In this episode, I speaks with Stuart Dunk, founder of Don’t Forget to Look, a consultancy dedicated to helping agencies win better deals, manage procurement relationships, and grow sustainably. With 14+ years in marketing procurement at brands like Nike, Danone, Reckitt, and Betfair, Stuart shares insider insights on how procurement really works and how agencies can position themselves for success.

Key Takeaways from the Episode

• Procurement’s job isn’t just about cutting costs—but many are still incentivized to deliver savings, which creates natural tension between agencies, marketing, and procurement.

• If your agency looks like every other agency, expect price pressure. Differentiation (a unique process, methodology, or approach) helps procurement see your agency as a strategic partner, rather than a cost to be reduced.

• Procurement isn’t the final decision-maker, but they hold influence. Strong relationships with procurement can make negotiations smoother and improve deal terms.

• Agencies that clearly articulate their value beyond services (e.g., the results they create) perform better in procurement-led pitches.

• Even after winning a client, procurement remains a key stakeholder. Agencies that maintain strong relationships with procurement (e.g., through quarterly reviews or client events) are in a better position for contract renewals and future growth.