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I was in marketing procurement myself back in 2002 to 2004 and things of things have changed a lot it's become a lot more sophisticated certainly back then everything was about price well that definitely has a place it needs to be more than that it's always for me being also about value most businesses have really have really got their there's now a really solid core many of whom are here today of marketing procurement professionals who actually see marketing procurement as not just one rotation but more it's it's a career in its own right I've seen the marketing community flourish over the last 2025 years and I think now what what a successful marketing procurement look like it looks like is somebody who's a guardian of the commercial relationship between that client company at that brand and their external partners so they're agencies they're highly commercial they are highly analytical and ideally they really understand the category and also they need to drive both cost-effectiveness and value for their organization I think it's really great what WFA is doing the project spring because you know we need to shift the needle somewhat there are a lot of new people coming into the category they're probably from a classic procurement background where they're looking at savings and you know it's beyond that now it really is I think marketing procurement is a great opportunity right now I think they're in a very challenging role but I do think that they're hungry to make a difference I think that they are being very intentional about how much they can have an Packt learning as much as they can and I think they're gonna be critical in terms of operationalizing the and supporting the creative ecosystem for marketers at the WFA one of the things that we talked about was that marketing professionals marketing procurement professionals need to be more entrepreneurial and and try things a marketing procurement person can help create the the infrastructure for which a marketing organization can experiment from a marketing procurement perspective we've seen procurement mature over the past decade to the point where if armed with the right data at the right time in front of the right audience within their organizations they can be a huge benefit and true partner with marketing if they don't have that data and don't have the right message to marketing they can simply be seen as a blocker and that's where we see this rub between marketing and procurement happen a lot but what we see is as clients get more efficient with the data that they're bringing to the table they really can provide real change and real impact to the bottom line in terms of business results marketing procurements been very under resourced and so you're often one or two of you in an organization and just getting those contracts done is an achievement in itself the way I think things are going in the future and we'll be going in the future is actually giving those marketing people time to actually oversee the implementation of those contracts [Music]