Strategic media leader with 20 years of experience driving transformation across agency and client environments at both local and global scale. In her current role Ekaterina leads global Media Procurement practice, with a focus on scaling performance-led, brand-safe media trading and outcome-based governance to convert commercial commitments into measurable volume growth.
Day 1 | 3rd June
2:20 PM WORKSHOP: Unlocking Agency Value: Aligning procurement with marketing effectiveness
As marketing models evolve, procurement leaders face growing pressure to ensure agency partnerships deliver business value — not just efficiency. Shifting holding company structures, misaligned contracts, and AI-driven change are challenging traditional remuneration and governance models.
This closed-door workshop brings senior marketing procurement leaders together to explore how to unlock sustainable agency value.
Key themes include:
- Re-optimising contracts and remuneration models
- Navigating creative and media value in an AI-driven landscape
- Aligning performance with effectiveness, not just cost control
- Embedding agencies within clear internal operating models
A highly interactive session focused on practical solutions and peer insight.
3:10 PM INTERVIEW: How can you move beyond outdated FTE-based pricing to adopt flexible, outcome-oriented commercial models that drive value and future-proof agency partnerships?
- Learn how to challenge FTE models and embrace hybrid or outcome-based pricing structures
- Gain insights into incentivising agencies through alternative models
- Discover how to enable pricing innovation while maintaining transparency, governance and alignment across marketing and finance
Check out the incredible speaker line-up to see who will be joining Ekaterina.
Download The Latest Agenda