Procurecon Marketing EU 2019

11 - 13 June, 2019

Twickenham Stadium, London

Contact Us: 44 (0) 207 368 9465

Conference Day Two – Wednesday 12th June 2019

8:00 am - 8:45 am Registration and welcome coffee

Leveraging the next wave of digital transformation

8:45 am - 8:50 am Opening remarks – Diane Mekie, Conference Director, WBR

8:50 am - 9:00 am Chair’s opening address and networking activity

9:00 am - 9:20 am Opening Keynote: Prospering in a digital world - How to reorganise your division and work with suppliers to fully embrace digital and all its implications at speed

•How do we as Marketing Procurement need to reorganize to fully embrace digital and all its implications?  
•What are the best strategies to develop the speed and agility necessary to prosper in a digital world?
•How do you work effectively with all the new types of suppliers in the digital space?  

9:20 am - 9:40 am Inspirational Industry Insight: How you can use Digital Asset Management to drive marketing efficiency, ensure brand consistency and achieve speed-to-market?

•How you can use Digital Asset Management as a core part of your digital transformation journey, and marketing procurement’s role in supporting the marketing efficiency revolution 
•How and why should marketing procurement be taking the lead in connecting the dots and managing collaboration in the digital asset management space
•What types of companies and sectors have really embraced the marketing efficiency revolution, and what benefits has this brought them?

9:40 am - 10:20 am All Star Panel with Interactive Polling: How can you put innovative performance marketing strategies that are fueling growth at the heart of your procurement strategy and apply tried and tested approaches to achieve real-time measurement of ROI?

Lisandro Diaz Kelly - Global Director - Marketing Procurement, Adidas Andras Mohos - lobal Category Director - Marketing and Sales Procurement, Carlsberg Sergiusz Szacki - Indirect Procurement Manager Europe, Media & Marketing, Colgate-Palmolive
• What types of innovation are fuelling growth in the performance marketing space, in terms of content creation, mobile apps, social media and niche marketing?
• What are tried and tested solutions that allow real time measurement of ROI?  
• How do you approach working vs non working spend in the new media world?
• How does the increasing prevalence of performance marketing fundamentally alter the role of marketing procurement, and the relationships between brands and their partners? 

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Lisandro Diaz Kelly

Global Director - Marketing Procurement
Adidas

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Andras Mohos

lobal Category Director - Marketing and Sales Procurement
Carlsberg

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Sergiusz Szacki

Indirect Procurement Manager Europe, Media & Marketing
Colgate-Palmolive

10:20 am - 11:00 am Networking Break

Driving smart data and technology management

11:00 am - 11:30 am In Conversation: 1 year on from GDPR implementation and amidst the continuing influx of new data sourcing and analytics tools - how can procurement best support the business in navigating these trends to establish a winning data strategy?

Antonio Scannapieco - Strategic Sourcing Director Global Marketing, Mars Sioban Shortt - Head of Marketing Procurement, Coty Pernilla Nilsson - Category Manager, Marketing Procurement, ICA
• Everything is now connected through data – how can marketing procurement help break the silos in data and best set up an internal procurement structure to source data?
• Understanding where we are with data restrictions and privacy – 1 year on from GDPR implementation, what have the impacts been?
• The right data at the right cost – how can marketing procurement truly add value and be a business driver on effective and compliant data sourcing and analytics?

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Antonio Scannapieco

Strategic Sourcing Director Global Marketing
Mars

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Sioban Shortt

Head of Marketing Procurement
Coty

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Pernilla Nilsson

Category Manager, Marketing Procurement
ICA

11:30 am - 11:50 am Industry Insight: How to optimise your agency relationship and ensure your business is structured the right way to get the most out of your partnership

Laetitia Zanetti - Managing Principal Media Management, Ebiquity
•Do you have the right organisational model set up for success?
•Are you working with the right partners to achieve your business objectives?
•How do you ensure you are getting the best out of your partners and your own team?
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Laetitia Zanetti

Managing Principal Media Management
Ebiquity

11:50 am - 12:30 pm All Star Panel with Interactive Polling: Where should you invest in automation tools to enable an end-to-end multichannel marketing strategy?

David Kassler - Group CEO Williams Lea Tag Ekaterina Agafanova - Global Strategic Sourcing Director Commerce, Heineken Jo Smallbone - Head of Global Marketing Procurement, Vodafone
•What are the latest innovations in Robotic Process Automation (RPA) and machine learning that can practically help drive marketing automation?
•How can increasing automation help brands get more bang for their buck?
•Who should be responsible for sourcing and reviewing marketing automation tools, and where does marketing procurement best sit in the decision making pipeline?

