Marketing procurement is changing rapidly. What do you believe will have the biggest impact on the function over the next two to three years?

Marketing procurement changes reflect the agency landscape rapid movements and the brands new structures and requirements.

A factor that will have big impact on the function over the next two to three years is the evolution of agency remuneration models, with a clear trend towards "shared benefit models." These models reflect the necessity of aligning economic interests between brands and agencies, moving beyond traditional transactional approaches.

Marketing budgets remain under pressure. How can procurement balance cost optimisation with supporting innovation, creativity, and long-term brand growth?

With marketing budgets remaining under constant pressure, procurement can actively contribute in balancing cost optimization thus mainting innovation, creativity, and long-term brand growth. "Shared benefit models" offer a solution to the challenge.

Main highlights:

• Cost Optimization through Alignment: Instead of negotiations solely focused on price, shared benefit models incentivize mutual efficiency and success. Agency remuneration is tied to the achievement of specific business objectives for the brand, transforming spending into an investment with a measurable return. This actively contributes to brand budget reductions without compromising quality.
• Supporting Innovation and Creativity: When remuneration is linked to results and business impact, agencies are naturally motivated to propose more innovative and creative solutions that generate tangible value. In this scenario, procurement is not just cutting costs; it becomes a strategic enabler that ensures the brand receives the right offering in terms of creativity.
• Long-Term Brand Growth and Partnership Consolidation: Implementing these models requires a high level of maturity from all involved parties. However, once this readiness is achieved, the opportunities are immense, especially in terms of consolidating partnerships between brands and agencies. Deeper, more strategic relationships lead to a better understanding of the brand, greater consistency in campaigns, and ultimately, sustainable, long-term growth.

We can therefore say that, by adopting shared benefit models, marketing procurement can evolve from a cost-controlling function into a strategic partner that enables value, actively supporting creativity and brand growth within a constrained budget environment.

For senior marketing procurement leaders considering attending ProcureCon Marketing Connect 2026, why would you recommend they join you?

I believe it is a great opportunity to hear from other leaders, get inspiration that can trigger best/new practices to be tested and implemented. Looking forward to being inspired and learning!!

Claudia Berzoini will be joining us at ProcureCon Marketing Connect 2026, alongside other senior marketing procurement leaders.

Download the agenda to explore the full speaker line-up, sessions and networking opportunities