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2014 MFM CFO Summit


Wed., Feb 19  
3:00pm - 5:00pm CFO Summit Registration Check-in  (Jua Foyer)
Dinner on Own
Thurs., Feb. 20  

CFO Summit Registration Check-in  (Jua Foyer)


7:30am - 8:10am

Continental Breakfast sponsored by Szabo Associates  (Room: Jua)


8:10am - 9:15am

Attendee Welcome (Room: Jua)

Mary M. Collins, President & CEO, MFM/BCCA

Scott Moody, CFO, Bonten Media Group, Inc.
Raymond Hutton, EVP/CFO, Turner Broadcasting System International, Inc.

Topic: Economic Overview

Keynote Speaker: Richard Peach, Senior Vice President Macroeconomic and Monetary  Studies Function, NY Federal Reserve Bank




9:15am - 10:15am

In Search of: Leadership (Room: Jua)

Speaker:  Jerry Gumbert, President and CEO, Audience Research & Development, LLC




10:15am - 10:30am 

Refreshment Break (Room: Jua)


10:30am - 11:30am

Generation One:  Understanding & Leading a Multi-Generational Workforce
(Room: Jua)

Speaker: Danette Johnson, Sr. Consultant For Learning & Organizational Development, Turner People Development


Come on...admit it.  You’ve had a Generation X employee who you just couldn’t understand how to motivate to care about the work like you do.  And have been blown away perhaps by the processes built by baby boomer or veterans that your organization still must follow.   Is a millennial you just hired in the last year already looking for promotion?  Or maybe you believe all this is much to do about nothing and that the generational chatter is really more about life stage.

This session will:

  • Ground participants with a broadened awareness and understanding around generational trends and patterns and how they can impact performance at work; 
  • And offer some tips to attract and retain employees from various generations to optimize performance and therefore help grow your business.






11:30am- 12:30pm 

Luncheon - sponsored by Chubb Group of Insurance Cos.  (Ilios Terrace)


12:30pm - 1:30pm

Leadership 2.0: Awareness and Action (Room: Jua)

Speaker: Rob Fazio, Principal, Leadership Research Institute (LRI)




1:30pm - 2:30pm 

The Changing Role of  CFO (Room: Jua)

Speaker: Eisha Armstrong, Global Product Manager, CEB Finance Leadership Council


Due to persistent volatility and an opaque, slow growth environment, the role of the CFO has quickly evolved from a focus on compliance and financial reporting to that of an enterprise performance manager. This strategic posture requires less of a traditional finance skill set and an increased focus on forging relationships and challenging the thinking of business partners, the CEO, the Board and Audit Committee, and investors. Many CFOs are hampered in this transition by a lack of experience beyond the finance function and a lack of effective relationships beyond the corporate center. Our goal is to discuss the growing disconnect between how CEOs traditionally structure the CFO role, and reality of the new demands on Finance directors and their teams. 

  • What are the most common mistakes CFOs make in how they spend their time, and how they structure their direct reporting relationships?
  • What types of ‘enterprise performance management’ activities do leading CFOs over-invest in? Where are the areas where we can ‘dare to be adequate’?
  • What kinds of investments are leading CFOs making into Finance and business decision support capabilities?
  • How do the most successful CFOs work with their CEO, General Managers, and Boards to depoliticize portfolio-level decisions on cost cutting and investments?
  • What are the right ways for the CFO to create ‘healthy tension’ with management and drive accountability for business projections and results?



2:30pm - 2:45pm 

Refreshment Break - sponsored by Bond & Pecaro (Room: Jua)


2:45pm - 4:50pm       

CFO ONLY--Roundtable Discussion (Media Industry Only) (Room: Soleil)
Moderators: Ray Hutton, EVP and CFO, Turner Broadcasting System.; and Scott Moody, CFO, Bonten Media

CPE: SKA 2.5/A


5:30pm - 6:30pm




VIP Reception - sponsored by WideOrbit (Spa Terrace)
Location: TBA





Dinner on your own
 Fri., Feb. 21  

CFO Summit Registration Check-in (Jua Foyer)


7:30am - 8:00am

Continental Breakfast - sponsored by Sintec Media   (Room: Jua)


8:00am - 9:00am

Disruptive Technologies: Point-Counterpoint (Room: Jua)


Speakers:  Michael Quigley, Vice-President, Business Development & Multi-platform Distribution, Turner Broadcasting System, Inc.






9:00am - 10:00am

Demographic Trends and Impact on Business (Room: Jua)

Speaker: Ken Hodges, Chief Demographer, Nielsen


Starting with the Census Bureau’s most recent long-range projections of population by age, race and ethnicity, this presentation will look at the future of the U.S. population. The broad trends are well known, but even the best projections are challenged to escape the bonds of current thinking. Hodges will provide an inside look at what demographers know about the future versus what they think they know. More challenging than projecting basic characteristics, such as age, is foreseeing changes in how people live their lives. With this in mind, he will look at recent trends in the size and make up of families, and the living arrangements of the elderly and young adults. Attendees will get a look at the demographic future, and become more informed observers of reported trends and forecasts. Hodges will also discuss uncertainty over how analysts will study and understand the population that is our future, but will be their present. It’s one thing to have questions about our demographic future now, but how will we know what that future is once we get there?  



10:00am - 10:15am

 Refreshment Break  (Room: Jua)


10:15am - 11:15am

Convective Storms, Rising Sea Levels, and Earthquakes, Oh My!: Planning for and Insuring Against Natural Disasters (Room: Jua)

Speaker: Tim Ehrhart, VP, Chubb Group of Insurance Cos.




