live conferencing: the world’s only dedicated …the world’s only dedicated digital and...

The World’s Only Dedicated Digital and MarketingServices Procurement Event!

Sponsored By: Supported by:

Participating Brands:

In-depth, interactive workshops

Peer-to-peer roundtable discussions

More networking opportunities

Industry Updates

Spotlight Sessions

Roundtables

Workshops

Private Meetings

Tutorials

FacilitatedNetworking

Hands-On Insights

PractitionersSpeaking Out!

New for 2013:

Live Conferencing:

Organized By:

Sopan ShahGlobal Advertising & Marketing

Procurement LeaderNestlé

Kim H. JohnsonGroup Vice President of Strategic

Sourcing Lead and Marketing, SunTrust Bank

Donald LeeSenior Manager, Category Sourcing

Marketing and Advertising, The Walt Disney Company

EvaluatingAgencies

Marketing 101

Incentivizing The Team

Measuring ROI

Register Today! Call: 888.482.6012 or 646.200.7530 Fax: 646.200.7535 Email: [email protected] Web: www.ProcureConDM.comCan't Make it? Send this document to your entire team, they will be glad you did!

November 12-14, 2013 • Sheraton Dallas Hotel, Dallas, TX

Kerry AspinwallGlobal Sourcing Lead, Marketing

Google Inc.

“Without trying to sound over the top, but the agenda for this

conference looks FANTASTIC.Seriously! Every topic is timely

and relevant. I've been searchingfor this for YEARS.”

--Senior Buyer, Major Global Electronics

Manufacturer

Register Today! Call: 888.482.6012 or 646.200.7530 Fax: 646.200.7535 Email: [email protected] Web: www.ProcureConDM.com2

ProcureCon for Digital and Marketing Services WillAnswer Your Burning Questions:After conducting extensive interviews with more than 40 marketing and procurement practitioners, three clearchallenges emerged from their conversations. Those themes formed the foundation for the ProcureCon for Digitaland Marketing Services agenda.

How Can I Balance Savings Metrics With Value Metrics When

Speaking With My Internal Team And

Stakeholders?

Sean Dowd, Senior Manager ofGlobal StrategicSourcing, Intel

A Q&A With

What is the most exciting thing

about your job?I like the fast pace dynamic

environment of Marketing andcreating work that is veryvisible and impactful for

Intel’s business

Other companiesoffering solutions:

What is the most exotic place

you’ve traveled to?I’ve had the opportunity to

travel to many countriesand one of the most exotics

places I’ve visited isThailand

What is the biggest initiative

you’ll be focusing onin the next 12-18

months?Working on developing a new

Lead Agency Model withIntel’s Marketing

organization

Hear These Solutions At Other Sessions:

Showcasing Your Strengths to Gain Influence Over Marketing (Day 1, 9:00; Day 2, 4:00A)

Establishing Better Communication With Your CPO To “Sell” Him/Her on Marketing (Day 1, 9:40)

Understanding The Best Methods To Approach AndCommunicate With Your Marketing Team

(Day 1, 2:00; Day 1, 3:45; Day 2, 9:00; Day 3, 9:30)

Optimizing Your Team By Determining The StrategiesThat Will Enable Success And Deliver Results

(Day 1, 12:10; Day 2, 3:00B; Day 2, 4:00B)

· Measuring And Realizing ROI In Digital And Marketing Procurement

Efforts (Day 1, 11:30)

Hear Sean talk

about optimalstrategies for staffing

your team onWednesday, Nov. 13 at

3:00.

KristyMcCown, SupplierSourcingManager,Google Inc.


KerryAspinwall,Global SourcingLead, Marketing,Google Inc.


you’ll be focusing on in the next 12-18 months?We will be focusing on a strategic

review of all our agency relationships acrossGoogle including media buying, creative,

production, video production, events marketing, market research and

will also be starting to look into decoupling.



you’ve traveled to?Being stranded on

Urupukapuka Island off thecoast of New Zealand for

the night.


you’ve traveled to?I don't know if it's that exotic,but I traveled to Cape Town,

South Africa during the WorldCup in 2010 and caught thesemi-finals game between

Holland and Uruguay!


about your job?Working for a company that thrives on creativity and innovation. Also,

being at a place that world leaders,entrepreneurs, trail blazing scientists,

famous authors, politicians, movie stars, comedians, sports people

and rock stars want to visit. You never know who might

be dropping by.


about your job?The most exciting thing about working

for Google is being able to push the boundaries on "industry standards" and "best practices." At Google, we have the

freedom and autonomy to be really creative and try new ways of working. I

enjoy being surrounded by such intelligent, driven and innovative people. I also love being able to

ride colorful gBikes around campus!Hear These

Solutions At Other Sessions:Creating True Strategic Partnerships With

Agencies (Day 1, 10:05; Day 2, 2:30)

Determining If Building An In-House Agency Can Reduce Costs And Increase Creativity (Day 2, 11:10)

Working with Your Legal and IP Teams to StrengthenGlobal Agency Contracts and Protect Yourself From

Patent Trolls (Day 1, 2:00A, Day 2, 4:30B)

Creating Value, Efficiency and Cost Savings ByEmploying The Best Agency Staffing And

Compensation Models (Day 1, 3:45B)

Ensuring Success BY Learning From Past Mistakes

(Day 3, 10:50)

Hear Kerry and Kristy

talk about how theycreated an innovative

agency evaluationprocess during their

presentation,Wednesday,

November 14, 9:00 am

What Are The Best Strategies For

Sourcing, Evaluating AndDeveloping LastingRelationships With

Agencies?

A Q&A With

A Q&A With


SaraBodisonDirector, GlobalMarketingProcurement, ReedElsevier Inc.


you’ll be focusing on in the next 12-18 months?

Increasing early involvement, becomingmore involved in strategic decisionsand developing KPI measurements that are based on a combination

of savings and ROI impact.


What is the most exotic place you’ve traveled to?

