ProcureCon Marketing EU 2024
04 - 05 June, 2024
Queen Elizabeth II Conference Centre, London, United Kingdom
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 – Conference Director, WBR
8:50 am - 9:00 am
Chair’s opening address and networking activity
Tina Fegent -
Director,
Tina Fegent Procurement Consultancy
9:00 am - 9:20 am
Opening Keynote: Digitalization in Marketing : Embracing the paradigm shift and creating an opportunity for Procurement
Sara Todd -
Head of Global Marketing Procurement,
Bayer
•The Digital trends
•The impact on Marketing
•The impact on Procurement
oWe need to re-evaluate our role and the value we generate
oFurther differentiation between operational and strategic roles – leveraging technology to improve our internal processes and releasing resources to focus on the market and the business
oShift in focus from savings to innovation and effective implementation
Understanding the challenges of the businesses we support becomes even more critical
Ensuring an in-depth, real-time understanding of the market and how to encourage or leverage new opportunities
oCritical/new skills required and how to develop them
9:20 am - 9:40 am
Communication, consistency and creativity – how brands are taking control of their digital assets to fuel their growth, increase reliability and boost efficient use of resources
Carl Scott -
Global Business Director,
Adstream
Larry Smith -
Strategic Sourcing Director, Global Marketing & Sales,
ex-Mars
•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?
Hosted by Adstream
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 -
Senior Global Director – Marketing & 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?
10:20 am - 11:00 am
Networking Break
10:20 am - 11:00 am
Private Masterclass – Next time you raise a PO, think of the Oceans!
Yiannis Spiliotopoulos -
Global Strategic Growth Director,
Promidea
With most organisations having to hit sustainability goals in the next few years, we see many changes in the supply chain. How about promotional products?
How “green” is your selection of promotional products. What is your impact in the eco-system. What happens to your branded items after you give them away. How to choose the right approach.
During this masterclass we will present what are your “green” options, what you need to keep in mind before you make a decision, as well as what other elements play a key role to whether your brand item will end up in the oceans or not.
Sustainability goes way beyond the product offering and should be a key driver in your strategy. Join us, make the right choices and make a difference!
Limited to 15 attendees
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
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?
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
Antonio Scannapieco -
Strategic Sourcing Director Global Marketing,
Mars
•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?
11:50 am - 12:30 pm
All Star Panel with Interactive Polling: Future ways of working: Raising engagement with marketing value chain partners
David Kassler -
Group CEO,
Tag
Ekaterina Agafanova -
Global Strategic Sourcing Director Commerce,
Heineken
Rene Sanchez Jessen -
Senior Director, LEGO Agency,
Lego Group
As customers, brands, agencies and supply chains become more complex, it is vitally important that Marketing Procurement improve the way they engage with partners to provide value to their Marketing stakeholders. Our panel session will explore:
•How identifying value partners can address gaps within the internal marketing ecosystem
•Supplier Vs Partner - Maintaining the competitive tension whilst driving value, transparency and innovation
•What does the future hold? How will technology developments impact on your relationships? (For example: AI)
12:30 pm - 1:00 pm
Inspirational Guest speaker: Dispelling the 6 biggest myths in the marketing industry today
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?
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 & tips for success in a procurement role
Julian Gratton - Creative Director, APS Group John Holmes - Executive Director, APS GroupProcurement and marketing professionals from various global organisations give their first-hand accounts and tips for success in their respective roles and for working with each other. In this interactive session you’ll have access to a range of real life examples and insights from leading industry experts that will inspire you with new ways of thinking and working. You’ll leave with a new tool kit of ideas you can immediately take back to your organisation and put into use in your own role.
1:00 pm - 2:00 pm Private Lunch Masterclass – Still using an FTE model? Time to move on. Learn the new way to work. How much should pay your media agency? The calculation revealed
Scott Moorhead - CEO, Aperto-One Tracey Shirtcliff - CEO and Founder, The Virtu Group
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 Jason Cammorata - VP, Strategic Sourcing, MDC Partners Tina Fegent - Director, Tina Fegent Procurement ConsultancyFOR - 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?
TRACK A – Streamlining marketing spend in a connected world
2:30 pm - 2:50 pm Make your marketing spend effective with Co-Marketing: get from free rides to effective spend, increase your ROMI and gain transparency & control Daniel Gonschorrek - Senior Key Account Manager, Arvato SCM Solutions- Stress Test for Marketing: How would companies rank today?
- Malicious habits within marketing and how companies are affected by it.
- How to master the complexity of business alignment, touchpoint orchestration and budget allocation: overview of options.
- Find your own way back to operational excellence in Marketing: some insights.
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?
