement of creative value will change.
Thought Leadership by Havas Creative. Speaker to be confirmed
The New Creative Paradigm: How AI is Transforming Video and Content Production
(Winterberry / APR Whitepaper)
Based on extensive research surveying 250 industry experts, this whitepaper explores the current state, ongoing changes, and future trends on the creative production and content creation landscape, including the profound impact of AI.
“Brands are having to re-think how they bring digital content to consumers – and how they produce it. Generative AI and machine learning, collectively AI, are now transforming how we plan, develop, measure and value content created.” Winterberry Group.
“We believe brands and agencies will benefit from this research – generative AI has everyone’s attention. Its testing and deployments, when successful, bring efficiencies and quantities in content,” APR (Advertising Production Resources)
Jillian Gibbs, CEO & Founder, APR (Advertising Production Resources)
Charles Ping, Managing Director, EMEA, Winterberry Group
Carbon Measurement: Creative Ad Production – implementing the AdGreen Calculator
A panel session delving into why carbon footprint tracking and measurement in Creative Ad Production is so important and how it can unlock big reductions.
The session will begin with an update from Ad Net Zero including the 5-point action plan; global expansion and why 2024 needs to be the year of ACTION!
To follow, we will deep dive into Sustainability within Creative Production and specifically measurement and reduction opportunities afforded by the AdGreen Carbon Calculator (Action Point 2 from the Ad Net Zero Action Plan).
The discussion will focus on the importance of integrating the AdGreen calculator into the production working practices and tackling the potential benefits and challenges for clients, culminating with practical top tips to get you started on your journey.
Stephen Woodford, CEO Advertising Association
Jo Fenn, Global Director, AdGreen
Traci Dunne, Global Director of Industry Relations, APR
Client Brand To Be Confirmed
Women of Influence – Panel
We will be interviewing Four Women of Influence from the world of creative production, in which we will be highlighting inspirational women making an impact on the world of creative production and marketing procurement. Women from across different sectors, disciplines and regions within global leading brands, agencies, partners or industry bodies.
We are going to look into their successes, perceived failures, personal achievements, and how they may have changed or advanced the job sector or vertical they work in. And we explore how these women have changed and adapted with the growth of our industry over the years.
Panel to be confirmed
Navigating the Complexities of Global Production at Scale
The rising costs associated with content production, set against the backdrop of a more cost-conscious consumer, means that brands need to be willing to trial new ways to engage their customers. The challenge is to balance quality requirements with greater content needs and increasing pressure on budgets.
In this session Claire Randall and Emily Somers, Global Director of Brand Strategy and Creative, Deliveroo will discuss some of the key challenges facing marketers today and how to balance quality with efficiency.
Claire Randall, CEO & Founder, Claire Randall Consulting (CRC)
Emily Somers , Global Director of Brand Strategy and Creative, Deliveroo
Overcoming the Enemies of Scale.
How to meet the demands of ever-increasing content requirements whilst controlling costs and quality.
100’s of partners with a reasonable budget can create beautiful individual films but how do you create millions of coherently branded high quality content outputs that are relevant to all your customer profiles without exponential cost inflation.
Areas the panel will cover:
- Does your agency partner(s) have not only the operational proof points for scaling, but also exhibit a culture that embraces scale from the outset.
- How to balance the tension between a centralised and decentralised approach when the demands of the ever-increasing number of channels and content has only amplified this problem.
- In world where AI hype promises revolutionary effects on speed and cost how do you set up your strategic sourcing to support business demands for both creative quality and scale.
- Forensic planning approach. Do you have the detail to inform the delivery and costs planning approach that covers the 1000’s of outputs needed.
- Is re-use baked into the service model and approach, how work is produced to support modular needs / how it is shared to make adoption and use simple.
- Flexibility in the resourcing – planning for the inevitability of fast unpredicted change is a necessity.
