AGENDA
Marketing Procurement iQ (Europe) Conference
Day 1 - March 25th 2025
Day 1 - March 25th 2025
8:00am - Registration & Refreshments
8:45am - Welcome & Introduction from Day 1 Conference Chair - Tina Fegent
9:00 - 9:25am Keynote panel: Marketing Procurement Trends & Challenges – with Graham Mackay, Dyson
Tina Fegent, Global Marketing Procurement Consultant, Tina Fegent Procurement Consultancy
Graham McKay, Procurement Director: Global Head of Indirect Procurement, Dyson
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In this session, Tina Fegent will interview Graham, who leads marketing procurement at Dyson, to explore the key trends and challenges shaping the industry today.
They will discuss how marketing procurement teams are evolving, balancing cost efficiency with creative excellence, and integrating sustainability and innovation into supplier relationships.
Graham will share insights on what it takes to run a high-performing marketing procurement function in a rapidly changing market.
9:25 - 9:50am Harnessing Personalised Content at Scale: How to Maximise Efficiencies While Increasing Effectiveness?
Camila Nakagawa, Global EVP, Transformation, Prose on Pixels
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In today’s competitive landscape, teams are under constant pressure to optimize processes, reduce costs, and drive efficiency. With a network of over 23,000 professionals across more than 100 companies, Havas has mastered the art of streamlining operations while delivering maximum value.
Join Camila Nakagawa, Global EVP at Prose on Pixels—Havas’s global production company as they explore how Technology, Gen AI and Data are revolutionising production, enhancing workflows, unlocking creativity, and accelerating the development and delivery of personalized global campaigns tailored for local audiences —all to drive higher ROI.
Learn how automation, data-driven decision-making, and optimized supplier management should be applied to reduce expenses, minimize waste, and accelerate procurement cycles, ultimately driving higher ROI for your brands and teams.
9:50 - 10:10am Global Content Production (2025)
Claire Randall,Founder & CEO, Claire Randall Consulting
Laura Forcetti, Director, Marketing Services Asia Pacific, and Global Sourcing, WFA
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In this session Laura Forcetti (Director, Marketing Services Asia Pacific, and Global Sourcing, World Federation of Advertisers) and Claire Randall (CEO & Founder of Claire Randall Consulting) will share the findings from their recent joint research on Global Content Production.
Over 50 multinational brand owners from the WFA network have participated in the initiative and amongst others, the following topics were covered:
Primary production models in use
Global vs. local dynamics
Transparency in production content at scale incl. the use of GenAI
The future of global content production
10:10 - 10:35am How is Procurement navigating the impact of Generative AI and MarTech on Agency Fees?
Nick Louisson, Director of Agency Services, ISBA
Samantha Royston, Senior Manager, Commercial Procurement – Marketing, Burberry
Iain Seers, CEO, Right Data Group (RightSpend)
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There has been a lot of speculation over the past 2 years on how Gen AI will transform agency remuneration models.
Sharing insights from ISBA & RightSpend’s 2024 Agency Management & Remuneration survey, this panel will cut through the speculation to discuss how technology has impacted agency relationships in 2024, and expectations for 2025.
10:35 - 11:00am The Challenge of Marketing Contract Management: How Can Marketing Procurement Stay on Top
Stephen Broderick, Senior Director (Global), Media Marketing Compliance (MMC)
Gerry D’Angelo, Advisory Board Member, MMC
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As marketing supply chains grow more fragmented and complex and the number of supplier relationships increases, so do the challenges of financial compliance and contract management.
This panel discussion will explore the growing need for enhanced compliance and governance across multiple contract touchpoints, especially as the marketing eco-system is transformed by technology.
11:00 - 11:30am : Refreshments & Networking
11:30 - 11:55am Reconvergence: Why Reuniting Creative and Production Could Reshape Agency Models
Helen Thompson, HTC, Chair
David Bridges , CEO, Wellcom Worldwide
John Steffen, Creative Director/Managing Director , Staffen Trucking LLC
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Reconvergence: Why Reuniting Creative and Production Could Reshape Agency Models
As agencies face unprecedented disruption from consolidation and AI.
The panel will discuss the merits of advocating for "reconvergence" - bringing creative and production back together to create streamlined workflows.
The panel will also examine how Marketing Procurement teams stand to gain, but only if they're willing to challenge traditional assumptions.
11:55 - 12:15 pm From Chaos to Clarity: Balancing Flexibility, Innovation and Control in Scope Management
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions
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In today's fast-paced project environments, managing scope is a delicate balancing act. Too much flexibility can lead to chaos and uncontrolled changes, while excessive control can stifle innovation and agility.