I spent several years traveling the world shooting underwater photography.I've been scuba diving in a frenzy feedingsharks, dolphins and whales off the coast of South Africa, engulfed by a school ofhammerhead sharks in the Galapagos, and encountered new marine species

in remote corners of Indonesia and Papua New

Guinea.


about your job?Reed Elsevier Global Procurement has a

high level view of the business that those who work in the various business units do nopossess. It is exciting to be able to share this

knowledge with the business and have apositive impact on the larger organization.Also, being part of the transformation of

the Global Procurement team and witnessing the growing recognition

of our contribution has been quite rewarding.


about your job?Creating tangible and impactful digital

transformation in marketing and procurement organizations. It's inspiring to see large organizations embrace and

commit to change. As geeky as it sounds, I get a significant sense of satisfactionknowing that the work that I do helps to create a foundation that supports

all other digital efforts and creates real business

value.

JasonHellerCEO, Agiliti Inc.

Sara will talk about

how Reed Elsevier iscreating a comprehensivestrategy for increasing

its influence oversourcing digital media, TuesdayNovember 13 at

4:30 pm!

What is the future of media?

Jason will present thechanging media landscape

and what procurementpractitioners can do to

become sourcing expertson emerging media,Tuesday, November

13 at 9:35 am!

How Is Digital Media Changing

The Way Marketing AgenciesAnd Suppliers Are

Sourced And Contracted?

Hear These Solutions At Other Sessions:Become Better Prepared To Deliver

Results Amid A Rapidly Changing Media Landscape (Day 2, 9:35; Day 2, 2:30B)

Sourcing And Deploying A Cost-Effective and Successful Social Media Campaign

(Day 2, 10:00; Day 2, 3:00A)

Understand The Ins And Outs Of Digital Media To Source Suppliers And Implement A Program

For Digital Media (Day 2, 4:30A)

Discover Additional Savings By Decoupling DigitalProduction and Marketing Services (Day 2, 5:00A)

Delivering Results By Becoming A Pro At Sourcing Marketing Technology

Tools (Day 2, 5:00B)

A Q&A With

A Q&A With

Procurement Professionals:• VP/Senior Director Professional

Services • Marketing Procurement Category

Lead/ Manager (including AgencyManagement)

• Chief Procurement Officer• Head/VP Indirect or Corporate

Procurement

Marketing professionals:• CMO• VP/Director of Marketing• VP/Director of

Digital/Online/eCommerce• VP/Director of Corporate

Communications• VP/Director of Marketing

Operations

From the following industries:• Financial Services and Insurance• Retail• Consumer Goods• Pharma, Healthcare, and Biotech• Media/Publishing• Travel/Tourism/Entertainment• Telecommunications• Electronics/Hi-Tech• Aerospace/Defense• Automotive and Transportation• Energy/Oil & Gas

WORKSHOPS FOR ALL PRACTITIONER SKILLSETS:Improve relationships with internal stakeholders and better manage marketing spend by learning the fundamentals of marketing andmarketing procurement. Advanced agency management practices and advanced contract management strategies will help you better structurethe optimal agency agreements and protect your intellectual property.

OBTAIN CPO BUY-IN:Develop strategies for staffing your marketing procurement team and aligning business goals with your CPO through a variety of paneldiscussions and presentations.

DIGITAL SERVICES PROCUREMENT: Understand how digital media is changing the marketing landscape, and help your marketing team identify and evaluate new digital suppliersto drive efficiencies and create value.

SMARTER MARKETING TECHNOLOGY SOURCING:Extract more savings and value from your marketing organization by implementing new technology tools, including social media and cloud-based software.

PROTECT YOUR INTELLECTUAL PROPERTY:Understand how to protect your intellectual property and reduce indemnification by learning how to structure your contracts more efficiently.

Who Will You Meet At ProcureCon for Digital and Marketing Services?

1

2

3

4

5

Why you need to attend ProcureCon for Digital andMarketing Services in 2013:


Here's who you would meet

Job Function Breakdown

Industry Breakdown

■ 44% Manager/Sr. Manager

■ 38% Director/Sr. Director

■ 11% CEO//VP/Exec Dir/Chief Exec

■ 5% Specialist/Expert/Analyst

■ 2% Other

■ 42% Purchasing/Procurement/Buyers

■ 27% Planning/Strategy/Operations

■ 18% Marketing/Product/Brand/Business Dev

■ 10% Outsourcing/ Offshoring

■ 3% Other

■ 34% Manufacturing Companies

■ 18% Service Providers

■ 16% Retailers

■ 10% Wholesalers

■ 10% Pharmaceutical

■ 7% Publishers

■ 5% Other


Marketing and ProcurementPractitioners:

Kerry AspinwallGlobal Sourcing Lead, MarketingGoogle Inc.

Jeff BaccettiGroup Manager, ProcurementMicrosoft

Sara BodisonDirector, Global Marketing ProcurementReed Elsevier Inc.

Terri BowersSenior Procurement ManagerMicrosoft

Mary Ann BrennanSenior Director, Global ProcurementMattel

Melissa BurklandGlobal Sourcing ManagerCabot Corporation

Ray Croce-GalisSenior Procurement Specialist MarketingServicesBayer Healthcare

Sean DowdSenior Manager, Global StrategicSourcingIntel

Kristina DrymalskiAssociate Director – North America,Marketing Services ProcurementMondelez International

Kathleen HartnettSenior Manager Consumer EngagementPfizer Consumer Healthcare

Erica HillVP of Non Trade Procurement andSupport ServicesBrown Shoe Co.

Elaine M. GriffithProcurement Director - Global StrategicSourcingSirius XM Radio, Inc.

Melani HowardSourcing Manager3M

Derrick JacksonSenior Manager Procurement MarketingMaterials & ServicesRJ Reynolds

Ronald JensenDirector, Financial SynergiesToyota Motor Sales USA, Inc.

