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In Review - ANA AFM 2022

Posted by Joseph Herrada on May 12, 2022 1:31:28 PM

It seems like only yesterday we began preparing for the 2022 ANA Advertising Financial Management conference; and sadly it’s already here and gone. And what a wonderful conference it was!

Sponsoring the ANA AFM conference for over a decade has allowed us to witness and be a part of the fast growth and maturation of marketing procurement, globally. From humble beginnings in 2009 where we attended with around 150 others, to over 750 in recent years has shown just how powerful, connected, and supportive this community of professionals really is. Juxtaposed to the growth of AFM, here at Decideware we have been blessed with similar growth over the same period – evidence that we are better together as the agency relationship management space continues to grow.

With over 20 insightful presentations from thought leaders around the world of marketing & marketing procurement, not only was the 2022 ANA AFM conference a great networking opportunity, but also a can’t-miss educational opportunity as well. Careful curation of the schedule and presenters came to a point with talks led by Decideware clients Kellogg, PepsiCo, NestléClorox, and our very own Ed McFadden, Chief Client Officer at Decideware. With topics ranging from agency relationship management to hot legal topics in advertising, everyone in attendance walked away just a little bit more knowledgeable of the landscape we all operate within.

If one thing was clear from ANA AFM 2022, its this: The landscape we operate in isn’t as concrete as we may have thought. We have the power to reshape our surroundings through high quality work, high quality relationships, and a high level of respect for our fellow people. Marketing B2B and B2C is old news – the future is B4H; Brands for Humans. To deliver on such an initiative, our house must be in order with purposeful agency rosters, mindful compensation frameworks, and robust data analytics to fuel the successes of tomorrow.

To learn more about how Decideware can help bring clarity to your agency relationships, visit, or reach out to today.

To learn more about the ANA organization and their Member Growth Agenda, visit


Ed McFadden and Agency Roster Management – ANA AFM 2022

Posted by Joseph Herrada on Apr 19, 2022 4:00:00 PM



Decideware can't wait to see everyone attending the ANA Advertising Financial Management conference May 1st – 4th in Orlando, FL. We’re confident this year will be one of the best to share thinking, problem solving strategies, and network within our industries. Punctuated by two years away due to COVID-19, the return to togetherness is very welcome indeed.

Decideware CCO Ed McFadden will be speaking at the event on dimensions of agency roster management for large advertisers. With increasingly complex marketing mixes and our own business structures becoming more dynamic, we must consider the strategy behind how we structure our agency rosters to drive marketing success. With 25+ years of agency relationship management experience, Ed has developed a deep understanding of the variables that influence a purposeful agency roster that drive tangible business results.

Decideware to Partner with ANA for 12th Straight Year

Posted by Joseph Herrada on Apr 3, 2022 10:00:00 AM

Decideware Excited to Announce Continued Partnership with ANA in 2022


Decideware is happy to share that we are continuing our partnership with the Association of National Advertisers (ANA) in 2022. Specifically, we are looking forward to sponsoring the ANA Advertising Financial Management Conference May 1st – May 4th in Orlando, FL where advertisers & advertising agencies from around the globe gather to share ideas, learn from one another, and network across industries.

7 WFA Partner Predictions for 2022

Posted by Robin Seasock on Feb 7, 2022 5:25:05 PM

Robin Seasock, Decideware's Chief Operating Officer, discusses marketing predictions that will shape the future of marketing for 2022 in an interview with WFA and other strategic partners.

Women of Influence insight series in partnership with Producers & Procurers iQ - Part 2

Posted by Robin Seasock on Nov 9, 2021 11:19:41 PM

Decideware are proud sponsors of Women of Influence in partnership with Producers and Procurers IQ.

Decideware is a proud sponsor of the Women of Influence insight series in partnership with Producers & Procurers iQ

Posted by Robin Seasock on Oct 19, 2021 12:39:23 AM

We are pleased to announce that Decideware are proud sponsors of Women of Influence in partnership with Producers and Procurers IQ.

How to apply Business Intelligence to Agency Management

Posted by Richard Benyon on Jun 1, 2021 11:48:00 AM



Learn how to apply Business Intelligence to Marketing Procurement and Agency management in our new E-book. If you are an executive who works at a large advertiser, who has responsibility for managing relationships with marketing & communication agencies, and are looking for new ways to optimize those relationships, then this eBook is for you.

It’s time to EXCEL with Business Intelligence!

Posted by Robin Seasock on May 20, 2021 3:26:02 PM

Has your CPO or CMO asked you how much money the company is spending with creative agencies... globally?


It is not an unreasonable question, yet many large advertisers rely on spreadsheets, multiple meetings, and numerous emails to answer what should be a simple question.

Yes, the finance team can provide the high-level budget information, by brand, but they typically can’t drill into the details of the spend. The individual brand teams know their specific spend details, but when it comes to rolling up that information across all brands, regions, and company divisions, that collating process takes weeks and sometimes months. By the time each market provides their details, the data is obsolete and doesn’t provide a real-time perspective of the agency engagement activity.

The ANA & Ford & Decideware – Webinar; Ford’s Journey in Automating their Agency Management Process

Posted by Robin Seasock on Apr 28, 2021 8:47:19 PM


In this webinar, hear from members of Ford's Global Agency Management Team as they share their experience in automating their scope of work and performance evaluation processes globally across all divisions and under tight timelines.


Decideware Continues To Grow ...

Posted by Robin Seasock on Jan 28, 2021 8:53:04 PM



Decideware grew during the GFC.

