Procurement isn't just about cost-cutting anymore. It's about chemistry, collaboration and long-term value. That's the message from this week's guest, Tina Fegent – one of the UK's first marketing procurement specialists and a leading voice in agency-client relationships.

In this episode, we explore how procurement has evolved from tactical to strategic, why "fit over flash" matters in pitches, and how agencies can build lasting partnerships with brands. Tina also shares her take on the future of social media, the role of AI in marketing, and what makes campaigns like Holland & Barrett's Strong for Life resonate beyond the scroll.

Whether you're agency-side, brand-side or somewhere in between, this one's packed with practical insight on how to pitch better, partner smarter and plan for what's next.

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