Mark Gomez

Head of Agency Management
Barclays

Mark is responsible for all SRM activity for ATL, media and digital agency relationships across all Barclays Businesses. He is also accountable for running supplier performance reviews with agencies and marketing, developing and managing supplier improvement plans following performance reviews, and managing and reporting supplier compliance with company sourcing and risk control policy. Previously he was the global procurement category manager for branding, marketing strategy, advertising and creative agencies across the Barclays Group, as well as former procurement roles at Visa Europe, Bristol Myers-Squibb and Prudential. Mark will be presenting a case study:’ How To Redevelop Agency Performance Reviews To Achieve A True 360° Perspective That Gives Your Business Transparency’ on the 15th of June.

Check out the incredible speaker line-up to see who will be joining Mark.

Download The Latest Agenda

Day 1: Driving Sustainable Value from Digital Marketing

Friday, February 6th, 2015

15:20 Case Study Revolution - Tracking and managing agencies on performance in the traditional media space: What are the adaptations needed to measure ROI in the digital space?

Examples of metrics that have been in place to measure ROI in traditional marketing
What tangible measures have been used for traditional marketing and incentivisation models with agencies for payment terms?
Why traditional methods of measuring ROI cannot be used in the digital space?
How to track and measure value creation in this space

Day 2: Optimising the Efficiency and Effectiveness of Marketing Procurement

Friday, March 6th, 2015

14:30 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

15:30 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