33 episodes

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?"

20% - The Marketing Procurement Podcast Blair Enns and Leah Power

    • Business
    • 5.0 • 11 Ratings

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?"

    Season 2 Coming 2Q24

    Season 2 Coming 2Q24

    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 Linkedin Leah'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.

    • 3 min
    This is Unsustainable w/ Caroline Johnson

    This is Unsustainable w/ Caroline Johnson

    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

    • 48 min
    Marketing Is an Investment w/ Brett Colbert

    Marketing Is an Investment w/ Brett Colbert

    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

    • 45 min
    On Creative Effectiveness w/ George Tannenbaum

    On Creative Effectiveness w/ George Tannenbaum

    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

    • 32 min
    The Path to Great Work w/ Beverley Hammond and Susan Irving

    The Path to Great Work w/ Beverley Hammond and Susan Irving

    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

    • 43 min
    Agency Model Innovation w/ Caroline Johnson

    Agency Model Innovation w/ Caroline Johnson

    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

    • 48 min

Customer Reviews

5.0 out of 5
11 Ratings

11 Ratings

playFAKE ,

Parallels to manufacturing are undeniable

I listen for insight parallels between RFP in manufacturing to creative agencies. Creativity is undervalued broadly.

Arp32 ,

Not always applicable to my field, but excellent when it is

I only listen for the value pricing bits (since my work has nothing to do with marketing procurement), but even so this is a worthy podcast to subscribe to.

The Rory Sutherland episode alone was more insightful than most other entire podcast series’ that discuss selling value to clients.

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