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

I think we are going to see a fundamental shift in what marketing procurement is expected to deliver. For too long, the function has been measured primarily on savings, when its real value should be much broader.

AI will undoubtedly change how marketing is created, delivered and measured, but I think the bigger challenge for procurement will be understanding the implications for agency models, remuneration, transparency and ultimately value.

We are also seeing significant consolidation across the agency landscape, while many clients are still operating with complex internal structures and agency rosters that haven't kept pace.

The opportunity for marketing procurement is to help shape the future marketing ecosystem, rather than simply negotiate the cost of it.

What's the biggest challenge marketing procurement leaders are facing right now that isn't being talked about enough?

For me, it's the capability gap within marketing procurement itself.

The role has become significantly more complex. We are expected to understand everything from creative effectiveness and media to technology, data, AI and increasingly complicated agency commercial models. Yet I am not convinced that we have invested sufficiently in developing the skills and capabilities of the marketing procurement people doing the job.

We talk a lot about becoming more strategic, but that doesn't happen simply by changing job titles or adding more categories to someone's responsibilities.

We need people who understand marketing, can challenge constructively, build strong relationships and have the commercial confidence to operate as genuine business partners.

If we want marketing procurement to be taken seriously as a strategic function, we have to invest in the capabilities that make it one.

As procurement becomes a more strategic business partner, what skills and capabilities do leaders need to develop within their teams?

I think we need to move beyond the traditional procurement skill set. Of course, commercial acumen, negotiation and sourcing expertise remain important, but they are no longer enough on their own.

Marketing procurement professionals need a much deeper understanding of marketing itself: how brands grow, what drives effectiveness, how agencies create value and how the wider marketing ecosystem operates.

Equally important are the softer skills, particularly curiosity, influencing, relationship building and the confidence to challenge both internal stakeholders and external partners constructively.

And with AI and technology changing the landscape so quickly, continuous learning has to become part of the job. For me, the best marketing procurement professionals combine commercial rigour with marketing understanding and strong relationships. It's that combination that makes the difference.

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

I think we have to stop treating cost and value as though they're the same thing. The cheapest solution isn't necessarily the best solution, particularly in marketing, where the quality of the output can have a significant impact on business performance.

Of course, procurement has a responsibility to ensure money is being spent wisely, but that means understanding where efficiencies can be made without compromising the things that actually drive growth.

Sometimes that means simplifying agency rosters, removing duplication or challenging ways of working. Other times it means recognising that investing more in the right talent, creativity or innovation will deliver a better return.

Good marketing procurement isn't about spending less. It's about making sure the business gets more from what it spends.

Tina 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.