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May was a hectic month for everyone in the marketing procurement function.
Marketing Procurement IQ (www.mxpiq.com) hosted its inaugural Marketing Procurement iQ conference in April 2024. There were 19 sessions on Day 1 and 15 on Day 2. The sessions ranged from creative production to media transparency, covering all topics in between.
It was time for the long-running ANA Advertising Financial Management Conference in Orlando in early May. Over 400 people attended, both in-person and virtually, and topics focused on the marketing procurement career but also media inventory, transparency and AI.
RAUS Global was honored to present with the Charles Group and one of their clients on how marketing procurement can drive an effective relationship while being part of the value equation. RAUS Global continues to be focused on driving better DEI representation across brands.
Planning is now in high gear for the coveted Cannes Lions. As usual, there are lots of very interesting sessions, and choosing which ones to attend is a big job.
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It was a packed agenda at the inaugural Marketing Procurement iQ conference in April 2024, with at least 19 sessions on Day 1 and a further 15 on Day 2. The conversation went practically from dawn at London’s Oval cricket ground to well beyond dusk at the drinks reception. | |
MXPIQ Conference: Media Procurement: Time to Double Down
By Nick Manning, Media Marketing Compliance
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MXPIQ Conference: Tectonic change in media requires an equivalent movement in Media Procurement
By Nick Manning, Media Marketing Compliance
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The inaugural Marketing Procurement IQ conference was a great opportunity to openly discuss how marketing is changing, with big implications for marketing procurement.
The first day explored the changing face of content, production, and distribution with Artificial Intelligence poised to transform the industry.
Day Two was all about media, and while AI is undoubtedly a factor, there was a lot else to discuss as media enters a new era. Let’s call it ‘Advertising 3.0’.
The analog world was simple. Advertising was scarce and controlled, voluntarily by media owners and through some light regulation.
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In particular, Retail Media, Digital Commerce, and shoppable Connected TV are re-drawing the media landscape.
From a procurement perspective, they require significant attention as they bring together stakeholders from diverse disciplines, including product, sales, CRM, pricing, distribution, and marketing. This includes shopper and trade marketing as well as the consumer-facing side.
Hence, complex structures require plenty of internal alignment and new supply-chain partners. Each channel has individual ad tech ecosystems, and fewer aspects fall under centralized agency support systems.
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Top seven highlights from the European Marketing Procurement Event
By Tina Fegent, FCIPS
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At the end of ProcureCon Europe Series Marketing, myself and Craig Butler were asked to cover off our views of trends / issues that the hashtag
#marketingprocurement community will be looking at in the year forward.
We only had 5 minutes for this Crystal Ball session so here is our list:
1. AI – Both in terms of use by Marketing and impact on Procurement processes.
2. Accessibility, Sustainability & DE&I – we are not seeing great strides in the progress of these 3 areas but Procurement can lead or at least really support on them. See our Conscious Advertising Network for more details.
3. Retail Media – ISBA have released a framework about it - https://lnkd.in/g9WmCKY2
4. Transparency - mainly related to media. This never seems to move forward and get resolved (I am sure I have shared many articles on this in a few hashtag
#TinaTells articles)
5. Measurement / ROI / Evaluation – invest in work that works and Procurement's role in managing that as was highlighted many years ago in the Magic and Logic study - https://lnkd.in/eJ5Qvcf5
6. Supply chain – Nicholas Louisson at ISBA is kicking off a project soon with suport from our CIPS - The Chartered Institute of Procurement & Supply Specialist Knowledge Group in Marketing.
7. In housing – a slow burn but coupled with AI could be a big focus for brands next year
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"Fasten your seat belt": What to watch for in this year’s TV and streaming advertising upfront market
by Tim Petersen, Digiday
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There’s no official start to the TV and streaming advertising upfront marketplace (there’s not necessarily an end either). But this week’s presentations by major TV networks and streaming services serve as the unofficial kickoff to the annual haggling cycle.
And this year’s cycle is likely to be a long one – and potentially a bit of an adjustment to how buyers and sellers do business in the upfront.
“In general, we are much more behind this year in terms of just client readiness to commit dollars pretty much across the board,” said an executive at a major agency holding company last week. “By this time in previous years, we’ve had a pretty clear sense of what approved budgets will be. We’re probably at like maybe 50% of our budgets are pretty visible and understood at this time.”
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How Walmart, P&G, General Motors, PepsiCo and other big marketers are spending Black-Owned Media
by Jack Neff, AdAge
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Ad Age survey shows top 100 advertisers boosted spend 24% last year, but some cut spending and a third spent nothing
Amazon, Coca-Cola, Diageo, Eli Lilly, McDonald’s, Procter & Gamble, PepsiCo and Walmart were among the major marketers that increased their spend on Black-owned media channels at some of the highest rates in 2023, according to an Ad Age survey of Black-owned media companies. This helped offset some sharp declines from advertisers including AT&T, General Motors and Target.
