2024 AGENDA OVERVIEW
MARKETING PROCUREMENT & CREATIVE PRODUCTION
Day One of the 2024 conference examined the relationship between clients and agencies including where should agency management sit, becoming the client of choice and finding the optimum pitch process for both parties?
We also explored talent management, what’s the best marketing procurement background and aligning procurement objectives and marketing objectives
Day One of the conference also looked at how to evaluate what technology stacks to invest in as a marketer and how to assess the benefit of technologies that your partners are investing in.
Of course, a big talking point was how AI and technology are now shaping how we work, evolving roles within our business and ultimately increasing the value of our output, undoubtably marketing professionals and procurement will see increasing adoption of AI, particularly as Media, Content, Date and Creativity converge, all of which will be discussed at the forthcoming 2025 conference.
This means agencies and procurement will almost certainly need to review how they work together; remuneration models will inevitably evolve, and the measurement of creative value will change.
And as part of our look at creative production we examined production at scale, new ways of scoping, asset management, rights and talent management, research platforms, diversity and sustainability as well as remote and virtual production.
We explored what are the benefits of centralising the business behind production, from the payment of vendors to creating reports for more visibility into production spend in all markets or the use of creative assets across campaigns using DAM systems.
And of course brand advertisers have been looking for tangible ways to drive realistic cost efficiencies that do not hamper their agencies’ abilities to produce great work but hold everyone accountable to operational excellence and process rigor.
And we examined how marketing and procurement can join forces to turbocharge brand’s fiscal stewardship and collaborate to forge stronger agency partnerships.
MEDIA MANAGEMENT
Day Two of the 2024 conference examined the rapidly growing Retail Media and Digital Commerce sectors, how these are changing Marketing, and how should Procurement respond? We also delved into Connected TV and the demise of Cookies.
The WFA threw the spotlight onto the Global Media Charter (GARM) and in particular Measurement & Accountability and People & Partners whilst the Advertising Association lead a debate on Sustainability Media. We also examined brand safety, DE&I and the whole area of responsible media.
ISBA presented the latest developments in the Retail Media Framework and what are Audience Extensions. These sessions were followed by some great insights into essential quick wins for marketing procurement across Audience Extension, Made For Advertising (MFAs) content and Advanced TV.
Day Two also explained what Corporate Trade, more commonly called Barter, is all about, what good media Governance looks like from a brand perspective and an update for delegates of the Global Media Services Framework Agreement and how to get the best out of it.
In today’s complex world of media buying, advertisers are navigating a maze of risks, especially in digital auction-based media channels. We explored the latest strategies and tools advertisers are leveraging to navigate digital media buying with confidence.
And with the ever increasing mix of media channels available to clients now, it has never been more important for clients to ensure that they have oversight and governance over the long list of obligations the agencies have with advertisers in their MSA’s, especially in relation to digital channels.
In one of the key sessions on Day Two we discussed what clients need to put in place to ensure agency compliance & transparency is extended to the whole contract and not just the traditional financial elements such as ‘Unbilled media’ and rebates.
