Procurecon Marketing EU 2019

11 - 13 June, 2019

Twickenham Stadium, London

Contact Us: 44 (0) 207 368 9465

Conference Day One – Tuesday 11th June 2019

8:00 am - 8:30 am 7-8pm - Monday 10th June – Welcome Drinks

7:45 am - 8:35 am Registration and welcome coffee

Adapting your role to the evolving marketing ecosystem

8:35 am - 8:40 am Opening remarks – Diane Mekie, Conference Director, WBR

8:40 am - 8:45 am Chair’s opening address and networking activity

Gideon Spanier - Global Head of Media, Campaign
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Gideon Spanier

Global Head of Media
Campaign

8:45 am - 9:05 am Inspirational CMO Keynote: Readying your brand to survive and thrive in the new market order - how to protect against digital transparency issues, ad blockers and direct to consumer start-ups

Stéphane Bérubé - CMO Western Europe, L’Oréal
• From ongoing digital transparency issues and the rise of ad blockers to the emergence of direct-to-consumer startups taking on big brands, how should you reassess your marketing spend to ensure a return on investment? 
• How are leading brands reworking agency partnerships and what aspects are being increasingly brought more in house? 
• How can procurement best help their marketing stakeholders to understand the marketing landscape, adapt to industry changes and drive marketing effectiveness? 

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Stéphane Bérubé

CMO Western Europe
L’Oréal

9:05 am - 9:35 am In Conversation: Positioning Marketing Procurement as change agents and value drivers - How can WFA’s Project Spring inspire you to redefine your value proposition and push boundaries?

Laura Forcetti - Global Marketing Sourcing Manager, WFA Jose Gonzalo Bisquerra - Head of Global Marketing Procurement, GSK Tracy Allery - Director, Global Sourcing, Marketing Agencies, Mondelez James Taylor - Head of Marketing Procurement, Diageo
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Laura Forcetti

Global Marketing Sourcing Manager
WFA

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Jose Gonzalo Bisquerra

Head of Global Marketing Procurement
GSK

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Tracy Allery

Director, Global Sourcing, Marketing Agencies
Mondelez

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James Taylor

Head of Marketing Procurement
Diageo

9:35 am - 9:55 am Keynote: How to redefine the advertiser-agency partnership to ensure contracts deliver fair payment terms with increased transparency?

Tom Corbett - Group Head of Sponsorship & Media, Barclays
• How we are shifting the contract model from costs and fees to understanding the value an agency can give you, and building a remuneration approach reflecting that step change
• What are the main principles and tenants we have in place to guide this partnership model?
•How the use of an implementation audit within the first six months sets the new model up for success
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Tom Corbett

Group Head of Sponsorship & Media
Barclays

During this interactive panel discussion with perspectives from industry thought leaders, associations and brands, learn how agencies and advertisers are seeking to move beyond the tired "transparency" debate towards practical steps that ensure alignment of interest between agencies and advertisers.
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Sam Tomlinson

Partner
PwC

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Jane Dormer

Group Marketing & Digital Procurement Director
Sky

Tracy Clark

Head of Procurement, Marketing, Communications and Research
Crown Commercial Service (CCS)

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Phil Smith

Director General
ISBA

10:30 am - 11:10 am Networking Break

Staying ahead of new marketing trends

11:10 am - 11:50 am Interactive Industry Discussion: How can you harness agencies, advertisers and ad tech to deliver growth in an increasingly disrupted media marketplace?

This 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.

11:50 am - 12:10 pm Industry Insight With Client Case Study: How to use production innovations to achieve transparency, efficiency and scale in your global spend

Gilles Berouard - Global CEO, Hercules Transforming Communication
• How we have helped our clients achieve higher ROI from their marketing budgets through more impactful, locally relevant brand assets and greater cost efficiencies
• Key drivers which are critical for a successful transformation: reducing where it makes an impact and increasing where it creates value
• How you can benefit from access to industry content and partnerships, to further strengthen global capabilities
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Gilles Berouard

Global CEO
Hercules Transforming Communication

12:10 pm - 12:45 pm All Star Panel with Interactive Polling: Keeping customer experience front of mind – how can you best move towards a true channel agnostic and consistent consumer journey?

