In this episode of the What's Next podcast, we speak with Tina Fegent, a leading specialist and consultant in Marketing Procurement.
Marketing Procurement is the buying of goods and services that support an organisation’s Marketing investment. It covers the Marketing 4 P’s – Product; Price; Place (Distribution) and Promotion. It is a wide-ranging category covering spend areas such as advertising through to the negotiation of sponsorship contracts.
Tina gives her insight into how Marketing Procurement has grown, evolved and where it is headed.
The What's Next podcast explores big ideas and innovative thoughts on the future of Marketing and Advertising. Our guests come from varied backgrounds across the industry; the topics we seek to cover include cultivating positive company culture, consumer & industry trends, leadership and more.
** ABOUT TINA FEGENT **
Tina Fegent was one of the first to work in Marketing Procurement over 25 years ago. Tina then established many of the first 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 then the first Procurement person to work agency side at Grey Advertising and Lowe London as their Commercial Director. 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 (in the last 12 months or so) have been Amazon, SSE, PepsiCo, Halfords, Imperial Tobacco, Checkatrade, P&O Ferries and Aldi.
She works at a strategic level to help identify what is required to make marketing procurement successful in an organisation. Market knowledge and stakeholder engagement being some of her key attributes. She manages and works alongside clients and agencies to make sure the best commercial relationship is in place.
She also mentors and trains marketing procurement teams and individuals. She has chaired the Chartered Institute of Purchasing and Supply (CIPS) Specialist Knowledge Group on Marketing Purchasing since its inception in 2006. She was a key contributor to the Magic and Logic initiative and am a regular speaker globally on Marketing Procurement. And very proudly she was the first Marketing Procurement person to appear in Campaign's Annual A List of the most powerful people in the Advertising industry!
She is also the volunteer Director of Recruitment for the Conscious Advertising Network, which is trying to make sure that the industry ethics catches up with the technology of modern advertising, and brands are being asked to sign up and support the 6 manifestos that are in place to counteract topics such as fake news and ad fraud.