Kim H. JohnsonGroup Vice President of StrategicSourcing Lead and MarketingSunTrust Bank

Thomas M. JohnstonAssociate General Counsel IPCovidien

Stacy JoslinGlobal Category Lead--AgenciesNovartis

Nicholas KlineSenior Manager, Service & SupportPurchasing, Renault Nissan PurchasingOrganization, Nissan Motor Corp.North America

Donald LeeSenior Manager, Category SourcingMarketing and AdvertisingThe Walt Disney Company

Rubina MalbariGlobal Procurement Director-Media,Digital and Consumer Planning StrategyDiageo

Kristy McCownSupplier Sourcing ManagerGoogle Inc.

Ramón Romero PérezHead of Global Supply and Facility ManagementBigpoint Investments GmbH

Mark RutledgeDirector, Consumer MarketingRJ Reynolds

Sopan ShahGlobal Advertising & MarketingProcurement LeaderNestlé

Sebastien SlekExecutive Director Global CategoryMarketing & IndirectWarner Brothers Pictures

Lawrence SmithCommercial Procurement Director -Global MediaMars Inc.

Ed SteningDigital Strategy & MultiChannelMarketingZoetis

Nancy TiranDirector, Marketing & Corporate ServicesStrategic SourcingBest Buy

Guy TsutsumotoGroup ManagerMicrosoft

Louis WilliamsSenior Manager, Strategic SourcingUnited Rentals, Inc.

Marchelle ZinolaDirector, Marketing, Sales and R&D,Global CategoriesHewlett-Packard

Industry Experts:Bill DugganGroup Executive Vice PresidentANA (Association Of NationalAdvertisers)

Steve FajenManaging Partner, Drexler/Fajen &Partners and General ManagerMorgan Anderson Consulting

Peter FriedmanChairman and CEOLiveWorld

Bruno GralpoisCo-Founder & Principal, Agency ManiaSolutions (former Head of GlobalMarketing Operations, Visa)

Jason HellerCEOAgiliti Inc.

Dan JeffriesOwnerJeffries Consulting

Kathy KladopoulosPresidentThe Midas Exchange

Steven WalesChief Operating OfficerDecideware

Your 2013 Expert Speaker Faculty:

"I attended this event for the first time last year. I was in the midst of trying to extend payment terms with

marketing suppliers and getting a lot of push back. Someone in the audience gave me advise on how to

handle this and the issue was instantly resolved. I got some real value out of my attendance and so I am back."

Jeffrey Smith, Director Global Indirect Procurement, Mylan

8:00 Registration and Breakfast

8:40 Welcome RemarksFrank MuseroExecutive Director, ProcureCon EventsWorldwide Business Research (WBR)

8:45 Chairperson’s Opening Remarks

9:00 Qualifying Procurement’s Strengths To Influence MarketingOn Why Procurement Should Own Marketing SpendWith more and more CFOs giving procurement stewardship overmarketing’s budget, procurement now must build trust and secureinfluence over a marketing department used to managing their ownbudgets. How can this influence be won? How can procurement showtheir value and skills to an adversarial group? As the conversation switchesfrom cost savings to delivering value, efficiency and a streamlined process,this session will help you learn the best strategies to sell your role and buildtrust, qualify what you’re spending for them and why, and ultimately, getmarketing to follow procurement’s rules.

Melani HowardSourcing Manager3M

Louis WilliamsSenior Manager – Strategic SourcingUnited Rentals, Inc.

9:40 Best Practices For Communicating And Selling ValueMetrics To The CPO When marketing only wants to hear about value, but the CPO only wantsto hear about savings, how can you adapt your conversation? A goodprocurement manager knows how to speak up and out, and once you’vebuilt credibility with your marketing team, you now need to sell marketingprocurement to your CPO. The consequences of not having the CPObehind you can result in an underinvested department, so you need toalign your goals. This session will discuss the key drivers CPOs want to hear,building your influence, and changing the outcome of the conversation soyou’re no longer stuck in the middle and can deliver the results you need.

Dan JeffriesOwnerJeffries Consulting

10:05 Panel Discussion: When Worlds Collide—Finding HarmonyWhen Everyone Thinks They’re RightFundamental to the success of any engagement is the thorough anddetailed understanding of the stakeholders’ core objectives. Bringing anagency, a procurement leader and a marketing executive into the roomwhen negotiating rates, coordinating metrics and KPIs, and filteringthrough the RFP and review processes can make routine meetings seemlike The War of the Roses. Find out how the various stakeholders really feelabout getting an engagement deal finalized, and learn how you canminimize the pain when doing your deals.

Kristina DrymalskiAssociate Director – North America, Marketing ServicesProcurementMondelez International

Mark RutledgeDirector of Consumer MarketingRJ Reynolds

10:45 Agency Lifecycle Management Successful agency management encompasses the entire lifecycle of theclient agency relationship. From the selection of the right agency, based ontheir proven capabilities, to the development of the agencies Scope ofWork, understanding the true cost and resource mix of the agency. It

continues by ensuring that the briefing process provides the agency withthe best information to produce the best work and a formal performanceevaluation of the overall client agency relationship. Gain best practice andinsights into what's possible by implementing an enterprise wide AgencyLifecycle Management process.

Steven WalesChief Operating OfficerDecideware

11:10 Networking Break

11:30 Measuring And Realizing ROI In Digital And MarketingProcurement EffortsMeasuring ROI is the holy grail of justifying procurement’s role inmanaging marketing spend, simply because it’s so difficult to track.While some industries are easier to measure than others, what arethe ROI metrics procurement practitioners use to evaluate whetheran increase in sales can be determined by marketing efforts? Howdo brands evaluate and spend money? What is the optimal budgetfor ROI measurement tools? What are the various models tomeasure the return on investment?

Mary Ann BrennanSenior Director Global ProcurementMattel

Sopan ShahGlobal Advertising & Marketing Procurement LeaderNestlé

12:10 How Marketing Procurement Practitioners Should BeMeasured, Evaluated, And IncentivizedIncentives for procurement practitioners generally occur when definitivecost savings can be realized. However, when marketing wants to bemeasured on cost avoidance, value, or revenue generation, shouldprocurement be penalized for delivering a contract that is optimal to allparties, but delivers zero savings off the previous year’s budget? Thissession will take a look at the current incentive structures, if they currentlymeet with what stakeholders and finance are looking for, and how they allcan work together to evolve these processes.

