ProcureCon Marketing 2026 » Monday November 9, 2026

Monday November 9, 2026

Monday November 9, 2026 Tuesday November 10, 2026 Wednesday November 11, 2026
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The New Marketing Ecosystem: Procurement's Role in Shaping How Work Gets Done

7:30 am - 8:30 am Continent Breakfast & Registration (Grand Opening of the Solutions Zone)

8:00 am - 8:30 am Optional Breakfast Workshop: Intro To Marketinf Procurement

Michele Goodwin - Senior Manager Indirect Procurement, Marketing, Church & Dwight Co.

Are you new to the Marketing category? Were you plopped into procurement without knowing media from digital? Join this roundtable talk before sessions officially commence to get some helpful perspective from a pro who has been in your shoes. This is a great way kick off your ProcureCon experience. Everybody starts somewhere! 

Michele Goodwin

Senior Manager Indirect Procurement, Marketing
Church & Dwight Co.
See Bio

8:30 am - 8:40 am Welcome Remarks And Icebreaker

Kelly DeLuca, Program Director, ProcureCon Marketing 

8:40 am - 8:50 am Chairperson's Remarks

8:50 am - 9:10 am Keynote Case Study/Fireside Chat: Owning the Narrative: Demonstrating Procurement's Value In The Age Of AI

For years, marketing procurement has been measured primarily on savings. In the age of AI, that definition of value is too small. Today's AI and automation tools give procurement unprecedented visibility into marketing performance, supplier behavior, and demand patterns—and with that comes new power to shape strategy. Marketing procurement leaders can harness AI and automation to shape smarter investments, unlock new insights from marketing and media spend, and influence the decisions that define commercial growth.  

  • Elevate marketing procurement's role from cost gatekeeper to strategic advisor 
  • Identify patterns in demand, pricing, and partner performance that inform smarter decisions 
  • Use AI and automation tools to connect spend, performance, and supplier behavior into a clearer picture of marketing ROI 

9:10 am - 9:30 am Keynote Presentation By Publicis Production

9:30 am - 10:10 am Panel: From Chaos to Structure: Agency Models That Make Influencer Spend Manageable

Influencer and creator work often starts in pockets of the business, leading to fragmented contracts, inconsistent rates, and limited oversight. This discussion focuses on how to bring structure to that chaos through smarter agency setups that centralize visibility while preserving local flexibility. Panelists will share how procurement is influencing decisions on global vs. local agencies, specialist vs. integrated partners, and the operating rules that keep influencer programs commercially sound. 

    • Map where influencer and creator work is happening across the business 
    • Consolidate fragmented contracts and rate structures into clearer frameworks 
    • Establish operating rules that centralize visibility while preserving local flexibility 

    10:10 am - 10:50 am Morning Networking Break in the Solutions Zone

    10:50 am - 11:20 am Panel: Safeguarding Flexibility and Control in an Era of Fewer, Bigger Partners

    With consolidation redefining the agency ecosystem, procurement leaders must rethink how they drive value, maintain optionality, and ensure transparency. Panelists will discuss how they're evolving their approaches, challenging bundled models, sharpening scopes, and building strategies that preserve flexibility in a more concentrated marketplace. 

    11:20 am - 11:40 am Presentation By ITG

    12:40 pm - 1:40 pm Lunch for All Attendees

    12:40 pm - 1:40 pm Private Lunch Hosted by Zinc Group

    Join Zinc Group for a private lunch where candid conversation meets actionable strategy—your seat at the table for breakthrough ideas and elite connections.  

    (RSVP Required.) 

    Track A: AI-Enabled Procurement: From Pitfalls to Playbooks

    1:40 pm - 2:10 pm Workshop/Forum/Vent Session: Part 1: Pitfalls of AI In Procurement/How is AI Not Working For You
    AI promises to make marketing procurement smarter and faster - but many tams are living with clunky tools, bad data, vendor hype, and pressure to "use AI" without clear value. This workshop creates a candid forum for attendees to share where AI is failing them, compare stories, and surface common pitfalls that slow work instead of improving it.

    Track A: AI-Enabled Procurement: From Pitfalls to Playbooks

    2:10 pm - 2:40 pm Workshop/Forum Part 2: How is AI Working For You
    Building on our earlier venting session, this workshop flips the script to focus on where AI is genuinely delivering value for marketing procurement. Explore practical use cases like faster spend analysis, cleaner rate benchmarking, smarter supplier shortlists, and lighter-touch contract reviews that are saving time and sharpening decisions.

    Track A: AI-Enabled Procurement: From Pitfalls to Playbooks

    2:40 pm - 3:15 pm ProcureCon Partner Workshop
    Take sourcing further: join this engaging workshop for frameworks you can use, cross-functional strategies that stick, and insights to boost marketing procurement's business value.

    Track A: AI-Enabled Procurement: From Pitfalls to Playbooks

    3:15 pm - 3:45 pm Workshop: Maximizing Visibility in an AI World: Equipping Procurement for the Move from SEO to AEO

    As AI shifts discovery from search engines to AI engines, digital strategies are moving from SEO to AEO—optimizing for how AI systems surface brands and content. This panel explores what that change means for marketing procurement: new partner types, evolving scopes of work, different data and tech fees, and fresh risks around transparency and performance. Hear how procurement can adapt its sourcing, contracting, and measurement approaches to support AI‑first digital marketing without losing commercial control. 