Morgan Cox, Head of Dynamic Content & Global Studios, MSQ
Claire Randall, SEO & Founder, CRC
Masters in Marketing Procurement
The Big Challenge
Through a series of panels, we will ask three senior professionals with a background in marketing procurement to join us to discuss one of our big three challenges that either their team face, that their organisation is striving to achieve or that they believe is the biggest issue facing our industry.
The Big Three
We will explore three big questions across three of the biggest challenges facing marketing procurement through three different 30-minute panel sessions. The panels will follow on.
Panel One: Agencies
- Where should agency management sit?
- Becoming the client of choice.
- Are you Pitch Perfect
Panel Two: Talent
- Where next for marketing procurement as a profession – is it evolving to become marketing optimisation? How will AI impact?
- Does your career background make a difference to your approach to marketing procurement?
- Working together: Aligning procurement objectives and marketing objectives to deliver the optimum success for the brand.
Panel Three: Management
- Category Management – aligning stakeholder objectives.
- Supplier Management – delivering DE&I and Sustainable goals.
- Data Management – measuring KPI’s, ROI’s, Scopes and Performance.
Our panels of marketing procurement professionals will be confirmed shortly.
Centralised Production Business Management: Ensuring Value & Transparency
What are the benefits of centralising the business behind production, from talent, licensed element rights and payment of vendors to creating reports for more visibility into production spend in all markets. Multinational companies often find their brand managers relying on rosters of agencies across several countries to produce a wide variety of content, this can lead to inconsistencies and gaps in the management of the content creation workflow and expose them to brand inconsistencies, reputation risk and duplication of efforts.
In this discussion we will look at:
- Centralised Talent and Licensed Element Rights Management
- Reduced redundancy and asset sharing
- Best Practices for creating a streamlined marcom workflow
- Mitigating reputation risk in production practices
Mark Egmon, VP, Marketing and Business Development, Cast & Crew
Larry Byrne, Founder & CEO, Lakehouse Partners, LLC
Productive Precision: Consumer Centricity amplified with Audience-First Production
- For businesses and brands to land their message, we believe a revolution is required in the role production plays in delivering value and desired outcomes. Literally, a revolution, based on putting the audience first.
- Our discussion will share our POV on Audience-First Production, and how Audience-First scope definition, craft enhancement, measurement, and optimisation (along with the role tech and AI play in improving efficiency and performance) helps brands and businesses successfully benefit from infusing customer centricity into their Production process – and reaping the rewards of productive precision.
Presentation by Havas – Speaker to be confirmed
Day Two – 17 April 2024
Session times to be confirmed. Starts 9.00am – Closes 5.30pm
There are NEW sessions and speakers being added on a daily basis.
How will Retail Media and Digital Commerce change Marketing, and how should Procurement respond?
These include the explosion in digital commerce and retail media, the growth of connected and addressable TV and the changes in the cookie/ID market and AI.
Nick Manning, Independent Consultant on Advertising and Media.
Unlocking meaningful Media across Customer Journeys
- Media is increasingly playing a broader role for brands in their end-to-end customer journey. There’s long been challenges to structure our KPIs in a way that better connects brand and performance media.
- In this session, we’ll share how we’ve started to evolve that operating model with some of our procurement partners, using examples across scopes of work, process, measurement and how we value our business contribution.
Speakers to be confirmed
Media Transparency – Beyond the Financials
With the ever increasing mix of media channels available to clients now, it has never been more important for clients to ensure that they have oversight and governance over the long list of obligations the agencies have with advertisers in their MSA’s, especially in relation to digital channels. Stephen, Gerry & Nick will discuss what clients need to put in place to ensure agency compliance & transparency is extended to the whole contract and not just the traditional financial elements such as ‘Unbilled media’ and rebates.
Stephen Broderick, CEO, MMC
Gerry D’Angelo, Advisory Board Member, MMC
Nick Swimer, Senior Partner, ReedSmith
‘How To Improve The Media Industry – And How Marketing Procurement Can Help’
Summary: The WFA Global Media Charter is a catalyst for change across the global media industry. Co-designed cross-industry tools such as GARM and Halo are improving brand safety, helping advertisers improve their sustainability, and ultimately improving marketing effectiveness. Professionals within media / marketing procurement have a key role to play: this session will show where the industry is going, and how media / marketing procurement teams can be part of the push for improvements.
