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"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




Want to know about Decideware 2.0? See you at Financial Management!

Steven, Richard, Zorina and Melinda will all be at the ANA Financial Management Conference in Naples Sunday 4th May till Wed 7th May and if you are attending please come to the Decideware booth and say hello.

We are thrilled to be launching the Decideware 2.0 initiative.

Although we are proud to be the Number 1 provider in our space, we are working harder than ever to get even better. Across software, services, operations, and our people, we are investing in new technology, processes and training to improve all dimensions.

Please come and find out about our new User Experience initiatives, better services options, as well as the new Production Budgeting module we are releasing in July.

See you there!


Announcing ANA Webinar Friday, March 14, 2014 at 1:00pm (Eastern) : How Procurement Executives Can Help Manage Marketing Spend

ANA Webinar: How Procurement Executives Can Help Manage Marketing Spend: Friday, March 14, 2014 at 1:00pm (Eastern)

Steven Wales, COO of Decideware, is co-presenting a webinar with Christine Eaton, Sr. Sourcing Manager, Advertising & Agencies from General Mills as part of the ANA's Procurement Series.

To Register

Webinar Description

Procurement is known to deliver measurable benefits in helping corporations obtain the most appropriate materials at the best available cost. However, in the area of professional services procurement, and more specifically the relationship between procurment and their marketing colleagues and advertising agency suppliers, there sometimes appears to be a degree of misalignment. So while we fully acknowledge while marketing services is a distinctly different category to many other types of supply, it is also possible to apply techniques developed in the more advanced areas of procurement (namely Strategic Sourcing and Supplier Relationship Management), to lift the return on marketing spend. Procurement can work successully with Marketing and agencies to get better results. 
In this ANA webinar, Steven Wales, chief operating officer of Decideware and Christine Eaton, Sr. Sourcing Manager, Advertising & Agencies at General Mills will discuss the five key stages in the lifecycle that marketers have with their agencies and how procurement techniques and tools can be applied to generate an efficient return on your marketing investment.


Begins: Friday, March 14, 2014 at 1:00pm
Ends: Friday, March 14, 2014 at 2:00pm

Decideware whitepaper makes ANA Encore Newsletter edition


Decideware's new whitepaper, Marketing Procurement, Similar but Different has proven so popular with ANA members that it was included in the ANA's Encore Newsletter edition.

The Encore edition is a collection of top rated marketing insights from the past week.  



 ANA Events  Brief


January 5, 2014


Welcome to ANA Encore. Here are the top member-rated marketing insights from the past week. Enjoy.


Keep a Child Alive: Digital Death Campaign

In its Digital Death campaign, Keep a Child Alive convinced select celebrities with a massive social following to sacrifice their digital lives until one million dollars was raised towards HIV/AIDS. >>>

Payment Terms: Current Practices for Marketing Services

A recent ANA survey of client-side marketers found that payment terms for marketing/advertising services are either being extended or kept the same. To learn more key findings, download the white paper "Payment Terms: Current Practices for Marketing Services." >>>

Marketing Procurement: Similar but Different?

This white paper examines the five critical stages in the life cycle of a client-agency relationship and includes a range of proven strategic supply management techniques that you can use to get the most effective and efficient return on your marketing investment. >>>


 The paper is also available from Decideware, Inc. COO Steven Wales;