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Marketing Procurement iQ (Europe) Conference
Day 2 | 25 March 2026

Maximising Investment Across Creative, Content and the Marketing Ecosystem

8:00am Registration & Refreshments

8:45am Welcome and Introduction to Day 2 from Tina Fegent

9:00 - 9:20am The Rewiring of Procurement and What This Means for Marketing Procurement in the Future

Tina Fegent, Chair of Day Two

Rob Turner, Chief Procurement Officer, Deliveroo

Procurement is being structurally rewired.

Technology, AI, data visibility, regulatory pressure and growth expectations are reshaping how procurement operates from operating models and governance to talent, influence and value creation.

In this keynote conversation, Rob Turner, Chief Procurement Officer at Deliveroo, explores how procurement is evolving at pace and what that means specifically for marketing procurement.

As procurement shifts from cost controller to strategic growth enabler, marketing procurement sits at the intersection of brand, technology, media and commercial risk. What capabilities need to change? Where should procurement lead and where should it step back? And how can marketing procurement stay ahead of the structural reset rather than reacting to it?

This session will challenge traditional thinking and offer a candid view on the future shape of procurement and marketing’s role within it.

9:20 - 9:45am Deliver better, not more: Why your production model needs a rebuild

Lani Carstens, Global Vice President, Havas Prose On Pixels

Global brands are confronting a hard truth: fragmented production models built for scale and volume are no longer delivering efficiency. As content demands explode and AI makes it possible to produce more than ever, the real competitive advantage isn’t more output: it’s building integrated systems that ensure every asset matters.

This panel explores why organisations are disrupting siloed production setups to rebuild their ecosystems end-to-end, connecting strategy, development, execution, and delivery. We’ll unpack the forces driving this shift – more consolidation, less fragmentation – and why integration has become the new foundation of creative performance.

With real-world examples, we’ll also reveal what it takes to redesign the content supply chain and the role of AI in sharpening craft, personalization and automation to deliver content that actually drives business outcomes.

09:45 - 10:10am AI: Friend or Foe

Emily Colford, Global Procurement Category Manager - Creative Production & Content Diageo


10:10 - 10:35am Think Big Picture: Transforming Your Global Agency Model for Real Business Impact

Moderator: Traci Dunne Founder Transform-Renew-Sustain

Phillip Schuster, Agency & Marketing Partnerships Director, Global Strategic Marketing, Consumer Health Bayer

Margarita Maslova, Global Commercial Consumer Health Procurement Bayer

This session will explore how marketing procurement can move beyond traditional cost-saving approaches to deliver significant business outcomes.

Drawing on Bayer CH’s recent global integrated agency review and the transition to a new agency model aligned with Bayer new operating model Dynamic Shared Ownership (DSO), Philipp Schuster, Agency & Marketing Partnerships Director, Global Strategic Marketing, Consumer Health and Margarita Maslova, Global Commercial Consumer Health Procurement Leader will share practical learnings on driving top-line growth, fostering dynamic team structures, and leveraging the best of both agency and technology platforms postacquisition of IPG by Omnicom.

The discussion will include insights on change management, collaboration with a focus on capabilities instead of functions and silos, and innovative campaign development processes that compress months of work into days, showcasing how procurement can be a catalyst for strategic transformation


10:35 - 11:00am Reconvergence: From Concept to Practice

Moderator: Helen Thompson Marketing Procurement Consultant & Journalist HTC

Luke Hammersley Global Growth Director Wellcom Worldwide

Discover how collapsing the traditional siloes of data, technology, strategy, creative and production unlocks better outcomes for brands. Wellcom Worldwide will dicuss how procurement can enable brave structural decisions that drive value beyond cost savings.


11:00 - 11:30am Coffee

11:30- 12:00pm How A Cross-Functional Production Strategy Drives Scalable, Efficient, Quality Output.

Moderator: Claire Randall, CEO & Founder, Claire Randall Consulting

 Charlotte Ghestem, Senior Global Procurement Category Manager, Beiersdorf

Amanda Nunez, (ex) Director of Marketing Operations, Deliveroo

Fergus Brady, Marketing Operations Manager, EMEA, Kellanova

Many options now exist for content creation, not least the advanced capabilities offered by AI. Navigating tools, tech and agency and production partners now requires specialised expertise and understanding within brand organisations to make the right choices.

