The Most Exciting Post You’ll Read Today: ANA Financial Management Conference Takeaways

The Most Exciting Post You’ll Read Today: ANA Financial Management Conference Takeaways

Michael Roth, CEO of IPG opened up the conference on Monday

Michael Roth, CEO of IPG opened up the conference on Monday

Rich Whalen is EVP, Head of Agency Operations, McCann NY

I had the opportunity to attend the ANA Financial Management Conference in Boca Raton this week. Sure, you may think a Finance & Procurement Conference in Boca (land of the blue hairs) is a bore, but it’s actually quite interesting.

The ANA (Association of National Advertisers) is the client-side equivalent to the 4A’s. Once a year, they invite top procurement and marketing finance professionals to a conference that’s all about increasing efficiencies and delivering greater value to organizations.

Since [McCann WorldGroup Chairman & CEO] Harris Diamond, called me a ‘finance guy’ at an agency meeting last year, I figured I should check it out.  Not to mention, our other fearless leader, [IPG Chairman & CEO] Michael Roth opened the conference with a talk about trends in the marketplace.

Joining me for the conference was our Finance & Style Queen, Eu-Gene Sung, and colleagues from WG, Craft, MRM, The Martin Agency and IPG.

The themes from the week were mostly about Transparency and  ‘redefining the traditional agency/client model.’ Some key takeaways:

·      Measure effectiveness rather than fee/overhead. Procurement teams need to be part of the solutions and understand how to make brands successful, not just challenge margin and overhead.

·      Rise of project-based work. Smaller brands and smaller budgets are more adept to project-based work. Also a great tool for clients to test a relationship/agency skillset without going through a lengthy pitch process.

·      Ad spending continues to rise.  Digital and Brand Activation are outpacing traditional ad spend – no surprise here, right?

·      Threat of ad blocking and fraud.  Advertisers will lose an estimated $7.2 billion globally this year due to fraudulent impressions or bots.

Overall, it was a worthwhile event with great networking opportunities. I was lucky enough to meet some good people and even luckier to spend my birthday with our favorite Verizon client, Cathy Stanley. 

Rick Weber (IPG), Cathy Stanley (Verizon), Rich Whalen & Eu-Gene Sung

Rick Weber (IPG), Cathy Stanley (Verizon), Rich Whalen & Eu-Gene Sung

Name That Platform - Foursquare/Swarm

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Side Hustle with Chavonne Hodges

Side Hustle with Chavonne Hodges