AGENDA
Marketing Procurement iQ (Europe) Conference
Day 2 - March 26th 2025
Day 2 - March 26th 2025
8:00am : Registration & Refreshments
8:45am : Welcome and Introduction from Day 2 Chair Nick Manning & Havas Market
9:00 to 9:25am : Savings in Online Media: A Procurement Specialist´s Guide to Leveraging Online Media Quality to Drive Value
Fredrik Kinge, Global CEO, ECI Media Management
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Marketing and procurement specialists face significant challenges in the current online advertising landscape, including a lack of standardised metrics, increased fraud and low visibility of advertising effectiveness.
Fredrik Kinge highlights how these dynamics can be transformed into opportunities through a strong partnership between procurement and marketing teams, ultimately driving competitive advantages and higher media ROI.
The marketing, advertising and media world is being transformed by technology-led consumer trends, while the marketing services industry is pedalling hard to keep up by developing new AI tools that help it cope with the demands of the new eco-system.
9:25 - 9:45am : Shaping the Future of Independent Media Consulting
Nick Pugh, Managing Director EMEA and Marketing Effectiveness, Ebiquity
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1. Shift from reporting to outcome-orientated measurement.
2. Redefine value beyond just cost considerations.
3. Navigate effectiveness measurement in a fragmented data landscape.
4. Guide responsible investments for a sustainable media ecosystem and planet.
Independent media consulting is shifting toward outcome-based measurement, redefining value, and ensuring effectiveness in a fragmented data landscape.
Consultants must also guide responsible investments for a sustainable media ecosystem and planet.
9:50 - 10:10am : Procurement's Role in Performance Marketing: From Cost Controller to Growth Partner
Alex Walker, Managing Director, Havas Market
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For too long, procurement's role in marketing has been seen purely through the lens of cost-cutting. But in today's increasingly performance-led landscape, procurement has the opportunity to become a strategic growth partner within the organisation, ensuring marketing investments drive real business impact, not just short-term savings.
In this session, we'll explore how procurement and marketing can collaborate more effectively to create transparent, accountable partnerships that maximise value and performance across the funnel.
We'll demonstrate how aligning procurement and marketing strategies can unlock incremental growth while ensuring efficient investment.
Key takeaways:
· Beyond Cost Savings
· Uncover how procurement can measure business outcomes like Lifetime Value (LTV) and revenue impact, not just media cost reductions.
· Smarter Performance Measurement - Why a purely cost-driven approach can be misleading, and how to assess cross-channel performance effectively.
· Real-World Impact - Discover how we've helped businesses drive incremental value, reduce inefficiencies, and improve transparency in performance marketing investments.
10:10 - 10:35am : Origin: The benefits of Cross-Media Measurement
Phil Smith, Director General, ISBA
Sarah Mansfield Ex VP Global Media, Unilever
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ISBA & the WFA have been working with advertisers to launch an advertiser led cross-media measurement solution (Origin).
It will provide a single source data set for deduplicating reach & frequency across media channels, allowing advertisers to identify waste and plan more efficient and effective media campaigns.
This has been the top priority for ISBA & the WFA’s media communities for more than 5 years.
10:35 - 11:00am : Supplier complexity
Sam Tomlinson, Chief Client Officer, MediaSense
Nick Louisson, Director of Agency Services, ISBA
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With marketers and procurement increasingly challenged with managing a diverse range of suppliers across agencies, adtech, martech, and data providers.
ISBA and MediaSense highlight key strategies for effective supplier management, focusing on operational efficiency, integration, supplier enablement, strategic in-housing, and AI adoption.
11:00 - 11:30am : Refreshments and networking
11:30 - 11:55am : Retail Media and Digital Commerce: news from the frontline and the implications for marketing procurement ASHES SUITE
Nick Manning, Independent Commentator and Consultant on advertising and media. (chair),
Colin Lewis, Marketer, Retail Media Works
Simon Swan, Media & eCommerce Director, Karo Pharmaceuticals
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Retail Media and Digital Commerce are growing enormously and the market is starting to mature, but it is still a bit of a jungle. There are challenges for marketing procurement in a diverse eco-system where standards have not settled and multiple stakeholders are involved.
Colin Lewis is one of the world’s foremost experts and commentators on Retail Media and Digital Commerce and in this session he will report on the latest developments in the market and the role of marketing procurement in enabling the most effective use of these channels.