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David Kassler

Group CEO
Williams Lea Tag

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Ekaterina Agafanova

Global Strategic Sourcing Director Commerce
Heineken

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Jo Smallbone

Head of Global Marketing Procurement
Vodafone

12:30 pm - 1:00 pm Inspirational Guest speaker: Dispelling the 6 biggest myths in the marketing industry today and the role procurement can play in helping your business best navigate them

Samuel Scott - Columnist, The Drum
A former newspaper editor and director of marketing in the high-tech industry, as well as the writer of The Promotion Fix column for the global marketing magazine The Drum, Samuel uses his experience in journalism and marketing to show the truth of the present and future of the marketing industry as a neutral observer with nothing to sell.
•What are the biggest lies the martech and adtech worlds tell themselves?  
•What are the six biggest myths in the martech world today?
•What do consumers actually want? How can we help them achieve this? 
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Samuel Scott

Columnist
The Drum

1:00 pm - 2:00 pm Networking Lunch

1:00 pm - 2:00 pm Private Lunch Masterclass – Working well together; breaking down barriers between marketing and procurement - Limited to 20 attendees

Julian Gratton - Creative Director, APS Group George Smart - Group Director of Business Development, APS Group
Procurement and marketing professionals from various organizations around the globe give their first-hand accounts and tips for success. View a range of filmed quotes and real examples from APS to inspire new ways of thinking and working. Leave with a new tool kit of ideas you can use in your own role and take back to your organisation.

Julian Gratton

Creative Director
APS Group

George Smart

Group Director of Business Development
APS Group

1:00 pm - 2:00 pm MASTERCLASS

TRACK A – Streamlining marketing spend in a connected world

2:00 pm - 2:30 pm Oxford Style Debate: IT is a more important stakeholder than Marketing in the digital transformation journey – FOR & AGAINST
Jaime Ali - Global Procurement Business Partner, Sage Benjamin Ineson - Procurement Manager - Sales & Marketing, Virgin Atlantic
FOR - Jaime Ali, Global Procurement Business Partner, Sage 
AGAINST – Benjamin Ineson, Procurement Manager - Sales & Marketing, Virgin Atlantic 

• 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?  
• How should 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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Jaime Ali

Global Procurement Business Partner
Sage

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Benjamin Ineson

Procurement Manager - Sales & Marketing
Virgin Atlantic

TRACK A – Streamlining marketing spend in a connected world

2:30 pm - 2:50 pm Industry Insight: Making the transition to smart print management – how to optimise your physical PoS end-to-end supply chain to best manage your cost reduction levers
•Optimizing sourcing and logistics from a TCO perspective
•Identifying cost reduction levers within the product portfolio
•Utilizing lean processes, full transparency and high quality based on easy-to-use IT solutions

TRACK A – Streamlining marketing spend in a connected world

2:50 pm - 3:10 pm Case Study: Critical success factors for setting up a new digital blueprint and agency partnership that delivers optimum procurement performance
Tamas Szabo - Global Category Manager Marketing/E-Business & Marketing Technology, Deutsche Telekom
• How (and why) did we make the business case to change our agency and partnership set up – what were the industry and company drivers?
• How media analytics and media modelling are key to make this transformation – what tools and methodologies are we using?
• How we manage the new set up and analyse the procurement benefit 
• What is the motivation for different agency partners and business functions to collaborate with each other, and work with the KPIs of Deutsche Telekom? 

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Tamas Szabo

Global Category Manager Marketing/E-Business & Marketing Technology
Deutsche Telekom

TRACK B –Implementing innovative production models

2:00 pm - 2:30 pm In Conversation: Thriving in the age of multi channel content on demand - how can you use the latest automation tools and innovative commercial models for crowd sourcing, in house content studios, and onsite partnerships?
Nicolas Fernandez Laporte - Global Category Manager - Marketing Content Zone EMENA, Nestlé Stefan Jeltsch - Head of Marketing and Sales Procurement, Müller
•Leading the way: how you can use new technology, structure new partnerships with agencies, and implement innovative models for production
•How to address diversity in production, the rise of in-house content studios, and best practices for production efficiencies
•What is the latest on decoupling? Are we for or against? 