Donald LeeSr. Manager, Category Sourcing Marketing and AdvertisingThe Walt Disney Company

12:45 Networking Luncheon

The Evolution of Corporate Trade in an Age ofConsolidation and Strict Financial Scrutiny(invitation only)

Corporate Trade as a Powerful and Accountable FinancialMarketing SolutionIn an age of austere financial scrutiny, and the advent of publicly ownedmedia management companies now offering Corporate Trade, clients finda new path to successfully utilize this financial solution with realaccountability. Discussion points include:• Asset Resale Solutions-- Risk Management • Process for Trade Utilization--Managing Risk Upfront• Emerging Areas for Trade--Digital • How stronger data platforms and analytics help contribute to significant

and accountable trade savings• Private Equity--Improving EBIDA through Corporate Trade

Kathy KladopoulosPresidentThe Midas Exchange

Nicolle PangisPresident Real Media GroupWPP company

DAY ONE Tuesday, November 12, 2013


2:00 Workshop: Speaking Their Language—Marketing 101for Procurement PractitionersThis hands-on workshop is designed for new marketing procurementprofessionals to get the fundamental understanding of the variousmodels of how an organization’s marketing team operates, toimprove your understanding of marketing, internal KPIs, processesand objectives. You will outline the different marketing channels(traditional marketing, media, advertising, digital, social media andmobile), their supply partners and types of engagements, and learnhow to assess where procurement can play a meaningful role inidentifying, measuring and delivering value back to their marketingstakeholders from both a general process improvement and channel-specific perspective.

Kim H. JohnsonGroup Vice President of Strategic Sourcing Lead andMarketingSunTrust Bank


3:45 Workshop: Marketing Procurement Fundamentals: AStep-By-Step Guide To Understanding What MakesThe Marketing Category So DifferentAfter learning about marketing terminology and methodology,participate in this in-depth, interactive workshop to understand whatmakes marketing procurement truly different than other categories,and help you develop a true partnership with your company’smarketing organization.• Understanding the role of the various primary stakeholders in a

marketing engagement (marketing, procurement and agency) andthe expectations of each

• Where are the big nuggets of opportunity – as you first enter themarketing category and as your involvement matures?

• What should procurement bring to the table and where doesprocurement falter?

• How can you ensure procurement for marketing KPIs relate tomarketing goals and KPIs?

• How can you get marketing not just to realize procurement exists,but to also follow procurement’s rules?

• Sourcing, RFP and negotiating strategies for marketing suppliers

Bruno GralpoisCo-Founder & Principal,Agency Mania Solutions(former Head of Global Marketing Operations, Visa)

5:15 Welcome Happy Hour

Track A Track B

Workshop: Advanced Contract Management:Preserving Your Intellectual Property RightsWhen agencies develop proprietary technology for digital andmarketing campaigns and license it back to the organization, howcan a company protect itself from any lawsuits that arise from thegrowth of patent trolls? This workshop goes in-depth into thecontract management process to discuss:• Why intellectual property and innovation is vital to a company’s

marketing campaign• Putting contracts in place to minimize litigation indemnification

for the use of proprietary technology• How much is an agency responsible for sharing the risk?• Costs associated with indemnification clauses, and who should

pay what • Other licensing and use issues

Thomas M. JohnstonAssociate General Counsel IPCovidien

Networking Break

Workshop: Advanced Agency Management: CreatingValue, Efficiency and Cost Savings Through EffectiveAgency Compensation, SOW and Staffing StrategiesThis in-depth workshop will help you better manage your agenciesto ensure you have the optimal price and staff for the services youneed. You will participate in interactive team-building exercises,pitting different forms of scope of work, staffing and comp againstone another on a team basis. You will also get to participate inmock negotiating sessions with mock client/agency situations. After90 minutes you’ll be able to assess:• How does interaction and engagement take place between

agency and procurement?• How do you put a price on an idea? Or assign that idea’s cost? Or

assess the potential value?• How models differ for creative, media and digital agencies• Benchmarking compensation models—fee-based, labor-based,

project based• Setting expectations for incentivizing agencies• Do pay for performance models really work? Are the rewards

great enough to improve performance?• Incentives for agencies to buy better and deliver better results• Identifying reasonable overheads• Avoiding traps – inflated scopes of work, inflated staffing, hourly rates

Steve FajenManaging Partner, Drexler/Fajen & Partners and General ManagerMorgan Anderson Consulting

Day 1...continued


Afternoon WorkshopsWhether you're new to managing marketing spend or have been doing it for quite some time, this is your opportunity to take a

refresher course or learn some advanced skills to help you deliver improved results, savings and value. Led by experts in the field, these in-depth, interactive workshops are a deep-dive into some of the biggest issues facing marketing procurement professionals today.

8:00 Registration and Breakfast

8:40 Welcome RemarksFrank MuseroExecutive Director, ProcureCon EventsWorldwide Business Research (WBR)


9:00 The Do’s and Don’ts Of Working With Your MarketingDepartmentBuilding trust and credibility with your marketing department willend in a true partnership, and deliver better results than anacrimonious relationship. The key to working with marketing isto understand how to communicate with them, using theirvocabulary, and understanding their needs and acknowledgingthe expertise they bring to the table. Hear from a panel ofmarketing executives on how they would like to work withprocurement, how procurement should work with them and thethings you absolutely shouldn’t do.

