20% - The Marketing Procurement Podcast
Business & Economics Podcasts
In each episode a guest brings their marketing, procurement or agency perspective to bear on how these three parties sell to, buy from and work with each other, with Blair and Leah trying to get an answer to the question: "How do you 'procure' creativity without killing it?"
Location:
United States
Description:
In each episode a guest brings their marketing, procurement or agency perspective to bear on how these three parties sell to, buy from and work with each other, with Blair and Leah trying to get an answer to the question: "How do you 'procure' creativity without killing it?"
Language:
English
Episodes
Season 2 Coming 2Q24
11/29/2023
That's a wrap! We'll be back in Q2 of 2024 with a new season.
If you have suggestions on a specific topic that you think we should explore or recomendations on guests, let us know:
Blair's LinkedinLeah's Linkedin Catch up on our first season at 20percent.com or via your prefered podcast platform.
Our music is composed by the talented Tim Lauer.
Duration:00:03:18
This is Unsustainable w/ Caroline Johnson
11/15/2023
The Business Model Company cofounder Caroline Johnson is 20%’s first return guest and in this episode Caroline, Blair and Leah pick up where they left off in their last conversation on business model innovation among agencies. This time they view it from the client’s perspective, exploring why agency innovation is vital for clients and for the future of marketing services itself.
Win Without Pitching
Blair's Twitter
Blair's Linkedin
The ICA
Leah's Linkedin
The ICA's Linkedin
The Business Model Company
Caroline’s Linkedin
WFA & MediaSense Future of Media Agency Models Report
Quantifying The Value of Pricing
Duration:00:48:16
Marketing Is an Investment w/ Brett Colbert
11/1/2023
Brett Colbert is known for pulling no punches. In this episode he brings his direct and provocative point of view—from both sides of the procurement table—to bear on the state of marketing procurement today. Nobody in the marketing/procurement/agency triumvirate gets off easy in this episode. Grab some popcorn and settle in.
Win Without Pitching
Blair's Twitter
Blair's Linkedin
The ICA
Leah's Linkedin
The ICA's Linkedin
Brett’s company: Culture key
Brett’s Linkedin
Duration:00:45:37
On Creative Effectiveness w/ George Tannenbaum
10/18/2023
In this episode we up the creative content by talking to veteran creative director George Tannenbaum about the changing nature of the advertising industry, the deification of data and why he thinks procurement deserves to win in their negotiating battles with agencies.
Win Without Pitching
Blair's Twitter
Blair's Linkedin
The ICA
Leah's Linkedin
The ICA's Linkedin
George’s blog: Ad Aged
GeorgeCo
George’s work site
George’s Linkedin
Rory Sutherland’s book: Alchemy
Blair's Innoficiency Problem article
Duration:00:32:39
The Path to Great Work w/ Beverley Hammond and Susan Irving
10/4/2023
20% welcomes its first client/agency team in the form of Kruger Products CMO Susan Irving and Broken Heart Love Affair co-founder Beverley Hammond. Together they discuss the trust and risk required to get to Kruger’s needle-moving and award winning campaign Unapologetically Human.
Win Without Pitching
Blair's Twitter
Blair's Linkedin
The ICA
Leah's Linkedin
The ICA's Linkedin
Broken Heart Love Affair
Beverley's Linkedin
Kruger Products
Susan’s Linkedin
Unapologetically Human
Duration:00:43:07
Agency Model Innovation w/ Caroline Johnson
9/20/2023
The Business Model Company cofounder Caroline Johnson joins the pod to discuss how agencies are evolving away from legacy business models to a variety of new models that drive better commercial success for the agency and greater value creation for clients.
Win Without Pitching
Blair's Twitter
Blair's Linkedin
The ICA
Leah's Linkedin
The ICA's Linkedin
The Business Model Company
Caroline’s Linkedin
Madison Avenue Makeover
Forrester’s “Ditch The Pitch” Research Report
Duration:00:48:05
Tuning Up the Client-Agency Relationship w/ David Meikle
9/6/2023
Consultant David Meikle joins the pod to discuss—and listen to Blair and Leah rave about—his new book Tuning Up: Improving Performance and Reducing Stress in Advertising and Marketing.”
Win Without Pitching
Blair's Twitter
Blair's Linkedin
The ICA
Leah's Linkedin
The ICA's Linkedin
David's website
David’s Linkedin
David’s Twitter
Tuning Up Website
Tuning Up Diagnostic
Tuning Up e-book
Tuning Up Hardcover
David’s first book: How to Buy a Gorilla
Duration:00:47:26
Just Say No w/ Niki McMorrough
8/23/2023
Niki McMorrough has seen the client-agency relationship from both sides of the table and that perspective has left her convinced that no one wins in a pitch. She joins Blair and Leah to discuss her conversion from pitch advocate to pitch abstinence.
Win Without Pitching
Blair's Twitter
Blair's Linkedin
The ICA
Leah's Linkedin
The ICA's Linkedin
Niki’s website
Niki’s Linkedin
The Drum Network
The Drum Open Mic
The Drum’s Recommended Agencies
Duration:00:51:01
2Bobs: The Win Without Pitching Manifesto—A 10 Year Retrospective
8/9/2023
Blair and Leah are concluding their brief summer hiatus, back in the studio this week, preparing to bring you a brand new interview in two weeks time.
