Procurecon Marketing 2017

13 - 15 June, 2017

The Tower Hotel, London

Contact Us: +44 (0) 20 7368 9459

Day 2 – Navigating The Data Driven Digital World

Day 2 - Wednesday 14th June 2017

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8:15 AM Registration and Welcome Coffee

Thriving In The New Digital Market Order
9:00 AM Chair's Opening Remarks

Bob Wootton, Former Director of ISBA and Principal, Deconstruction Consulting, Deconstruction Consulting

 Bob Wootton
Bob Wootton
Former Director of ISBA and Principal, Deconstruction Consulting
Deconstruction Consulting

Bob’s career spans over forty years in advertising, the first half of which was spent in operational, senior management and ownership roles in some of London most successful advertising agencies. After a spell as a partner in a boutique communications and management consultancy, he joined British advertisers' representative body ISBA in 1996. Th ...[Read More]

9:15 AM Interactive Panel Discussion: The New World Of Media: How To Survive And Thrive In The Midst of Fundamental Industry Transformation

Marcus Riccoboni, Principal Category Manager - Marketing, Vodafone

Mandy Merron, Partner, Kingston Smith

Dominic Carter, Chief Commercial Director, News UK

Helen McRae, CEO, Mindshare UK

Ian Wheal, Global Strategy Director, Adstream

  • As the foundations of the media industry are shifting, how are media owners, content providers, agencies and advertisers staying one step ahead? 

  •  Is it all about data? If the real value is in data and avoiding wasted spend, who now has the most leverage in the media arms race? How is programmatic buying fundamentally changing industry dynamics? 

  • Who is best placed in advertisers to be the media specialist and what expertise do they need now and in 10 years time? 

  • What skillsets are key for marketing procurement leaders to compete in the media space?

Steve Hatch (Invited)

 Marcus Riccoboni
Marcus Riccoboni
Principal Category Manager - Marketing
Vodafone

Marcus is responsible globally for the commercial and contractual aspects of Vodafone’s media planning and buying relationships across 21 countries; his job is to improve the efficiency and effectiveness of all media activity. As part of that, Marcus’ current focus is on selecting and implementing an in-house, programmatic media technology ‘sta ...[Read More]

 Mandy Merron
Mandy Merron
Partner
Kingston Smith

Mandy joined Kingston Smith in 1991 when the specialist West End office was established and leads the media and marketing corporate finance team. She works with businesses across the marketing and media spectrum including media buying, advertising agencies, direct marketing, digital, experiential, branding and design and PR companies as well as ...[Read More]

 Dominic Carter
Dominic Carter
Chief Commercial Director
News UK

Dominic is chief commercial director at News UK. He joined News International in 1991 and held various roles across The Sun and Times Newspapers Limited before leaving in 2000 to join Mirror Group Newspapers as Group Advertising Director. In 2006 he returned to News International as Trading Director across The Times & Sunday Times and expanded h ...[Read More]

 Helen McRae
Helen McRae
CEO
Mindshare UK

Helen is Mindshare UK’s CEO and Chair of Mindshare Western Europe, representing Europe on the GroupM Europe board. She joined Mindshare in 2004 to lead the global Unilever account, before assuming joint responsibility for Mindshare EMEA. She has worked on every continent bar Antarctica and has an equally diverse career background covering bankin ...[Read More]

 Ian Wheal
Ian Wheal
Global Strategy Director
Adstream

Ian is the Global Strategy Director at Adstream, the ad tech company behind the 2017 connectivity strategies of leading brands like P&G, Warner Bros and Disney. Ian leads Adstream’s product vision to deliver a single interface that provides end-to-end visibility and cost control across the entire advertising ecosystem from marketing to media buy ...[Read More]

10:00 AM Procuring Trust – Overcoming The Mutual Arms Race Of Non-Transparency

Martin Albrecht, Managing Partner, Co-Founder, Crossmedia

The transparency debate has exacerbated a full-blown trust crisis between advertisers and their agencies. Marketing procurement teams everywhere are struggling to curtail the damage from a conflicted business model. In Germany, all this happened 10 years ago. Learn from this pioneering agency’s strictly transparent agency business model.