Synopsis: When the WFA Global Media Charter was published in 2018,it was a call for change from advertisers. A rallying cry for greater brand safety protection, more transparency, improved data standards, and much more – the Charter sparked advertiser-led change, with new co-designed solutions which are evolving the media industry we know today. Five years later, in 2023, we issued an update – addressing serious, complex and intractable topics which will require collaboration and input from all corners of the industry.
We identified five major issues within the global media ecosystem, with parts in bold to be discussed in greater detail during the presentation.
- Competition & Plurality
- Measurement & Accountability
- Responsibility & Society
- Sustainability & Planet
- People & Partners
Measurement & Accountability: What this topic is / why this topic is important / where we want to get to / how procurement can help / what to do first
People & Partners: What this topic is / why this topic is important / where we want to get to / how procurement can help / what to do first
Speakers:
Tom Ashby, Global Lead, Media Services, WFA
Alice Tomlinson, Manager, Global Marketing Sourcing, WFA
Sustainable Media: Carbon Measurement: Media Planning & Buying
A panel session exploring carbon measurement in Media Planning & Buying – why is it so important and how is the industry tackling it?
The session will begin with an update from Ad Net Zero including the 5-point action plan; global expansion and why 2024 needs to be the year of ACTION!
To follow will be a deep dive into Sustainability within Media Planning & Buying (Action Point 3 from the Ad Net Zero Action Plan).
Discussions will focus specifically on the complex issue of data collection and measurement across the media landscape, how clients and their agencies are collaborating to tackle these issues & how the new framework being developed by GARM and Ad Net Zero will change media planning for the better and ultimately drive the industry into a new sustainable chapter.
Speakers:
Stephen Woodford, CEO, Advertising Association
Hannah Mirza, Founder & CEO, Responsible Marketing Agency
What is the Retail Media Framework?
Retail Media is experiencing rapid growth and evolution, resulting in a fragmented landscape with significant variations in the maturity of retailers operating within the space. ISBA brought advertisers and retailers together, along with the support of OMG (Omnicom Media Group) to identify opportunities to improve the maturity of the market and support advertisers justify further investment.
The Retail Media Framework addresses challenges with transparency, tech and talent.
- Introduction to the Retail Media Framework
- Growth of Retail Media
- Challenges for advertisers
- What are the contractual and financial considerations ?
Clare O’Brien, Head of Media, Effectiveness and Performance, ISBA
What does good Media Governance look like?
Media governance is about being in control of all aspects related to delivery of brand messages.
This session will give a 360 degree view from client, agency, consultant and tech side, on the key pillars of holistic media governance with a deep-dive on the management of an existing agency relationship, the role of marketing procurement in the process and why having access to granular data is half of the battle.
A panel of subject matter experts will discuss the importance of the following questions, which should be asked by a diligent advertiser:
- Am I paying the agreed price and is this price right?
- Are the media placements qualitative and contributing to the growth of my brand?
- Am I following the right strategy?
- Am I getting what I agreed with the agency in terms of brand metrics, service, financial diligence, and transparency?
Wojciech Raś, Managing Director, Progmatic GmbH,(Previously with P&G, ABI, Ebiquity)
Katarzyna Kowalska, Global Client Partnerships, Adfidence
Moderator: Nick Sparey: Founder and Managing Partner, Illumino Partnership, (Previuolsy with J&J and Accenture)
Women of Influence – Panel
We will be interviewing Four Women of Influence from the world of marketing procurement and media management, in which we will be highlighting inspirational women making an impact on the world of creative production and marketing procurement. Women from across different sectors, disciplines and regions within global leading brands, agencies, partners or industry bodies.