Ad Age surveyed seven Black-owned media companies on how the 100 Leading National Advertisers spent on their channels in 2023. The survey only covered top advertisers and a portion of Black-owned media, so it’s not necessarily representative of the entire market. But these media companies saw a 24% increase in spend from the top 100 advertisers to $144 million last year, indicating growth at least for Ad Age’s roster of blue-chip advertisers..
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ANA calls for contracts and auditing shakeup over principal media ‘conflicts of interest’
by Omar Oakes
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US trade body The Association of National Advertisers has called on brand marketers to tighten up media agency contracts and introduce auditing of so-called principal media sales to prevent conflicts of interest.
The ANA Principal Media Report, launched today during the annual Global Marketer Week from the World Federation of Advertisers, shows a wide gap between marketers’ knowledge of principal media (PM), despite the practice being “ubiquitous”.
Principal Media (PM) is the process whereby media agencies resell media to their clients at a price that is higher than they pay for it themselves.
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by Lindsay Rittenhouse, AdAge
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Cuts to internal agency DE&I departments and brands hiring fewer diverse vendors and suppliers are among the confluent issues slowing progress
Four years after the murder of George Floyd sparked a social injustice movement that caused advertisers to make commitments to improve industry diversity, companies appear to be pulling back or reversing the promises they made.
Several confluent issues are slowing progress on diversity, equity and inclusion in certain pockets of the industry, according to 16 industry executives interviewed for this story, including DE&I consultants and diverse agency owners. Those include cuts to internal DE&I departments at ad agencies; layoffs disproportionately affecting people of color leading to a decreasing number of diverse executives and employees at agencies and marketers; and marketers scaling back on hiring diverse vendors, suppliers and running advertising that targets diverse audiences.
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Taking Out the Trash: How Innovators Are Detoxing Adtech
By Pesach Lattin for aDOtat
By Mark Reiss, ami+ partners
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Welcome to the wild world of adtech, where the middlemen—highway robbers, money-grubbing gatekeepers, and digital parasites—have reigned supreme for years.
They’ve siphoned ad revenue from publishers and lined their pockets with grand promises of digital marketing miracles. What did they deliver?
Bot-driven ad impressions, rock-bottom CPM prices thanks to bot farms, and a tidal wave of fraudulent clicks. Advertisers threw billions into this black hole while real human engagement became an afterthought.
Lured by dreams of new revenue streams, publishers woke up to a nightmare of declining revenues and shrinking margins. Real content producers couldn’t compete with fake publishers with zero content costs and endless phony visitors. The middlemen? They thrived, laughing all the way to the bank.
It’s partially why publishing has died a slow, painful death. As CPMs dwindled, real advertising and sponsorships for content were replaced by tech nonsense that offers no Return on Ad Spend (ROAS). Instead of supporting quality journalism and content creation, the industry flooded the market with cheap, bot-driven impressions that did nothing for genuine engagement. This race to the bottom devalued real estate once considered prime, leaving publishers scraping the bottom of the barrel to stay afloat.
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Advertising:
Who Cares? An Update.
By Pam Wick, Chair/Non-Executive Director
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The ad business is facing unprecedented change—the shift to online, the growth of giant platforms, the explosion in ad tech, and the tsunami of data available to marketers. All are inevitable results of changes in how we consume media.
These changes have been and will continue to be unintended and unwelcome consequences. People are increasingly bombarded with irrelevant, intrusive ads that don't appeal and often annoy. Their preparedness to see advertising in any way positive has reduced.
Advertising: Who Cares? An Update.
We now have almost 200 supporters. All have volunteered, but we have yet to start really pushing our case, although we now have the tools to do so.
Next, courtesy of Graeme Blake and the team at Blutui, we now have a website ht
You can volunteer to join a workstream and (eventually) book tickets for the event we're planning for September in London.
We have now confirmed all 5 workstreams and have committed leaders.
-Trading, Transparency and Trust - Jenny Biggam, Founder, the7stars
-Business Models - Michael Farmer, Consultant and Author ('Madison Avenue Makeover' and 'Madison Avenue Manslaughter')
-Measurement and Accountability - Denise Turner, CEO, Route
-Recruitment and Well-Being - Crispin Reed, Founder, Skyscraper Consulting
-Sustainability, Ethics, and Privacy - Ruben Schreurs, CSO, Ebiquity
Please volunteer to join one or more so that your views can be represented. Joining is straightforward from the site; if you have any problems, you can contact Brian, who will pass your details on to the relevant leader.
www.linkedin.com/posts/caspiaconsultancypamvick_positive-change-for-adland-who-cares-activity-7205935355223543808-4h3r?utm_source=share&utm_medium=member_desktop
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Women in Marketing Procurement is a community dedicated to fostering learning, driving innovation, and celebrating success within the realms of marketing procurement, agency management, and marketing operations. This group aims to empower its members by providing a platform for knowledge sharing, professional development, and the advancement of women in these critical fields | | |
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Visit our website to learn more about our team and the different areas of marketing procurement that we serve.
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