  • What are the elements of a non-conflicted agency model?

  • How can you structure a truly transparent client-agency relationship?

  • What are the benefits - and risks - for advertisers insisting on a relationship built on neutral advice?

 Martin Albrecht
Martin Albrecht
Managing Partner, Co-Founder
Crossmedia

Martin began his career at Lintas in Hamburg, when it was Germany's largest advertising agency. Moving on to the media division of DDB in Dusseldorf, he managed the accounts such as Sony, American Airlines and Foster's beer. In 1997 he joined Ogilvy's media department in New York, mastering the US media landscape on clients like American Express ...[Read More]

10:20 AM Industry Insight: In Conversation With An Agency CEO: Projecting 10 Years Into The Future – How Will We React To Market Forces To Continue To Create Value And Foster Innovation?

Gilles Bérouard, Global CEO, Hercules Transforming Production Ltd

  • What are the key drivers on the future marketing journey? 

  • What are the emerging models and partnerships between agencies, media owners and clients, and why are these new models emerging? 

  • How is digital transformation changing the speed at which the creative process moves?

 Gilles Bérouard
Gilles Bérouard
Global CEO
Hercules Transforming Production Ltd

Gilles Bérouard, Managing Director of Havas Worldwide Europe, was tapped in 2015 to become CEO of Hercules, the global umbrella “holding” brand that includes all Havas production and outsourcing activities. As global CEO, Gilles drives the strategic roadmap, aligning resources, extending capabilities, developing new offerings, and opening new lo ...[Read More]

10:40 AM Morning coffee and networking

Effectively Managing Your Digital Investment
11:25 AM Interactive Panel Discussion: What Does Digital Marketing Mean Today? Navigating The Complex Shifting Landscape of Digital Spend

David Little, Group Category Manager, Marketing, Lantmannen

James Taylor, Global Media Manager, Diageo

  • Sharing ‘digital’ definitions and industry trends: Understanding the different categories of spend that can fall under this umbrella, from social media, search engine optimisation, mobile, apps, video-on-demand services to websites 

  • Trying to measure what can be an opaque space – what tools and strategies can you use to measure ROI on digital spend? 

  • Finding the best suppliers for digital content and production – do traditional agency partners have the capabilities to address this spend or is it all about a new world of niche providers? And how can you achieve collaboration between the different agencies and suppliers? 

  • Addressing issues of on line fraud and wasted spend – how can you track and analyse where your spend is going and who is viewing your content? 

  • The shift from channel first to content first – ensuring you create the message first then determine the appropriate delivery channel

 David Little
David Little
Group Category Manager, Marketing
Lantmannen

David got the Marketing Procurement bug working with Diageo in 2005. Since moving to Sweden he has worked in consulting, telecoms and FMCG roles, focusing on Sponsorship, Creative and Media. Lantmännen is a farmers’ cooperative and major food producer in northern Europe. He is focused on creating long-term strategies to improve Marketing investm ...[Read More]

 James Taylor
James Taylor
Global Media Manager
Diageo

James is responsible for ensuring that Diageo has the correct media principles , deals and strategies in place for all brands with particular focus on ensuring the new media opportunities are taken advantage off in a way that benefits both the brands and the consumers. James will be hosting the Roundtable ‘Latest Trends In Social Media And How T ...[Read More]

12:10 PM Demystifying Media – Separating Hype From Hope! A Fact Based Account Of What Really Works

Tim Hussain, Head of Digital, Ebiquity

Mike Campbell, Head of International Effectiveness, Ebiquity

Digital media is confusing at best and opaque at worst. Given the significant rise of investment in all forms of online advertising how can procurement ensure an efficient return on investment for their business, against a backdrop of a series of exposés and controversies in this sector? Ebiquity will look at some of the hard realities affecting effectiveness in online advertising and provide guidance to advertisers on how to make the right investment decisions in this area.

