Procurecon Marketing (past event)
02 - 04 June, 2014
Contact Us: 44(0)207 368 9465
Constructive Collaboration, Marketing Stakeholders and Understanding Agency Finances
08:00 - 09:00 Registration and coffee
09:00 - 09:10 Chair’s opening remarks
09:10 - 09:45 LIVE CPO INTERVIEW: Using constructive collaboration as a catalyst for meeting business goals and how marketing procurement fits into the mix
As both external and internal environments keep evolving, leaders need to provide a consistent yet flexible, innovative and responsive approach to how they steer their business and people through new times. Hear first-hand, how one such CPO approached his role and the value he places on marketing procurement. This session will discuss the key drivers CPOs want to hear and what you need to do to build your influence.
• How do you approach your role and how has the role of procurement evolved?
• How have you managed to change the perception of procurement from a “cost cutter” to a “value builder”?
• Describe your relationship with marketing procurement and how is marketing procurement measured at your organisation?
• What characteristics do you look for in the marketing procurement professionals you want as leaders?
• What expectations do you have from the future of the marketing procurement function?
• How do you approach your role and how has the role of procurement evolved?
• How have you managed to change the perception of procurement from a “cost cutter” to a “value builder”?
• Describe your relationship with marketing procurement and how is marketing procurement measured at your organisation?
• What characteristics do you look for in the marketing procurement professionals you want as leaders?
• What expectations do you have from the future of the marketing procurement function?
09:45 - 10:20 THE BIG QUESTION: What’s the best way of working with the marcomms stakeholder?
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!
• How do you approach your role and how has the role of marcomms evolved?
• With firms under increased financial scrutiny, what return do you expect from your marketing budget?
• What problems do you face in your day-to-day job and how can procurement help?
• Describe your relationship with procurement and with your external agencies. How do you collaborate with procurement?
• What are three things you love about procurement and three things you wish they did differently?
• How are you ensuring creativity and value of service from agencies is not eroded over time in the pursuit of efficiency, simplicity and integration of services?
Global Media
• How do you approach your role and how has the role of marcomms evolved?
• With firms under increased financial scrutiny, what return do you expect from your marketing budget?
• What problems do you face in your day-to-day job and how can procurement help?
• Describe your relationship with procurement and with your external agencies. How do you collaborate with procurement?
• What are three things you love about procurement and three things you wish they did differently?
• How are you ensuring creativity and value of service from agencies is not eroded over time in the pursuit of efficiency, simplicity and integration of services?
Ian Gallois
ConsultantGlobal Media
10:20 - 10:50 Morning coffee and networking
10:50 - 11:30 AGENCY PANEL SESSION: The mindset of an agency – how we work and can work better with you!
• How do agencies structure themselves? How we assign a cost on creativity
• Our learnings from new compensation models
• How best to work with us to create a true partnership – how we drive optimum collaboration between our agencies and client procurement
• The evolution of data/analytics
• Why we are the one stop shop and the downside to clients of decoupling
• Our learnings from new compensation models
• How best to work with us to create a true partnership – how we drive optimum collaboration between our agencies and client procurement
• The evolution of data/analytics
• Why we are the one stop shop and the downside to clients of decoupling
11:30 - 11:55 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?
Sainsburys Supermarkets Ltd
• 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 MarketingSainsburys Supermarkets Ltd
11:55 - 12:30 Corporate Barter: Delivering a step change in marketing procurement
Through case study examples:
- How different companies approach Corporate Barter. And why?
- Challenges encountered and how they were solved
- Analysis of outcomes. How Corporate Barter helped procurement meet their objectives
12:30 - 14:00 Lunch and networking and match-making meetings
Attendees are invited to create a profile on an online meeting scheduling tool and set up one-on-one meetings at the event during the final three weeks leading up to the conference to enhance your ability to network with fellow attendees with whom you really wish to connect. More details will follow…
Stream A:Optimising return from BTL high spend
14:00 - 14:30 REVOLUTION CASE STUDY: Rebel against the ordinary!Stream Chair: Opening remarks
Developing CSR programmes to protect your brand
In this innovative andinteractive format, spend 20 minutes listening to a best-practice case study before the speakerchallenges you as an audience to find a solution to one of their keyunsolved challenges. You’ll then engage in a small interactiveroundtable discussion before each group presents its conclusions to theaudience. Take away different approaches to the same challenge from yourfellow industry peers!
