ProcureCon Marketing EU 2024
04 - 05 June, 2024
Queen Elizabeth II Conference Centre, London, United Kingdom
Conference Day One – Tuesday 11th June 2019
7:45 am - 8:50 am
Registration and welcome coffee
Adapting your role to the evolving marketing ecosystem
8:50 am - 8:55 am
Opening remarks – Conference Director, WBR
8:55 am - 9:00 am
Chair’s opening address and networking activity
Gideon Spanier -
Global Head of Media,
Campaign
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 and Sales Procurement,
GSK
Tracy Allery -
Director, Global Sourcing, Marketing Agencies,
Mondelez
James Taylor -
Head of Marketing Procurement,
Diageo
WFA’s Project Spring global initiative is designed to evolve the perception of marketing sourcing performance, highlighting its value contribution to the business. The discussion will seek to support our marketing procurement experts along this journey as they move from a historical focus on cost and savings, towards strategic and sustainable contribution to brand and business growth.
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
9:55 am - 10:30 am
All Star Panel with Interactive Polling: Moving beyond transparency towards trust - aligning interests of agencies and advertisers
Jane Dormer -
Group Marketing & Digital Procurement Director,
Sky
Tracy Clark -
Commercial Director,
Crown Commercial Service (CCS)
Phil Smith -
Director General,
ISBA
Sam Tomlinson -
Partner,
PwC
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.
10:30 am - 11:10 am
Networking Break
10:30 am - 11:10 am
Masterclass – Rethinking the impact of TV Analytics
Pierre Figeat -
President & Co-Founder,
Admo.tv
- Measure and analyse the impact your TV and Radio ads have on your website and app
- Optimise your digital acquisition by syncing your AdWords campaign when you or your competitors’ ads are broadcast.
- Maximise conversions by capitalising on your TV audience through retargeting and on-site personalisation.
Limited to 15 attendees
Staying ahead of new marketing trends
11:10 am - 11:50 am
Interactive Industry Discussion: How can agencies and advertisers harness growth in an increasingly disrupted media marketplace?
Anthony Groves -
Group Commercial Director, Global Clients,
Dentsu Aegis Network
Conor MacLoughlin -
Global Category Leader – Marketing,
Heineken
James Taylor -
Head of Marketing Procurement,
Diageo
Andy Phillips -
European Procurement Lead Marketing,
Kellogg’s
Jane Dormer -
Group Marketing & Digital Procurement Director,
Sky
Hosted by Densu Aegis
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 brands, procurement and marketing, before concluding with an interactive Q&A with the audience.
11:50 am - 12:10 pm
Industry Insight: Post-transformation…the next big thing after transformation
Gilles Berouard -
Global CEO,
Hercules Transforming Communication
Embarking on transformation is only the beginning of a long and complex journey. During this first transformative stage, multinational advertisers might chose to implement a custom operational model, to embrace innovative tools and processes, or to adopt a streamlined workflow across their organization. The outcomes can be numerous – substantial savings, faster time to market or greater agility, to name but a few.
But once this has been achieved, what’s next then? How can procurement leaders ensure continuity with further year-on-year savings? How can they contribute so as to keep strengthening the efficiency of tools, processes and workflow put in place? What can they do to continue maximizing return on marketing budgets? In other words, how do they successfully anticipate “post-transformation”?
Gilles Berouard, global CEO of Hercules, will be sharing learnings of what he has observed since decoupling started in marketing communications, as well as his recommendations about pursuing transformation in areas where it can make a noticeable difference for brands and their business.
12:10 pm - 12:45 pm
All Star Panel with Interactive Polling: Transparency is an evolving mandate in an increasingly complex trading ecosystem - verification leads to trust; discuss.
Antonio Conci -
EMEA Sourcing Manager,
Amazon
Kim Whitbread-Kinnear -
Global Head of Marketing Procurement,
Dyson
Debbie Morrison -
Managing Director, Global Partnerships & Events,
Ebiquity
Tina Fegent -
Director,
Tina Fegent Procurement Consultancy
Terry Edwards -
Partner,
Firm Decisions
The panel will explore the concept that trust can only flourish in a client/agency relationship where there is ultimate visibility and management of commercial arrangements. The panellists will discuss how they currently manage their relationships from a commercial perspective and how those checks and balances employed have engendered greater trust.
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?
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 ConsultancyBack 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.
1:15 pm - 2:35 pm Private Lunch Masterclass: Content Creation Optimisation 2.0., a Masterclass for senior Marketing Procurement professionals
Jillian Gibbs - Founder & Global CEO, APRIn the eternal search for ways to identify opportunities to improve the quality and value of the assets your teams & partners create and produce for you, this masterclass will inform senior marketing procurement professionals on the optimum approach to hit a home run when carrying out a Production Efficiency review to modernize and transform content creation and production ecosystems.
Limited to 20 attendees
TRACK A – Transforming agency-advertiser partnerships
2:35 pm - 2:55 pm Advertiser Case Study: How we set up digital and creative production to deliver the best value Deaneesha Govender - Category Manager Sales and Marketing, EMEA, Intel• How and why we are managing creative and production output (decoupling)
• What have been the main benefits from how we organise this, and where have we come across challenges?