The brands doing this best are establishing cross-functional strategic teams to help make better-informed decisions at speed – and this change is often being driven by Procurement.

CRC has invited speakers from both Procurement, Marketing and Marketing Operations to share insights on how they are accelerating change in content creation in their organisations.


Breakout Session / Pakistan Room / Brand Clients Only

11:30- 12:00pm All in This Together: The new Healthcare Procurement Alliance

Mark Cawley, Associate Director, Research Procurement, Jazz Pharmaceuticals

Chris Bolton, Dirrector, Advantage Sourcing

Neil Flash Founder, Ignition Consulting


12:05 - 12:30pm From Cost Control to System Architecture: Procurement and the Future of AI-Enabled Scaled Storytelling


Oksana Matchuk, Senior Director, Creative Adaptation, Locaria

Simon Ambrose, Senior Director, Sales & Marketing Locaria

Always-on content has increased the number of assets, formats and markets brands manage. Budgets, however, remain constrained.

We have all heard the arguments about asset multipliers and agency deduplication. But the landscape has changed. AI has dramatically accelerated content creation. Volume is no longer just growing. It is exponential.

The real issue is not scale itself. It is what scale does inside the wrong system.

In fragmented operating models, AI does not reduce waste. It amplifies it. Shadow workflows multiply faster. Asset duplication accelerates. Rights risk expands. Disconnected AI pilots create complexity instead of control.

This session explores how Procurement can move from negotiating fragmented ecosystems to architecting AI-enabled centralised systems where governance, workflow discipline and shared tooling turn scale into compounding efficiency rather than compounding waste.


Breakout Session / Pakistan Room / Brand Clients Only

12:05 - 12:30pm Change, Renew, Discover - New Ways of Working With Marketing Procurement In The AI World

Iain Seers, Chief Executive Office, RightSpend

As AI and automation transform traditional procurement practices and pricing models, organisations must evolve to stay competitive. In this session, RightSpend will share key insights and practical tools to help you adapt effectively to this changing landscape.


12:35 - 1:00pm Rethinking the Agency Ecosystem: A Preview of Global WFA Research on How Brands Define, Scope, and Reward Agency Work

Bruno Gralpois, Co-Founder & Partner, Agency Mania

Laura Irvine, Marketing Sourcing Manager, WFA

Are brands and agencies truly aligned on how work gets defined, scoped, and compensated — or are longstanding assumptions quietly eroding relationships and results?

Bruno Gralpois, Co-Founder and Partner at Agency Mania Solutions, joins a representative from the World Federation of Advertisers (WFA) to preview their new global research, How Brands Define, Scope, and Reward Agency Work, before its release.

Rather than revealing findings, this session sets the stage by exploring the market forces, including AI disruption, roster consolidation, evolving briefing practices, and performancebased remuneration, that made this research a priority. It's an invitation to Marketing Procurement professionals to understand what's being studied, why it matters right now, and what the industry might learn about itself.


Breakout Session / Pakistan Room / Brand Clients Only

12:35 -1:00pm : Creative Accounting: It’s Time to Join the Dots

Adrian Jenkins, Founder, Financial Progression

Neil Sait, Head of Marketing Category – Group Procurement, TUI

Creative agencies are rapidly becoming the least transparent partners when it comes to managing client budgets — and advertisers are feeling, but often unaware of, the impact. If you’ve ever wondered where your budget really goes, this is the session you can’t afford to miss.

Join Adrian Jenkins, founder of Financial Progression, and Neil Sait, Head of Marketing Category – Group Procurement at TUI, for an exclusive advertiser‑only deep‑dive into the techniques creative agencies use to quietly strengthen their margins.

With 16 years of auditing creative agencies around the world, Adrian will reveal the three areas where budget manipulation is most active heading into 2026.