This session will provide practical strategies to define, monitor, and adjust project scope while maintaining a structured yet adaptable approach.
Learn how to embrace change without derailing timelines, leverage innovation without losing focus, and enforce control without creating bottlenecks.
Through real-world examples and actionable insights, you’ll learn how the world's largest advertisers are keeping marketing efforts aligned with business goals, driving efficiencies and delivering results with confidence and clarity.
12:20 - 12:45pm Main Theatre - The HCA Business Partnership Triangle:
Developing Solutions to Optimise Partnerships for Success & Sustainability
Annabelle Sandeman, Chief Growth Officer, Publicis Health
Kayhan Binazir, Global Medical Director, GSK
Helen Thompson, Director of Marketing Procurement Consulting, Helen Thompson Consulting
Sabrina Gomersall, Founding Director, POP Health
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The Healthcare Communications Association presents a panel discussion on the Business Partnership Triangle.
We will:
Examine the dynamics of the Partnership Triangle; the intersection between agencies, procurement and business partners, hearing from panelists in each stakeholder group
Highlight the roles of agencies, procurement and business partners to foster a deeper understanding of their responsibilities, decision-making criteria, and interactions with each other
Share the HCA's latest thinking on how to foster collaboration through solutions that address the priorities of each stakeholder group
12:20 - 12:45pm Breakout Room - Sports Sponsorship: Proving Procurement's Worth
David Little, Group Category Manager, Marketing, H&M
Andrew Brember, Head of Commercial, Turnstil
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"There's no pitch, so how can I contribute?"
In this session we look at an oft overlooked area of Procurement from two points of view.
We speak to industry experts and explore arguments for getting invited to the sports sponsorship table.
Industry expert: valuation of sports sponsorships
Procurement case study: sports sponsorship acquisition, stakeholder approaches and how to add value
12:45 - 1:30pm Lunch and Networking
1:30 - 1:55pm Main Theatre - Inclusion=Income & Campaign Effectiveness FACT!
Traci Dunne, Founder, Transform-Renew-Sustain (TRS) Ltd
Melda Simon, UK Chapter Lead Unstereotype Alliance, UN Women
Debbie Tembo, Inclusion Partner – Marketing, Creative Equals
Efrain Ayela, Global Creative Partnerships & Inclusive Marketing Director, Reckitt
Philipp Schuster, Agency & Marketing Partnerships Director, Bayer
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This session will explore the findings of two landmark research studies that collectively prove inclusive advertising practices not only convert to an uplift in sales for brands and businesses but also improve the effectiveness of your advertising:
The Unstereotype Alliance will share some topline stats from their research that irrefutably demonstrates inclusion equals income.
Bayer will bring to life their case study in the report on how taking an inclusive and proactively educational approach to a sensitive subject led to the most successful digital campaign ever created at Bayer in Central America.
Creative Equals conducted qualitative analysis of 32 Effie UK 2023 campaigns, comprising of award-winners and finalists; the findings showed that 69% of Effie winners had DE&I embedded into their campaigns.
Creative Equals client Efrain Ayala will share their experience and results of a successful inclusive campaign.
1:55 - 2:15pm You can’t learn to swim from the shore. (Or why waiting on the sidelines while GenAI matures is a bad idea)
Peter van Jaarsveld, Managing Director of Oliver & Global Head of production, AI Lead, Oliver Agency
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To quote Roy Amara - “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run” or to paraphrase Hemingway; “How did you miss the GenAI revolution?” Two ways. Gradually, then suddenly.”
Working with 300 of the world’s biggest advertisers, we've learnt that the best way to prepare for the future is simply to create it.
2025 is not the year to sit and wait to see how other brands utilise the technology – it's the year to make a splash in the 'sea of sameness' that's surrounding your customers.
Join us for a short and informative session highlighting some of our learnings from work that has been delivered 62% faster, with a 55% cost reduction and 40% increase in ROI.
We know what sets successful brands apart in the age of GenAI. And after this roundtable, you will too.
2:15 - 2:40pm AI & Rights Management: The impact advanced technologies have on costs, creative, and copyrights
Mark Egmon, VP, Business Development, Sales & Marketing Communications, The Team Companies (TTC)
Ross Priestley, SVP Enterprise Sales, Peach
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Synopsis to follow
2.40 - 3:00pm Scaling with soul: The Art Behind the Algorithm
Oksana Matchuk, Director, Creative Adaptation and Production, Locaria
OIiver Barham, Global Marketing Manager, Locaria
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"AI and Automation is brilliant—until it isn’t.
We’ve all seen self-checkout machines that require more human intervention than an old-school cashier. So why assume AI and automation alone can handle something as complex as language and creativity?"