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Nicolas Fernandez Laporte

Global Category Manager - Marketing Content Zone EMENA
Nestlé

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Stefan Jeltsch

Head of Marketing and Sales Procurement
Müller

TRACK B –Implementing innovative production models

2:30 pm - 2:50 pm Industry Insight: Optimising your brand message – the critical difference transcreation vs translation has on the way global audiences perceive your brand
• Understanding the key differences between translation and transcreation – examples of how getting the message wrong can derail the entire marketing strategy  
• Aligning transcreation and production for operational and cost efficiencies when launching international campaigns – how marketing procurement can play a crucial role 
• Is a centralised implementation model (Head office deciding on implementation for all markets) better than a regional model (each market/region decides for itself).  Or should it be a combination of them both? How transcreation can impact the implementation model

TRACK B –Implementing innovative production models

2:50 pm - 3:10 pm Case Study: How can you deliver the exponentially increasing assets needed for video production in an era of budget constraints?
• Caught between a rock and a hard place – what are methods to deliver increasing video assets without blowing your budget?
• Which types of industry service providers are leading the way in video production?
• What can advertisers bring in house, and when does it make sense to do so? 

TRACK B – Media deep dive WORKSHOP Limited to 20 attendees

2:00 pm - 3:10 pm Media2020: The future of media is now – how is all the talk around transparency, agency models and in-housing turning into action?
Graham Brown - Co-Founder, Media Sense Andy Pearch - Co-Founder, Media Sense
• Has the media industry reached a tipping point? Is all the talk around transparency, agency models and in-housing turning into action? 
• The knowledge barometer for the industry, our third and biggest Media2020 research report dissects the current state-of-play in the media industry and anticipates how the media management function will need to evolve over the next decade 
• An unmissable workshop for anyone managing media spend

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Graham Brown

Co-Founder
Media Sense

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Andy Pearch

Co-Founder
Media Sense

TRACK C – Benchmarking drill down WORKSHOP Limited to 15 attendees

2:00 pm - 3:10 pm How to apply real-time cost models and RightSpend data science to make more accurate marketing decisions faster
•How brands (and their agencies) are using data-driven solutions and techniques as part of this new marketing evolution
•How brands can deliver real time cost models which allow fast, accurate, data-driven results in real time
•What are the latest innovations in benchmarks, beyond cost?

3:10 pm - 3:40 pm Networking Break

3:10 pm - 3:40 pm Private afternoon tea

TRACK A – Optimising digital spend and performance

3:40 pm - 4:20 pm Case Study Revolution: Controlling your own digital destiny - How and why should you have an internal digital agency?
Michael Rafferty - Executive Director, Global Marketing Procurement, Kaplan
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.
• Why you should consider taking control of digital spend, and what you need to have in place before making the leap
• What are the different models and partnerships advertisers can implement for an internal digital agency?
• Can you work directly with Google and Facebook, and if so, what skills and tools do you need to have?

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Michael Rafferty

Executive Director, Global Marketing Procurement
Kaplan

TRACK A – Optimising digital spend and performance

4:20 pm - 4:40 pm Industry Insight: Achieving true personalisation in your digital spend – how can smart creative and dynamic content align with personalisation tools to drive a more targeted message?
• How do you prioritise what to focus on when reviewing personalisation tools?
• Understanding the importance of having a Data Management Platform from the advertisers perspective – where are companies seeing the practical benefits and how can marketing procurement utilize it to truly create value, increase ROI and bring cost savings? 
• How far can we currently go with PoS and AR/VR tools on the personalisation journey?

TRACK A – Optimising digital spend and performance

4:40 pm - 5:00 pm Case Study: How to create a digital KPI management system that helps drive your marketing effectiveness strategy
Tracy Allery - Director, Global Sourcing, Marketing Agencies, Mondelez
• Whether you are looking to track digital marketing performance, SEO progress, or your social media growth, having measurable marketing metrics and KPIs set up can help your business reach targets – so where do you start?
• Should digital even be seen as a separate category, isn’t it now part of all categories, or does it still merit its own KPIs?
• Where can you find the right talent to deliver on these digital KPIs? 

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Tracy Allery

Director, Global Sourcing, Marketing Agencies
Mondelez

TRACK B – MIMOSA DRILL DOWN ROUNDTABLES Production, Tech & Digital Each Roundtable limited to 10 attendees