Tamas Szabo
Global Category Manager Marketing/E-Business & Marketing TechnologyDeutsche Telekom
TRACK B –Implementing innovative production models
2:00 pm - 2:50 pm Panel Revolution: 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 Cyril Teyssot - Procurement Director, L’Oréal LuxeIn this innovative and interactive format, spend 25 minutes hearing the panel perspectives before being presented with a challenge to discuss by the Panel, then engage in small interactive roundtable discussions before each group presents its conclusions to the audience.
TRACK B –Implementing innovative production models
2:50 pm - 3:10 pm Industry Insight: Digital video advertising: Opportunity from chaos Alex Abrams - Global Head of Enterprise Sales, Peach Kevin Lemberg - Head of Partnerships, Comcast Technology SolutionsToday's campaigns include TV, VOD, and social video ads: one message, multiple workflows. We look at the tech that's streamlining processes across channels, maximising ROI and relieving stress headaches across the industry.
TRACK C – 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, MediaSense Ryan Kangisser - Partner, Digital, MediaSense• 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
TRACK D – Benchmarking drill down WORKSHOP Limited to 15 attendees
2:00 pm - 3:10 pm How to get true transparency on your marketing spend using real time data Iain Seers - CEO, Beekman Associates Claire Thibault - Lead Creative Global Procurement, Coty Paul Anderson - UK Marketing Procurement, Heineken• How brands can deliver real time cost models which allow fast, accurate, data-driven results in real time
• Using your marketing data to make informed marketing & procurement decisions 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 - 4:30 pm Case Study Revolution: How can you develop metrics that deliver practical insights for marketers & agencies? Tracy Allery - Director, Global Sourcing, Marketing Agencies, MondelezIn 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.
· Whether you are looking to track agency performance, social media effectiveness, having measurable marketing metrics and KPIs set up can help you support business goals, and not just procurement goals – so where do you start?
· What is the right blend of quantitative and qualitative metrics?
· What data sources are available, and what do you need to develop?
TRACK A – Optimising digital spend and performance
4:30 pm - 5:00 pm Industry Insight: The reality of connecting Ad Tech and Mar Tech Zarpana Kabir - Head of Northern Europe, Adobe Advertising Cloud, Adobe"While 58% of B2C marketers want to reduce the number of vendors they use, less than one-fifth believe they can get everything they need from a single vendor." - Forrester. Ad Tech and Mar Tech are converging to put quality customer experiences at the centre. This shift in the industry's mindset, focusing on quality over scale, seeks to satisfy modern consumer's demand for engaging and relevant experiences. Find out how the right technologies will help companies deliver just that.
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: Gunseli Cakici - Head of Marketing & Media Purchases, Northern Europe, Procter & Gamble Simon Toaldo - President, International, eg+ Laura Loader - Global Head of Marketing Procurement, Centrica Lewis Howard - Procurement Director - Global Media, GSK•How to optimise your media agency relationship - Hosted by Ebiquity
•Balancing global vs local needs – Hosted By Gunseli Cakici, Head of Marketing & Media Purchases, Northern Europe, Procter & Gamble
•Strategies to solve the content conundrum – Hosted By Simon Toaldo, President, International, eg+ and Laura Loader, Global Head of Marketing Procurement, Centrica
With brands requiring more and more communication assets to feed an ever more targeted (and fragmented) communications eco-system and with less and less resources to do it, what are the strategies to crack the content conundrum? How do brands produce more for less?
•Exploring marketing services outsourcing and offshoring - Hosted By Lewis Howard, Procurement Director - Global Media, GSK
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 ConsultingJoin 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!
TRACK D – Agency Contract Deep Dive WORKSHOP Limited to 25 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.
5:00 pm - 5:05 pm
Transition to main conference room
Embracing the age of disruption
5:05 pm - 5:40 pm
Industry Insight: The Dilemma of the Modern Marketer
Simon Moore -
VP, Marketing Solutions,
SDL
The dilemma? How to deliver against the need to produce and publish more content, across more channels, faster, with fewer people, at higher quality, with hyper-personalisation, and no additional budget. By association, this becomes the shared burden of today’s marketing procurement professional…Every company of course, has a marketing supply chain, spanning a wide variety of agencies and content production partners. But most companies don’t think of their marketing supply chain as part of their broader content supply chain, and may be unaware of the unrealised value they can unlock. In this session, Simon Moore reveals practical ways you can uncap the ‘secret sauce’ and deliver more content faster, better and cheaper through a connected content supply chain, backed up with real-world examples.
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?
Richard Fearn -
Director,
The Friday Club
Martin Adams -
CEO,
Codec
Mark Walker -
Chief Revenue Officer,
Attest
Emily Forbes -
Founder,
Seenit
Vincent Bourguet -
Media and Technology Global Category Manager,
Vodafone
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?
Vincent Bourguet
Media and Technology Global Category ManagerVodafone