Bruno GralpoisCo-Founder & Principal,Agency Mania Solutions(former Head of Global Marketing Operations, Visa)

Marchelle ZinolaDirector, Marketing, Sales and R&D, Global CategoriesHewlett-Packard

9:35 Keynote Presentation: Staying Ahead Of Trends InMedia and Marketing Technologies: What’s Next?One of the best ways to get the most value out of yourmarketing spending in the future, is to understand what thespending trends are and where they are headed. In a rapidlychanging area such as marketing, with the new technologiesinvolved in connecting brands with customers, it’s even moreimportant to stay ahead of the curve. In this session, you willlearn about where marketing is going, the key trends to look outfor, and why it matters to procurement -- what digital platformsand opportunities truly show great potential, and which are morehype than reality?

Jason HellerCEOAgiliti Inc.

10:00 Deploying Social Media Programs For Scale, CostEffectiveness, Quality & InsightDuring this session, brand experts will illustrate how to effectivelydeploy social media programs, including how to addressprocurement, through a series of case studies, to help you: createa social architecture as the foundation for an effective socialmedia program; manage rules, regulations and guidelines for aquality customer experience; and leverage a global approach forboth technology and services, yet meeting the needs of individualbrands and countries.• How the market leader in animal health established a social

media based cultural model to reach out to customers underan entirely new platform.

• How a market leader in OTC products leveraged a social mediastrategy across multiple brands, tailoring the program to theneeds of each group, while managing regulatory andmarketing requirements.

• How a top CPG company scales moderation across scores ofbrands in many countries by effectively leveraging centralstrategies, technology and service platforms. As a result, timeto market, quality, flexibility, control, insight and cost savingshave all improved.

Moderator:Peter FriedmanChairman and CEOLiveWorld

Panelists:Ed SteningDigital Strategy & MultiChannel MarketingZoetis

Kathleen HartnettSenior Manager Consumer EngagementPfizer Consumer Healthcare


11:10 ProcureCon Peer-To-Peer Roundtable Discussions (2rotations)Be sure to join these interactive roundtable sessions, and take adeep dive into the specific areas you came to discuss.Opportunities to sit and learn from executives like these do notexist elsewhere. Take control of your own event experience. Don’tbe shy! Ask questions (or answer them!) of other conferenceattendees who are dealing with the same challenges as you. • Network with industry peers with very similar challenges,

interests and responsibilities• Take a deep dive into a niche topic in an intimate and informal

setting moderated by a subject matter expert• Don’t miss out on the discussions you want to participate in—

you’ll get to select a new topic after 30 minutes

1. Contracting with Agency GroupsNancy TiranDirector, Marketing & Corporate Services StrategicSourcing

Best Buy

2. In Depth: Selling Value Metrics To The CPODan JeffriesOwnerJeffries Consulting

3. Achieving Supplier Diversity Within MarketingProcurement

Louis WilliamsSenior Manager – Strategic SourcingUnited Rentals, Inc.

4. Best Practices For Sourcing Startup Suppliers

5. Why Media Audits Are Necessary And How To ProperlyCarry Conduct One

6. Use of eAuctions in the Marketing Space

11:35 Exclusive Research: Creating and Using In-HouseAgencies To Drive Down CostsMany companies have begun incorporating in-house agencies tohandle creative work, resulting in quicker turnarounds and costsavings. In fact, 58% of all organizations have some sort of in-house component. What are the implications for procurementwhen working with the marketing team to develop and use in-house agencies? Bill Duggan, Group Executive Vice President of

DAY TWO Wednesday, November 13, 2013


2:00 Presentation by Ebiquity

2:30 Constructing The Ideal Client/Agency Relationship The mantra among marketing procurement is that “it’s not about costsavings, it’s about the value.” But no matter the value or the price, ifthe agency isn’t the right fit, or the relationship isn’t structuredproperly, the partnership will fail, even if you can realize savingsthroughout the engagement. This session will help you:• Moving the conversation away from “buying something” toward

“solving a problem”• How to identify the talent, culture and skillset that will be the right

fit for your organization• How to structure your partnership so that it is collaborative, and

not procurement-led• Building an interpersonal and strategic partnership with your

agencies

Lawrence SmithCommercial Procurement Director - Global MediaMars Inc.

3:00 Case Study: Best Practices For Sourcing SocialMediaWhile social media may make up just 10% of a company’smarketing budget, many companies are expected to increase that byup to 40%. This session will help you understand how to bestmanage the social budget, including:• Identifying suppliers in the social media space• Determining if your agency of record the right solution, or if you

need a dedicated social media agency• How Facebook and other social media outlets stack up against

each other to determine where to best spend your limited dollars• Emerging social outlets that will yield ROI• Key metrics for measuring a social media campaign, and

determining if they’re actually the right metrics to use


4:00 Case Study: Introducing Procurement To Marketing OneProject At A Time To Gain Influence And Build TrustOne of the best ways to gain marketing’s trust and showprocurement’s value is to start with one project. If that goes well, youthen have a better case for taking on more work, gaining more

Track A: Relationship Management Track B: Improving Processes

Sponsor Session

Is TV Dead? – New Methods For Optimizing Your MediaBuy And Placement• Strategies for breaking through when selecting and working with

third parties• Emerging cost structures for buying media• How media buys work from both a traditional and new media

perspective• Media market trends, including consumer-based predictions by

channel and implications, agency-owned media trading desks,increasing integration of PR with paid media activities, etc.

• Measuring the effectiveness of advertising & media buying• Can you hit your target demographic for a lower cost?• How to get your media brokers to be more effective?• Creating value by negotiating directly with the outlets where

you’re placing your buy

Rubina MalbariGlobal Procurement Director-Media, Digital and ConsumerPlanning StrategyDiageo

Ray Croce-GalisSenior Procurement Specialist, Marketing ServicesBayer Healthcare

Panel Discussion: Finding The Right Staffing Mix ToEnsure Marketing Category Management SuccessHaving the right talent on your team is a key factor for succeeding inthis important and rapidly developing category. You need enoughcompetency and maturity from both marketing and procurementperspectives to act as an effective liaison between marketingstakeholders, agencies and other marketing services suppliers to seekoptimal value for the company. But how should you select yourteam—do you hire a marketing person and teach themprocurement, or hire a procurement person and teach themmarketing? What are best practice training processes? How can youthe team engaged during that process?