And through the next decade.

And we’re growing during COVID 2020/21.

That’s because we help advertisers manage their agency relationships – thru’ the good times and the bad.

How to Organise Teams for Scoping Season Success. An ANA Forward magazine article.

Posted by Aaron Mateer on Jun 1, 2020 10:02:49 PM

How to Organize Teams for Scoping Season Success.


Ensuring the right people are at the table and working toward the same goals.


The following is an extract from an article published May 25, 2020 in Forward magazine by the Association of National Advertisers. ANA Members can access the full article, here:

There's no rest for the weary. With the 2020 scope season in the rearview mirror, it's already time to look ahead to 2021.

Announcing the 2020 Decideware Advertising Management Scholarship at MSU, Inaugural Recipients

Posted by Robin Seasock on Apr 27, 2020 7:58:47 PM


The Decideware Advertising Management Scholarship at MSU. 


Decideware is pleased to announce a new scholarship fund has been established with the Department of Advertising and Public Relationships in the College of Communication Arts and Sciences, Michigan State University (MSU), ie the Decideware Advertising Management Scholarship

And we are now delighted to recognise Brandon Crawford and Isabel Perhogan as the deserved recipients of the (inaugural) 2020 awards.

Is AI the End of Agencies As You Know Them?

Posted by Robin Seasock on Apr 17, 2020 1:42:15 AM



On 10 April, the Association of National Advertisers published a new article;

"Is AI the End of Agencies As You Know Them?"

which features comments by Decideware, Inc. CEO Richard Benyon. 

The 4-Step Process to Developing a Marketing Procurement Data Strategy

Posted by Robin Seasock on Jan 19, 2020 8:03:01 PM

Data is essential when making marketing procurement decisions. It’s the foundation to understand where you’ve been, where you are now, and where you’re headed.

ANA Webinar: Deliver Value Beyond Savings: Helping Marketing Achieve Objectives Using Optimized Agency Management

Posted by Robin Seasock on Jul 17, 2019 11:04:49 PM

Most agency management programs help companies manage their agency relationships, deliver process efficiencies and savings. But did you know there is more untapped value that Marketing isn’t getting that can help brand teams make more informed decisions and deliver insights to the leadership team to help drive Marketing strategy? During this webinar, Decideware and LinkRFx will share with you how to move up the value pyramid to deliver more strategic value. 

In this webinar, you will learn:

  • Stronger marketing investments are possible when Marketing, Operations, Procurement, and Finance collaborate and optimize agency management
  • Marketing Procurement isn’t all about cutting costs, they can be enablers for marketing leadership for brand planning and measuring brand/agency activity against topline marketing strategies  
  • A well-designed agency management program delivers insights for swift decision making

Sourcing to Resourcing: re-labeling Marketing Procurement

Posted by Steven Wales on Jun 23, 2019 10:37:11 PM

This past week I had the privilege of attending the ProcureCon for Digital and Marketing services conference in London.  About 200 marketing procurement professionals from companies like Bayer, Adidas, Kellogg, L’Oreal, Mars, Duracell, Mondelez and more came together to share best practice, learn from peers & industry leaders and network with colleagues.  Having attended dozens of marketing and procurement conferences over the past decade, I was really looking forward to hearing what the latest trends are from around the world.  However, there seemed to be an old theme popping up . . . again. That is,

All aboard? Why it's critical you have a formal on-boarding program!!!

Posted by Richard Benyon on Jan 31, 2019 11:48:32 AM

All aboard? Why it's critical you have a formal on-boarding program for your agency partners and internal stakeholders!!!

HubSpot Video

WFA’s "Growing Pains" article

Posted by VJ Ratnam on Jul 27, 2018 1:19:05 PM

Image result for pain babyLaura Forcetti, Global Marketing Sourcing Manager at the WFA recently posted an interesting article (Growing pains: Marketing procurement is moving beyond the ‘misunderstood teenager’ years, WFA, 28 June 2018) about the maturation of marketing procurement, where she further highlighted opportunities for practitioners to change industry perceptions of the discipline.

Marketing Procurement & Production: 2014 ANA Thought Leadership Magazine

Posted by Richard Benyon on Apr 30, 2015 11:15:00 AM

This 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.

ANA Webinar: Applying Business Intelligence to Marketing Procurement & Agency Management

Posted by Richard Benyon on Apr 21, 2015 7:51:00 PM

ANA Business Intelligence Webinar Details

Learn how leading companies are using data visualization techniques to uncover new insights and make more effective decisions in managing their marketing spend. This webinar, presented by Richard Benyon, CEO – Decideware, Daniel O'Brien, Global Business Analyst – Pfizer, and Diane Gibbons, Global Procurement – Pfizer, will look at how to apply business intelligence tools to analyze agency budgets and performance using the wealth of available marketing procurement data. Understand how well-constructed dashboards can assist you to better explore this data, distribute critical knowledge within your organization, and optimize all areas of agency management (including agency selection, scope of work, performance evaluation and production budgeting).

Debunking the myths of marketing procurement

Posted by Richard Benyon on Apr 20, 2015 10:14:00 AM

In an excellent article in M&M Global, Steve Lightfoot (senior manager, global marketing procurement, WFA) debunks some of the negative myths around marketing procurement - specifically research into 5 key areas that drive value.

With the high velocity of growth in this area, and the fact that leading advertisers are investing in quality staff and training, it is little surprise that over the last 5 years we have seen such fundamental change in how marketing procurement thinks and acts.

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