Marketing Procurement iQ Conference Day Two: Shaping the Future of Media and Marketing Procurement

Day Two at the Kia Oval in London, and the theme of the Marketing Procurement iQ conference has all been about looking forward – to the next wave of opportunities, tools and strategies shaping the industry. With themes ranging from the evolution of media measurement to the importance of emotional intelligence to, (yep you guessed it) – the role of Ai (again), there was no shortage of powerful discussions surrounding how procurement teams can keep up and stay ahead in an increasingly complex, performance-driven landscape.

So, what were the standout themes from day two? Here’s a recap of the key moments that captured the attention of the industry’s best and brightest:

Media’s Changing Landscape: Keep it Moving

One of the most notable topics spoken about during the day was the evolving role of media consultants. As Frederik Kinge, Global CEO of ECI Media Management, pointed out, the traditional focus on reporting is being replaced by an outcome-oriented approach to media measurement. Cutting through the noise is vital, and achieving this means a close partnership between procurement and marketing teams. “Focus on quality,” Kinge emphasised… “when you’re out of quality, you’re out of business”.

But quality isn’t just about the content itself, it’s about understanding the broader dynamics of the media landscape and measuring ROI effectively. Many of the talks today highlighted that creativity and effective media planning can multiply the impact of every pound spent, leading to measurable growth and improved results.

Metrics that Matter

Sticking with the theme of adapting to change, there was plenty of focus on how procurement is evolving within the context of performance marketing. While cost savings remain important, procurement teams are now expected to measure deeper business outcomes such as lifetime value and revenue impact. This shift requires smarter performance measurement like Origin, the cross-media measurement solution, a move away from the purely cost-driven approach that often misleads marketers.

Procurement needs to step beyond the transactional mindset and focus on unlocking growth. It’s not just about the cost reductions, it’s about outcomes.

Is Ai Really Taking Over?

We were always going to mention it eventually… so what was today’s verdicts on Ai? Experts made it clear that while Ai can streamline targeting, bidding, and personalisation, it’s far from a replacement for human decision-making. Our very own Charlotte Mullan, Managing Director at Walk-In Media took the lead in this discussion, pointing out that while Ai is revolutionising media buying, human creativity and strategic thinking remain irreplaceable. For media buyers, this means the future lies in integrating Ai to enhance strategic thinking rather than simply replacing it. Charlotte emphasised that “media planning and buying aren’t just about data points, but about understanding context, content, and the creative journey that truly resonates with audiences”.

Understanding the Human Beyond the Click

While data and measurement tools will always be a key factor, Jeanette Hubsch, Global Procurement Lead Commercial at Grünenthal Group, brought attention to the importance of emotional intelligence in building successful, sustainable relationships. Communication is key and will always stand at the heart of all successful marketing – “deals aren’t won on spreadsheets; they’re won on trust, empathy, and human connection”.

This message resonated across multiple sessions throughout the day, highlighting that procurement teams should be equipped not only with technical expertise, but also the human connection needed to drive long-term success.

Moving Beyond the Status Quo

There were plenty of nodding heads in the audience when Traci Dunne, Founder of Transform-Renew-Sustain (TRS) pondered the growing importance in focusing on ‘progressive’ media investments, meaning we should be considering more independent, diverse platforms that better represent underrepresented communities, and tapping into often missed opportunities within the marketing procurement scene. 

Traci was joined on stage but Amy Jenkins, Customer and Commercial Leader at Channel 4, who gave her own key advice on the subject: “inclusivity has to start at the beginning of the project, and not just as an afterthought. If you expect more, you’ll get more – continue to be curious”.

Is Digital Media Worth the Investment?

Are brands wasting money on digital media? With growing concerns over ad fraud and the quality of digital impressions, Charlotte Mullan warned that advertisers are sometimes blindly following the digital hype without full accountability. Charlotte’s talk focussed on the fact that it’s not just about reach, it’s equally ensuring the platforms you’re using are genuinely adding value to your brand and not just taking up space – providing far better long-term health and thus a more cost-effective strategy. 

As the digital landscape evolves, the challenge lies in harmonising data from various sources and understanding its real-world impact – deploying smarter, more responsible advertising strategies that prioritise effectiveness over volume.

So What’s Next?

If anything was made clear today by the industry experts, it’s that the media industry isn’t slowing down any time soon, and we can expect it to grow into even more silos and acquire greater complexity. As procurement teams and agencies are asked to integrate end-to-end solutions across all marketing channels, the importance of finding the right mix of media investments (and measuring their effectiveness) will be more critical than ever.

All this being said, there’s patently a mega opportunity in the next few years to push boundaries and redefine how brands approach media buying – it’s not about bigger, it’s about better. Innovation, strategic partnerships and a focus on measurable outcomes are essential for driving success in the years to come. That message came across loud and clear.