 Tim Hussain
Tim Hussain
Head of Digital
Ebiquity

Tim is Head of Digital, UK. He was previously Director of Digital Strategy at Collective, a leading programmatic multiscreen advertising company. In his 15-year career in digital media, he has held roles in business and product development at Sky and AOL while lending his expertise to the trade bodies Thinkbox and IAB. Tim joined Ebiquity’s Med ...[Read More]

 Mike Campbell
Mike Campbell
Head of International Effectiveness
Ebiquity

Mike’s role is to further enhance Ebiquity's Effectiveness capability through introducing technical advancements in our capability. We are now able to examine not just the traditional short to medium term impact of marketing and sales investments on brands but also what fuels the long term health of brands. This is done by applying state of the ...[Read More]

12:30 PM Networking lunch

Stream A: Capitalising On New Technologies

1:50 PM Case Study Revolution: How Can You Navigate The Universe Of New Technologies And Decide Which Are Best Placed To Drive Greater End-To-End Marketing Value?

Brett Colbert, CPO, MDC Partners

  • As technology is making it easier to bring many services, such as social media monitoring, programmatic buying, data management, etc in house, what technologies and tools are worth investing in and which are best served by using the services of an external partner? 

  • What interplay should marketing procurement have with IT when sourcing marketing technologies, to ensure they’re in compliance with company IT standards, have the correct IP protections, don’t overlap with any current supplier agreements, etc? How does procurement serve as a mediator? 

  • How do you ensure that you, Marketing or IT have the resource allocation to properly integrate new technologies?

 Brett Colbert
Brett Colbert
CPO
MDC Partners

Brett has over 15 years of advertising and media experience, and has worked both on the client and agency side. His marketing experience allowed him to transition to Marketing Procurement. Currently, he leverages spend data to obtain competitive pricing, improve quality/service/delivery, and share best practices. Brett leads and manages the mark ...[Read More]

Stream B: New Production Management Insights

Interactive Panel Discussion: Decoupled, Integrated, Hybrid: Which Production Methods Deliver Maximum Savings And Value?

Steve Davies, Chief Executive, Advertising Producers Association (APA)

Philipp Schuster, Procurement BP Marketing, PRO Agencies, Bayer

Emmerson Thaine, Head of Design and Production, Sky

  • With the rise of digital, brands can now deliver savings and increase speed to market by being more agile – what does this mean for production? 

  • Understanding the risks of taking production away from creative – does decoupling still rule the roost? 

  • Bringing it all back together: can recoupling actually be the better total cost by not having to brief two agencies? 

  • What are the latest innovations in production that not only ensure a better product but also help drive savings?

 Steve Davies
Steve Davies
Chief Executive
Advertising Producers Association (APA)

Steve is a lawyer, and advises on any issues of concern for our members; particularly complex contractual, copyright or insurance issues. Alongside this he oversees all APA events and serves as an ambassador for the industry. As a member of the APA Council, which meets monthly to review objectives and strategy, Steve is focused on the APA’s main ...[Read More]

 Philipp Schuster
Philipp Schuster
Procurement BP Marketing, PRO Agencies
Bayer

Philipp is part of the Business Partner organisation for Marketing Services at Bayer and in his role responsible for Agency relationships globally and across all Bayer divisions. His focus areas are creative agencies and production partners and identifying new and innovative ways of collaboration which lead to increased efficiency and consistenc ...[Read More]

 Emmerson Thaine
Emmerson Thaine
Head of Design and Production
Sky

Emmerson leads a large in house Creative and Production team at Sky – the team (Sky Works) delivers advertising across Print and Digital channels. Emmerson founded this team back in July 2014 based on a commercial strategy to transition production activity from the roster of creative agencies. This was no mean feat given the scale and complexity ...[Read More]

Stream C: Marketing Effectiveness Deep Dive

Deep Dive Workshop: Marketing Effectiveness: Need, Want or Dream

Jon Webb, Managing Partner, Gain Theory

  • Based on 25 years’ experience, Jon will take you through how marketing effectiveness analytics can be used to help drive key business objectives and where Procurement fits into this process.

