Pimento BD Club: Understanding the Changing Marketing Landscape

We were joined by two extraordinary guests lined up for this webinar:

– Adrian Mooney, Consultant Marketing Director at Hovis
Adrian is an accomplished VP/Marketing Director with 25+ years experience across FMCG, Health & Wellbeing, Services, Drinks and Digital – driving growth for Multinationals, SME, Challengers and Start-ups. Highlights? Leading commercial and brand growth through vision, reposition and pivotal strat plans for not only 1/ treasured brands (Heinz, Weetabix, McVities, Scholl, Dulux) but also 2/ growth hacking for scrappy, digital up and comers (Goodfellas, Remington, teapigs, WeTRAIN, Purdey’s, Off the Eaten Path, Flipz).

– Tina Fegent, a marketing procurement consultant
Tina was one of the first globally to work in Marketing Procurement 30 years ago. She established many of the 1st Marketing Procurement teams in the UK for Cellnet (Telefonica), SB (GSK) and Orange & France Telecom. From Lucozade Sports bottles to Orange Arrows Formula One Racing, there isn’t a category of marketing that she hasn’t procured. She was the 1st Procurement person to work agency side at Grey Advertising as their Commercial Director. She then did the same role at Lowe Advertising, an experience that taught her how agencies work commercially. In 2006 she set up Tina Fegent Consulting to offer a Marketing Procurement Consultancy service to clients. Recent clients have included PepsiCo, SSE, Lidl, Scholl, Checkatrade and OPPO.

Together, Adrian and Tina delved into the world of a CMO and procurement, exploring the challenges, opportunities and focus over the coming 12 to 24 months.

This is a unique opportunity to get insights into the changing nature of client and agency relationships from two leading experts in the field.

Intro: (00:00)
The biggest challenges facing clients at the moment: (04:26)
How marketing agencies can stay ahead of the curve: (10:05)
Working effectively with procurement to get the best deals for clients: (17:32)
How clients go about finding the right agency partners: (21:11)
What puts clients off an agency?: (29:18)
Biggest opportunities for marketing agencies over the next 12-24 months: (36:41)
Q&A Ringfencing Budgets: (42:24)
Q&A Are clients actively diversifying their client roster?: (44:03)
Q&A Creativity vs Data and Strategy in Pitching (46:23)
Q&A How do small agencies get on procurement lists for future RFPs?: (50:20)
Outro: (53:26)

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