We are going to look into their successes, perceived failures, personal achievements, and how they may have changed or advanced the job sector or vertical they work in. And we explore how these women have changed and adapted with the growth of our industry over the years
Panel to be confirmed
Audience Extension Networks
Synopsis: Google, Meta, TikTok, X, LinkedIn, CTV & Retail Media platforms all offer advertisers access to audience extension networks.
Audience extension networks allow the platforms to sell inventory from 3rd party apps and publisher websites to deliver ads outside of their owned and operated properties. Transparency and controls differ across each of the audience extension networks. Advertisers should be aware of their spend on AENs and the strategic decisions they need to consider.
Our panel will be discussing:
- What are Audience Extension Networks?
- What are the benefits for advertisers?
- What are the risks?
Nick Louisson, Director of Agency Services, ISBA.
Panel to be confirmed.
How to get the best out of a Global Media Services Framework Agreement.
International Media Services Contracting – considerations to address in multi-market contracting. “The Quarterback”, Robert Wegenek is ISBA’s legal partner for Media Services Contracting. He’ll be sharing learnings from his decades of experience working agency and advertiser side across the globe.
Challenges to address in international media agency contracts:
1. Multiple relationships between agency and client. Central / Regional / Local / Hubs
- Conflicts and non-compete difficulties, especially in smaller markets
- Principal status – differences in other markets
- The difficulties of auditing (and the dangers of not doing so)
- Contract structure – Internationalisation AND Localisation
- Dispute resolution
2. Governance issues for Agency Holding Companies (SEC rulings)
3. Opaque practices, corruption and non-contract compliance in major markets
4. Local market practices
Robert Wegenek, Legal Consultant, specialising in agency transparency.
Unlocking Value: Mastering Digital Media Buying for Impactful Results.
In today’s complex world of media buying, advertisers are navigating a maze of risks, especially in digital auction-based media channels. In this session, we will explore the latest strategies and tools advertisers are leveraging to navigate digital media buying with confidence.
We’ll examine a modern audit framework that goes beyond traditional price-based analysis, offering deeper insights into digital media investments, helping to identify hidden inefficiencies.
We’ll also cover how to effectively communicate the value of digital media efforts to stakeholders within your organisation. With transparent reporting and clear insights, you’ll foster trust and alignment across departments, facilitating more informed decision-making.
Key points that will be covered:
- Key risks in digital media buying, with a focus on auction based media
- A modern audit framework that goes beyond simple price based analysis
- A methodology for identifying waste and incremental value
- How value creation in digital media can be reported internally
- Real life examples of how advertisers are getting better results from digital
Mark Andrews, Senior Consultant, ID Comms
Licensed Music: A Procurement Anomaly.
Commercially-released music is not commoditised so it’s difficult to buy. The music rights landscape often feels like the Wild West. How can Procurement influence the negotiation process?
Existing music used by brands generally falls into two categories:
- Production library music (aka stock music)
- Commercially-released music
Production library music is created by professional composers specifically for use in audio-visual media. It’s a B2B commoditised product, pre-cleared for all uses including advertising. In the UK, most production library music is licensed by PRS for Music under a fixed rate card. For Procurement, this is a simple, easy purchase category with predictable pricing and rights. It’s the musical equivalent of Shutterstock or Getty Images. Price comparisons between two tracks are like apples to apples.
Commercially-released music (on streaming services, vinyl & CD) is totally different. When used by brands, it has the scope to go horribly wrong if not skilfully managed. Commercially-released music is made by songwriters and recording artists as a creative outlet. It wasn’t created for use by brands. It’s a B2C product for which prior approval is almost always needed. There’s no rate card and pricing is highly variable. Price comparisons between two tracks are like apples to oranges. Furthermore, rights are fragmented and the licensing process is slow and opaque. Commercially-released music can be a scary Procurement Anomaly in which many brands have horror stories of massive overspends and legal claims for unlicensed usage. How can Procurement bring order and discipline to what often seems a world of chaos and uncontrolled risk?
Richard Kirstein, Resilient Music LLP
Jeff Cobb, Cobb Collective
Helvia Ruiz Diaz, Senior Procurement Marketing Manager, Entain