Expect a fast‑paced, highly practical session designed to empower marketing and procurement leaders. You’ll walk away with:

• Clear insight into where you’re most at risk
• Real‑world examples of how agencies shift money without clients noticing
• The behaviours and controls that stop budget leakage in its tracks

If you want greater transparency, stronger governance, and a tighter grip on your creative agency spend, this session will show you exactly where to start.


1:00 – 1:45pm Lunch and networking

1:45 - 2:10pm How to win in tech procurement: Bridging the gap between tech and marketing production

Moderator: Helen Thompson Marketing Procurement Consultant & Journalist HTC

Aisha Anderson, Head of Marketing Technology, IG

Lindsay Hong, CEO and co-founder, Smart Assets

The average enterprise is drowning in a rising tide of AI tools, SaaS subscriptions, and half-baked technology promises. Marketing procurement teams are left holding the bag—tasked with making sense of a sprawling, fragmented vendor landscape.

In this session, we'll cut through the noise on:

• Making technology procurement successful: Why the old playbook isn't enough, and how to build evaluation frameworks that measure real business impact.

• Choosing between AI and SaaS: With hundreds of vendors promising to transform your stack, learn how to identify tools that will driving greater efficiency and value.

• Getting the right stakeholders on board: Legal, creative and media all need a seat at the table.

Find out who to bring in, when, and how to get buy-in without endless back-and-forth.


Breakout Session / Pakistan Room / Brand Clients Only

1:45 - 2:10pm Print: How to Reveal Savings Hiding in Plain Sight

Moderator: Tony Spong Lead Consultant AAR

Kristina Gruenthal Head of Campaigns, Lidl GB

Mélissa Charron, Global Procurement Cetegory Manager, Carlsberg Group, France

Steve Baynes, Co-Founder, theSPC

Neil Smith, Partner, Blue Buffalo

Often overlooked, regularly misunderstood, rarely top of the agenda - yet in every organisation, precious marketing budget and time are invested in procuring printed materials.

With a spend that is frequently in the multi-millions, it makes sense to work closely with a regulated supply chain to buy print most cost-effectively and efficiently. But in practice, most don’t.

Bringing together brand owners who have unravelled the print spend in their business to save staggering amounts alongside the UK’s foremost consultants in this area, those attending this panel will understand: <br


· Why looking at the way print is purchased in your business is important
· How what your supply chain is really selling you is integral to revealing hidden opportunities to save
· How to appoint the best-fit supply chain both locally and globally
· Why your reporting needs regular review and revision as contracts evolve (the world changes)
· How managing this channel can improve your sustainable footprint
· How to best engage with both internal and external stakeholders
· How first-hand examples achieved up to % on annual spend

Key takeaways
· How to spot if your print buying and management requires interrogation
· Proven methods to identify the right solution for you
· Ways to make sure savings stick


2:15 - 2:40pm Production Unplugged: The Maker Advantage. Empowering Procurement through Direct Production Intelligence


Anissa Payne, Founder & Exec Producer, NM Productions

Isabelle Du Plessis, Partner, Imagine This

Ben Uttley, Founder & Director, Stamp In-House

Simon Robinson, Co-Founder, Pitch & Sync

The APA’s 2025 Production Unplugged initiative marks a strategic turning point for the industry.

It was born from a data-driven desire to meet the evolving needs of brands, fueled by the APA’s 2024 report, "What clients want from advertising today and how they can get it."

Based on insights from 27 senior marketing and procurement leaders across the UK and EMEA, the takeaway for our industry was clear: marketers & procurement are looking for a closer, more transparent relationship with the "makers." This panel is designed to help procurement professionals bridge the gap between high-level marketing strategy and technical execution. It’s an opportunity to step closer to the craft, moving from cost to value orchestration.

Evidence in Action: The Strategic Maker Model

Our panel features 4 distinct case studies that demonstrate how direct collaboration fosters the transparency and agility needed to drive creative effectiveness and maximize marketing efficiency;

• Imagine This | The AI Frontier: How human craft in collaboration with AI can unlock creative possibilities, facilitate agile production & maintain brand integrity

• NM Productions | Global Consolidation & Smarter Deployment through consolidated scale, smart & auditable spend and reduced regional risk.

