ProcureCon Marketing EU 2024
04 - 05 June, 2024
Queen Elizabeth II Conference Centre, London, United Kingdom
Day 1 Tuesday 12th June 2018
Evaluating Optimal Agency Business Models To Thrive In The New Marketing Landscape
8:00 am - 8:35 am Registration and welcome coffee
A 360° View From The Top
8:35 am - 8:40 am Welcome Address – Diane Mekie, Conference Director, WBR
8:40 am - 8:50 am Chair’s opening remarks
Dominic Mills - Columnist Mediatel Newsline
8:50 am - 9:20 am Keynote Interview The Marketing Director Perspective: Plugging The Gaps – What Is Procurement’s Role In Exploiting The New Opportunities Arising From The Increasingly Digital, Automated And Connected World?
Mark Evans - Marketing Director Direct Line Group Dominic Mills - Columnist Mediatel Newsline•What are the key trends that marketing functions at major advertisers are exploiting to best reach consumers in the current content-driven marketplace?
•What are the exciting new developments and how are marketing adapting their teams and processes to respond to these new market forces?
•Adding value in a world of stagnant growth and cost cutting – how can we together keep long term growth in mind?
•A help or a hindrance? Practical ways we have achieved true collaboration and when it makes sense for procurement to take a step back
9:20 am - 10:05 am Marketing Procurement Perspective – Interactive Panel Discussion - A Push For Simplification In The Current Complex Marketing Landscape: Where Are We Seeing Opportunities To Streamline?
Valérie Revol - Head of Marketing Procurement LVMH Paula O’Reilly - GM Marketing Procurement BT Damian Ellis - Director Global Procurement: Trade Marketing and Brand Activation Mondelez•Is there an increasing desire from advertisers for seamless integration and one agency touchpoint – what has made this possible and what are the benefits for brands?
•Can you really get best in class solutions without compromising on specialist expertise?
•Is the move back to consolidation and the full service model just part of a cyclical trend or is it a more fundamental lasting change to the industry?
•What marketing categories can most benefit from ongoing simplification, and how practically can you achieve this?
10:05 am - 10:45 am Interactive Panel Discussion - A Global Perspective From Marketing Procurement Leaders On The Future Of Agency Roster Models
Laura Forcetti - Global Marketing Sourcing Manager WFA Tigran Avakian - Director Global Procurement EMEA Mattel Simon Tilden - Global Category Director Advertising DiageoWFA will introduce this session with key results from a study on the future of agency roster models. WFA then will lead a Global panel discussion with 3 of their members, focusing on internal and external approaches to get the right mix of agencies, and how to maintain innovation within agency rosters over time. This will be followed by a Q&A discussion between the panel and attendees.
•How do you make sure you have the right mix of agencies vs. your business needs?
•How should agencies work together? How to get transparency?
•Performance-based remuneration models? Value-based remuneration models?
•How do you maintain innovation within your roster?
•How do you manage the transition period & engage stakeholders?
10:45 am - 11:25 am Morning coffee and networking
Re-Imagining The Agency Landscape
11:25 am - 11:45 am Music Agency Perspective: What Were The Critical Success Factors For Creating A Single Source Music Approach At BT?
David Marcus - Managing Partner Cord Richard Lloyd - Head of Identity BT
11:45 am - 12:25 pm From Insight to Action: How the Advertiser-Agency Relationship Must Evolve to Unlock Value in the Digital Economy
Anthony Groves - Group Commercial Director, Global Clients Dentsu Aegis Network Carl Scott - Global Business Director Adstream Richard Lindsay - Director for Legal And Public Affairs IPA Pippa Glucklich - CEO Amplifi UK Amplifi UK Jane Dormer - Group Marketing & Digital Procurement Director SkyThis interactive session will discuss the context to an increasingly challenging commercial environment – it also will challenge our thinking of how to achieve growth in the media marketplace; including contributions from across advertisers, the media and ad-tech companies, before concluding with an interactive Q&A with the audience.
