Procurecon Marketing 2018

June 12-June 14, 2018

The Tower Hotel, London

Contact Us: 44 (0) 207 368 9465

Day 3 Thursday 14th June 2018

Positioning Marketing Procurement As A Trusted Advisor

8:15 AM - 8:45 AM Registration and coffee

Getting Buy In From Across The Board

8:45 AM - 8:50 AM Chair’s opening remarks

Graham Crawshaw, Global Services Director, CASME

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Graham Crawshaw

Global Services Director
CASME

8:50 AM - 9:20 AM Keynote Presentation The CPO Perspective: How We At Board Level Influenced The Business To View Marketing Procurement As A True Value Add Proposition And Not Just A Cost Saving Enterprise

Federico Morra, CPO, Lavazza
•How we are creating a business culture where marketing procurement can deliver the most value – key stages along the journey in line with a business and marketing transformation at Lavazza
•Transforming processes to ensure marketing procurement KPIs link to business KPIs – critical measurements to ensure business synergy
•The development of the marketing procurement function – where do we see marketing procurement leaders progressing to in the business, and how can we best utilise their unique commercial skills?


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Federico Morra

CPO
Lavazza

9:20 AM - 9:40 AM Industry Insight With Client Case Study Production Transparency: Sizing Up The Issues On The Lack Of Transparency In The Production Ecosystem

Jillian Gibbs, Founder & Global CEO, APR
•Increasingly IT plays a role in marketing to customers, whether through social media, personalised email blasts, company websites and ecommerce – how do marketing and IT procurement work together without it becoming too complicated or over engineered?
•How can marketing procurement become more embedded within the technology sourcing team and processes? What are practical ways to demonstrate and add value that have worked?
•How can and should and marketing procurement be involved in overall digital transformation?
•Overcoming internal resistance to marketing procurement processes – how can you simplify procurement hurdles and drive ease of use?

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Jillian Gibbs

Founder & Global CEO
APR

9:40 AM - 10:00 AM Joint Case Study Presentation - Driving Marketing And Procurement Collaboration: Sharing A True Success Story On How We Make It Work On A Day-To-Day Basis

Maria Malpartida, Marketing Procurement, IKEA
•How has marketing procurement become more embedded within the marketing team and processes? What are the processes, KPIs and daily and weekly specific actions that ensure this collaboration continues?
•What practical ways have marketing procurement demonstrated that we can add value and best use our commercial skills?
•It’s not all smooth sailing: what were the barriers we encountered, what didn’t work, how did we measure stakeholder engagement success, and what technologies and processes helped us on the way?

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Maria Malpartida

Marketing Procurement
IKEA

Challenging The Status Quo

10:00 AM - 10:20 AM Industry Insight With Client Case Study - Extra! Extra! Print Is Not Dead!: Evaluating The Continuing Impact of Print Marketing Across All Consumer Groups

•Is it time to dust off the cobwebs from your print marketing strategy?
•How can you best leverage print vendors within your own organisation?
•How can you reach millennials with print marketing?
•What are the main negotiating techniques for your print vendors?
•Making direct mail make sense in your budget – where does it have a place?

10:20 AM - 11:00 AM Oxford Style Debate - True Or False: Marketing Procurement Should Source New Talent From Marketing Or Agencies, Not Procurement

Paul Smith, Senior Director – Global Marketing & Sales Procurement, Mondelez
TRUE - Barry Byrne, Global Procurement Director, Sales & Marketing, ABInbev (“To maximise the value procurement can deliver in the marketing space it is critical that procurement can have conversations with stakeholders that demonstrate an in depth knowledge of the category. Marketing is an investment not a cost, to drive real change requires commercially minded marketing professionals.”)
FALSE – Paul Smith, Senior Director, Global Marketing & Sales Procurement, Mondelez (“You need a buyer at heart. Just choose the best one and they will charm the socks off your CMO!”)
Chatham House Rules
•Audience vote at the start of the debate to see if the majority believe Marketing Procurement should source new talent from marketing/agencies or procurement
•Panel arguments for: why Marketing Procurement Directors should source new talent from Marketing/Agencies
•Panel arguments against: why Marketing Procurement Directors should source new talent from procurement
•Audience vote at the end of the debate to see if the panellists have been able to influence the vote in favour of their argument

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Paul Smith

Senior Director – Global Marketing & Sales Procurement
Mondelez

11:00 AM - 11:30 AM Morning coffee and networking

Stream A: Re-Imagining New Ways Of Working

11:30 AM - 12:10 PM Case Study - Revolution Keep Your Friends Close, And Finance Closer: How To Learn To Speak The Same Language To Effectively Engage Them And Drive Mutually Beneficial Initiatives Forward

Jason Cammorata, Director, Strategic Sourcing, MDC Partners
In 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.
•How can marketing procurement learn to speak the same language as the finance team, and best prove their function’s value?
•Between a rock and a hard place: how can you argue against cutting costs if the CFO makes the decision to cut marketing costs?
•Techniques to achieve mutual success and provide a united front

