Surviving and Thriving with Procurement

What is it?

Procurement people working for your clients have a very clear agenda. Their goal is to save money, specifically to save marketing money. They could be employees of your clients or external cost consultants.

This course explains what motivates them, how they operate with their marketing counterparts, and describes how best to manage them in order to preserve a fair profit margin.

Who is it for?

Anyone employed by an agency currently dealing with and negotiating with Procurement people, or who will be in the coming months.

Typically account handlers, heads of production, or finance people.


Understanding the commercial motivations of Direct and Indirect (marketing) Procurement and how they negotiate with marketing agencies enables delegates to become more confident dealing with procurement and therefore be better prepared.

  • What is Procurement?
  • Who are they?
  • What motivates them?
  • What drives Procurement people mad?
  • Negotiation tactics and counter-tactics
  • Tricks of the trade
  • How to get Procurement onside
  • Procurement and new business
  • The deadly e-auctions
  • Straight-talking and interactive confidence building

Tina Fegent

As one of the pioneers of marketing procurement, Tina has considerable experience having worked in this area now for 20 years. She has a unique background having worked for both clients and agencies.

She set up and run the procurement marketing teams for O2, GSK and Orange/France Telecom. She then joined GreyAdvertising as its Commercial Director, negotiating with the agencies many clients – she then did the same at Lowe Advertising.

She gained an invaluable insight into how agencies work and their interaction with both marketing and procurement teams. In 2006 she set up Tina Fegent Consulting to offer procurement support services to both clients and agencies.

She chairs the Chartered Institute of Purchasing and Supply (CIPS) Specialist Knowledge Group on Marketing Purchasing, supports CIPS on its Marketing Collection training programme and developed and ran the‘Procurement for non-Procurement Managers’ course for the IPA.

She is a regular speaker on the conference circuit and has the first blog out on the musings of the marketing procurement world.

Contact IAPI

12 Clanwilliam Square, Grand Canal Quay,
Dublin 2, D02 CD51, Ireland.
T: 01 676 5991

Hours are 9am - 1pm and 2pm till 5:30pm (Mon - Thurs) and 5pm (Friday)