12:25 pm - 1:10 pm Interactive Panel Discussion - Staying On Top Of The Key Disruptors In The Rapidly Evolving Agency Landscape - What Are The Pros And Cons Of Each Model And Where Is The Industry Heading In The Next 5 Years?
Paul Hammersley - Founder & CEO Harbour Collective Jon Williams - Founder & CEO The Liberty Guild James Murphy - Chief Executive Adam&Eve/DDB Malik Akhtar - VP Marketing Procurement Bayer•Staying on top of how the agency model is evolving ensures you can engage with your marketing leadership and earn your keep at the negotiation table – what is the perspective from a variety of backgrounds and agency types on how you can prepare for success?
•What are the current and upcoming agency disruptors, and what is their impact? Is the in house model or joint ventures increasingly the way to go?
•What is the argument for using a series of independent bespoke agencies as opposed to one key full service agency?
•How do the major consulting companies fit into the mix, are they fundamentally transforming the industry?
•What is our 3-5 year prediction on where the industry is headed?
1:10 pm - 1:40 pm Guest Speaker: Listen, Learn And Share In An Era Of Cost Cutting, Which Innovative Technologies And New Business Models Should You Adopt To Take Your Marketing Function To The Next Level?
Zoja Paskaljevic - Partner Ciesco Group•The big picture: what are the key macro themes that are impacting the media landscape, technology, consumers and the geo-political order?
•Is the new reality a reduction in employment, alongside ongoing digital disruption in supply chains and media? What does it mean in practice?
•As the foundations of the media industry are shifting, how are media owners, content providers, agencies and advertisers staying one step ahead? Is innovation in technology the answer?
•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?
1:40 pm - 3:00 pm Networking lunch
1:40 pm - 3:00 pm Private Lunch
Hosted By InnerWorkings Invite Only, Limited to 20 People
Stream A: Establishing The Best Supplier Sourcing Models
3:00 pm - 3:40 pm Case Study Revolution Putting Together A Digital Agency Shortlist Roster From Scratch - How Do You Practically Narrow Down The List To Include Partners With The Freshest Ideas That Understand Your Brand? Lisandro Diaz Kelly - Global Category Director - Production & Agencies AdidasIn this innovative and interactive format, spend 10-15 minutes hearing a best practice case study before being presented with a challenge to discuss by the speaker, then engage in small interactive roundtable discussions before each group presents its conclusions to the audience.
•What is the starting point? First steps to follow in reviewing and analysing existing agencies, sourcing digital native agencies, and understanding marketing’s requirements
•How can you create tools to separate and narrow down the list?
When working with an established agency, the benefit is that they understand your brand but how can you ensure they don’t become complacent, and that you are getting the best work, and the freshest ideas and content?
Stream A: Establishing The Best Supplier Sourcing Models
3:40 pm - 4:00 pm Industry Insight With Client Case Study Creating An Effective Integrated Marketing Agency Ecosystem: How To Move Away From Silos And Connect The Dots With Agencies To Ensure Accountability Catherine Burke - Executive Director Linney Linda Bijl - Senior Sourcing Manager Starbucks• The Agency Procurement toolkit forms the first part of an end-to-end Agency Management solution developed in collaboration with group marketing.
• It covers the areas of defining agency strategy, identification of the right agencies, rostering vs other engagement methods, how to run a successful pitch, best agency remuneration models, contracting and evaluation of performance
• This approach is designed to be able to provide the markets with a basic end-to-end best practice guide to agency management
Stream B: Drill Down On Your Biggest Issue Roundtables *Sign up via the app (from 29thMay)– limited to 10 people
3:00 pm - 4:00 pm Roundtables - Drill Down Roundtables Kirsty Carr - Head of UK & Ireland Marketing Procurement Müller Alice Dhulster - Senior Procurement Associate UPSA Bristol-Myers Squibb Arnaud Thoni - Global Transformation Lead – Commerce Heineken Karène Tialeu - Senior Buyer L’Oréal Simon Gore - Group Creative Managing Director Sun Branding Solutions Mike Oxley - CEO Prominate Sarah Daniel - COO Prominate Joe Dawson - Senior Manager Marketing Procurement AsdaRoundtable 1:
Achieving Global Marketing Efficiencies – How To Practically Create A Consistent But Well Targeted Message Across Diverse Cultures
Hosted By: Kirsty Carr, Head of UK & Ireland Marketing Procurement, Müller
•How can global companies achieve consistency in marketing messaging when trying to get leverage with an agency?
