“Production Unplugged; The Maker Advantage. Empowering Procurement through Direct Production Intelligence” – upcoming panel, Wednesday 25th March at 2.15pm.
As part of the APA’s industry partnership with this week’s Marketing Procurement IQ Conference, the upcoming panel “Production Unplugged; The Maker Advantage. Empowering Procurement through Direct Production Intelligence”, will be featuring within the agenda on Day 2 – Wednesday 25th March at 2.15pm.
This session will be opened by Charlie Bettice, Head of Production at 4creative and a lead curator for the 2025 Production Unplugged initiative. Bringing the “brand-side” perspective, Charlie offers unique insight into how direct maker-engagement transforms the bottom line. Janet Markwick (Co-founder of J&R Collective) will chair the panel, ensuring a sharp, objective focus on the intersection of creative excellence and business ROI.
It was born from a data-driven desire to meet the evolving needs of brands, fueled by the APA’s 2024 report, “What clients want from advertising today and how they can get it.”
Based on insights from 27 senior marketing and procurement leaders across the UK and EMEA, the takeaway for our industry was clear: marketers & procurement are looking for a closer, more transparent relationship with the “makers.” This panel is designed to help procurement professionals bridge the gap between high-level marketing strategy and technical execution. It’s an opportunity to step closer to the craft, moving from cost to value orchestration.
Evidence in Action: The Strategic Maker Model
Our panel features 4 distinct case studies that demonstrate how direct collaboration fosters the transparency and agility needed to drive creative effectiveness and maximize marketing efficiency;
• Imagine This | The AI Frontier: How human craft in collaboration with AI can unlock creative possibilities, facilitate agile production & maintain brand integrity
• NM Productions | Global Consolidation & Smarter Deployment through consolidated scale, smart & auditable spend and reduced regional risk.
• Stamp – In House | The Embedded Model: solving procurement’s need for accountability and marketing’s creative ambition.
• Pitch & Sync | Music IP and Asset Ownership: Unlocking brand value, reducing risk, and creating flexible rights models for successful in-housing.
