14th June - Day 1 - Fostering Strategic Collaborations To Drive Greater Business Value

• How to approach marketing procurement in a period of fast growth
• How to capitalise on this growth in your bargaining position with agencies and other suppliers
• The benefits of positioning marketing as an investment from the beginning – How to focus on the baseline setting for partnerships rather than trying to generate savings to deliver ROI to your brand
• Challenging the status quo – does global buying power give you the best deal?
• How you can use market by market consolidation to deliver an optimal working relationship

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Coupling is easier said than done. We believe Procurement can leverage the power of opposite attraction across divided commercial, brand, creative and production teams. The result: an inclusive program that has far greater support and achieves far bigger impact as a whole than the sum of the parts would. In this workshop, you will have the opportunity to share your particular issues and we will help you build a 7 point plan to galvanise your organisation and your suppliers behind an inspiring coupling program.

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• How do you create an innovative environment in your marketing procurement team?
• What incentives, KPIs and processes can best help make this a true ongoing part of your team’s agenda and mind-set?
• Sharing best practices and recent wins in fostering innovation: what worked for you and how did you measure ROI?
• Outlining the main marketing disruptors brands are facing and their commercial implications
• How to strengthen internal stakeholder engagement and get the CEO’s buy-in from the beginning to make Marketing Procurement a key part of the supplier innovation journey

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• How to leverage internal technology expertise to create your own digital resource for marketing and other business functions
• The nitty gritty: explaining how this tool works and how it has impacted the way marketing engages with procurement
• Technology is only the beginning: the key talent you need to fully engage with marketing stakeholders in the new digital marketplace

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• Moving beyond theory to successful cross functional partnerships – What are the lessons learned along the way to make it work?
• Examining language, shared KPIs, domain expertise, process optimisation – how and where can we most effectively engage with our marketing partners to meet business drivers?
• Getting a seat at the table – how can you position your function to become an accepted part of the marketing board meetings?
• What are the proven approaches to achieve a truly successful partnership with marketing stakeholders?

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Internal Stakeholder Engagement: How To Best Engage With The Business When Operating As A Lean Marketing Procurement Team In A Large Organisation
Connor Boulter, Global Senior Category Manager, Marketing, Events & Production Resources, BBC

How to best engage with the business and set priorities when part of a lean marketing procurement function in a large organisation How to prioritise high value, high risk projects and add value to deliver results The soft skills needed to get the message across – how to tailor communications effectively with each stakeholder Effectively using internal business resources in research, marketing, consumer products and operations to bolster your efforts – key stakeholders and business units to partner with and how to best leverage their expertise

Taking Control: Making The Business Case For Bringing Production Management In House

Jan Kyttä, Director Marketing Procurement, The Absolut Company

• Is it time to move from decoupling to actually bringing production in house?

• Which companies have had success with the in house model and what are the main benefits and disadvantages?

• How technology and the associated cost reduction opportunities of a self-managed production facility are driving this trend – understanding the business case Does the convenience of the in-house model allow greater speed to market?

Demystifying Decoupling: How This Strategy Can Positively Impact Your Bottom Line
Aoife McIlraith, Director of Global Search & Marketing Services, Lionbridge

Today’s global marketers need to reach more customers in more markets more quickly and with greater precision – all while operating under inevitable budget constraints. How can they seek to re-balance the equation in order to multiply the impact of their budget using innovative ways to reach more customers cost effectively? Digital decoupling, the practice of separating the “creative” elements of marketing from their production and distribution is one answer.
In this discussion, Paula Shannon, Chief Sales Officer, Lionbridge, will demystify decoupling as well as show how the strategy can positively impact the bottom line for global brands.
Attendees will walk away with a greater understanding of the benefits of decoupling as well as how they can apply the process within their organizations.

Agency Remuneration Assessment and Benchmarking What’s Right Process for You?

Bob Cauley, Partner, Beekman Associates, LLC; Tim Bajraktari, Partner, Beekman Associates, LLC

What is the right process and level of transparency to conduct meaningful agency fee negotiations? What is the right process for you? The answer is likely not the same for everyone. Beekman Associates, the global leader in agency remuneration assessment and benchmarking will lead a discussion on the various levels of agency fee transparency and the processes used in fee negotiations; including the pro’s and con’s of each process. The discussion will look at how many leading global clients vary in remuneration transparency levels and processes but are equally able to obtain successful results. Learn what has worked well and what has proven to be more challenging. The discussion will conclude with an overview of Beekman’s online agency remuneration assessment and benchmarking tool, RightSpend. RightSpend is a comprehensive, flexible, web-based tool that allows clients the ability to build, assess and benchmark agency scopes of work, staffing plans and agency fees from start to finish, putting you in control of your marketing spend. The benchmarking data covers over 65 global markets for all types of agencies including creative, media, digital, direct, event, pharmaceutical and public relations. RightSpend is backed by Beekman’s industry leading agency-benchmarking databases with over $8 billion in agency fees assessed and benchmarked annually.

The Path To Digital Experience Excellence
Barry McPhillips, Director– All Channel Solutions Director, Banner Managed Communication, with Client

There is no question that the world has gone digital. What we mean by digital is where customers are interacting and engaging with each other and with brands. They’re coming to companies through websites, Twitter, Facebook, tablets, smartphones, and even through wearables, leaving companies scrambling to keep up with customer expectations. To be successful in today’s digital economy, companies are searching for new ways to deliver digital experiences that reach customers at the right time, in the right place, with the right content—essentially, they need to achieve digital experience excellence. In this Roundtable session Banner Managed Communication and their client will discuss:

• The drivers for creating digital experiences

• The roadmap process

• Delivering the experience

• Measuring the performance

• The continuing journey

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• How can you better understand the consumer engagement value chain?
• What are the people, processes and technology investments required?
• Moving from silos to a true end to end business model: How to reorganise your function to address the new complex digital marketplace
• How to create an agile flexible system that allows you to fund pilots and test new strategies with ease
• How marketing procurement can take the lead and foster innovation by forging new connections with internal and external stakeholders

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• The SSE marketing journey and showcasing innovative creative that has won multiple advertising awards
• Know your customers – when is digital not the answer? How to avoid the hype and deliver on your business objectives .
• Value vs. cost – how can you truly move to viewing marketing as an investment?
• The business drivers – how to ensure these are front of mind

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