• 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?

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• 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?

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• 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.

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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

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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

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• 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

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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

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• 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

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• 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

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• 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?

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