  • Having partnered with many leading companies within EMEA, including Lloyds, HSBC, Visa, Vodafone, GlaxoSmithKline, Reckitt Benckiser and Dixons Carphone we will look at how partnerships are best setup and what to look out for.

  • In a discussion based session we will cover topics ranging from Payment By Results, impact on your company’s share price and how to ensure both efficiency and effectiveness from your marketing investments.

 Jon Webb
Jon Webb
Managing Partner
Gain Theory

Jon is a Managing Partner at Gain Theory, a global consultancy that partners with brands to maximise marketing value. Jon helps clients understand how to optimise the value of marketing investments by leveraging market-leading tactics devised through intelligent data, analytics, insight and consultancy. His work in this area has helped leading b ...[Read More]

Stream A: Capitalising On New Technologies

2:35 PM Case Study: Building A Coordinated Digital Sourcing Lifecycle: How The Digital Aspect Of Other Commodities Impacts Marketing Procurement Activity

Audrey Siquier, Purchasing Leader Europe, Infiniti Europe (Nissan)

How do we incorporate other internal digital activities and needs, from capex, IS/IT etc into our digital marketing strategy to create a coordinated company view and plan? How do we decide who is responsible for purchasing what? 

  • How does the increasing digitalisation of all aspects of the company impact supplier management and selection, working with agencies and project management? 

  • How we are using computer based methods including sensors on the production line to gather and analyse data, and how external start ups and technology providers are helping with the digital innovation journey

 Audrey Siquier
Audrey Siquier
Purchasing Leader Europe
Infiniti Europe (Nissan)

Audrey has been Purchasing Leader Europe at Infiniti since September 2012, and previously worked in a variety of procurement roles at Nalco, Philip Morris, Sandvik Mining and Construction and COGIX. Audrey is on the ProcureCon Marketing 2017 Advisory Board and will be presenting the case study ‘Building A Coordinated Digital Sourcing Lifecycle: ...[Read More]

Stream B: New Production Management Insights

Case Study: Creating An In House Adveritising Function And Developing It For Your Business

Emmerson Thaine, Head of Design and Production, Sky

Emmerson to share his story at Sky

  • What are the preparation considerations – how important are these?  

  • How to make the model ‘a team’ and deliver the required result?  

  • Taking steps to drive increased scope whilst maintaining a clear identity

 Emmerson Thaine
Emmerson Thaine
Head of Design and Production
Sky

Emmerson leads a large in house Creative and Production team at Sky – the team (Sky Works) delivers advertising across Print and Digital channels. Emmerson founded this team back in July 2014 based on a commercial strategy to transition production activity from the roster of creative agencies. This was no mean feat given the scale and complexity ...[Read More]

Stream C: Marketing Effectiveness Deep Dive

SESSION CONTINUED

2:55 PM Afternoon tea and networking

Stream A: Optimal Technology Investment And Management

3:30 PM Case Study Advertiser Programmatic Journey: Minimizing Operating Costs & Maximizing Ad Effectiveness

Tom Triscari, Managing Partner, Labmatik

  • The marketer’s dilemma: two key mantras for change projects 
  • Five core concepts to set foundations for the journey 
  • Making the business case for change with programmatic governance 
  • High Aspirations, Accelerate and Go Faster 
  • Means to an End: The Spectrum of In-house Control 
  • Valuable lessons and tips for marketing procurement
 Tom Triscari
Tom Triscari
Managing Partner
Labmatik

Tom is a leading voice in the in-house programmatic movement. His programmatic experience began in 2007 as a consultant developing addressable TV and data product requirements for Comcast and Time Warner. He then managed a large multi-market team in Yahoo’s EMEA office working on Right Media, the first programmatic exchange. He later built out s ...[Read More]

Stream B: Drill Down Roundtables

Drill-Down Roundtables

Steve Davies, Chief Executive, Advertising Producers Association (APA)

Christian Heid, VP Corporate Sourcing Manager; Marketing, Travel & Consulting, Deutsche Post DHL

Brett Colbert, CPO, MDC Partners

Phil Acton, Sales Director, UK & MENA, Adobe Advertising Cloud

Simon Gore, Group Creative Managing Director, Sun Branding Solutions

Roundtable 1: In-House Agency Production Versus The Open Market - What Is Right For You? 