Sean DowdSenior Manager of Global Strategic SourcingIntel

Nicholas KlineSenior Manager, Service & Support Purchasing, RenaultNissan Purchasing OrganizationNissan Motor Corp. North America

Ronald JensenDirector, Financial SynergiesToyota Motor Sales USA, Inc.

Networking Break

Exactly Where In An Organization Should MarketingProcurement Sit For Optimal Effectiveness?

One of the biggest debates in the marketing procurement world iswhere should marketing procurement sit within an organization. Somebelieve that marketing procurement should fall under marketing

Day 2...continued


the ANA, will present his organizations findings relating to in-house agencies.

Bill DugganGroup Executive Vice PresidentANA (Association Of National Advertisers)

12:45 Luncheon for All Attendees Sponsored by The Midas ExchangeWelcome remarks by:

Kathy Kladopoulos

President

The Midas Exchange

influence in the process. Hear how Cabot’s first foray into marketingprocurement was a comprehensive rebranding, and how that led to amore fruitful partnership between marketing and procurement.

Melissa BurklandGlobal Sourcing Manager,Cabot Corporation

4:30 Panel Discussion: Staying Ahead Of Trends By Building andMaintaining a Digital Age Procurement Program• How do you measure ROI in this space, especially in

new/experimental technologies?• What’s the next technology out there? Is there a trend going

toward or away, one agency leveraging the spend?• Understanding the trends toward lower cost of digital media but

higher costs of creating• Integrating mobile marketing into a digital campaign• Optimizing the supplier base for a multichannel digital campaign • Evaluating online and offline media schedules, and marketing

plans

Ramón Romero PérezHead of Global Supply and Facility ManagementBigpoint Investments GmbH

Sara BodisonDirector, Global Marketing ProcurementReed Elsevier Inc.

Sebastien SlekExecutive Director Global Category Marketing & IndirectWarner Brothers Pictures

5:00 Decoupling Digital Production And Marketing Services ToRealize Additional SavingsTraditionally, agencies work on a retainer and control all creative andproduction elements of a campaign. In light of doing more with less,more and more advertisers are decoupling the purchasing ofmarketing services and starting to buy and manage the productionelements separately, allowing for closer control of cost, service levels,quality assurance and KPIs – and thus giving the advertiser morebudget and process control – while allowing specialized teams tofocus on what they do best. This session will specifically focus on: • Understanding decoupling opportunity and needs• Getting internal stakeholders to collaborate: crossing the internal

silos to obtain stakeholder buy-in• Required in-house expertise and bandwidth to take on additional

capabilities• Developing a transition roadmap• Ensuring good communication and collaboration between agencies

in the portfolio through incentives

Guy TsutsumotoGroup ManagerMicrosoft

Jeff BaccettiGroup Manager ProcurementMicrosoft

Track A: Relationship Management Track B: Improving Processes

purview, but that has the potential to create conflicts of interest, othersthink there should be a definitive or even a dotted line betweenprocurement and marketing. Which model is right? Which model isbest? This debate will help you sort through the pros and cons of each.

Chris BakerSenior Director Corporate PurchasingHeineken USA

Elaine M. GriffithProcurement Director - Global Strategic SourcingSirius XM Radio, Inc.

Constructing Global Contracts • Companies with a global footprint are actively developing

strategies to manage marketing agencies and media on a globallevel. The rationalization of procurement at a global level –consolidating marketing across business units and geographies forcampaigns

• Leveraging economies of scale is a trademark negotiation andsavings technique of procurement executives. How can companiesovercome local hurdles, balance local with global requirements,and develop the processes, practices and culture allowing them toleverage multiple Business Units and geographies effectively?

• With BRIC economies exploding and brands wanting to increasesales in these regions – how to choose agencies that have theskills set for emerging markets, which are more complex,providing messages for a different type of consumers

• With the digital space moving so fast – is it possible to have aglobal strategy for this space?

Marketing Tools: Systems Management Strategies forSaaS, Software Licensing And Cloud-based Technologies • Contracting and licensing management around SaaS and cloud-

based software• Best practices for online marketing services and solutions• Using temp labor tool for contracting merchandising or on-

demand print. • What should you be looking for in complex contracts involving

multiple parties• Using procurement strategies to streamline the supplier base and

manage contracts• Why are marketing systems so complicated to manage from a

procurement standpoint?

Day 2...continued

5:30 Networking Reception In The Solutions Zone For All AttendeesAfter a busy day of solution-focused sessions, relax with fellow speakers and attendees. Take advantage of the opportunity to network, share ideasoff-line and check out new products and services from innovative procurement solutions providers.


8:00 Breakfast & Registration


9:00 Case Study: Turning The Agency Review ProcessOn Its Head: How Google Evaluated 28 AgenciesIn One DayIs your RFI, RFP & Pitch process tried and tested, and not yieldingthe exciting results you need from your potential suppliers? Howcan you innovate in this process, increase engagement with yourmarketing team, and have fun in the process? Hear how Googlewas able to defy expectations and push boundaries to defineagency strengths and weaknesses, determine who would be thebest fit culturally, and receive overwhelmingly positive feedbackfrom both agencies and the stakeholders about the process. Canyour firm learn from Google and introduce a number of great,new and innovative suppliers too?

Kerry AspinwallGlobal Sourcing Lead, MarketingGoogle Inc.

Kristy McCownSupplier Sourcing ManagerGoogle Inc.

9:30 Case Study: Constructing The IdealMarketing/ Procurement Relationship As the procurement department becomes more and morealigned with marketing what does a successful relationshipactually look like? This session will bring together a procurementand marketing executive from the same company to share thechallenging evolution toward creating a truly collaborativepartnership. They will outline their expectations and requirementsof each other’s departments, and how they achieved asustainable alliance. What hurdles have they overcome to achievea fruitful collaboration? What value does one team add to theother?