• Stamp - In House | The Embedded Model: solving procurement’s need for accountability and marketing’s creative ambition.

• Pitch & Sync | Music IP and Asset Ownership: Unlocking brand value, reducing risk, and creating flexible rights models for successful in-housing.

Why You Can’t Miss This Panel
It’s time to remove the production ‘black box’ as the traditional silos between procurement and production are disappearing. By engaging directly with the makers, you gain the "Maker Intelligence" necessary to provide transparency by design, ensuring that operational efficiency never comes at the cost of creative effectiveness. Join us to bridge the gap between the brief and the production floor, achieving the operational agility required for today's market speeds. To lead the next era of brand growth, you need to be in the room where the craft happens.

Breakout Session / Pakistan Room / Brand Clients Only

2:15 - 2:40pm Careers, Training, Mentoring and setting up regional support networks

Moderator: Amy Redford, Marketing Procurement Consultant, Optiwise and Founder Marketing Procurement Network (Switzerland)

Brioney Moore, Category Lead - Marketing Agencies, Reckitt

Martin King, Head of Marketing Procurement, Chain IQ Group AG

David Little, Global Category Manager, Content, H&M

2:45 - 3:05pm Why Procurement Must Prioritise Efficiency and Effectiveness

Moderator: Tina Fegent (Chair of Day Two)

Andrew Swinand, CEO, ITG Inspired Thinking Group

Laurence Green, Director of Effectiveness, IPA

Two industry heavyweights, Andrew Swinand and Laurence Green, take to the stage for an exclusive session exploring how deeper collaboration between procurement, marketing, and solution partners unlocks smarter investment decisions, stronger adoption of new technologies, and long-term growth.

Attendees will learn how modern marketing procurement can become a strategic engine for sustainable value creation, not just cost savings.

Join this one-time-only session to hear from two of marketing’s leading thinkers, and discover:

• How to shift from cost-cutting to value-driving, ensuring procurement fuels long-term growth, not just short-term savings.
• Why early stakeholder engagement accelerates success, enabling solutions that genuinely solve business challenges.
• How procurement and marketing can jointly shape bespoke, high-impact solutions, especially in today’s fast-moving landscape. • What change-management investments truly matter for faster adoption and greater ROI.

With 30 years of experience in advertising and now the IPA’s Director of Effectiveness, Laurence has grown and sold two creative agencies (Fallon London to Publicis Groupe and 101 to IPG), and previously worked with the likes of the BBC, Cadbury’s, Coca-Cola, Sony, and Stella Artois.

As CEO of ITG, powered by Storyteq, Andrew leads one of the fastest growing AI-enabled content companies. Previously, he was the CEO of Publicis Creative and Production US and CEO of Leo Burnett. He also helped build Starcom MediaVest into the world’s largest media agency while serving as their global president, and was one of the founding members of P&G’s ecommerce group.


3:05 - 3:30pm Disruption and Trust in the Age of AI: Reimagining Marketing Procurement for a Transformative Era


Moderator: Nick Louisson, Director of Agency Services, ISBA

Craig Butler, European Procurement - Customer Marketing Category Manager, Diageo

Laura Loader, Director, Marketing Procurement , Entain

Iain Seers, Chief Executive Officer, RightSpend

Barry Mellor, (Former) Head of Marketing and Services Procurement, VodafoneThree

“Disruption and Trust in the Age of AI”

Marketing is undergoing one of the most profound transformations in decades. Artificial intelligence, automation, and emerging data technologies are reshaping how brands connect with consumers and how procurement teams engage agencies.

The panel will examine the innovations that are driving incredible efficiency and creativity, and discuss how they are also redefining the foundations of trust at every level of the marketing ecosystem.

3:30 - 3:50pm Refreshments and Networking

3:50 - 4:15pm The Joined-Up Solution. From Creative Vision to AI-Powered Production

Vicky Janaway, Chief Client Officer, The Gate

 Ria Purser, Head of Brand Marketing, The AA

 Fergus Dyer-Smith, Chief Product Officer, MSQ Partners, and M3Labs

Why attend this session?