11:15am - 12:15pm

The Emerging Workplace: Are You Prepared to Lead? (Room: Jua)

Speaker:  Rita Craig, President, Top Tier Leadership


Status quo is a thing of the past. In today’s rapidly changing workplace new norms have taken root and are spawning changes at an exponential rate. Multi-generational workforces are commonplace, the number of work-from-home employees is increasing, and the freelance boom is deafening. What makes these people tick? What are their values and how can they be managed effectively? What will these changes evolve into?
Find out what other innovators have done to rise to the new challenges of leadership in the 21st century, and what it will take for you to effectively lead in this no-nonsense session.  Join executive leadership coach, author and consultant Rita Craig, President, Top Tier Leadership.



12:15pm  - 1:15pm

Boxed Lunch sponsored by Media Audits International (Room: Jua)




Summit Adjourns


   (This is a tentative agenda and is subject to change without notice)

Registration limited to most senior financial executives in media companies. MFM reserves the right to refuse registration requests that do not meet registration criteria. Please call Mary Collins for more information.

Hotel: Hilton Fort Lauderdale Beach Resort

CPE information for CPAs…


PROGRAM PREREQUISITES/ADVANCE PREPARATION: Registration limited to senior financial executives in TV, radio, cable, newspapers, out-of-home, digital and emerging media.


CPE: up to 11.5




1 CPE credit available for minimum of 50 minutes participation. In accordance with the standards of the National Registry of CPE Sponsors, CPE credits are granted based on 50-minute hour.  Attendance at all CFO Summit sessions qualifies each CPA, or other person entitled to earn Continuing Professional Education (CPE) hours, for up to 11.5 CPE credits.

Those eligible for CPE credits will be asked to sign in for each day’s sessions in order to receive a CPE certificate.  They will also receive a program evaluation form which they are encouraged to complete.  Attendance forms are kept on file for six (6) years.


[Please fax in CPE evaluation for to Debi Borden at 847.716.7004 or mail to the MFM office to receive your CPE credits]


PROGRAM PREREQUISITES/ADVANCE PREPARATION: Course prerequisites for sessions are indicated below.   In general, Advanced level sessions require a comprehensive understanding of media business and experience with the topic being discussed.  No advance preparation is required for any sessions.     



Area Specifics 


Area – Maximum Number of CPE Credits


Business Management and Organization -1


Computer Science  - 1


Finance - 1


Management Advisory Services - 3


Marketing - 1


Personnel/HR -1


Specialized Knowledge and Applications - 3.5


Media Financial Management Association (MFM) is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.



Special information for CPAs requesting CPE Credit

Economic Overview

Prerequisite:  Comprehensive familiarity with implications of financial policies on media companies

Learning Objectives:  Ability to explain role and current approach of the Fed in setting monetary policy; Demonstrable understanding of factors impacting U.S. and foreign economies.

In Search of Leadership  

Prerequisite:  Active participation in senior management of media company.

Learning Objectives:  Acquire tools to effectively measure employees’ use of time; Develop models to support redirecting focus on short-term activities to those which lead to innovation.

Generation One: Understanding & Leading a Multi-Generational Workforce

Prerequisite:  Senior management position with responsibility for managing one or more employees.

Learning Objectives: Demonstrable understanding of generational trends and patterns and how they can impact performance at work; Improved ability to attract and retain employees from various generations to optimize performance and therefore help grow your business.

Leadership 2.0: Awareness and Action

Prerequisite:  Senior management position with responsibility for managing one or more employees.

Learning Objectives:  Comprehensive understanding of individual’s social style and its effect on management communications; Tools to adapt individual social style improve success in management communications.

The Changing Role of the CFO

Prerequisite:  Comprehensive understanding of current role and responsibilities of a media industry CFO.

Learning Objectives:  Explain common CFO time management mistakes; Compare investments in finance and business decision support capabilities with those of leading CFOs; Acquire tools to depoliticize portfolio-level decisions on cost cutting and investments; Strategies to drive accountability for business projections and results.

CFO Roundtable

Prerequisite: Comprehensive familiarity with financial issues for media companies, including but not limited to:  compensation plans; ratings metrics; predictive and forecasting analytics; internal operating structures; business intelligence, and dashboard reporting.

Learning Objectives:  Discuss changes in responsibilities of media industry CFOs; Identify minimum two ways to improve strategic decision-making.


Disruptive Technologies

Prerequisite:  Comprehensive understanding of currently supported media technologies and their contributions to companies’ business models.

Learning Objectives:  Demonstrable understanding of how consumer demands for media content and experiences will change over 5+ years; Ability to prepare financial models for a minimum of three  different views of media business in 5+ years.

Demographic Trends and Impact on Business

Prerequisite:  Comprehensive understanding of role of demographics in preparing content, sales, and employment forecasts for media companies.

Learning Objectives:  Demonstrable understanding of how people live their lives to future household demographics; Ability to articulate a minimum of two demographic trends which can impact future media content/sales approaches. 

Convective Storms, Rising Sea Levels, and Earthquakes, Oh My: Planning for and Insuring Against Natural Disasters


Prerequisite:  Comprehensive understanding of and involvement with media company insurance and disaster planning decisions.

Learning Objectives:  Ability to communicate three key components of disaster plan; Ability to discuss a minimum of two considerations for property replacement decisions.  

The Emerging Workplace: Are You Prepared to Lead?

Prerequisite:  C-level management responsibilities in media industry.

Learning Objectives:  Ability to articulate minimum of three changes in media workplace since 2009; demonstrable understanding of why these changes may require new leadership skills.






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