· How the supplychain can impact your brand – case examples
· What improvementswere made at Pernod Ricard to reduce risk from suppliers
· FMCG Groupfeedback – practical examples of measures other advertisers are taking
· The two processescurrently in discussion 1) approach to filter risk from the supply chain 2) Notto filter risk and classify every supplier from the beginning as risk anddevelop CSR programmes
· Outcomes and thenext steps
Stream B: Understanding new digital marketing
14:00 - 14:30 CASE STUDY: How to decouple effectively digital production from marketing creative agencies?
Stream Chair: Opening remarks
· Overview of Microsoft’sDigital Efficiency Program and its journey of ideation and proof of concept
· Why Digital ProductionDecoupling matters for your business stakeholders and even your agencies?
· How to leverage your besttechnical engineering suppliers in this decoupling model?
· Is offshoring to low costgeos a valid option and what do you need to consider when doing so?
· What Digital Services canyou best decouple?
Stream A:Optimising return from BTL high spend
14:30 - 15:00 CASE STUDY: Buying events, fairs and incentives – The good, the bad and the ugly
• This is not marketing spend – or is it?
• Understanding the category
• What does success look like?
• Successful initiatives at Deutsche Telekom
• Understanding the category
• What does success look like?
• Successful initiatives at Deutsche Telekom
Stream B: Understanding new digital marketing
14:30 - 15:00 INSIGHT SESSION: Getting the best out of the digital supply chain
Procuring digital services isn’t without its challenges but understanding the digital landscape will allow procurement to select and implement effective practices that maximise investment and establish cohesive relationships.
This session highlights insights and best practice on:
• The options, aims and objectives in selecting appropriate partners
• How to achieve better service and value
• Building true partnerships with teams
• Getting the best out of the pitch process
• Building the right platform for marketers to get maximum value out of their digital and marketing budget
15:00 - 15:40 Afternoon tea and networking
15:40 - 16:20 Constructing the ideal client/agency relationship
The mantra among marketing procurement is that “it’s not about cost savings, it’s about the value.” But no matter the value or the price, if the agency isn’t the right fit, or the relationship isn’t structured properly, the partnership will fail, even if you can realise savings throughout the engagement. This session will help you:
• Move the conversation away from “buying something” toward “solving a problem”
• How to identify the talent, culture and skills set that will be the right fit for your organisation
• How to structure your partnership so that it is collaborative, and not procurement-led
• Build an interpersonal and strategic partnership with your agencies
• Move the conversation away from “buying something” toward “solving a problem”
• How to identify the talent, culture and skills set that will be the right fit for your organisation
• How to structure your partnership so that it is collaborative, and not procurement-led
• Build an interpersonal and strategic partnership with your agencies
16:20 - 16:50 CASE STUDY: Selling procurement internally – how to market your success to internal stakeholders
• Why a stable foundation of ‘selling’ internally to gain alignment to common goals, showcase wins and continuously improve is imperative
• How this foundation enables the journey to value creation and high performance business partnerships that ultimately deliver for the company in the marketplace
• The art and science of partnering with the business to deliver value for the company that meets the collective objectives of Marketing and Procurement
• How this foundation enables the journey to value creation and high performance business partnerships that ultimately deliver for the company in the marketplace
• The art and science of partnering with the business to deliver value for the company that meets the collective objectives of Marketing and Procurement
16:50 - 17:20 CASE STUDY: Category management in a decentralised organisation
17:20 - 19:30 Evening drinks reception and mingling
A great opportunity to wind down at the end of a busy first day, chat about the day’s talks and discussions, continue to catch up with colleagues, talk to exhibitors and enjoy the buzz of the fantastic exhibition.
19:30 - 21:30 Conference dinner
An evening of fine dining will commence shortly after the drinks reception, giving you the chance to get to know your European peers even better, share stories and enjoy the entertainment.