Until then, Blair has shamelessly selected another episode of his other podcast, 2Bobs: Conversations on the Art of Creative Entrepreneurship, which he cohosts with David C. Baker. In this episode from 2021, David interviews Blair about his Amazon #1 best-selling book, The Win Without Pitching Manifesto, ten years after its launch.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
Leah's Linkedin
The ICA
The ICA's Linkedin
David C. Baker
2Bobs
The Win Without Pitching Manifesto
Duration:00:28:39
Madison Avenue Makeover w/ Michael Farmer
7/26/2023
Madison Avenue Manslaughter author, agency advisor and former BCG and Bain consultant Michael Farmer joins the pod to discuss his brand new book, Madison Avenue Makeover: The Transformation of HUGE and the Redefinition of the Ad Agency Business.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
Leah's Linkedin
The ICA's Linkedin
The ICA
Michael's Linkedin
Farmer & Company
Madison Avenue Makeover
Madison Avenue Manslaughter
The Structure of Scientific Revolutions
Duration:01:01:39
2Bobs: Innoficiency in Your Agency
7/12/2023
While Blair and Leah take a brief summer hiatus, we're delighted to bring you an episode of Blair's other podcast, 2Bobs: Conversations on the Art of Creative Entrepreneurship. In this episode, Blair and his co-host David C. Baker talk about Blair's Innoficiency Principle as it applies to running an agency.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
Leah's Linkedin
The ICA
David C. Baker
2Bobs
The Innoficiency Problem
Duration:00:39:56
The Benchmark Problem w/ Jason Cammorata
6/28/2023
Leah has a bee in her bonnet over how agency benchmark data is used by clients and even some agency associations. Jason Cammorata joins the pod to steelman both sides of the argument.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
Leah's Linkedin
The ICA
Jason's Linkedin
The End of Average
Duration:00:29:12
The Day Everything Changed in CPG w/ Christy Lebor
6/14/2023
Former big brand marketer Christy Lebor joins the pod to describe what she sees as the pivotal moment when CPG companies shifted from innovation-seeking to efficiency-seeking. She also talks about the folly of zero-based budgeting and why agencies will never be strategic partners to their brand manager clients.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
Leah's Linkedin
The ICA
Christy's Linkedin
Smashbrand
Duration:00:49:24
Aligning the Incentives w/ Stuart Dunk
5/31/2023
Consultant and former Nike procurement manager Stuart Dunk joins Blair and Leah to talk about his vision for how the marketing procurement function should evolve, how agencies should push back on onerous demands, the surprise highlight of a marketing procurement professional’s week and much more.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
Leah's Linkedin
The ICA
Stuart's Linkedin
Stuart's Twitter
Don't Forget To Look
Project Spring report
Why We Suck at Negotiating
Duration:00:43:50
The Hidden Cost of Transactional Capitalism w/ Rory Sutherland
5/17/2023
Rory Sutherland, Ogilvy UK Vice Chair and best-selling author of Alchemy, joins the pod to discuss the costs borne by marketer and agency in the shift away from relational capitalism, toward measurement and efficiency.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
Leah's Linkedin
The ICA
Rory's Linkedin
Rory's Twitter
Ogilvy
Alchemy
NudgeStock
MIPTV
Alchemy of Effectiveness
Duration:00:53:28
The Marketing Procurement Academy w/ Magid Souhami
5/3/2023
Marketing procurement podcast streams cross when OG Magid Souhami joins Blair and Leah to discuss all things marketing procurement, including the launch of his new training platform.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
Leah's Linkedin
The ICA
The Marketing Procurement Academy
The OG Marketing Procurement Podcast
Magid's Linkedin
Compliant Global
Extinction or Revolution of Marketing Procurement?
Duration:00:48:45
Let's Play Fair w/ J. Francisco Escobar
4/19/2023
Consultant and procurement veteran J. Francisco Escobar joins the pod to discuss revenue neutrality, the deleterious effects of protracted payment terms and his taxonomy of the various types of procurement professionals.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
Leah's Linkedin
The ICA
Francisco's Linkedin
jfeintl
Expert tips for value-based procurement in marketing
Getting More - Stuart Diamond
Never Split The Difference - Chris Voss
The Unsold Mindset - Colin Coggins, Garrett Brown
Duration:00:38:38
Better Relationships = Better Outcomes w/ Kim Walker
4/5/2023
Aprais founder Kim Walker joins the pod to discuss their new research findings that proves what we all know: better client/agency relationships lead to better work—and results.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
Leah's Linkedin
The ICA
Kim's Linkedin
Aprais' Linkedin
Aprais' Website
Happiness - a new business imperative
The Challenger Sale
Aprais Effectiveness Report
Duration:00:47:51
The End of The Billable Hour w/ Tim Williams
3/22/2023
Agency pricing consultant Tim Williams discusses the trend he sees of agencies moving away from selling inputs (time), toward a greater focus on outputs and outcome-based pricing models.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
Leah's Linkedin
The ICA
Ignition Consulting Group
Tim's Linkedin
Tim's Twitter
Time's Up! - Ron Baker
Duration:00:42:46
Can Agencies Be Consultants? w/ Leo Rayman
3/8/2023
Leo Rayman went from CEO of agency Grey in London to the first CEO of Grey Consulting. In this far reaching conversation with Blair and Leah, Leo talks about the differences in impact and pricing power that separates these two business types, while also hitting on the similarities that tend to go unnoticed.
Blair's Twitter
Blair's Linkedin
Win Without Pitching
The ICA's Linkedin
The ICA
The green growth accelerator, EdenLab
Leo's Linkedin
Duration:00:43:43