3:40 pm - 5:00 pm Collaborate with your peers on your main areas of interest to source practical tips to address key common challenges and opportunities:
Stuart Dunk - Head of Marketing Procurement EMEA, Nike Gunseli Cakici - Head of Marketing & Media Purchases, Northern Europe, Procter & Gamble Veronica Citarella - Head of Marketing Procurement, Luxottica Tina Kataria - Procurement Director, Western Europe, Coca-Cola Carolina Bittencourt - Procurement Category Manager – Ecommerce and Digital Marketing, Dixons Carphone
·         Making sense of the media landscape - Hosted by Ebiquity
·         Integrated agency solutions for in store and digital – Hosted by Stuart Dunk, Head of Marketing Procurement EMEA, Nike
·         Balancing global vs local needs – Hosted ByGunseli Cakici, Head of Marketing & Media Purchases, Northern Europe,Procter & Gamble
·         Maximising your digital in store presence in retail and wholesale – Hosted by Veronica Citarella, Head of Marketing Procurement, Luxottica
·         Driving digital transformation and innovation at global brands – Hosted ByTina Kataria, Procurement Director, Western Europe, Coca-Cola
·         Sharing experiences on marketing attribution models – Hosted By Carolina Bittencourt, Procurement Category Manager – Ecommerce and Digital Marketing, Dixons Carphone
·         Video production
·         Working with start ups
·         Agency rights
·         Addressable TV
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Stuart Dunk

Head of Marketing Procurement EMEA
Nike

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Gunseli Cakici

Head of Marketing & Media Purchases, Northern Europe
Procter & Gamble

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Veronica Citarella

Head of Marketing Procurement
Luxottica

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Tina Kataria

Procurement Director, Western Europe
Coca-Cola

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Carolina Bittencourt

Procurement Category Manager – Ecommerce and Digital Marketing
Dixons Carphone

TRACK C – Maximising Production Partnerships WORKSHOP Limited to 20 attendees

3:40 pm - 5:00 pm “Conscious Decoupling” – How to be aware of both the benefits and potential pitfalls of decoupling your production
Claire Randall - Company Director, Claire Randall Consulting Julia Rodino Higgins - Client Services Director, Claire Randall Consulting Emma Hartard - Managing Director, Claire Randall Consulting
Join the CRC team in this session where we will be sharing the latest trends in the decoupling of production, and then leading discussion of the following topics:
•When and why to decouple production
•The different types and stages of decoupling and their Pros and Cons 
•How to minimise the disruptive effects of change on the creative and production resources within your supply chain
•A Decoupling Case study  -  What worked and What didn’t
Be ready to share your own experiences with the group in this interactive workshop!

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Claire Randall

Company Director
Claire Randall Consulting

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Julia Rodino Higgins

Client Services Director
Claire Randall Consulting

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Emma Hartard

Managing Director
Claire Randall Consulting

TRACK D – Agency Contract Deep Dive WORKSHOP Limited to 15 attendees

3:40 pm - 5:00 pm Taking the advertiser-agency contract to a whole new level of transparency
Adrian Jenkins - Director, Financial Progression Tom Corbett - Group Head of Sponsorship & Media, Barclays
• How the implementation audit is turning compliance auditing on its head, increasing transparency and improving client-agency relationships
• What environment do you need to create to leverage successfully the latest contracts and types of audit that these facilitate? How can clients and agencies work more closely together to improve understanding and use of these progressive models?
• Case study of Barclays and how it has taken its global media agency relationship to a whole new level of transparency.

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Adrian Jenkins

Director
Financial Progression

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Tom Corbett

Group Head of Sponsorship & Media
Barclays

5:00 pm - 5:05 pm Transition to main conference room

Embracing the age of disruption

5:05 pm - 5:40 pm Case Study Revolution: Optimising the content supply chain to enable continuous customer journeys


5:40 pm - 6:20 pm Dragons’ Den: Examining the latest and greatest innovations in marketing services and technology - Which should you consider in your future investment plans?

Jo Smallbone - Head of Global Marketing Procurement, Vodafone Richard Fearn - Director, The Friday Club Martin Adams - CEO, Codec Jeremy King - CEO & Founder, Attest Ollie Vine - Industry Head, Vidsy
Introducing our Dragons’ den style innovation session with demos from pre-selected start-ups who will pitch their innovative tech and services to our Hosts and you in the audience, who will critique and assess their benefits to your business and their likelihood of future success. You will then have the opportunity to vote for the start-up you think is the most innovative and adds real value to your business. Will you find the next big thing?
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Jo Smallbone

Head of Global Marketing Procurement
Vodafone

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Richard Fearn

Director
The Friday Club

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Martin Adams

CEO
Codec

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Jeremy King

CEO & Founder
Attest

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Ollie Vine

Industry Head
Vidsy

6:20 pm - 7:50 pm PROCURECON MARKETING SUMMER PARTY! Don’t miss the opportunity to catch up with colleagues and peers at our always popular summer party, this year at Twickenham Stadium’s World Rugby Museum