•How do you ensure culturally the message is targeted, correct and achieves marketing efficiencies?
•What are the specific marketing procurement challenges in a company with very different business cultures and practices?
•Sharing tips and strategies to manage cultural sensitivity and encourage sharing of different business methods
Roundtable 2:
Successfully Negotiating Agency Rights, Especially Post Contract – Sharing Proven Tactics To Walk Away With The Best Deal
Hosted By: Alice Dhulster, Senior Procurement Associate UPSA, Bristol-Myers Squibb
•What strategies can you use to negotiate around agency rights, especially post contract? Where have others had success?
•How should this be detailed in a current creative agency contract and for when you are out of contract? What are the industry standards and recommendations?
•What issues particularly arise when you have a large geographical scope?
Roundtable 3:
Ensuring Supplier Diversity In Your Creative Agency Roster – How Can You Efficiently Evaluate All Types Of Agencies To Secure The Best Mix?
Hosted By: Arnaud Thoni, Senior Strategic Sourcing Manager EMEA, Warner Bros
•How does marketing procurement ensure we don’t always just use the same big players, and how do we help to not create an environment where we disqualify small agencies by putting too much admin in place?
•Examining the different agency models, like colocation, in house, dedicated teams, specific competencies such as new technology like VR – where have others had success and are boutique agencies preferable when they’re focused on one thing?
•What initiatives have you put in place to enable a flexible and diversified agency roster?
Roundtable 4:
Getting Agency Buy-In For A Performance-Based Compensation Model - Which Facts And Figures Should You Be Armed With To Get The Backing From All Key Stakeholders?
Hosted By: Karène Tialeu, Marketing Procurement Director, L’Oréal and Joe Dawson, Senior Manager Marketing Procurement, Asda
•How do you determine if the performance-based model is right for you?
•How to approach the concept with your marketing stakeholders and your agencies – what facts and figures do you need to be armed with?
•Determining what is and is not negotiable – what have others found?
Roundtable 5: Beauty Pageant, Trophy Room Or Coffee Shop - How Can Procurement Help Marketing Choose The Best Creative Agency For Their Brands?
Hosted By: Simon Gore, Group Creative Managing Director, Sun Branding Solutions
An opportunity to discuss in the round with a mix of agency and client stakeholders
•How to get the best commercial deal from a creative agency
•How to negotiate better long terms commercial terms to strengthen ongoing relationships
•How can creative agencies can create a better first impression to client procurement and marketing prospects
Roundtable 6: Why Go Global? The Benefits And Challenges Of Implementing A Global Promotional Material Solution
Hosted By: Mike Oxley, CEO, Prominate and Sarah Daniel, COO, Prominate
•What are the benefits and how to maximise the opportunities?
•What are the risks and how to minimise them?
•Why global programs fail and what can be done to ensure they succeed?
•How to manage stringent brand control and cost savings across multiple markets whilst maintaining operational efficiency?
•How to maintain creativity and innovation?
Stream C: Agency Ecosystem Review Workshop Invitation only– limited to 25 people
3:00 pm - 4:00 pm Deep Dive Workshop How To Conduct An Agency Ecosystem Review Simon Francis - CEO Flock Associates•Many advertisers agency ecosystem has just evolved into something too big, and no longer fit for purpose
•How do you conduct a full review of your agency ecosystem that leads to significant gains in efficiency and effectiveness?
•How do you start a review? How do manage the different stakeholders? What is the process? What are the outcomes and benefits?