Terri BowersSenior Procurement ManagerMicrosoft

10:00 Innovation Spotlight

10:10 Networking & Refreshment Break For All Attendees &Final Visit To Solutions Zone

10:40 ProcureCon Peer-To-Peer Roundtable Discussions(2 rotations)Be sure to join these interactive roundtable sessions, and take adeep dive into the specific areas you came to discuss.Opportunities to sit and learn from executives like these do not

exist elsewhere. Take control of your own event experience.Don’t be shy! Ask questions (or answer them!) of otherconference attendees who are dealing with the same challengesas you. • Network with industry peers with very similar challenges,

interests and responsibilities• Take a deep dive into a niche topic in an intimate and informal

setting moderated by a subject matter expert• Don’t miss out on the discussions you want to participate in—

you’ll get to select a new topic after 30 minutes

1. Evaluating Supplier SkillsetsNancy TiranDirector, Marketing & Corporate Services StrategicSourcingBest Buy

2. Can Marketing Procurement Benefit From ContinuousImprovement Strategies?

Derrick JacksonSenior Manager Procurement Marketing Materials &ServicesRJ Reynolds

3. Mastering The Agency Briefing Process

4. Will The Trend Of Lengthening Payment Terms Spill IntoMarketing Procurement?

5. Improving the Benchmarking and Scorecarding Processfor Digital and Marketing Suppliers

6. Finding Savings And Creating Efficiencies By SourcingNon-Agency Marketing Procurement Tools

10:50 Innovation Spotlight

11:20 Panel Discussion: Measuring Future SuccessThrough Past ChallengesIf at first you don’t succeed, try, try again. It’s not where you endup, it’s how you got there. Such are the clichés, but formarketing and procurement, these can’t be truer. In an emergingprocurement category, sometimes the best lessons aren’t fromthe wins, but from the losses that eventually led to them. Thispanel will bring together experts who will discuss some of theirchallenges, the obstacles, the falls, and what they learned formthem to become a better marketing procurement practitioner.

Erica HillVP of Non Trade Procurement and Support ServicesBrown Shoe Co.

12:30 Luncheon

1:30 End Of ProcureCon for Digital and Marketing Services

DAY THREE Thursday, November 14, 2013


"The networking opportunities alone are worth attending an event. Where else do you have theopportunity to sit in a room full of procurement professionals and listen to how they dealt with

challenges and problems.....then meet them one-on-one to discuss further."

Randall C. Clark, Senior Strategic Buyer, Volvo Group Non-Automotive Purchasing

About Our SponsorsDecideware provides the world’s leading Software-as-a-Service (SaaS) application or Marketing Procurement professionals. Ourclients, major advertisers with responsibility for some of the world's best-loved brands, demanded their key agency data beaccessible anywhere, anytime via a central platform of fast, secure, robust tools delivered across the Internet. Designed inconsultation with our clients, Decideware’s Marketing Agency Management Platform features a wide array of solutions covering allkey touch points between clients and their agencies. Specific modules include Agency Evaluation, Scope of Work and CapabilityManager.

Ebiquity provides independent data-driven insights to the global media and marketing community to continuously improve ourclients' business performance. We provide an unrivalled combination of data, systems and insights to help our clients continuouslyimprove their efficiency and effectiveness. We also provide financial contractual compliance through our specialized audit arm,FirmDecisions. We currently work with over 1,000 clients in 60 markets worldwide, including 85 of the top 100 global advertisers.Ebiquity employs over 600 people across the world with 21 offices in 14 countries and is listed on the London Stock Exchange's AIMmarket.

LiveWorld, a social content marketing company, is a trusted partner to the world’s largest brands, including the number-onecompanies in retail, CPG, pharmaceutical, and financial/travel services. We revolutionize the management of user content throughinnovative technology, leading-edge services, and deep integration with client marketing and customer support teams. Scalinghuman review of user content and human touch points, LiveWorld removes obstacles faced by brands, allowing them to engagemore deeply in social media. In an innovative approach that encompasses review, management, and analysis of user content,LiveWorld provides 24/7 brand protection through “always on” moderation and engagement across social channels, applications,and sites. The LiveWorld solution offers competitive advantage through management of user content in sheer volume, resulting inamplified brand presence, actionable insight, and increased customer loyalty.LiveWorld is headquartered in California, with offices in San Jose, CA and New York City, NY.For more information, go to www.liveworld.com. Follow us at @LiveWorld.

Midas is “the new gold standard” in corporate trade. As a wholly owned subsidiary of WPP, the largest advertising conglomerate inthe world, Midas is uniquely positioned to deliver the highest standards of trade performance in the media marketplace. CorporateTrade is used by many Fortune 1000 companies as a strategic marketing resource to restore full valuation on under-performingassets. Powered by GroupM, Midas delivers superior media quality and accountability in corporate trade transactions.


If you are interested in sponsoring ProcureCon for Digital and Marketing Services,contact Rachel Tosi at 646-200-7524 or [email protected]

Optimize your time at ProcureCon for Digital and Marketing Services by visiting The Solution Zone. TheSolution Zone features companies providing technologies and services to bring you effective solutionsfor your strategic sourcing operations

There is a vast array of solution providers available out there…the key is finding the right one for you.Today, more than ever before, it is critical for you to make smart investment decisions that will produceexpected AND immediate results. We've taken some of the guesswork out of the process. Onlycompanies who are recognized leaders within strategic sourcing will be allowed into The Solution Zone

To find out how you can participate in the Solutions Zone, or be a program sponsor, contact Rachel Tosiat 646.200.7524 or email [email protected] for details.

Hurry! Exhibition and marketing opportunities are limited – CALL NOW to secure yourparticipation and presence at ProcureCon for Digital and Marketing Services!

