Sponsorship, activation, and influencer marketing used to be separate budget lines managed by separate teams. They're not anymore. This session explores how marketing procurement can build the frameworks, contracts, and measurement approaches needed to manage modern brand partnerships as an integrated category, and why getting this right is one of the most significant commercial opportunities procurement hasn't fully claimed yet. 

• Establish measurement approaches that capture value across the full partnership ecosystem rather than isolated channel metrics 
• Negotiate rights packages that account for live activation and creator amplification from the outset 
• Claim procurement's seat at the table early enough in the brand partnership process to actually influence commercial outcomes 

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