20% - The Marketing Procurement Podcast

Caroline Johnson discusses the importance of agency innovation from a client's perspective, emphasizing the need for sustainable marketing models. The podcast explores challenges in the creative industry's commercial model and advocates for agencies to elevate value by shifting towards consultancy and transparency in commercial discussions.

Guest Brett Colbert discusses the need for change in the marketing industry and emphasizes the importance of viewing marketing as an investment. They highlight the impact of ineffective processes and collaboration on costs and emphasize the importance of building strong relationships with agencies. The chapter ends with the speaker sharing their approach in being the best client for agencies and seeking their input on how to get the best work from them.

George Tannenbaum, veteran creative director, discusses the changing nature of the advertising industry, the deification of data, and why procurement deserves to win in negotiating battles. The importance of differentiation in advertising and the value of artful solutions are also explored. The evolution of creativity in advertising is discussed, highlighting the impact of data obsession on innovation, emotions, and human connection.

20% welcomes its first client/agency team in the form of Kruger Products CMO Susan Irving and Broken Heart Love Affair co-founder Beverley Hammond. Together they discuss the trust and risk required to get to Kruger’s needle-moving and award winning campaign Unapologetically Human. Win Without Pitching Blair's Twitter Blair's Linkedin The ICA Leah's Linkedin The ICA's Linkedin Broken Heart Love Affair Beverley's Linkedin Kruger Products Susan’s Linkedin Unapologetically Human

Caroline Johnson, The Business Model Company cofounder, discusses agency model innovation, emphasizing the need for new business models to drive commercial success and value creation for clients. Topics include transforming agency business models, challenges in marketing procurement relationships, rethinking agency pitching processes, and innovating revenue strategies for sustainable growth.

David Meikle, a consultant specializing in advertising and marketing performance, shares insights from his new book, Tuning Up. He discusses the Meekle Matrix, a framework designed to enhance client-agency relationships. Listeners learn about his leadership experience in Russia's booming advertising scene and the complexities of aligning agency capabilities with client goals. The conversation also addresses the control-responsibility paradox and the importance of transparency in budget discussions, providing strategies for negotiating and articulating value.

Niki McMorrough, with experience on both sides of the client-agency relationship, shares the flaws of the traditional pitching process and the power of saying no. She discusses the importance of maintaining a balanced power dynamic, the impact of saying no within an agency, and the benefits of evaluating portfolios and having conversations to determine the right fit.

Blair and Leah are concluding their brief summer hiatus, back in the studio this week, preparing to bring you a brand new interview in two weeks time.  Until then, Blair has shamelessly selected another episode of his other podcast, 2Bobs: Conversations on the Art of Creative Entrepreneurship, which he cohosts with David C. Baker. In this episode from 2021, David interviews Blair about his Amazon #1 best-selling book, The Win Without Pitching Manifesto, ten years after its launch. Blair's Twitter Blair's Linkedin Win Without Pitching Leah's Linkedin  The ICA The ICA's Linkedin David C. Baker 2Bobs The Win Without Pitching Manifesto

Michael Farmer, an author and agency advisor with roots in consulting, dives into his latest book, exploring the monumental shift in advertising agency practices. He discusses the transformation of HUGE and the industry's move from traditional fee structures to client-centric models. Farmer shares his unique journey from English major to advertising consultant, highlighting pivotal career moments. He emphasizes the challenges agencies face in fostering innovation, restructuring for client engagement, and adapting to the evolving market landscape.

While Blair and Leah take a brief summer hiatus, we're delighted to bring you an episode of Blair's other podcast, 2Bobs: Conversations on the Art of Creative Entrepreneurship. In this episode, Blair and his co-host David C. Baker talk about Blair's Innoficiency Principle as it applies to running an agency.  Blair's Twitter Blair's Linkedin Win Without Pitching The ICA's Linkedin Leah's Linkedin  The ICA David C. Baker 2Bobs The Innoficiency Problem