As AI transforms creative and strategic workflows, the traditional agency RFP is overdue for reinvention. This session explores how marketing procurement professionals can evolve their pitching and selection processes to surface real value—what to ask, how to test capabilities, and where it’s worth investing. This session will equip marketing procurement professionals with practical tools and frameworks to rethink what they ask, how they test, and what’s worth paying for in a landscape where technology and creativity converge.

• Identify where to focus budget and effort for the best procurement ROI
• Discover smarter ways to test and evaluate agency capabilities with AI tools
• Integrate technology and human insight to drive more transparent, effective agency partnerships