Welcome to episode 145. This episode is going to be particularly useful if you want to understand how to engage with your client’s marketing procurement department and understand the world through their eyes when selecting an agency to work with.
I'm delighted that global marketing procurement consultant, Tina Fegent, has joined me for a second time on the podcast. Tina is a leading expert and pioneer in marketing procurement, with over 30 years of experience shaping the industry. She launched her consultancy in 2006 to help brands unlock greater value from their marketing spend through strategic, commercially focused procurement.
Tina has worked with global brands and agencies to drive efficiencies, improve ROI, and foster better client–agency relationships. She is a regular speaker, advisor, and industry commentator, known for advocating collaboration between marketing and procurement. Passionate about innovation and impact, Tina continues to influence best practices and champion the evolving role of procurement in delivering creative and commercial success.
Here’s what we covered in this episode:
Why procurement is becoming more important within companies and what that means for agencies
How agencies can make themselves more attractive to companies with in-house procurement
The role of intermediaries in helping clients find new agencies to work with vs direct search
Tina's insights on the shift from agency-of-record relationships to project-based work and what this means for different sized agencies
The current state of AI adoption in marketing – and how to initiate conversations about AI with procurement
How to position “Output-based” pricing to Procurement
…and lots more. You can connect with Tina Fegent here on LinkedIn
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