•Flock explain how to conduct an Agency Ecosystem Review using examples from their work with Global advertisers like Johnson & Johnson, McDonald's, T-Mobile, Mondelez and others
•This session would suit those advertisers who have a large portfolio of agencies and suppliers, a global responsibility, or those advertisers who need to upgrade their agencies to make them fit for the future
Stream D: Mastering Influencer Marketing Workshop *Sign up via the app (from 29th May) – limited to 25 people
3:00 pm - 4:00 pm Deep Dive Workshop Practical Tips for Sourcing And Managing Influencer Marketing Bex Fisher - Consultancy & Best Practice Manager ISBA Traci Dunne - Consultancy & Best Practice Manager ISBABex Fisher, Consultancy & Best Practice Manager, ISBA
Hosted By: Traci Dunne, Consultancy & Best Practice Manager, ISBA and
During this interactive workshop Bex and Traci from ISBA will share learnings from recent research into how clients are managing their influencer marketing solutions; deliver practical tips on briefing influencers; share contract templates for use with Vloggers & Bloggers; and workshop the different options available to clients wishing to access the influencer marketplace.
4:00 pm - 4:30 pm Afternoon tea and networking
Stream A: Establishing The Best Supplier Sourcing Models
4:30 pm - 5:10 pm Case Study Revolution - Getting The Creative Pitch And Selection Process Right - Pinpointing When Procurement Can Hinder This Process And What Steps Can Be Taken To Add Value As An Effective Business Partner Traci Dunne - Consultancy & Best Practice Manager ISBA Jo Smallbone - Head of Sales and Marketing Procurement VodafoneIn this innovative and interactive format, spend 10-15 minutes hearing a best practice case study before being presented with a challenge to discuss by the speaker, then engage in small interactive roundtable discussions before each group presents its conclusions to the audience.
•Starting out on the creative pitch and selection process – sharing best practices on how marketing procurement can be the most effective business partner
•Understanding the agency point of view: how can marketing procurement sometimes hinder the creative pitch and selection process, where is there specifically room for improvement?
•Understanding timelines and decision making processes for the creative pitch and selection process – what’s the industry norm and how is this changing?
Stream A: Establishing The Best Supplier Sourcing Models
5:10 pm - 5:30 pm Case Study Optimising ROI On Agencies: The Agency Management Process And Toolkit Developed For Both Marketers And Procurement At Carlsberg Andras Mohos - Global Category Director Carlsberg
Stream B: Drill Down On Your Biggest Issue Roundtables Sign up via the app (from 29thMay)– limited to 10 people
4:30 pm - 5:30 pm Roundtables - Drill Down Roundtables Igor Leitao - Sourcing Manager for Marketing & Sales, EMEA Merck Simon Marsh - Marketing Procurement Director Dell Christian Fuchs - Director Marketing Procurement, Event Category Adidas Sergiusz Szacki - Indirect Procurement Manager Europe, Media & Marketing Colgate-Palmolive Andrew Scanlon - Head of Sales & Marketing MDARoundtable 1:
How Can You Identify And Drive Innovation Within A Restricted Advertising Environment?
Hosted By: Igor Leitao, Sourcing Manager for Marketing & Sales, EMEA, Merck
•How can you use specialised industry agencies to support and drive innovation in a restricted advertising environment? How to find the right partners and leverage their expertise
•Navigating your way through the contractual complexities – sharing ways to embed innovation into contracts and allow agile yet secure partnerships
•It’s a two way channel: how to ensure your agency or partner feels they have a voice internally and that innovation is part of a continuous process and on every agenda
Roundtable 2:
From Pipe Dream To Reality - How Can You Establish A Global Function To Leverage Global Relationships And Volume?
Hosted By: Simon Marsh, Marketing Procurement Director, EMC
•Where have you had success with a truly global agreement and collaborating with your procurement colleagues in a global fashion?
•With suppliers sometimes you have to go local – how do you find the right balance between global and local, and when going local can deliver more value and cost savings
•How do you deal with a patchwork of often conflicting global laws and regulations, especially in the EU and China?
