Brett Colbert

Chief Procurement Officer
MDC Partners

Check out the incredible speaker line-up to see who will be joining Brett.

Download The Latest Agenda

Day 1: Monday, November 16, 2015

Monday, April 11th, 2016

10:00 Panel Discussion: The Shift from Channel First to Content First—Marketing in a Digital World

In a digital-centric world, it’s no longer acceptable to base your message on the delivery method. You need to create your message first, then determine the appropriate channels to deliver the message. Breaking down the silos will take work, and procurement will be able to help squeeze out savings without resorting to fee cuts.

What types of organizational restructuring is necessary to break down the silos and flow content into the channels?
Ensuring multiple agencies work together to create synergies and reduce costs
Eliminating duplicative SOW to generate savings with a content-first strategy
Do you necessarily want to go to the same place for content? How do you find who’s interesting?
Where to place vs. buy content
Measurement, data and analytics

11:00 Category-Driven Procurement: What Does “Great” Look Like?

Once you’ve developed a functional relationship with marketing, procurement can do big things and innovate the category rapidly. But when evaluating the various categories in marketing, what does great look like and how should best practice be measured? Learn here how to:

Optimize global consistency of brands through a category management strategy
Set KPIs and measures to become clear around what category maturity will look like
Compare qualitative and quantitative base-lining
Map categories and skillset needs
Develop plans and opportunities to set procurement up for success
Understand what leading truly looks like and how to lead with a marketing mindset
Link strategies to corporate ambitions and the customer journey