Hosted By: Steve Davies, Chief Executive, Advertising Producers Association (APA)

Participants Include: Kim Mead, European Marketing Services Procurement Lead, PepsiCo

Advertising agencies are looking to keep more of their clients’ money by producing commercials and content themselves. Is this in the interests of advertisers when the open market for production is over supplied and production companies are happy to compete against each other for productions, on their expertise and creative ideas and price? 

Roundtable 2: What Role Should Marketing Procurement Play In The Rise Of Content Marketing? 

Hosted by: Christian Heid, VP Corporate Sourcing Manager; Marketing, Travel & Consulting, Deutsche Post DHL

  • What is the role of content? Is there no more ATL or BTL, but just content? 

  • What is procurement’s role in managing this transformation? What agency and supplier sources can service the content marketing need? 

  • Does content marketing mean doing more with less? What new marketing and production models are required? 


Roundtable 3: Latest Trends In Social Media And How To Best Use It In Your Brand Strategy 

Hosted by: Brett Colbert, CPO, MDC Partners

  • How to engage in effective real-time social marketing – discuss best practice and insights on how to develop strategies to target the social media space 

  • Where do companies get the best results? Which social media platforms deliver optimal consumer engagement and how do you measure their effectiveness? 

  • What not to do in social media – understanding what messages and content do not work in this space and what to avoid 

  • Sourcing social media: which agencies offer which social media services? 

Roundtable 4: How Can Marketing Procurement Best Add Value In Programmatic Buying? 

Hosted By: Phil Acton, Sales Director, UK & MENA, Adobe Advertising Cloud

  • Keeping up with market developments: how can you and your team maintain competencies to deal with this fast changing space? How can you be a true business partner and category expert? 

  • How are leading organisations incorporating programmatic buying into their strategy? What are the different range of programmatic approaches you can use depending on the business sector and brand? 

  • How data is your biggest asset: how can you work towards a centralised data management approach and see the benefits of bringing data control back in house 

  • How can you get the right mix of in house and external partners to best address this space? And how do you interact directly with DSPs and take advantage of marketing disruptors?


Roundtable 5: How Do You Put A Value On Creativity?

Hosted By: Simon Gore, Group Creative Managing Director, Sun Branding Solutions

  • Creative isn’t a commodity, so how can you determine the value it brings to a business? 
  • How can you buy creative services effectively without demotivating good agencies? 
  • Is paying agencies partly on performance-related results a viable way forward
 Steve Davies
Steve Davies
Chief Executive
Advertising Producers Association (APA)

Steve is a lawyer, and advises on any issues of concern for our members; particularly complex contractual, copyright or insurance issues. Alongside this he oversees all APA events and serves as an ambassador for the industry. As a member of the APA Council, which meets monthly to review objectives and strategy, Steve is focused on the APA’s main ...[Read More]

 Christian Heid
Christian Heid
VP Corporate Sourcing Manager; Marketing, Travel & Consulting
Deutsche Post DHL

Christian started his career with Lufthansa German Airlines, working in Frankfurt and Shanghai on Marketing and Strategy topics. Christian has been working for Deutsche Post DHL Group since 2007. As an Associate Partner in the Inhouse Consulting division he was responsible for a multitude of projects – with a special focus on (again) Marketing a ...[Read More]

 Brett Colbert
Brett Colbert
CPO
MDC Partners

Brett has over 15 years of advertising and media experience, and has worked both on the client and agency side. His marketing experience allowed him to transition to Marketing Procurement. Currently, he leverages spend data to obtain competitive pricing, improve quality/service/delivery, and share best practices. Brett leads and manages the mark ...[Read More]

 Phil Acton
Phil Acton
Sales Director, UK & MENA
Adobe Advertising Cloud

An experienced Digital Marketer, Phil Acton is responsible for growth of Adobe Advertising Cloud into UK, Middle East and Africa. Phil has been at Adobe for over 5 years and is heading up the Adobe Ad cloud team across search, display, video social and DCO. Phil will be hosting the Roundtable ‘How Can Marketing Procurement Best Add Value In Pr ...[Read More]