•How a global focus translates into an overall procurement transformation programme – how you can organize and interact with your marketing procurement organisation in a more global manner?
Roundtable 3:
Effectively Managing 3rd Party Event Category Suppliers - How To Achieve Consistency On A Global And Local Level And Keep Costs Down
Hosted By: Christian Fuchs, Director Marketing Procurement, Event Category, Adidas
•How do you best guide your lead agency in controlling 3rd party spend, which can be up to 80% of the costs?
•How are leading global brands executing events – do you have a global lead or break down into regions, and how do you arrange and manage the consistency?
•What kinds of toolkits can you and your lead agency use to manage this?
•What are the industry standards you can use to support your strategy?
Roundtable 4:
Creating A Smooth Point Of Sale Material Management Process - How To Deliver An End To End Solution For Creative Design, Implementation, Adaptation And Production
Hosted By: Sergiusz Szacki, Indirect Procurement Manager Europe, Media & Marketing, Colgate-Palmolive
Participants Include: Malin Krusvik, Senior Manager POS Procurement & Logistics, The Absolut Company
•Understanding the business drivers to achieve a consistent smooth process in the point of sale management process – where are we hoping to see savings and drive value?
•What are the business hurdles to achieving this? Are there providers who can deliver a consistent service across European markets and have strength throughout their networks?
•How far away is the industry from achieving a consistent efficient European network?
•When does it make sense to go directly to a local producer or use a variety of regional providers?
Roundtable 5: Fear Free Fulfilment: 5 Takeaways Your Marketing Teams Should Be Doing To Successfully Deliver Their Plans
Hosted By: Andrew Scanlon, Head of Sales & Marketing, MDA
Stream C: Maximising Agency Outcomes Boardroom Sign up via the app (from 29th May), limited to 12 people, Marketing Procurement Directors only
4:30 pm - 5:30 pm Creative Boardroom - Using Scope Of Work And Agency Evaluation In Combination: How To Practically Adopt Both Processes To Get The Maximum ROI From Your Partners Malik Akhtar - VP Marketing Procurement Bayer•Marketing procurement professionals have two key processes that they can use to improve agency performance and in turn marketing ROI - how do the two in combination provide a highly effective continuous improvement loop?
•How does Scope of Work allow clients to create pragmatic annual (or project) work plans, ensure they have the appropriate agency resource mix & seniority on each deliverable, budget effectively, and track spend accurately during the year in order to get the best value from their investment?
•How can agency evaluation help clients and agencies to collect feedback from a wide range of stakeholders, to ensure deeper conversations around their relationship, and build action plans to deliver "course corrections" where needed?
Stream D: Marketing Procurement 101 Workshop Sign up via the app (from 29th May) – limited to 25 people
4:30 pm - 5:30 pm Marketing Procurement Masterclass - Mastering The Fundamentals of Marketing Procurement: What Are The Biggest Nuggets Of Opportunity As You First Enter The Marketing Category Vs When Your Involvement Matures? Tina Fegent - Director Tina Fegent Procurement ConsultancyBack by popular demand! This Workshop is designed for marketing procurement professionals to get a fundamental understanding of the various models of how an organisation’s marketing team operates, and improve your understanding of marketing, internal KPIs, processes and objectives, and the different marketing channels.
•Understanding the role of the various primary stakeholders in marketing engagement (marketing, procurement and agency) and the expectations of each
•Outlining the different marketing channels (traditional marketing, media, advertising, digital, social media and mobile), their supply partners, and how procurement can play a meaningful role in both general process improvement and from a channel-specific perspective
•What are the biggest nuggets of opportunity – as you first enter the marketing category and as your involvement matures?
5:30 pm - 6:30 pm Day One Cocktail Reception – FIFA World Cup Party
A great opportunity to wind down at the end of a busy first day, chat about the day’s talks and continue to catch up with colleagues over cocktails, canapés and entertainment.
6:30 pm - 6:35 pm End of Conference Day One
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