From fluctuating currencies and media costs to regulatory changes and sanctions, external shocks are increasingly influencing marketing investment decisions. In this discussion, senior marketing procurement executives will share how they are adapting sourcing strategies, rebalancing global vs. local spend, and revisiting contract clauses to protect flexibility and continuity.  

• Build sourcing strategies that can flex as markets and costs shift 
• Balance global frameworks with local agility in volatile conditions 
• Align with finance and marketing on thresholds for reallocating or pausing spend 

Traditional input-based compensation models — retainers, labor multipliers, 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. 

• Identify which agency tasks AI is automating — and what that means for how you pay 
• Explore compensation frameworks that reward outcomes rather than inputs 
• Structure deals that protect advertiser value while giving agencies room to innovate