Nico Vrijenhoek - Global Marketing Procurement Director, Liberty Global Antonio Conci - EMEA Sourcing Manager, Amazon Kim Whitbread-Kinnear - Global Head of Marketing Procurement, Dyson
• How are leading brands achieving personalised customer experience and superior marketing outcome while optimising their spend? What are the main roadblocks to achieving this? 
• How do we need to reorganise the marketing and marketing procurement functions to successfully follow the consumer through the brand journey?
• How do we get more of a grasp on BTL and tail end spend to achieve a full end to end marketing solution, and what tools are available that really work? 
• Be customer obsessed: How can we better understand the relationship individual consumers actually want to have with brands? 
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Nico Vrijenhoek

Global Marketing Procurement Director
Liberty Global

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Antonio Conci

EMEA Sourcing Manager
Amazon

Kim Whitbread-Kinnear

Global Head of Marketing Procurement
Dyson

12:45 pm - 1:15 pm Inspirational Guest Speaker: Blockchain’s impact on advertisers – can you drive fundamental improvements in financial transparency across the marketing supply chain, or is it just industry hype?

Andrew Grill - Former IBM Global Managing Partner, The Practical Futurist
Andrew has launched and run technology companies in Europe and Australia and worked with and for some of the world’s leading companies including IBM, Vodafone, Telstra, Nestle, BBC, American Express, John Lewis, and Unilever. Andrew regularly contributes to a wide range of media outlets including The Drum, Changeboard and ANZ BlueNotes along with numerous online blogs and publications.  He has appeared several times on Sky News, and has been published in the Financial Times, The Telegraph and the Guardian, and is a seasoned TEDx speaker.

•What do we actually mean by blockchain, and what is its particular relevance to the marketing and media industry?
•How is the convergence of blockchain advances and regulatory issues affecting the use of consumer data?
•How can you best prepare your organisation for new ways of doing business that could be unleashed if public blockchain technologies fulfill their early promise? 
•Can blockchain help improve ad tech, protect personal privacy, and stop digital ad fraud while also attacking the duopoly of Google and Facebook?

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Andrew Grill

Former IBM Global Managing Partner
The Practical Futurist

1:15 pm - 2:35 pm Networking lunch

1:15 pm - 2:35 pm Marketing Procurement Masterclass: Mastering the fundamentals of marketing procurement - Limited to 25 people

Tina Fegent - Director, Tina Fegent Procurement Consultancy
Back by popular demand!  This Masterclass 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.  
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Tina Fegent

Director
Tina Fegent Procurement Consultancy

1:15 pm - 2:35 pm Private Lunch Masterclass – Hosted by APR

TRACK A – Transforming agency-advertiser partnerships

2:35 pm - 2:55 pm Joint Advertiser & In-House Agency Case Study: How we set up an in-house agency for digital and creative production to deliver the best value
Deaneesha Govender - Commodity Manager Sales and Marketing, EMEA, Intel
• How and why did we make the business case to set up an internal agency for creative and digital production?
• What have been the main benefits from the in house model, and where have we come across challenges?
• What is marketing procurement’s role and business engagement with Agency Inside?

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Deaneesha Govender

Commodity Manager Sales and Marketing, EMEA
Intel

TRACK A – Transforming agency-advertiser partnerships

2:55 pm - 3:30 pm In Conversation: Exploring the onsite agency model - what are the commercial and operational implications you should consider?
James Sanderson - Managing Director, Wunderman Inside Lana Crompton - Senior Procurement Manager – Advertising & Promotion, Estée Lauder
• It’s no secret that the traditional agency model is being reassessed - what are the benefits, drawbacks, and risks involved in making the transition to an onsite agency?
• What are the different models of onsite agencies? 
• How are transparency and data protection issues accelerating the onsite agency trend?
• What other emerging models are being considered by advertisers, such as hybrid external/onsite or the de-coupling of production? 

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James Sanderson

Managing Director
Wunderman Inside

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Lana Crompton

Senior Procurement Manager – Advertising & Promotion
Estée Lauder

TRACK A – Transforming agency-advertiser partnerships

3:30 pm - 3:50 pm Joint Marketing-Procurement Case Study: Collaborating with Marketing to drive media transformation – how to make the transition from paid and owned to earned media in a channel agnostic campaign
Niki Finnie - Head of Customer Experience Supply Chain Management, RBS Paul Bass - Head of Operations & Change, Communications & Marketing, RBS
•How (and why) our marketing transformation project is moving us towards a channel agnostic coherent campaign
•How are we enhancing media transformation with an onsite studio?
•With the growth of digital communications and e-commerce, how are we making the move from paid and owned to earned media? 
•What practical ways have marketing procurement demonstrated that we can add value and best use our commercial skills? 