    Track B: Next-Gen Marketing Procurement: Roles, Models, and Influence

    1:40 pm - 2:10 pm Workshop: Programmatic Media - Best Practices For Getting the Most Out of Your Programmatic Advertising
    This workshop shows how marketing procurement can shine a light on the value chain, using the right data points, commercial levers, and governance mechanisms to drive better outcomes. Participants will walk away with concrete techniques for unpacking cost structures, optimizing supply paths, and structuring contracts and KPIs that reward true performance, not just volume. 

    Track B: Next-Gen Marketing Procurement: Roles, Models, and Influence

    2:10 pm - 2:40 pm Panel: AI Agents and the New Agency Operating Model: 2027 Staffing and In-Housing Plans
    Traditional input-based compensation models like retainers, labor multipliers, and cost-plus are becoming obsolete as AI agents automate tactical tasks and reshape how work gets done. This session explores what next generation compensation frameworks could look like to balance transparency, efficiency, and performance incentives, while still giving agencies room to innovate and invest in new capabilities.

    Track B: Next-Gen Marketing Procurement: Roles, Models, and Influence

    2:40 pm - 3:15 pm ProcureCon Partner Workshop
    Step into a procurement masterclass - work through real world marketing sourcing challenges, benchmark best-in class supplier management, and unlock negotiation wins you can implement right away.

    Track B: Next-Gen Marketing Procurement: Roles, Models, and Influence

    3:15 pm - 3:45 pm Workshop: Re-Architecting Creative Procurement: Building the In-House Production Model In The Age of AI

    As brands bring production capabilities in‑house to gain control over cost, speed, and personalization, marketing procurement steps into a new role: architect of the creative ecosystem. Hear how procurement can design the right mix of partners, platforms, and safeguards to scale in‑house production without sacrificing quality or compliance, owning the roadmap from tech selection to operating standards. 

      • Align creative ecosystem decisions with cost, speed, and personalization goals 
      • Own the roadmap from tech selection to operating model for scaled production 
      • Define standards and safeguards that protect quality, brand, and compliance 

      Track C: Boardroom - Where Marketing Procurement Gets Real

      1:40 pm - 2:10 pm Boardroom Global Partnerships 101
      Lauren Roderick - Director - Global Indirect Procurement, Corporate & Professional Services, Harman International/JBL
      this boardroom discussion focuses on the human and political side of global partnerships - how marketing procurement can align central and local stakeholders, secure buy-in from markets, and keep agencies or platforms truly "global" in behavior, not just in branding. Compare tactics for driving adoption, managing expectations, and using data to keep both partners and internal teams accountable.

      Lauren Roderick

      Director - Global Indirect Procurement, Corporate & Professional Services
      Harman International/JBL
      See Bio

      Track C: Boardroom - Where Marketing Procurement Gets Real

      2:10 pm - 2:40 pm Boardroom: The Road to Becoming a Trusted Advisor: Where to Start and the Stops Along the Way
      If you're tired of being told how important it is to be a Trusted Advisor without being told how to become one, this boardroom is for you. We'll dig into the practical steps you can take to launch you own journey and the milestone stages along the way. And we'll share discussions together where we sit on our own journeys and share some of the secrets we have learned in how to make a different and earn real trust.

      Track C: Boardroom - Where Marketing Procurement Gets Real

      2:40 pm - 3:15 pm ProcureCon Partner Workshop
      Ready to take strategic sourcing to the next level? Join this hands-on case study for actionable frameworks, cross functional collaboration tips, and proven methods for delivering business impact and marketing procurement.

      Track C: Boardroom - Where Marketing Procurement Gets Real

      3:15 pm - 3:45 pm Boardroom: Maximizing Value Through Barter

      Done well, barter can help stretch marketing budgets, offload surplus assets, and open new media opportunities; done poorly, it creates confusion and tension with finance and agencies. Marketing procurement leaders will examine how to position barter as a strategic tool rather than an end‑run around process. The group will cover when to consider barter, how to align stakeholders on objectives and success measures, and how to integrate barter into broader category and media strategies. 

      3:45 pm - 4:25 pm Networking Break in the Solutions Zone

      4:25 pm - 4:55 pm Panel: The Influencer Shift - What Marketing Procurement Needs To Know To Stay On Trend

      Influencer marketing has become a core part of the mix, but its workflows, risks, and economics look very different from traditional media. This panel will unpack what marketing procurement needs to know—from rate structures and talent usage rights to disclosure, brand safety, and performance expectations. Hear how leaders are building fit-for-purpose guidelines and guardrails so influencer spend is creative, compliant, and commercially sound.  

        • Understand common influencer rate structures and fee components  
        • Establish performance expectations and metrics tailored to influencer work  
        • Align influencer deal structures with broader commercial and brand objective 

        4:55 pm - 5:45 pm Interactive Beer Bucket Roundtables - Two (2) 25-min. Rounds
        1. Topic TBD, Alliansis 
        2. Topic TBD, Assemble Studios 
        3. Topic TBD, DoubleVerify 

        4:25 pm - 5:45 pm Private Tasting Hosted by DoubleVerify
        Take a break from the content to enjoy an exclusive tasting experience! Join expert mixologists for a hands-on session where you'll try delicious libations, discover flavor pairing secrets, and learn tips. Please note, space is limited and an RSVP is required to secure your spot.

        5:45 pm - 5:45 pm Reception In The Solutions Zone