For many clients, fee capture is top of mind—but a narrow focus on cost can unintentionally squeeze out innovation and long-term value. In this session, marketing procurement pulls back the curtain on how they are redefining agency partnerships in the AI era: moving away from pure rate negotiation toward frameworks that reward performance, creativity, and measurable business impact. You'll hear directly what partnership frameworks and incentives they're moving toward in the AI era, and what agencies and solution providers can do to position themselves as growth partners instead of line items to be reduced. 

Marketing organizations are awash with reports, but still struggle to answer a simple question: what's actually working? Marketing procurement is uniquely positioned to close that gap by bringing together spend, performance, and operational data into a coherent impact narrative that resonates with senior leadership. Learn how to reposition the function from "cost controller" to "impact translator," turning complex data into clear recommendations that drive smarter investment choices across brands and markets.