Your creative and production partners are working harder than ever — but are they working together?

In 30 minutes, discover how one of the UK's most recognised brands - the AA - transformed their fragmented marketing ecosystem into a seamless, AI-enhanced creative engine.

What will you learn?

How to bridge the creative-production divide — See how to connect brand vision to content execution without losing creative quality

AI that amplifies, not replaces — Experience 'MSQ Assist' in action: intelligent production support that frees your teams for higher-value work

Close the loop on brand effectiveness — Preview MSQ Brand Check: ensures every asset meets your objectives

Procurement's role in the transformation — Practical frameworks for governance, measurement, and partner ecosystem design

What makes this different?

This isn't theory. It's not a single-topic deep-dive.

This is the full picture — three experts, one integrated case study, showing how creative ambition and production efficiency finally work as one.

While other sessions explore pieces of the puzzle, we'll show you how the pieces connect.

Don't settle for siloed solutions. See what joined-up looks like.


4:15 - 4:35pm Two’s Company. Is Three a Crowd? - Marketing, Agency and Procurement in the Making of Iconic Work


Moderator: Tina Fegent Chair Day Two

James Murphy CEO Ogilvy UK

Craig Inglis Global Chair The Marketing Society & Chair Marketing Procurement Awards

When some of the UK’s most iconic advertising was created including the now legendary Christmas campaigns at John Lewis - the relationship between the Marketing team and its Advertising agency was central to the magic.

But where did procurement sit?

In this candid conversation, James Murphy, CEO of Ogilvy UK, and Craig Inglis, Global Marketing Leader and former CMO of John Lewis, reflect on the partnership that produced some of the most talked-about campaigns of the last decade and explore the evolving role of procurement within that dynamic.

Is procurement a commercial safeguard? A creative constraint? Or a strategic catalyst that strengthens the triangle?

As marketing budgets tighten, scrutiny increases and accountability sharpens, the traditional “two’s company” model is under pressure. This session will unpack how marketing, agency and procurement can move from tension to trust and what it really takes to create standout work in a commercially disciplined world.

Expect honesty, lived experience and a fresh perspective on how great work actually gets made.


4:35 - 4:55pm Inside the Jury Room: What Great Really Looks Like

Moderator Tina Fegent, Chair Day Two & Co Founder, Marketing Procurement Awards

Jeff Cobb, Co-Founder, Marketing Procurement Awards

Tracey Barber, Global Chief of Transformation & Growth Officer, Havas Creative Network

Sarah Phillips, Head of Procurement for Global Marketing and Indirects, Diageo

 Sarah Swaney, Data, Analytics & AI Director, Kenvue

From commercial innovation and collaboration to measurable impact and cultural change, the judges will reflect on the entries that raised the bar and the themes that defined this year’s submissions – the first year of seeing if the Marketing Procurement Community were interested in the Awards programme. Where are standards improving? Where is the industry still playing safe? And what separated good from exceptional?

Beyond the trophies, this conversation explores why recognition matters not just for individuals and teams, but for the credibility and progression of marketing procurement as a discipline.

This is a rare opportunity to hear directly from senior industry leaders on what they value, what impressed them, and why supporting and championing these awards is critical to shaping the future of the profession.

4:55 - 5:30pm Awards

The six categories of the Marketing Procurement Awards:

1. Marketing Procurement Person of the Year: the winner will be a stand-out talent, who has gone above and beyond the expectations of their team, stakeholders and marketing procurement peers.

2. Marketing Procurement Team of the Year: this team will have performed outstandingly and demonstrated innovation with their internal and external partners.

3. Marketing Procurement Project of the Year: the winning project would have delivered exceptional results – driven significant value to stakeholders and created meaningful business impact.

4. Best Use of Technology: the winner will have utilised technology to drive significant innovation and transformation of marketing performance.

5. Rising Star of the Year: the winner will be an emerging marketing procurement talent, still in the early stages of their career.

6. Honorary Achievement: the winner will be recognised for their exceptional contribution to the marketing procurement community over recent years.

5:30pm - 7:00pm Networking and drinks

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