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 

With consolidation redefining the agency ecosystem, procurement leaders must rethink how they drive value, maintain optionality, and ensure transparency. Panelists will discuss how they're evolving their approaches, challenging bundled models, sharpening scopes, and building strategies that preserve flexibility in a more concentrated marketplace.