This will be followed by a conversation between Nick Manning and Colin to explore these themes further with questions from the audience.
11:30 - 11:55pm : Sports Sponsorship: Proving Procurements Worth PAKISTAN ROOM
Vlad Komanicky, CEO & Co-founder, Alchemists
Lenka Ornova, Partner, Commercial & Finance, Alchemists
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Generative AI is forcing marketing teams to reimagine agency models, procurement strategies, and in-housing decisions. While agencies and holding groups continue to promote AI adoption, their operational structures remain largely unchanged.
This session explores how AI is redefining creative development, media optimisation, and commercial frameworks and what procurement leaders must do to stay ahead of the curve.
We will share practical frameworks, real-life case studies, and the latest trends from our work with global brands, highlighting where AI is already delivering efficiencies and where organisations should focus next.
12:00 - 12:25pm : Main Theatre - The Heartbeat of Procurement: How Emotional Intelligence Drives Success
Jeanette Hubsch, Global Procurement Lead Commercial, Grünenthal Group
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In procurement, success isn’t just about numbers and data—it’s about trust, empathy, and genuine human connection. Deals aren’t won on spreadsheets; they’re built on real relationships where Emotional Intelligence (EQ) makes all the difference.
In this session, we’ll explore how EQ can be a game-changer in procurement, unlocking new opportunities for collaboration and creating lasting impact.
Key topics include:
- Building Bridges with Empathy: How understanding and addressing the needs of stakeholders and suppliers fosters stronger partnerships.
- Moving Beyond Metrics: Why emotional intelligence is just as important as cost efficiency in achieving long-term success.
- The Collaboration Catalyst: Practical ways to use EQ to manage expectations, defuse conflict, and create win-win scenarios.
- Trust as the Foundation: How EQ helps build credibility and loyalty across departments and with external partners.
- The Human Side of Procurement: Why putting people first is the key to transforming our profession and driving tangible results.
12:00 - 12:25pm : Breakout room - Client-Exclusive Closed Session – Future-Proofing Your Marketing: GenAI, Procurement & Competitive Advantage
David Little, Group Category Manager Marketing, H&M
Andrew Brember, Head of Commercial, Gemba
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There's no pitch so how can I contribute?
In this session we look at the often 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.
12:30 - 1:00pm : ASHES SUITE - Maximising Long Term Brand Health : The Commercial Benefits of Diversity and Inclusion in Media Buying
Traci Dunne, Founder, Transform-Renew-Sustain (TRS) Ltd
Victoria Brooks, Global Strategy Director, Progressive Media, Responsible Marketing Advisory
Amy Jenkins, Customer and Commercial Leader, Channel 4
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This session will explore how 2 brands are seeing long term commercial benefits to including a DEI lens to their media buying practices, and how publishers like C4 are supporting their efforts.
Alongside Responsible Marketing Advisory who have helped the trade bodies drive this agenda with the Global Accessibility Alliance.
The panel will discuss the following:
- Performance: how 'progressive' media spend performs alongside a more traditional approach.
- The What & How: Practical advice regarding what might fall within a 'progressive media' strategy + tips on how others might consider adopting a similar approach in collaboration with their agency partners.
- An Untapped Opportunity for Procurement: How procurement can drive ESG initiatives like this as part of their own category strategy and therefore improve the breadth of their portfolio. Driving optionality of investment, and supporting their own supplier diversification initiatives.
12:30 - 1:00pm. PAKISTAN ROOM (Brands only) - The Challenge of Marketing Contract Management: A New Solution
Host: Jane Dormer, Client Services Director, MMC
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Marketing Procurement teams are often stretched too thin to effectively manage the growing number of complex contracts that exist in the media and marketing supply chain.
This workshop, hosted by MMC, will provide best practice tips on marketing contract management, focusing on improving real-time compliance, governance and transparency.
1:00 - 1:45pm : Lunch and networking
1:45 - 2:10pm : ASHES SUITE Generative AI in Media Agency Services: The path to adoption
Lorna East, Head of Agency Services, ISBA
Jack Shearring, Head of Transformation, MediaSense
Marcos Angelides, Managing Director of L'Oreal Lab, & Head of AI Operations, Publicis Media UK
Nina Chandé, Consultant, ex Global Procurement Portfolio Lead, Digital Marketing & Media, Unilever
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Generative AI has become the sizzle in media agency pitches. What are the opportunities, barriers, and the path to adoption.