• What is marketing procurement’s role and business engagement with the creative and production set up?
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 - Head of Indirect Sourcing, The Body Shop• 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?
TRACK A – Transforming agency-advertiser partnerships
3:30 pm - 3:50 pm 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•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?
TRACK B – BTL and multi-channel category deep dive
2:35 pm - 2:55 pm In Conversation: 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 Jamie Yeatman - Category Manager Brand & Communications, Shell•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?
TRACK B – BTL and multi-channel category deep dive
2:55 pm - 3:30 pm Panel Discussion: 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?
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 Kiesi M’baku - Global Category Manager - Retail Marketing, Intel-What scope in retail marketing can be value based compensation (Digital, staffing, merchandising)?
-What is the right level of KPIs?
-How can you measure success by making your agency accountable?
-What are the challenges to implement value based compensation?
TRACK C – Maximising agency relationships
2:35 pm - 3:50 pm Maximising your agency relationships Simon Francis - CEO, Flock AssociatesFlock will be drawing on their experience in Marketing transformation and insights from recent projects working with clients such as Ford, Danone, Duracell and Cisco.
TRACK D – Insights from WFA's Project Spring - Limited to 20 attendees
2:35 pm - 3:50 pm Rethinking and reshaping marketing procurement – a deep dive into WFA’s Project Spring Laura Forcetti - Global Marketing Sourcing Manager, WFA Barry Byrne - Global Senior Director, Marketing Procurement, Adidas
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: Content production agency - procuring a new agency model - at scale. Working collaboratively to build a production focussed marketing content creation service
Luke Hammersley - CEO EMEA, CreativeDrive Mark Rhys Thomas - Chief Growth Officer, CreativeDrive Allart Dusseau - Global Commodity Director and Transformation Lead, Signify· A production-first approach – how to deliver content for all channels at unprecedented scale, speed and quality – whilst delivering significant savings
· Working collaboratively through the procurement process to create efficiency (not just savings) - identifying optimal rate card, process, technology and account management structures.
· Live work at scale as part of the procurement process – testing the service and engaging the business through the procurement process
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?
Xenia Olajosova
Director Media, Digital and Brand Services Transformation for Global MarketsDuracell
4:20 pm - 5:10 pm Collaborate with your peers on your main category of interest to source practical tips to address key common challenges and opportunities:
Jade Wigmore - Head of Marketing Procurement, Telefonica Mike Oxley - CEO, Prominate Gosia Mierzwa - Senior Strategic Sourcing Manager, Warner Bros., Warner Bros Clare Leeland - Sales Director, Parker Williams (part of Sun Branding Solutions) Guy Douglass - Managing Director UK, Parker Williams (part of Sun Branding Solutions) Uma Bayanbat - PoS Procurement Manager,, The Absolut Company•Market Research – Hosted by Jade Wigmore, Head of Marketing Procurement, Telefonica
•How to successfully execute global promotional material programs at a local level – Hosted by Mike Oxley, CEO, Prominate
What will be covered:
- The importance of regional and local expertise in managing the cross-regional implementation of promotional programs
- The effectiveness of promotional materials as an advertising channel
- The benefits and risks of running a global promotional material program with a single provider
- How to achieve ethical and transparent sourcing and meet sustainability and CSR objectives.
•How FMCG procurement and creative agencies can become the best of friends (with benefits) – Hosted by Clare Leeland, Sales Director, Parker Williams (part of Sun Branding Solutions)
Guy Douglass, Managing Director UK, Parker Williams (part of Sun Branding Solutions)
• Your success stories: How do you drive collaboration between marketing, agency, and procurement, from the selection process through to commercial agreement?
• How have you achieved the best commercial deal from a creative agency that motivates both client and agency?
• To what extent do your Marketing, Procurement and Agency, share targets?
• How to assess an agency’s strategic and creative potential without asking them to jump through too many hoops.
• What have you learned from mistakes (your own or others’)?
•PR – Hosted By Gosia Mierzwa, Senior Strategic Sourcing Manager, Warner Bros.
Point Of Sale – Hosted By Uma Bayanbat, PoS Procurement Manager, The Absolut Company
Clare Leeland
Sales DirectorParker Williams (part of Sun Branding Solutions)
Guy Douglass
Managing Director UKParker Williams (part of Sun Branding Solutions)
4:20 pm - 5:10 pm Managing talent and rights can be complex and create risk on a global basis, but let’s make it easy!
Greg Smith - COO & CRO, The TEAM Companies Mark Egmon - VP Marketing Communications & Brand Management, The TEAM Companies Claire Randall - Company Director, Claire Randall Consulting•Are you engaging talent correctly and in the most efficient manner?
•Are you handling permissions properly to use music, video, photos, and images of actors, models and real people?
•Why rights need to be negotiated on all components
•Consequences of using assets outside of the negotiated terms
•Benefits of using a single source to track the use of talent and licensed elements
•How TTC’s KAT AI can automate the rights tracking process
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?
Philipp Schuster - Global Category Lead Creative & Digital, PRO BP Marketing, BayerA 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
In Conversation: 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?
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?
Joel Paiva
Global Category Manager – Marketing Professional ServicesBritish 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.