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Niki Finnie

Head of Customer Experience Supply Chain Management
RBS

Paul Bass

Head of Operations & Change, Communications & Marketing
RBS

TRACK B – BTL and multi-channel category deep dive

2:35 pm - 2:55 pm Case Study: How to ‘wow’ your stakeholders in events and experiential – capitalising on the opportunities of an often overlooked area of marketing spend
Anais Alexandre - Global Category Manager Experiential, Diageo
•Why is there such a big growth and brand interest in the experiential spend category?
•The challenges of a global category with local execution and activation – how can we overcome this?
•How can marketing procurement make an impact and drive value in the events and experiential category? 

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Anais Alexandre

Global Category Manager Experiential
Diageo

TRACK B – BTL and multi-channel category deep dive

2:55 pm - 3:30 pm Panel Revolution: How can you reinvent your market research spend to align with new industry drivers and business models?
Matt Parker - Senior Manager Global Sourcing, Insights & Analytics, Mondelez Maryl Adler - Global Category Leader Strategy & Insights, Danone
•How are market research methodologies, surveys and tools fundamentally changing, and what new innovations and industry disruptors are entering this space?
•Will there be industry consolidation in market research providers, and how are they adapting to survive? 
•Do we need to rebrand the category name to reflect industry changes – is the accepted term now Consumer & Market Intelligence of Insights?
•Taking control: What can advertisers now take in house in the market research space and increasingly do themselves?

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Matt Parker

Senior Manager Global Sourcing, Insights & Analytics
Mondelez

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Maryl Adler

Global Category Leader Strategy & Insights
Danone

TRACK B – BTL and multi-channel category deep dive

3:30 pm - 3:50 pm Case Study: How to implement a solution to measure the effectiveness of shopper/retail marketing in terms of value based compensation
John Heneghan - Category Manager, Retail Marketing, Intel

John Heneghan

Category Manager, Retail Marketing
Intel

TRACK C – Regenerating talent WORKSHOP Limited to 20 attendees

2:35 pm - 3:50 pm It’s all about the people: How to conduct a capability assessment to identify skill gaps and improve individual and team competencies
•It’s all about the people! How to establish individual and team competencies to understand what’s missing and what needs improvement
•How can you set benchmarks around your capability assessment?
•Case study of a detailed gap analysis – and how it led to material marketing procurement improvements 

TRACK D – Insights from ISBA WORKSHOP Limited to 20 attendees

2:35 pm - 3:50 pm Why Delivering Value Beyond Savings needs to be the future for Marketing Procurement
Hear why marcomms procurement professionals need to adjust their thinking to futureproof their role and enhance stakeholder relationships; including a peer to peer workshop on what VBS means in practical terms.
Hosted by ISBA

3:30 pm - 4:20 pm Networking break

3:30 pm - 4:20 pm Private Afternoon Tea

4:20 pm - 4:40 pm Industry Presentation: It’s a two way street - how can you best evaluate, change and communicate internal marketing and procurement processes with your agency to make life easier for both sides?

Luke Hammersley - CEO EMEA, CreativeDrive
• What does a healthy agency/advertiser partnership look like in today’s age of content on demand, squeezed budgets and industry disruption?
• It’s a two way street: How can we evaluate and change internal marketing and procurement processes to make life easier for the agency? 
• What do procurement want and expect from their agencies, and how can we better communicate this?

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Luke Hammersley

CEO EMEA
CreativeDrive

4:40 pm - 5:10 pm In Conversation: Standing out from the crowd – as a smaller brand or advertiser, how can you determine whether to go with a boutique or global partner and position yourself to get the best service?

Deniz Yamanel - Head of Brand and Marketing, Global Maille, Unilever Xenia Olajosova - Director Media, Digital and Brand Services Transformation for Global Markets, Duracell
•What is it that you as a smaller brand or advertiser can offer to an agency – are you a client of status or aspiration? 
•Choosing the right agency partner: how do you choose whether to try to stand out within a global agency arrangement, or go with a boutique partner? 
•How can you balance growing your core business, but also taking risks and experimenting for brand innovation and growth? 