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Jason Cammorata

Director, Strategic Sourcing
MDC Partners

Stream A: Re-Imagining New Ways Of Working

12:10 PM - 12:30 PM Case Study - How Marketing Procurement Can Use Sustainability To Add Value And Why We Are Perfectly Placed To Lead These Initiatives

Rachel Wentzel, Senior Manager Marketing Procurement, Adidas
•How (and why) marketing procurement can manage and lead sustainability
•The process: how we developed a matrix to measure and assess what categories should be looked at in terms of sustainability
•It’s not just about the theory: how can we implement sustainability as a KPI, which ties into a wider company wide CSR programme?
•The value this has delivered so far, and expectations for the future

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Rachel Wentzel

Senior Manager Marketing Procurement
Adidas

Stream A: Re-Imagining New Ways Of Working

12:30 PM - 12:50 PM Case Study - Transferring Successful Core Purchasing Practices From Direct Spend To The Sales And Marketing Category: What Can Be Replicated And What New Processes Are Required?

Galina Staykov, Senior Manager Projects and Strategy Planning, Purchasing, Toyota
•How we are looking to bring the same high level of purchasing standards and quantifiable measurement we have in direct spend to the developing area of sales and marketing
•The importance of core procurement capabilities in indirect spend and how a belief in quantifiable measurement helps us achieve the cost/value benefits
•Developing the marketing procurement strategy: ensuring a category management focus, creating category specialists, and the importance of benchmarking with peers to gain industry knowledge
What processes can’t be transferred from direct spend, and what new skills and tools have we found we need in the sales and marketing category?

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Galina Staykov

Senior Manager Projects and Strategy Planning, Purchasing
Toyota
Roundtable 1:
Stakeholder Engagement - Sharing Effective Strategies To Drive Engagement With Your Key Internal Stakeholders
Hosted By: Sarah Bishop, Marketing Procurement Manager, Nationwide
Participants Include: Funmi Oreagba, Category Buyer, Commerce, Heineken Nigeria
•How can marketing procurement become more embedded within key internal stakeholder teams and processes? What are practical ways to demonstrate and add value that have worked for you?
•It’s not all about Marketing: what are the other stakeholders internally that are increasingly of importance in your organisation and how do you need to adapt your engagement strategies per function?
•How can you simplify procurement hurdles and drive ease of use? What were the barriers you encountered, how did you measure stakeholder engagement success, and what technologies or processes helped you on the way?

Roundtable 2:
Adding Value In Marketing Procurement - How To Leverage Proven Techniques To Change The Message Once And For All In Your Organisation
Hosted By: Erica Biffi, Head of Purchasing Marketing and Indirect Services, Pirelli
Participants Include: Florian Strunck, Procurement Lead, Marketing, Zalando
•How can procurement properly engage Marketing, Media Communication & Digital Stakeholders?
•How do we show others that marketing procurement brings value and is not just about cutting costs – sharing the really tangible specific things that you can do and are doing in your organisation
•Why has the same message about value been relayed for many years without often much success? What are the industry and macro-economic trends that might be hindering this transformation?

Roundtable 3:
Retail Sector Roundtable – How Can You Ensure You Are Set Up To Cope With The Rapid Adoption Of Digital Marketing Innovations?
Hosted By: Maria Malpartida, Head of UK Marketing Procurement, Ikea
An opportunity to discuss with your sector peers on the challenges and opportunities specific to marketing procurement in the Retail sector
•Within which areas of our businesses are we seeing the biggest marketing sourcing challenges?
•Where are retail sector companies directing the majority of their current and future marketing and IT spend?
•Is the speed of change of technology requirements accelerating? Which new areas are we seeing challenges in and how are we managing them? What new innovations are specific to the retail sector?
•How are we organised and how do we manage the demand for our services? Will this still work in 2020?

Roundtable 4:
Financial Services Sector Roundtable – Overcoming Internal Business Inhibitors To Work In A More Agile Way
Hosted By: David Harris, Sourcing Manager, Old Mutual Wealth
An opportunity to discuss with your sector peers on the challenges and opportunities specific to marketing procurement in the Financial Services sector
•Within which areas of our businesses are we seeing the biggest marketing sourcing challenges?
•How to overcome internal business inhibitors to sourcing and contracting with start-ups or niche providers, as the dynamic changes to working with more nimble players
•Is the speed of change of regulatory requirements accelerating? Which new areas are we seeing challenges in and how are we managing them?
•How are we organized and how do we manage the demand for our services? Will this still work in 2020?


Roundtable 5:
An opportunity to bring your own personal experience on this topic and to discuss with your marketing procurement peers on the challenges of growing with the speed of changes in the marketing category.
Hosted By: Carina Svensson, Regional Strategic Purchasing Manager – Marketing Services, Baloise Group
•What changes have already taken place in your marketing procurement organisation? (i.e. technology, regulatory and legal requirements, products & services, soft skills, project management etc.)
•What is your profile (role & responsibilities) today as a Marketing Procurement leader?
•What changes do we believe will take place over the next 5-10 years? What will our profile look like?
•What skill sets and knowledge do we need to acquire to ensure that we meet the needs of our businesses of tomorrow?
•How can we prepare a development plan for the Marketing Procurement Leaders of tomorrow?

