There’s something uniquely energizing about being in a room full of people tackling the same complex challenges from different angles. That’s what made last week’s ANA Advertising Financial Management (AFM) Conference in Carlsbad such a valuable experience. This conference isn’t just about presentations and panels—it’s about perspective.
The last time I attended AFM, I was working in financial operations at a holding company, though I was already wearing a bit of a consulting hat. This time, I found myself looking at each conversation from multiple angles—marketing, procurement, agency, media partner, tech vendor, and consultant. Across all these roles, one thing should be central: solving business problems to drive growth. Not just securing budgets, but unlocking value. That includes procurement, too—often misunderstood as purely cost-cutting. In reality, progressive procurement leaders are focused on maximizing value, aligning spend with strategic goals, and eliminating low-value outputs.
Four Themes That Stood Out
As I reflect on the week, a few themes rose above the noise:
1. AFM Isn’t Just a Conference—It’s a Community
AFM stands out from other events. It’s not a high-pressure networking blitz. Instead, it feels like a genuine community. People come not just to learn, but to share—case studies, challenges, ideas, and even hypotheses—in an environment of mutual respect. It’s collaborative, not competitive. That’s probably why over 60% of attendees have been more than once. Some, like Sherry Ulsh of Hershey and Ken Fakler of AdOptics, have been attending for over 20 years. That says a lot about the value this event delivers.
2. AI Won’t Replace Humans Any Time Soon—But it is Redefining Work
Naturally, AI was a hot topic. Let’s be clear: AI isn’t about replacing people—it’s about enabling us to focus on higher-value, more strategic work. As Steven Wales, CRO at Decideware, put it, “Think of AI as a well-trained intern.” It’s great at processing, summarizing, and accelerating the basics—but it still needs human oversight, context, and judgment.
Whether it's helping with spend analysis, benchmarking, or drafting scopes and contracts, AI can save time—but only if used responsibly. That starts with alignment across legal, finance, and IT, and clarity around internal policies. The key is to experiment thoughtfully. Be curious. Be open. And, maybe, say “please” and “thank you” to your AI tools—just in case.
3. Principal Media Buying Needs to be Demystified
The only moment where the collaborative tone at AFM seemed to falter was during the discussion of Principal Media Buying (PMB). Jared Belsky, CEO and Co-Founder of Acadia, made some bold analogies and even promoted a website—saynotoprincipalmediabuying.com. But in reality, his message was more nuanced: Don’t engage in PMB without understanding the full picture.
That’s the real issue. PMB isn’t inherently problematic, but it’s poorly understood. A live poll showed that 40% of respondents didn’t know PMB has existed for over 35 years, or that it extends beyond digital media. Like any investment model, it comes with trade-offs. But with clear agreements—on investment caps, approval processes, and performance metrics—it can be a win-win. Agencies need to do a better job of explaining it. And marketers need to be equipped to ask the right questions.
4. Staying Focused in Uncertain Economic Times
There’s no question we’re in unpredictable economic times. I’m no economist, but over three decades I’ve worked with clients to ensure their media investments are delivering value—whether through pricing, service, savings, or growth. Right now, uncertainty is the norm. But that’s not an excuse to retreat. Elizabeth Paul, Chief Brand Officer at The Martin Agency, put it best: “Marketing is a growth driver, not just a cost center.”
That’s a mindset every stakeholder should adopt. Caution is fine—but don’t catastrophize. Focus on what you can control. And, like many of us at AFM, keep business growth at the center of your work.
Three Things Advertisers Can Do Now
Across all the sessions, side conversations, and shared challenges at AFM, one theme kept coming through: progress comes from clarity, curiosity, and collaboration. Whether we were unpacking the role of AI, demystifying media models like PMB, or rethinking how we define value, the focus was on moving the industry forward together.
Here are three practical ways to apply that mindset:
1. Embrace AI with Clear Guidelines
Understand your company’s current policies on AI and work to develop any that may be missing. This will help foster innovation without compromising your organization’s standards. Also, watch for the upcoming ANA resource, the “AI Rider to Advertising Services Agreement,” to ensure your agency is adhering to your expectations for AI use.
2. Demystify Principal Media Buying (PMB)
Host a session with key stakeholders and decision-makers to clarify what PMB truly entails. If needed, consider engaging a neutral facilitator like ID Comms to ensure everyone is aligned, speaking the same language, and applying best practices when discussing this media model.
3. Redesign QBRs for Forward-Looking Collaboration
Refocus your Quarterly Business Reviews to spend only a few minutes on past performance and metrics. Instead, dedicate most of the time to identifying challenges, uncovering opportunities, and co-creating actionable solutions to drive future success.
Whether you were at AFM or not, the key takeaway is clear: the future of marketing and procurement hinges on collaboration, transparency, and a shared focus on growth. From AI’s role in redefining work to the need for clarity around Principal Media Buying, there’s a lot we can do to move the industry forward. By embracing new technologies, demystifying outdated models, and rethinking how we engage with partners, we can continue to drive meaningful change. The next step is in your hands—let’s keep the momentum going.
If you’re thinking about ways to stay ahead of the curve and turn these insights into action, let's talk. We'd love to explore ways we can get better media results together.
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