 Simon Gore
Simon Gore
Group Creative Managing Director
Sun Branding Solutions

Simon is a highly effective brand marketer with a potent combination of strategic rigour and creative verve, and expertise in strategic planning, brand positioning, brand design, packaging, innovation and facilitation. With over 30 years’ experience in the design industry – including stints as MD of Holmes & Marchant and Lewis Moberly and board ...[Read More]

Stream C: Production Deep Dive

Deep Dive Workshop Agile Content Production Models Made For The Digital Era

Amin Rafinejad, Chief Growth Officer and Head of Transformation Practice, Prodigious France

  • How can the biggest brands consistently produce a stream of fresh and vibrant content to meet an ever-growing demand? 

  • Via practical case studies for world-leading brands such as L’Oréal, Prodigious will explore nimble production models that have allowed brands to make a big splash both online and offline whilst not just keeping costs under control but actually driving efficiencies

 Amin Rafinejad
Amin Rafinejad
Chief Growth Officer and Head of Transformation Practice
Prodigious France

Amin has been working on CRM and onmichannel marketing for the past 10 years. Prior to joining Prodigious he was Consulting Director at Accenture, then co-founder and CEO of Second Bureau, a digital strategy agency, operating in Paris and Beijing. He has been serving clients such as Carrefour, AB InBev, Accor, Foton Global, Fnac.com, Maille (Uni ...[Read More]

Stream A: Optimal Technology Investment And Management

4:00 PM Industry Insight Managing The Digital POS Of Tomorrow – What Comes After Stupid Screens?

Stephan Goldmann, Vice President Solution Design & Digital Solutions, Arvato SCM Solutions

  • Redefining the customer journey – digital infrastructure developments that improve customer experience

  • Driving into the future – a premium automotive manufacturer speeds ahead

  • Facing the challenges – sourcing globally and rolling out IT hardware and services in dynamic, fast-paced environments

  • Designing the solutions – transparency, scale, and flexibility based on a modern 4PL partnership

 Stephan Goldmann
Stephan Goldmann
Vice President Solution Design & Digital Solutions
Arvato SCM Solutions

Stephan is Vice President at the Arvato SCM Solutions and responsible for Business Development, Sales and Solution & Design. With his team, he is driving the digital transformation of Arvato’s marketing execution services. Stephan joined Arvato in 2003 and has been responsible for various international growth projects, managing key clients, and ...[Read More]

Stream B: Drill Down Roundtables

SESSION CONTINUED

Stream C: Production Deep Dive

SESSION CONTINUED

Stream A: Optimal Technology Investment And Management

4:20 PM Case Study Revolution: How Marketing Procurement Should/Can Step Up And Take Control Of Purchasing Decisions With Key Players Such As Google And Facebook

Daniel Jeffries, Founder, Jeffries Consulting

  • What should marketing procurement’s role be in dealing with key industry players like Google and Facebook? What is the best way to engage these companies and who decides what to spend, where and how? 

  • How can we best support our marketing colleagues? How can you train people to develop competencies in this space and properly immerse them in the marketing team? Do we need to take control now or be left out of the loop? 

  • How can you get an accurate picture of the products and services these companies are providing and understand which add the most value to your brands?

 Daniel Jeffries
Daniel Jeffries
Founder
Jeffries Consulting

At Jeffries Consulting, we bridge the gap between brands and agencies, helping both to seize opportunities, ranging from new business to agency management. We partner with clients across many industries to develop strategic, actionable plans to maximize the value delivered from their marketing investments.

...[Read More]

Stream B: Drill Down Roundtables

SESSION CONTINUED

Stream C: Production Deep Dive

SESSION CONTINUED

5:00 PM ProcureCon Marketing Summer Party!

Don’t miss the opportunity to catch up with colleagues and peers at our always popular drinks reception, outside this year at the pop up riverside bar 

The Lawn overlooking Tower Bridge, with Pimms and bbq style canapes

7:00 PM End of Conference Day Two























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