Procurecon Marketing 2015 (past event)
02 - 04 June, 2015
Contact Us: 44(0)207 368 9465
Day 2: Optimising the Efficiency and Effectiveness of Marketing Procurement
08:30 - 09:05 Registration and welcome coffee
09:05 - 09:15 Chair’s opening remarks
09:15 - 09:45 CPO Live Interview - How to develop strategic thinking around marketing procurement that links business KPIs
Hear first-hand, how a leading CPO approaches his role, the value he places on marketing procurement and how to build your influence.
• How is the voice of procurement within the marketing space in your organisation?
• How do you develop strategic thinking around marketing procurement to link to business KPIs?
• What is different about each stakeholder (CFO and CMO) and how do you influence them? What approach do you have for each?
• With thousands of line items, how do you manage the complex, tail end spend within marketing?
• Where will talent come from in the future to lead marketing procurement?
• What characteristics do you look for in the marketing procurement professionals you select as leaders?
• What is your inspirational leadership training for marketing procurement?
• How is the voice of procurement within the marketing space in your organisation?
• How do you develop strategic thinking around marketing procurement to link to business KPIs?
• What is different about each stakeholder (CFO and CMO) and how do you influence them? What approach do you have for each?
• With thousands of line items, how do you manage the complex, tail end spend within marketing?
• Where will talent come from in the future to lead marketing procurement?
• What characteristics do you look for in the marketing procurement professionals you select as leaders?
• What is your inspirational leadership training for marketing procurement?
09:45 - 10:15 In Conversation - Under the spotlight with an agency CEO: Where do we see agencies in the next 10 years and how will we create value in new and different ways?
• What will the marketing industry look like in 10 years - how will agencies evolve?
• Instead of being executors of communication campaigns, how will agencies become inventors, architects and conductors?
• How are we now addressing future advertiser expectations? How are agencies aligning their KPIs and strategy to deliver marketing ROI to clients?
• How can you aim to be the client of choice?
Havas Worldwide, Prague
• Instead of being executors of communication campaigns, how will agencies become inventors, architects and conductors?
• How are we now addressing future advertiser expectations? How are agencies aligning their KPIs and strategy to deliver marketing ROI to clients?
• How can you aim to be the client of choice?
Gilles Berouard
Managing Director Europe, Regional CEO Eastern EuropeHavas Worldwide, Prague
10:15 - 10:35 Industry Presentation - The rise of content marketing: An opportunity to do more with less
• How digital allows for hyper-targeting in real time with the offer of many more channels
• Why the need for content production has grown beyond expectation – even with stagnant or reduced budgets
• Beyond the challenge – how Content Marketing may actually allow you to do more with less
• Where are the answers – reallocating of budget? Careful content planning? New production models?
• Why the need for content production has grown beyond expectation – even with stagnant or reduced budgets
• Beyond the challenge – how Content Marketing may actually allow you to do more with less
• Where are the answers – reallocating of budget? Careful content planning? New production models?
10:35 - 10:40 On-site survey
10:40 - 11:20 Morning coffee and networking
11:20 - 12:00 Listen, Learn and Share - How should you attract, nurture and retain marketing procurement talent?
- What skill set and capabilities should the ideal marketing procurement professional have?
- Where can you find the best marketing procurement talent?
- How can you develop consistently excellent procurement professionals and not pockets of excellence?
- How can you address talent management in a changing marketing procurement function?
- What good examples are there of talent management programmes?
- Once you have them, what methods can be used to keep your talent?
12:00 - 13:00 Classroom Session - Leadership Programme: Superior Influencing and Relationship Skills
Understand what makes people tick AND HOW TO INFLUENCE THEM. Leverage that knowledge to establish rapport and improve inter-personal effectiveness
Identify your own influencing style and change behaviours in a way you may never have thought possible
Communicate confidently, clearly and concisely at all levels and with all kinds of people Network more effectively and efficiently
13:00 - 14:15 Networking lunch
14:15 - 14:30 Choose from Stream A or B
Stream A: Rethinking external stakeholder dynamics
14:30 - 14:50 Case Study: How Adidas manages its international roster of agencies and benchmarks with an in-house developed tool- What supplier relationship management means at Adidas on a global level
- Value vs. Price: How to create the right value proposition to drive relationships
- How the benchmarking tool was created to assess creative agencies- and the impact had on the agency roster
- How its use can be extended to benchmark production agencies
Stream B: Strengthening internal stakeholder engagements
14:30 - 14:50 Case Study Revolution: How to use Marketing Procurement “Value Add” proposition to drive closer interaction and collaboration with marketing to create a competitive edge- What is your Value Add proposition? What would you list as your top 10?
- How do you “Sell” Procurement’s Value Add proposition into marketing?
- How do you go about communicating these Value Add successes to your Marketing stakeholders? How are your successes judged?
- Do you have examples of either quantitative or qualitative measurements of value success?
- How do you develop your partner relationships with marketing?
- How do you build mutual accountability with marketing?
- How do you translate this value to creating a competitive edge and communicate this?
Stream A
14:50 - 15:10 Case Study: How Carrefour Spain innovates with suppliers at the local level to create value and generate savings- How is marketing procurement structured within Carrefour at the global, regional and local level?
- How are internal decisions made within the company on marketing spend?
