Jul 2023 – At R3’s closed-door roundtable in Singapore, marketing procurement leaders from Google, Kenvue, Mastercard, Meta, Mondelēz, NTUC Fairprice, Standard Chartered, Unilever, and Zespri discussed marketing tech, the importance of ESG, influencer partnerships, and the impact of AI on cost and efficiency.
Effectively harnessing advanced technology poses an ongoing challenge for marketing teams. Procurement faces notable difficulties in managing risks related to emerging trends, such as influencers and AI. While jumping on new trends holds promise for cost savings in certain areas, thorough evaluation and scrutiny must be done to mitigate potential risks and maximize benefits.
To stay ahead in the dynamic marketing landscape, marketing procurement teams must work closely with marketing, and stay informed about new technologies, trends, and best practices. Collaboration, innovation, and strategic decision-making will drive sustainable growth and competitiveness in the years to come.
Our consultants and strategists help marketing and procurement teams matrix their internal resources so they can build marketing capability aligned to core business priorities and forecast talent needs. This includes delivering insights into the internal organizational structure of competitors, and similar and best-in-class brands needed for driving marketing excellence.
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