Suppliers You Need…Featured at the ProcureCon for Digital and Marketing Services Solution Zone


About Our Media PartnersANA advances marketing decision-making by acquiring, developing, and disseminating unique and proprietary insights to ANAmembers. Our intellectual capital covers all aspects of the communications process, including brand building, integrated marketing,communications, marketing accountability, and the marketing organization. ANA consistently brings members together withindustry thought leaders to develop new ideas, provide professional training, and facilitate industry-wide networking. The ANAgathers industry leaders from across the entire marketing spectrum including peer marketers, agencies, the media, associations,consultants, vendors, production companies, and academicians. ANA leverages its leadership to advance the industry’s agenda—engineering progress and transformation while defending core marketing interests and freedoms. On behalf of the industry, weaddress legislative and regulatory issues, promote industry policies and practices, strengthen the marketing supply chain, and alignthe marketing community towards solutions for societal concerns

IACCM (www.IACCM.com) is a non-profit community for leaders and professionals in procurement, sourcing, contractmanagement, sales, and legal. Dedicated to its members and their influence and status in the world of business; the only forumwhere all sides come together to improve the overall process, change and gain global understanding.

My Purchasing Center™ is a website designed to provide the essential information required by purchasing and procurementmanagement professionals to keep their companies competitive in a dynamic global marketplace. My Purchasing Center™ reportsnews, pinpoints trends, interprets events and presents proprietary pricing and supply data through unique content developedthrough its editorial staff, strategic content partnerships and by creating an online hub for information. My Purchasing Center™also addresses specific inform tion needs in the industry:• Fills an information and education gap in the purchasing and procurement marketplace for purchasing professionals• Provides a credible third party environment that offers unique content from industry experts, aggregated industry content and

supplier representation• Creates a unique and informative experience for the purchasing professionals to collect industry related how-to knowledge,

engage with peers and suppliers, and keep up to date on trends.

Spend Matters, Spend Matters UK/Europe and MetalMiner are quickly growing into the world's top procurement, supply chain andcommodity management resources. The sites cover a range of areas including services procurement, P2P systems, suppliermanagement/supply risk management, strategic sourcing, commodity management, sourcing strategies, commodities, etc.

Next Level Puchasing is a leading provider of online training for purchasing professionals. Its training includes the SPSM andSPSM2 Certification Programs for world-class supply management success, which enable organizations to lower costs, supportoperations, and reduce risk by improving purchasing processes and expanding the capabilities of supply management organizations.

Supply & Demand Chain Executive is the executive's user manual for successful supply chain transformation, utilizing hard-hitting analysis, viewpoints and unbiased case studies to steer executives and supply management professionals through thecomplicated, yet critical, world of supply and demand chain enablement to gain competitive advantage. On the Web atwww.SDCExec.com.

SupplyChainBrain is the world’s most comprehensive supply chain management information resource. In addition to providingcomplete coverage of all fundamental supply chain principles, SupplyChainBrain identifies emerging trends, strategies and bestpractices, forward-thinking ideas, cutting-edge solutions and the latest innovations - and continues to write and report on these asthey evolve and mature.

"ProcureCon Indirect is one of the best run conferences in the procurement space.

The agenda is relevant to current hot topics within the industry and the sessions are run with precision. I am

most impressed with how the sessions are kept on schedule and there is plenty of time for networking. The

exhibitors are strategically placed so that there is constant interaction with the attendees.

It is certainly well worth the investment!"

Sonia O. Knight, Marketing & Conference Manager, Allegis Group Services Inc.


Registration Information

Visit www.ProcureConDM.com for the WBR Cancellation, postponement andsubstitution policy.

• Date protected registration - Need to cancel your registrations the day ofthe event? A VIP pass allows you to move your participation to a futureProcureCon event.

• Personalized travel agent - we know you have a busy schedule! A VIP passwill include your hotel nights as well as an economy flight from a majormetropolitan center in the USA.

• Continued Conversation - You come to ProcureCon to learn and network.VIP participants will receive the ProcureCon for Marketing and Digital Servicesattendee list so you can continue the networking off site.

*Other includes: Any service provider to client-side, marketing and procurementpractitioners - Solution Providers, Agencies, Consultants, or any third party vendorsthat partner with or provide services to procurement and marketing organizations.Worldwide Business Research reserves the right to enforce the rate for non-practitioners.

Your ProcureCon for Digital & Marketing Services’ VIP attendeepass includes...

Procurement Practitioner Pricing Conference Price

Main Conference (November 12-14, 2013) $2,299.00

VIP Procurement Practitioner Pricing Conference Price

Main Conference (November 12-14, 2013) $4,000.00

Others* Full Conference Price

Main Conference (November 12-14, 2013) $3,499

Pricing

Agency Networking Pass Conference Price

Limited Availability $2,799

Please note that certain sessions are designated as ‘Client-Side Only’ and serviceproviders are excluded from participation to create a private discussion and learningenvironment. This designation will be strictly enforced on-site based on pre-eventsession sign-up.

VenueSheraton

Dallas Hotel 400 N. Olive Street ·Dallas, Texas 75201

214-922-8000Rate: $159 (plus tax)

WBR has procured a special group rate of $159 per night (plus tax) for

attendees. To book this rate, please call theSheraton Dallas Hotel at 888-627-8191 and

identify yourself as a ProcureCon for Digital &Marketing Services 2013 attendee. Rooms are

limited and are on a first come, first served basis. The rate expires October 21, 2013.

If you have missed this date, please inquire with the hotel

as rooms may still beavailable.

Places To Visit While In Dallas:

Dallas World Aquarium: www.dwazoo.comDallas

Arboretum and Botanical Garden: www.dallasarboretum.org

House of Blues – Dallas: www.houseofblues.com/venues/clubvenues/dallas

Dallas Heritage Village at Old City Park: www.oldcitypark.org

EveningEntertainment:

Monday, November 11Rihanna Concert (American Airlines Center)

Tuesday, November 12Dallas Mavericks vs. Washington Wizards

(American Airlines Center)

Wednesday, November 13Josh Groban Concert

(American Airline Center)

Friday, November 15Pearl Jam Concert (American

Airlines Center)

live conferencing: the world’s only dedicated …the world’s only dedicated digital and...

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