Digital Asset Management, Marketing Category Management and Agency Integration

• Progress is driven by two factors: the capability of the procurement team, and the readiness of the organisation to “move

beyond a pure cost” focus

• What does strategic mean? How to create a true partnership model rather than a service?

• How to truly collaborate to gain a global supply chain solution which achieves quality vs. cost return

• Best practice for ‘excellence in execution’

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• 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?

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• CSR – creator or challenger of value?
• Placing CSR and compliance higher on the agenda versus producing promotional products and POS in low-cost countries- challenges and opportunities
• Best practice and real life examples of how to create value and keep costs down whilst meeting increased CSR and compliance targets

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• How to build a business case for asset management?

• How to ensure the right assets and being used in the correct way – best practice to monitor repository and make sure that

• Case study of building up the client relationship, pitfalls faced and problems solved in the journey to asset management

• User adoption, global training for usage and maverick activity detection

• Outcomes, outcomes, outcomes

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There is a steep learning curve for procurement professionals entering the marketing procurement space, so it’s extremely hard to find the right people. Having the right talent on your team is always a key success factor.
• Should you hire based on current skill-set or overall business acumen?
• Can you really find the right mix of creative and analytical thinking?
• Where and how should you look for your talent? Strategies to recruit marketers and train them to become procurement specialists
• Programmes for developing this talent to embed them in the company and retain them in this highly competitive space

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• Progress is driven by two factors: the capability of the procurement team, and the readiness of the organisation to “move beyond a pure cost” focus
• What does strategic mean? How to create a true partnership model rather than a service?
• How to truly collaborate to gain a global supply chain solution which achieves quality vs. cost return
• Best practice for ‘excellence in execution’

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Aprais’ 13 years international experience and data-base of over 12,000 agency/client relationship evaluations shows:
• Client/Agency relationships are interdependent, and it is possible to determine good performance
•“One size fits all”? – Managing geographical, cultural, sector and relationship life stage variances
•How to apply these metrics to PBR models and how to drive the desired agency and client performance improvement

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These informal subject-specific roundtables give you a unique opportunity to drill down into the details of an issue that is really important to you by probing the knowledge and expertise of industry market leaders. Each roundtable is limited to 10 people For maximum interaction and is designed for you to meet like-minded peers and source practical solutions collaboratively. An exceptional way to genuinely get to grips with your key challenges.

Roundtable 1: Ebiquity Invite-Only Industry Roundtable
(title & content to be confirmed)

Hosted by Nick Manning, President, International, Ebiquity


Roundtable 2 - How should procurement teams organise themselves for success and be measured, evaluated and incentivised?

Incentives for procurement practitioners generally occur when definitive cost savings can be realised. However, when marketing wants to be
measured on cost avoidance, value, or revenue generation, should
procurement be penalised for delivering a contract that is optimal to all
parties, but delivers zero savings off the previous year’s budget?
•How do you structure your marketing and marketing procurement teams?
•Where should marketing procurement sit within an organisation?
•Should it fall under marketing purview but has the potential to create conflicts of interest, or should be a definitive or even a dotted line between procurement and marketing. Which model is right? Which model is best?
•What are your current incentive structures and do they meet what stakeholders and finance are looking for?
•How do you prioritise areas of marketing investment?
•What procurement do and don’t do within their remit? Capabilities? What marketing activities are done by the marketers? Who is responsible for what?
•How do different organisations set

Sophia Battle, European Marketing Procurement Director, Nike

Roundtable 3 - Retailer’s session: How can procurement drive revenue opportunities within marketing spend?

•Examples of how procurement can drive revenue opportunities (impact top-line growth) as well as their usual job of impacting the bottom line
•How can you maximise value from manufacturers?
•How to improve tier 1 relationships with brands to maximise revenue by advertising in-store?

Hosted by Paul Galley, Category Head, Marketing Services,Tesco

Roundtable 4 - Best practices for sourcing social media

While social media may make up just 10% of a company’s marketing budget, many companies are expected to increase that by up to 40%. This roundtable session will share experiences of managing the social budget, including:
• Identifying suppliers in the social media space
• Determining if your agency of record the right solution, or if you need a dedicated social media agency
• How Facebook and other social media outlets stack up against each other to determine where to best spend your limited money
• Emerging social outlets that will yield ROI
• Key metrics for measuring a social media campaign, and determining if they’re actually the right metrics to use

Xavier Hesse, Global Marketing Sourcing Director, Electrolux

Roundtable 5 - Assessment and benchmark of YOUR media agency portfolio based on country qualitative evaluations

Media agency portfolio evaluation sits right at the heart of proving the ROI of your marketing spend. RECMA’s extensive (18 criteria) and deep Qualitative Evaluations (conducted in 50 countries) reveal the agencies’ strengths and weaknesses, and thanks to update produced three or four times a year, advertisers can monitor the evolution of their agencies’ performances and resources. But more importantly, an accurate and consistent assessment of their media agency portfolio is produced resulting in an overall quality rating, unique to each advertiser. And so, ratings can be compared against that of competitors or any other advertisers of reference.
During the session, open discussion will take you through RECMA’s 18 criteria and you’ll be able to evaluate several recent case studies that demonstrate the value and benefits of the research insights and perspectives. The round table will give you an opportunity to review the relative merits of this methodology, engage in a discussion with your peers around challenges in the evaluation of their media portfolio and pose questions to the round table host around your most pressing concerns.

At the end of the session, you will receive a complimentary, detailed evaluation of your media agency portfolio with overall conclusions.

Hosted by Olivier Gauthier, Partner and Head of Research, RECMA

Roundtable 6 - Agency remuneration: Assessment & benchmarking - getting it done right

Beekman Associates, the global leader in agency remuneration assessment and benchmarking, will lead a discussion on best practices in determining fair remuneration for your marketing agencies. This open discussion will include Beekman’s rigorous 6-step fact-based process and how to form a balance in agency remuneration from both the top down and bottom up. The round table includes a review of the challenges and opportunities to getting successful results and will introduce critical data collection and benchmarking tools.

Beekman’s founding partners, Tim Bajraktari and Bob Cauley will lead the discussion along with client-side procurement leaders who have developed successful internal procurement initiatives and achieved bottom line results through this process.

Bring your agency remuneration and contract questions, this is an open two-way discussion and we are here to help!
Hosted by Tim Bajraktari, Partner, Beekman Associates
Bob Cauley, Partner, Beekman Associates

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Beekman Associates, the global leader in agency remuneration assessment and benchmarking, will lead a discussion on best practices in determining fair remuneration for your marketing agencies. This open discussion will include Beekman’s rigorous 6-step fact-based process and how to form a balance in agency remuneration from both the top down and bottom up. The round table includes a review of the challenges and opportunities to getting successful results and will introduce critical data collection and benchmarking tools.

Beekman’s founding partners, Tim Bajraktari and Bob Cauley will lead the discussion along with client-side procurement leaders who have developed successful internal procurement initiatives and achieved bottom line results through this process.

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

•The challenges of working in the Chinese market - some of the key differences for marketing procurement in China
•When should you use local or global agency of families and why?
•Pro's and cons of local agencies and global agencies