20% - The Marketing Procurement Podcast

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.

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

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

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

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

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

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

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

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

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