Manage-spend
Attend ProcureCon Marketing to tackle one of the biggest challenges you and your peers are currently facing by attending the key sessions throughout the 3 days, to ensure you Influence and manage the spend within the marketing category better to impact the bottom line.
Key sessions you should be attending if this is one of your biggest challenges:
Tuesday 3rd June – Focus Day: Supplier performance management and measuring marketing ROI
All of the sessions in the Focus Day will help you overcome this challenge, some of the top sessions include:
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9.20: KEYNOTE PRESENTATION: Developing open relationships with creative agencies for a win-win mindset and value creation for both organisations
- Marketing and procurement traditionally have misaligned goals - procurement wants to save and marketers want quality. How are the most successful organisations sorting out this misalignment by managing the contradictions?
- Truly build open relationships by using strategic thinking to manage the relationship between marketing, procurement and the creative agencies to make it more transparent
- How to talk about key issues openly, honestly and with no hidden agendas – resulting in a win-win situation for all parties
- Case example of how this was achieved with one creative agency – flexibility needed by all parties to create value to both organisations whilst supporting of brands and a return on investment
- The pros, cons and strategy forward to true collaboration in creating open, long-term relationships with agencies and suppliers
Vladimir Komanicky, Director, Global Category Leader, Creative Agencies, GSK
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11.00: SYNERGY WORKSHOP: Turn theory into practice!
Best practice in marketing accountability – marketing automation, efficiency and measurements to maximise opportunities
At a time when advertisers are cutting back on marketing budget, it’s even more imperative to identify where the best return on spend is being seen and maximising these opportunities in a fast moving sector. A good matrix for measuring ROI is not easy to find, especially in mature businesses, which is why many advertisers are still struggling with this. This highly interactive workshop will offer the latest techniques and tools, in order to use data to make strategic marketing decisions, optimise your brand and marketing strategy and maximise marketing ROI. An invaluable opportunity for you to turn theory into practice by applying your knowledge in an experienced classroom environment.
- What data is available and which types are needed the most to make better strategic marketing decisions?
- How to maximise the lifetime value of customers and optimise your brand strategy?
- Optimising the marketing mix: advertising, promotions, pricing, innovation
- How to use econometric models and optimisation models to maximise marketing ROI
Dr. Robert Shaw, GMN Programme Director of Marketing Analytics, Global Marketing Network
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13.10: SYNERGY WORKSHOP: Turn theory into practice!
Developing effective compensation and agency performance measurements in digital – Top tips on combining hard and soft benchmarks to measure marketing activities in the digital space
Digital is changing the way brands and agencies operate and, as a result, the way both parties need to approach compensation. Different KPIs, beyond old fashion definitions of working and non-working media, are needed to facilitate proper evaluation and incentivise the best digital work. In addition, different contract terms are often necessary in digital to address growing data and technology needs as well as to encourage innovation and enable nimbleness.
- The difficulty of providing a measureable, quantitative only way to approach benchmarking in digital marketing
- Methodology based benchmarking - creating a check-list and KPIs with the agency revolving around internal benchmarking of process and governance
- Opportunities and pitfalls in aligning agency compensation
- Case examples of benchmarking methods created
- What metrics can be used around social media platforms? What is a true measure of performance in this space?
- Structuring resources to maximise output in the digital area – SEO, social media, apps, mobile –how much investment should go where?
Jason Heller, CEO, Agiliti
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15.20: PANEL DISCUSSION AND AUDIENCE PERSPECTIVE: What’s new in agency compensation - sharing best practice on global agency compensation/remuneration methods and practices
3-5 industry experts engage in a themed Q&A session, led by a moderator. No PowerPoint slides allowed! This is designed to be extremely interactive, so put your questions to the expert speakers and join the debate!
- What methods of remuneration are currently being used within your organisations? Accountable compensation/ pay for performance/ just hours/FTE’s/costs – which deliver efficiency AND effectiveness?
- What are the newer methods of performance-based compensation and are they taking off?
- Does the model change when dealing with bigger, key agencies or remain the same?
- How is value currently being measured – how do you put a price on an idea? Or assign that idea's cost? Or assess the potential value?
- What incentives do you have for agencies to buy better and deliver better results?
- How do you identify reasonable overheads?
- How to avoid traps – inflated scopes of work, inflated staffing, hourly rates
- Agency compensations models - how do they differ for creative, media and digital agencies?
- How are you customising the right structure and compensation approach to ensure a long lasting relationship through a tough economic period?
Jodie Beers, Global Marketing Procurement Manager, BP
Myriam Benichou, Global Purchasing Director - Marketing Services, L'Oreal Group
Oliver Lonicer, Global Category Manager - Media, SABMiller
Moderator: Steve Lightfoot, Global Communications Procurement Manager, World Federation of Advertisers
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Wednesday 4th June – Main Conference Day one
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11.30: CASE STUDY: Why Sainsbury’s created the Head of Commercial Marketing role to manage agency engagements
- Where does the role sit in Sainsbury’s and how is it different from the traditional role of marketing procurement?
- Why Sainsbury’s chose to create this innovative position and how has engagement with agencies changed?
- How are internal decisions made within your company on marketing spend?
- What methodology is used in agency selection and how has this changed from the past?
- What benefits have been seen so far and what next for marketing procurement at Sainsbury’s?
Sophia Weir, Head of Media & Advertising and Commercial Marketing, Sainsbury’s
Kim Swan, Procurement Category Manager, Customer & Corporate Services, Sainsbury's
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Thursday 5th June – Main Conference Day two
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9.10: CASE STUDY: The Coca-Cola structure and strategy within the marketing procurement function
- What is your internal structure within procurement and marketing?
- How are internal decisions made within your company on marketing spend?
- What tools and processes do you have in place at a global and local level?
- How does interaction and engagement takes place between the two functions?
- What systems and controls do you have in place for agency/supplier selection
- What methodology is used in selection by both functions?
Jane Dormer, GB&I Head of Procurement, Coca Cola
Brenda Hofmann, Procurement Director Europe, Coca Cola
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12.20: Drill Down Roundtable 1: Negotiation strategies and tactics to gain leverage when using dominant suppliers such as market research companies
- What strategies do you use to negotiate with a provider having a monopoly in the market?
- How or can you gain the upper hand?
- Are there impactful negotiation strategies that strengthen the deal for both parties?
- How do you work with these companies and do you ask for customised work? If so, what base is used for customised work?
- Top 3 practical strategies that have worked for you in the past
Maryl Adler, Global Category Buyer Marketing Services, Heineken
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Also, on top of all of this enjoy dedicated networking time including lunch breaks and evening drinks reception.
Please note, places to the roundtables are limited – confirm your place today to ensure you don’t miss out. See the prices to attend here