Roundtable 6: Pharma Sector Roundtable
Hosted By: Jeremie Affergan, Purchasing Breakthrough Innovation Lead, UCB
An opportunity to discuss with your sector peers on the challenges and opportunities specific to marketing procurement in the Pharma sector
•Within which areas of our businesses are we seeing the biggest marketing sourcing challenges?
•How to overcome internal business inhibitors to sourcing and contracting with start-ups or niche providers, as the dynamic changes to working with more nimble players
•Is the speed of change of regulatory requirements accelerating? Which new areas are we seeing challenges in and how are we managing them?
•How are we organized and how do we manage the demand for our services? Will this still work in 2020?



Sarah Bishop

Marketing Procurement Manager
Nationwide
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Funmi Oreagba

Category Buyer, Commerce
Heineken Nigeria
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Erica Biffi

Head of Purchasing Marketing and Indirect Services
Pirelli
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Florian Strunck

Procurement Lead, Marketing
Zalando
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Maria Malpartida

Marketing Procurement
IKEA
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David Harris

Sourcing Manager
Old Mutual Wealth
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Carina Svensson

Regional Strategic Purchasing Manager – Marketing Services
Baloise Group
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Jeremie Affergan

Purchasing Breakthrough Innovation Lead
UCB

12:50 PM - 1:50 PM Networking lunch

12:50 PM - 1:50 PM Leadership Boardroom Private Lunch: Next Generation Marketing Procurement Strategies *Sign up onsite, limited to 12 people, senior Marketing Procurement Directors only*

Paul Smith, Senior Director – Global Marketing & Sales Procurement, Mondelez
Do you have a global remit in a multinational company? Are you interested in sharing perspectives and best practices with others in your position? Then don’t miss this private boardroom session for 10-12 marketing procurement leaders, where you can benefit from benchmarking with others in your position, and discuss strategies to take marketing procurement to the next level.

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Paul Smith

Senior Director – Global Marketing & Sales Procurement
Mondelez

New Inspirational Perspectives

1:50 PM - 2:20 PM Keynote Presentation - What’s Going On In The World Of Millennials? And Who (And What) Are Gen Z?

Dr. Rodney Collins, Corporate Anthropologist and Regional Director EMEA, Truth Central
Rodney is a leading member of a team dedicated to uncovering human truths to help pioneering brands make their mark in the world. With expertise in semiotic, cultural, and psychoanalytic analysis, his work has offered transformative insights into a wide spectrum of practices: from idleness and masculinity, to air fresheners and habit change, to public health policy and design innovation. He has published widely in industry, academic, and popular press, including frequently in Brand Republic and the Huffington Post, and has taught university level courses at New York University, Georgetown, and Columbia University.
•The real winners are those brands who engage and interact with today’s millennial consumers – what advertising methods seem to work best with this demographic?
•How have leading brands reimagined their marketing message and channels to best target millennials and Gen Z?
•Painting a picture: what are their priorities, preferences and concerns? And how fundamentally does this differ from generation X and baby boomers?
•How are millennials influencing the attitudes and purchase decisions of baby boomers and gen Xers?

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Dr. Rodney Collins

Corporate Anthropologist and Regional Director EMEA
Truth Central

2:20 PM - 2:50 PM In Conversation - Confessions Of A Recovering Marketing Procurement Professional: Sharing Honest Advice For Those Starting Out, Working Their Way Up The Ladder Or Considering A New Direction

Martin Mills, Former Marketing Procurement Professional, Co-Founder, , Future Ways Of Working
Is there really life after marketing procurement? And what lessons can be learned from a career in the world of marketing procurement? Hear the low down from a former marketing procurement professional, who no longer has to moderate their views in line with company policy! What advice do they have for those just starting out, those working their way up the ladder, and those looking to move into other directions?

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Martin Mills

Former Marketing Procurement Professional, Co-Founder,
Future Ways Of Working
Have burning questions on your mind that you’re afraid to ask your marketing team or head of function? Learn from this cross-functional set of veterans who will help guide you on your way. Key themes expected to be covered include:
•How to (and how not to) engage with marketing teams
•We don’t want to become irrelevant: How does the marketing procurement function become more nimble to meet the needs of the digital landscape and platforms?
•Is procurement’s scope growing or shrinking with digitalisation and AI influence? Can it be executed by marketers directly with proper contracts in place?
•How to search for value other than cost savings – quick wins vs long term successes
•It’s not all roses – where have we had failures in our marketing procurement career, and what did we learn from them?
•What I wish I had known when starting off
The last 10 minutes of the panel will be reserved for your Q&A – all questions encouraged!

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Martin King

Senior Director, Global Lead, Media & Marketing Procurement
Johnson & Johnson
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Larry Smith

Strategic Sourcing Director, Global Marketing
Mars Inc
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Malik Akhtar

VP Marketing Procurement
Bayer
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Adrian Jackson

Head of Marketing Procurement
Tesco

3:40 PM - 3:45 PM Chair’s Closing Remarks. Thank you for Attending!