General Session
MANAGING A GLOBAL AGENCY RELATIONSHIP This session will feature perspective from BP procurement and marketing plus agency account management and finance. The team will discuss the programs and initiatives that have been developed to improve relationships and processes as well as the resulting benefits, opportunities and challenges-also "what's next" in the relationship.
Mark Hudson Advertising Procurement Manager BP
Kathy Leech Director, Brand Communications BP
Jessica Davidson Senior Partner, Managing Director Ogilvy & Mather
Charlie Kingston Finance Director Ogilvy & Mather ______________________________
OPTIMIZING THE PROCUREMENT/MARKETING RELATIONSHIP Tensions between agencies and procurement have been apparent and obvious since procurement became more involved in marketing and advertising, about ten years ago. The relationship between procurement and marketing has gotten less attention, yet in many companies the "disconnect" between procurement and marketing is just as big as the gap between procurement and agencies. Kraft Foods has worked hard to build solid bridges between procurement and marketing and will share the lessons of that journey.
Heidi Pachura Senior Director, Indirect Procurement Kraft Foods, Inc.
Mitch Arends Director, Global Marketing and Corporate Services Procurement Kraft Foods, Inc. ______________________________
TRICKLE DOWN PROCUREMENT Johnson & Johnson and Jack Morton (IPG's brand experience agency) share the same beliefs on how marketing procurement can function to create an atmosphere which organically and dramatically increases production quality while reducing costs. Oddly enough, "savings" was never a stated goal, but cost reductions happened as a natural by-product of the atmosphere they created. This is a marketing procurement evolution story dubbed "trickle down procurement," which represents the flow of opportunity and achievement from client, to agency, to third party suppliers. In this specific case study, the opportunity began with J&J's vision care brand, Vistakon, and worked its way through the Jack Morton agency, who then extended the procurement philosophies to their production suppliers, who in turn are now utilizing the processes within their own operations. The key ingredient to success has been to define and agree on what "value" and "success" should mean and look like. The results of these collaborative efforts are yielding new procurement insights, innovations, and an exciting bond of trust which is producing greater results for the client and rewarding the agency and their suppliers for their efforts and partnership.
Payton Rogers MD&D Marketing Category Lead, Agencies & Media Johnson & Johnson
Eric Samuelson Vice President, Strategic Sourcing & Supplier Development Jack Morton Worldwide ______________________________
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