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Deniz Yamanel

Head of Brand and Marketing, Global Maille
Unilever

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Xenia Olajosova

Director Media, Digital and Brand Services Transformation for Global Markets
Duracell

•Market Research – Hosted by Jade Wigmore, Head of Marketing Procurement, Telefonica
•Global Promotional Materials – Hosted by Prominate
•Creative – Hosted by Sun Branding Solutions
•PR – Hosted By Gosia Mierzwa, Senior Strategic Sourcing Manager, Warner Bros.
•Point of Sale – Hosted By Malin Krusvik, Head of PoS Procurement and Logistics, The Absolut Company – Pernot Ricard
•Print Management- Hosted By Benjamin Ineson, Procurement Manager - Sales & Marketing, Virgin Atlantic
•Experiential/events
•Sponsorship
•Social influencers 

Jade Wigmore

Head of Marketing Procurement
Telefonica

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Gosia Mierzwa

Senior Strategic Sourcing Manager, Warner Bros.
Warner Bros

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Malin Krusvik

Head of PoS Procurement and Logistics
The Absolut Company – Pernot Ricard

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Benjamin Ineson

Procurement Manager - Sales & Marketing
Virgin Atlantic

4:20 pm - 5:10 pm How to manage Talent and Rights in a Marketer-Led creative supply chain

•Why companies benefit from using a single source to track rights
•Why rights need to be negotiated on all components
•What the consequences are when assets are used outside of the negotiated terms

4:20 pm - 5:10 pm How do you develop and implement an integrated global category strategy across marketing agency disciplines in a complex and multi-division, multi brand organisation?

A more rigorous, creative and interactive approach to tackling the critical challenges you all face today. Collaborate with 11 of your peers and determine a new 3-step action plan to take back to the office and test. 
•What is the approach to scoping and category hierarchy?
•How to define the involvement of peers and stakeholders and their management throughout the process
•How do you ensure buy-in and support from a highly diverse senior management (both marketing and procurement) across the entire organisation?
•How can a rigorous yet flexible implementation methodology look like which is sustainable, yet addresses the needs of everyone?
•Definition of value contribution and its measurement
•What are the learnings of this process in a disrupted marketing communications landscape?

5:10 pm - 5:15 pm Transition to main conference room

Igniting industry innovation

5:15 pm - 5:50 pm Panel Revolution: How can you manage your agency roster and incorporate crowdsourcing, freelancers and co-locations models to best manage requirements in a time of rapid change and disruption?

Paul Williams - Global Procurement Director – Marketing, RB Gianpaolo Gagliardi - Global Category Manager – Brand and Communications, Shell Joel Paiva - Global Category Manager – Marketing Professional Services, British American Tobacco
•What will the agency of the future look like and how can you prepare for this industry step change?
•Rise of the ‘cagency’ – how are the consultants fundamentally altering the agency space?
•What are leading approaches to identify the health of a global agency roster?
•Examining and assessing different agency models, like colocation, in house, dedicated teams, and technology-specific (e.g., VR) 
•How can you focus on incorporating certified diverse suppliers within your agency roster?
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Paul Williams

Global Procurement Director – Marketing
RB

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Gianpaolo Gagliardi

Global Category Manager – Brand and Communications
Shell

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Joel Paiva

Global Category Manager – Marketing Professional Services
British American Tobacco

5:50 pm - 6:20 pm Inspirational Guest Speaker: The Future of advertising is TV – how can you take advantage of the wealth of new data and targeting possibilities?

Lindsey Clay - Chief Executive, Thinkbox
Funded by the commercial TV companies in the UK, Thinkbox is the marketing body for commercial TV in all its forms and on every screen.  Thinkbox works with the marketing community with a single ambition: to help advertisers and agencies get the best out of today’s TV. 
Prior to Thinkbox Lindsey had roles at advertising agencies including McCann Erickson and J Walter Thompson, working on some of the industry’s biggest clients and most famous TV-advertised brands.
We’re living in a golden age of TV. Viewers are spoiled for choice, TV advertising is more effective than ever and provides a premium environment that is brand safe and fraud-free with a wealth of new data and targeting possibilities. But is TV advertising given the credit it deserves for the profit it generates for businesses? Lindsey Clay will share the evidence of TV advertising’s unrivalled ongoing effectiveness and fitness for the future.

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Lindsey Clay

Chief Executive
Thinkbox

6:20 pm - 7:35 pm Sports Bar Networking Drinks Reception