Prudential is taking media quality from a measurement signal to a lever for investment and accountability. Hear how the brand is scaling Adelaide's media quality metric, AU, across channels, incorporating quality into MMM, and using it to set clearer expectations with publishers and partners heading into 2027 upfronts. The session will also explore what it takes to operationalize a shared quality standard across planning, buying, and measurement, and how marketers and procurement teams can use it to strengthen partner accountability without sacrificing flexibility. 

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