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ANA Masters of Marketing Kicks Off!


Steve, Richard and Jennifer are representing Decideware at this year's hugely exciting ANA Masters of Marketing conference in Orlando, Fla.


See a quick video report from Steve: 





ANA Masters of Marketing

Decideware will be exhibiting and participating at the 2014 Masters of Marketing Conference fromOctober 15-18th, at the Rosen Shingle Creek in Orlando, FL. 

Decideware's Agency Lifecycle Management Platform helps CMOs eliminate waste, optimise agency spend to build bigger brands and manage better relationships. Decideware's clients include many of the world's best marketing organizations. 

The ANA Master's of Marketing Conference assembles the nation’s chief marketing officers and leaders from the agency and media worlds for the industry’s signature event. This conference offers an opportunity to learn and engage with the leaders of the marketing community who have built brands, leveraged the expanding array of media, made marketing more accountable, and improved the quality of their marketing organizations.

For additional information click here. Stay tuned as we bring you current headlines and details from the show.


ANA Masters of Measurement Conference 2014


Richard Benyon and Steven Wales are currently attending the first-ever ANA conference focused exclusively on measurement.  The “Masters of Measurement” Conference will provide attendees with practical ideas to improve marketing decision-making through measurement.

The conference will explore timely measurement issues including:

  • Cross-platform measurement
  • Developing and measuring return on investments
  • Attribution     
  • Predictive analytics
  • Targeting customers more effectively and efficiently
  • Taking marketing analytics in-house
  • And more!

Follow both Richard and Steven's twitter feeds  - @stevenwales and @rbenyon - and see Steven's first video blog on Decideware's YouTube channel.

Author: Jennifer Nickle (Decideware)


"Trimming the Fat" - 2014 AdAge CMO Summit

In what must be one of the most unusual CMO presentation I've had the pleasure of listening to, Matthew Jauchius, EVP & CMO, Nationwide Insurance, provided insights as to how he has used marketing efficiency to drive the effectiveness of their advertising budget.

With a background as a CPA, and having most recently worked at McKinsey's, Matthew put forward a compelling operational argument that looking to eliminate waste, in what he termed a "Seek and Destroy" mission, has had a huge impact on getting the most out of his $400 million budget.

Elimate waste

Key to his argument is that in looking to eliminate waste, as is been demonstrated by leading automotive companies such as Toyota, a wide range of different questions are asked (which he did not reveal!), and these not only drive down cost and inefficiency, but they can also have a remarkable effect on the top line.

He was also very clear in articulating that looking to remove waste is not a way to drive down agency margins. In fact, in his mind the word "Vendor" is poison to productive agency relationships. It's critical to understand that this is an important relationship with specialists which generates tremendous value for advertiser organizations and agencies. And it is vital that together, the client and the agency must be lean and transparent and act together to grow. The strength of the relationship can be measured using specific metrics related to, for example brand (awareness) and people (engagement).

Six Sigma principles

Nationwide use Six Sigma principles extensively as a way to look to reduced waste. Some examples Matthew provided were...
  • Motion - could you collate all your marketing teams marketing (and even agencies)?
  • Overprocessing - how many approvals for change orders and contracts?
  • Overproduction - are you producing printing that's not needed?
  • Wait time - how long does it take to get approval for work?

Repurpose what you save

One also has to be very careful to ensure that this is not a "finance sweep", and that the best way to avoid this is to repurpose what you save.
So as an example if a proposed campaign was going to cost $100,000, and by trimming waste it's possible to do this for a $80,000, then the $20,000 that has been saved can go to an additional campaign. In fact that Matthew pushes it even further because he takes that $20,000 demonstrated savings back to the business and asks them for an additional $5,000 investment.

Some results worth noting

Nationwide now have 31 people in marketing who are Six Sigma Green Belt certified. He estimates that last year they saved 18,000 hours of wasted time which equates to 11 full-time equivalent people. That also managed to decrease their production costs by around 30%, a huge savings by any measure!

Author: Richard Benyon (Decideware)


Steve presents at WFA Sourcing Forum, NYC 

Decideware, Inc. COO Steve Wales presented insights from the 2014 WFA & Decideware Scope of Work Survey at the WFA Sourcing Forum in NYC today.  
(Pic source: WFA)

ANA FM and WFA Sourcing Committees 

It's become a recent tradition for the ANA and WFA to hold yearly, back-to-back meetings of the ANA Advertising Financial Management Committee and WFA Sourcing Forum in New York.

Meetings will take place on Sept. 9 for the ANA AFM Committee and Sept. 10 for the WFA Sourcing Forum hosted at Mattel in NYC (230 Park Ave. South).  

On September 10th, Steven Wales, COO of Decideware, Inc. will present high level results of the 2014 WFA & Decideware Scope of Work Survey. The survey provides important insights into how major advertisers globally manage their scope of work programs. 

Additionallly, Decideware will host a networking dinner on Sept 9, at IBIS (formally NOIR), 151 East 50th Street (between Lexington and Third Ave.).  Cocktails will begin at 7pm with dinner immediately following from 8-10pm.  Please RSVP for dinner to Talia Fisher at



Report Indicates Marketer Confidence High

A recent CMO Council report reveals marketers are feeling confident, but most (around two thirds) are planning changes to agency rosters this year.

In their 8th "State of Marketing" Report, the data indicates 81% of senior marketers feel confident believing that they can drive growth and improve market share.

However, two thirds of marketers are planning changes to their agencies rosters despite 63% rating their agency partners as extremely valuable, valuable or pretty good citing lack of business result, insufficient value adding thinking and uninspired creative work as the drivers for that intended change.    



ANA Magazine Spotlight Series

The ANA is busy promoting its latest Thought Leadership Magazine featuring articles by Decideware, via the Spotlight Series email to their 23,000+ ANA members, see below ...


Decideware features in new ANA Thought Leadership magazine.


The new ANA Thought Leadership magazine features 2 new articles from Decideware.


Similar But Different, the Unique Challenges of Marketing Procurement” by Richard Benyon explores the key similarities between Marketing Procurement and Procurement – and argues that while there are distinctions in the marketing environment there are tools and techniques that can be successfully applied across both business environments.


Making the Most of Your Production Spend” also by Richard furthers the argument that value and not lowest cost should be the goal of successful production spend management,  and that access to reliable, timely production spend data is necessary to allow reliable analyses.




This latest ANA Thought Leadership magazine is distributed to 10,000+ ANA members .

It is available here:



Decideware and WFA enter into Strategic Partnership


Decideware is pleased to announce its strategic partnership with the World Federation of Advertisers (WFA).

Decideware is one of five new strategic partners who will work to provide better advice and great insight to WFA members. The partners will also create research projects and events with the WFA to bring light to key issues that affect all multinationals marketers.

As the Efficiency partner, Decideware will assist the WFA on projects involving scope of work management and understanding and assessing agency performance management. These projects are due later this year.

Although this partnership is not exclusive, Decideware, along with the other four companies, have become the first key contacts as the WFA works to support its members regarding new marketing trends as well as highlighting better techniques for managing partners and internal teams.

For the full release regarding this new partnership, please read here:

And here,WFA+unveils+first+strategic+partners.aspx