1:45 - 2:10pm. PAKISTAN ROOM (CLIENTS ONLY): How to pitch brilliantly.
Andrew Mortimer, Managing Partner, The Aperto Partnership
Nick Stephenson, Senior Media Procurement Manager, Sky
Danielle Whittaker, Head of Product (Influencer and Social), Pets at Home
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The Aperto Partnership has led many of the most high-profile media pitches in the last few years.
In this advertiser-only breakout session, Aperto will be joined by some of their clients to share some learnings on running best-practice media agency reviews in order to get a brilliant outcome.
2:15 - 2:35pm : The High Cost of Cheap Media: How Outdated Audits are Holding Brands Back.
Mark Andrews, Senior Consultant, ID Comms
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As media continues to evolve, so should the way we assess its value. While traditional auditing methods have been useful for media investment management, focusing too heavily on cost comparisons and discounts can sometimes mean missing out on bigger opportunities for value and effectiveness.
In today's fast-paced, data-driven environment, advertisers need a more comprehensive approach to ensure their media investments deliver long-term growth.
In this session, we'll explore how media auditing is evolving to meet the needs of modern advertisers. You’ll gain strategies to bring transparency, quality, and optimisation into your media assessments, helping turn media investments into growth drivers for your brands.
2:35 - 3:00pm : The year ahead: AI, reconvergence and integration
Nick Manning, Independent commentator and consultant on advertising and media.
Simon Francis, CEO and Founder, Flock Associates
Aislinn Kelly, Senior Category Manager, Dyson
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The marketing, advertising and media world is being transformed by technology-led consumer trends, while the marketing services industry is pedalling hard to keep up by developing new AI tools that help it cope with the demands of the new eco-system.
Nick Manning will survey the landscape, propose a new media model and describe how marketing procurement should view its role in the midst of such dynamism.
Nick will then be joined by Simon Francis, Flock Associates and Aislinn Kelly, Dyson to discuss their observations on the themes under discussion with questions from the audience.
3:00 - 3:30pm : Refreshments and Networking
3:30 - 3:55pm : Media Data, it’s BIG, but is it CLEVER? The Smart Way to Gain Transparency and Influence
Giovanni Falzacappa, Global Media Delivery & Data Governance Lead, Wella
Pete Kemp, Global Head of Client Sales, Redmill Solutions
Bill Reese, Global Head of Media, HSBC
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The volume of data available to modern marketers has grown exponentially over the past decade. Alongside this, data capacity, governance, analysis, reporting, and regulation have also expanded.
But has this abundance of data helped marketers make more informed decisions, or has it led to choice paralysis and conflicting insights?
We'll explore whether too much measurement can create confusion and how today's data analysts can identify the right technology and solutions to navigate this complexity effectively.
3:55 - 4:20pm : How to get a great result without a competitive pitch
Scott Moorhead, Managing Partner, The Aperto Partnership
Mariya Tsantikos, Head of Marketing Procurement, Marks & Spencer
Emma McInnes, Senior Category Manager - Marketing, Specsavers
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The Aperto Partnership and clients will share latest thinking on how advertisers can refresh their agency partnerships without running a competitive pitch process.
This will include strategic partner engagement and how advertisers should pay their media agencies, including outcomes-based remuneration.
4:20 - 4:45pm : The media Industry – where are we now? And where are we going?
Bruno Gralpois, Co-Founder & Principal, Agency Mania Solutions (chair),
Amy Redford, Consultant, Optiwise & ECIMMC
Charlotte Mullan, Managing Director, Walk-In Media
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Synopsis to follow.
4:45 - 5:15pm : Observations and questions answered: a review of the day
Nick Manning, Independent commentator and consultant on advertising and media.
(chair)
Gerry D’Angelo, Senior Advisor McKinsey & Company & Advisory Board Member, MMC
Justine Walsh, Marketing Procurement (Digital, Creative, Media) John Lewis Partnership
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To close the day, Nick Manning will be joined by a panel of marketing procurement experts for an open and engaging discussion.
This session will reflect on key themes from the day, tackle emerging questions, and provide additional insights into the challenges and opportunities facing marketing procurement teams.
It will also pick up on the most popular questions of the day and answer any new ones
Attendees will also have the chance to contribute, with questions from the floor shaping the conversation.
5:15pm : Wrap up & Conference Ends