- The evolvement of Innovation Week with suppliers
- How marketing objectives are set for the following year and where procurement is expected to add value in innovation
- Results so far, pilot programmes and initiatives launches to drive value in marketing and innovative solutions from suppliers
Stream B
14:50 - 15:10 Case Study Revolution: Continued- How to align procurement targets with KPI’s of marketing- who are measured on delivering sales, brand performance and health
- Where should marketing procurement sit within the organisation?
- How to enable your marketing procurement organisation to become a natural ally of the marketing organisation and their supply partners
- How to build mutual accountability to keep a partnership healthy
- How you can build a stable foundation of ‘selling’ internally to gain alignment to common goals, showcase wins, and continuously improve
- Mastering the art and science of partnering with the business to deliver value for the company and meet the collective objectives of Marketing and Procurement
Stream A
15:10 - 15:30 Industry Presentation –Marketing Disrupted. Right-sizing the agency model.- The world has changed for brands – disruption is the new normal
- To guarantee long term success, communications need to be agile and real-time across all channels
- Managing this disruption is becoming more complex and potentially costly for procurement to control
- Purchasers need to consider right-sizing their agency model to be more agile and adaptable
- Agency models need to refocus how they work, and be more oriented around the service delivery which is more transparent and built around marketers needs
Stream B
15:10 - 15:30 Case Study Revolution: continuedStream A
15:30 - 15:50 Case Study: How can procurement rise to the task of content led marketing and still manage the supply chain?- Why procurement needs to move away from the traditional roster of suppliers and think content first
- Do you necessarily want to go to the same place for content? How do you find who’s interesting?
- How Barclays are stepping up to the challenge of using thought leadership as a marketing tool and real time contact with customers
- The content supply chain management at Barclays to positively shape the customer experience
- How the Barclays supplier management programme delivers results to the marketing organisation
- Adding value – developing and managing the supplier improvement plans following performance reviews
Stream B
15:30 - 15:50 Case Study Revolution: continued15:50 - 16:30 Afternoon tea and networking
16:30 - 16:55 Case Study - How can you get true financial transparency in the client/agency relationship?
- It’s in the contract, so it must be happening, right?
- What have you paid for and how do you know you’re getting it?
- Where is your money going and how to close financial loopholes?
- How to save costs, create contractual benefits, put robust processes in place and find efficiencies with suppliers
16:55 - 17:15 Industry Presentation - Reducing your agency costs without negotiating on fees: The impact of process redesign and identifying waste in how you work
17:15 - 17:45 360 Perspective - The Agencies Speak: Where and how do we assign costs?
- How do agencies structure themselves? How do agencies assign a cost for creativity?
- Learnings from new compensation models: What are the newer methods of performance-based compensation and are they taking off? Is this a fair method of compensation?
- Is it working to not just reward us for hitting cost and service commitments, but for also creating value to your business? Is rewarding a fee proportion linked to volume of market and brand growth the right route to take? Can agency integration be a by-product?
- How best to work with us to create a true partnership – how we drive optimum collaboration between our agencies and client procurement
- Why are agencies successful with some organisations and not with others? What is needed to get the best out of us? What do we need to see from clients?
- What will the future of agency remuneration look like?
17:45 - 17:49 Change over time
17:49 - 17:50 Drill Down Transparency Classrooms: Where there’s mystery, there’s margin
These informal subject-specific classrooms will 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. The classrooms are designed for maximum interaction and for you to meet like-minded peers and source practical solutions collaboratively. An exceptional way to genuinely get to grips with your key challenges.
The classroom sessions are open to clients/advertisers only in order to facilitate open, frank discussions.
Classroom 1
17:50 - 18:35 Classroom 1 - Ebiquity - ‘To pitch or not to pitch? Tips for getting more from your media agency, knowing when it’s time to pitch, how to do it, what contract (not) to sign, and how to reward them.
This classroom session will be hosted by former agency insiders: a Finance Director, and Head of Planning and Buying. Together they will guide you through the pitfalls, opportunities and provide a map of what best practice should look like. The interactive session will focus on the issues of relationships, strategy, value and contracts. It will explore the issues rebates and AVBs and include time for Q&A.
Classroom 2
17:50 - 18:35 Classroom 2 - Production Transparency: How to get the best out of the production process?- What is best practice to improve project workflow and timelines for delivery?
- How can you develop best practice in asset management and digital asset management to protect your brands
- How to ensure the right assets are being used in the correct way – how to monitor repository and make sure your marketers are using the assets correctly
- Developing the scope of work and understanding the true cost and resource mix of the production process
Classroom 3
17:50 - 18:35 Classroom 3 - Agency Remuneration Transparency: What is the right level for you?Beekman Associates, the global leader in agency remuneration assessment and benchmarking, will lead a discussion on the appropriate levels of transparency needed to determine fair remuneration for your advertising and marketing agencies.
- Does your agency share the costs of servicing your account, and if so, is the transparency level appropriate?
- If not, what are your options?
- Are there industry standards for agency remuneration transparency?
This will be an open discussion on how others are handling this issue and what data-collection and benchmarking tools are available to clients to help them balance the playing field during agency remuneration negotiations. It will include a review of the opportunities and challenges to getting successful results and insight into available tools.
Beekman’s founding partners, Bob Cauley and Tim Bajraktari will facilitate the discussion with client-side procurement leaders who have developed successful internal procurement initiatives and have achieved bottom line results in reaching fair agency remuneration.
18:35 - 19:45 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