This talk challenges the seductive myth that AI can seamlessly replace human expertise in linguistic and creative adaptation.
While automation promises efficiency, true impact comes from balancing speed with cultural nuance, strategic thinking, and—dare we say it—soul.
Through insights and real-world examples, we’ll explore why AI needs human oversight to avoid the pitfalls of bland, tone-deaf content, and is yet to master the complexities of creative adaptation.
We’ll also look at how procurement teams can optimise workflows without falling into the trap of false efficiency. The brands that win won’t be the ones that automate everything—they’ll be the ones that know where AI stops and human genius begins.
3:00 - 3:30pm : Refreshments & Networking
3:30- 3:55pm Booking.com's Marta Matney on the Human Aspect in Agency Relationship Management
Facilitator: Helen Thompson, Director of Marketing Procurement Consulting, Helen Thompson Consulting
Marta Matney, Global Category Manager – Marketing, Booking.com
Learn More About Session & Speaker
In this Fireside Chat, Booking.com's Marta Matney will share her approach to bringing the human aspect into Agency Relationship Management.
Marta will share a recent case study of how Booking.com ended the revolving door of agency pitching, improving agency retention, client satisfaction, and cost efficiency.
We'll explore how shifting focus from reactive performance-based remuneration to long term relationship-based incentivisation transformed Booking.com's agency partnerships.
Opportunity for audience Q&A
3:55- 4:20pm What we learned from the world’s smartest marketers that led us to launch a completely new global production offer
Darren Khan, Chief Growth Officer, M3 Labs
Learn More About Session & Speaker
As production increasingly sit at the heart of any respectable agency group’s offer, we’ve spent the past 12 months asking marketers, media experts, tech chiefs and procurement leads what they’re really looking for in their production services, and how they see those requirements changing over the short and long-term.
In this session we will share our learnings, revealing some of the most pressing concerns of marketers today, as identified directly by them.
We’ll showcase:
How our discoveries have helped us shape a new style of production company
How clients can Make, Manage and Measure quality content at speed.
How clients are using unique personalization and collaboration tools and can work in more sustainable, cost-effective ways.
After sharing our findings, we’ll be joined on stage by some of the clients involved in our research to discuss how they’re aiming to achieve their goals
4:20- 4:45pm Innovation Beyond AI: How Sanofi Built a Future-Ready Marketing Ecosystem
Vlad Komanicky, CEO & Co-founder, Alchemists
Lenka Ornova, Director, Finance & Commercial, Alchemists
Nathalie Auvray Lejeune Global Head of Agency and Media Procurement, Sanofi
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AI is transforming marketing, but innovation involves more than just technology. It requires rethinking how marketing ecosystems are designed—from agency partnerships to remuneration models and strategic procurement frameworks.
For Sanofi, the journey towards a future-ready marketing model began with a commitment to creating an ecosystem that could evolve alongside changes in technology, media, and creativity.
Over the past five years, Sanofi and Alchemists have collaborated to develop a new type of marketing procurement approach—one that prioritises long-term impact over quick fixes and highlights how such a mindset enables future innovation.
In this session, Sanofi’s Global Head of Media & Agency Procurement, Nathalie Auvray-Lejeune, and Alchemists will explore:
✅ The reality of transformation—why marketing procurement change happens in phases, not overnight
✅ The role of strong partnerships—why alignment between procurement, marketing, and agencies is the real catalyst for change
✅ Why procurement leaders must think beyond cost-cutting—and design for agility, innovation, and AI readiness
✅ Innovation & mindset required to succeed in the world defined by GenAI— a need to rethink everything, from agency partnerships and models to commercial structures
The future of marketing will be defined by Generative AI—but only those with the right foundations will be able to harness its full potential.
The real challenge for marketing and procurement leaders isn’t just adopting AI—it’s ensuring that their ecosystems, commercial models, and partnerships are agile enough to continuously evolve. Innovation isn’t a one-time decision; it’s a capability built over time.
As we enter the GenAI era, the question is no longer whether AI will transform marketing but whether your organisation is ready to lead that transformation.
4:45 - 5:15pm Women of Influence in Advertising and Marketing
Traci Dunne, Founder, Transform-Renew-Sustain (TRS) Ltd
Jo Fenn, Global Director, Adgreen
Ali Hanan, Founder, Creative Equals
Laura Forcetti, Director, Marketing Services Asia Pacific, and Global Sourcing, WFA
Sioban Shortt, Senior Director Commercial: Marketing & Sales EU-CIS, Bacardi
Amina Folarin, Chief Executive Officer, UK Group, Oliver Agency
