The next wave of marketing innovation is often driven by smaller, emerging players. In this fireside chat, hear how one organization has created pathways for smaller and diverse suppliers to win work, from tailored RFP processes to capacity-building support and fairer commercial terms. Listen to stories about what has worked, what hasn't, and how to measure impact beyond simple spend metrics. 

• Adjust commercial terms to balance fairness, risk, and long‑term partnership 
• Capture and report the benefits of working with smaller businesses, such as innovation and agility 
• Share lessons learned on what has and hasn't worked in opening doors to new players