Marketing Procurement

Industry leaders Tina Fegent and Jeff Cobb launch the Marketing Procurement Awards

Recognition

“Marketing Procurement does such brilliant work, moving away from being those tactical cost cutters to strategic enablers but we’re not very good about shouting about it,”  Tina Fegent.

The marketing industry is about to get a new set of unique awards, the Marketing Procurement Awards (MPAs), founded by industry veterans, Tina Fegent and Jeff Cobb and Marketing Procurement iQ is getting behind the launch.

With a combined 40+ years of experience, the pair have worked across every industry sector, on both the agency and client sides and are now industry voices, regularly finding themselves on stage at conferences.

Whilst the marketing industry is no stranger to an award – Fegent and Cobb felt frustrated that Marketing Procurement was lacking in this regard. This, combined with the function suffering from a shortage of self-promotion, has meant sourcing has been marketing’s unsung hero for too long.

“Marketing Procurement does such brilliant work, moving away from being those tactical cost cutters to strategic enablers but we’re not very good about shouting about it,” confesses Tina Fegent.

Their new venture is simple: showcase what great Marketing Procurement looks like and celebrate impactful people in the function.

“Marketing budgets are tighter than ever, and procurement’s job is exceptionally difficult. There’s rarely a moment to pause and acknowledge success. What Tina and I want to create is that moment, a space where people can look back and recognise the value they’ve delivered,” affirmed Cobb.

With support from industry bodies, CIPS, ISBA and WFA, industry partners such as RightSpend, as well as our own media platform, Marketing Procurement IQ,  the pair have brought their vision to life, and will start taking nominations on 1st December 2025 until 6th February 2026 via the awards website which is live.

“Marketing Procurement does such brilliant work, moving away from being those tactical cost cutters to strategic enablers but we’re not very good about shouting about it,” confesses Tina Fegent.

Award categories

Consisting of six categories, the awards will be judged by Fegent, Cobb and 17 other marketing titans, each with a wealth of knowledge and sharp eye for exceptional Marketing Procurement.

The six categories of the Marketing Procurement Awards:

1. Marketing Procurement Person of the Year: the winner will be a stand-out talent, who has gone above and beyond the expectations of their team, stakeholders and marketing procurement peers.

2. Marketing Procurement Team of the Year: this team will have performed outstandingly and demonstrated innovation with their internal and external partners.

3. Marketing Procurement Project of the Year: the winning project would have delivered exceptional results – driven significant value to stakeholders and created meaningful business impact.

4. Best Use of Technology: the winner will have utilised technology to drive significant innovation and transformation of marketing performance.

5. Rising Star of the Year: the winner will be an emerging marketing procurement talent, still in the early stages of their career.

6. Honorary Achievement: the winner will be recognised for their exceptional contribution to the marketing procurement community over recent years.

The winners will be announced on Wednesday 25 March at the Marketing Procurement iQ Conference held at The Oval in London on 24-25 March 2026.

Entries are free and Marketing Procurement iQ encourages its readers to enter.

“Marketing Procurement has evolved into a strategic discipline that shapes how brands grow and how agencies deliver their best work.

These awards are an important moment for our profession recognising excellence, showcasing innovation, and setting the bar for what great looks like across our global community,” shares Steph Bell, VP Commercial Demand, Mars and Rob Turner, Director of Procurement and Supply Chain, Deliveroo, whom both are on MPA’s judging panel.

Judging panel of industry experts

The 17-strong judging panel, selected by the pair, with use of Fegent’s “little black book”, is nothing short of a marketing behemoth – from procurement heads, senior stakeholders, new business experts, agency CEOs and trade body representatives.

“I don’t believe in one-dimensional judging – it is so important from a marketing point of view to have involvement from everybody”, said Fegent.

Tracey Barber, Global Chief Transformation & Growth Officer, Havas Creative and MPA judge, said “It’s about time marketing procurement had its moment in the sun.

Once viewed by agencies, and even brand marketers, with suspicion, the specialism has long since proven its value and importance – to brands and agencies alike.

The role of procurement in marketing is now an integral and wholly positive one, so it’s only right we celebrate the brilliant teams, individuals, processes and ideas that power it.”

Laura Forcetti, Director, Marketing Asia Pacific and Global Sourcing, WFA and MPA judge goes onto say “Many marketing procurement teams – and the people within them – are doing remarkable work and it’s time to recognise that.

I’m delighted to join fellow specialists in acknowledging this progress and celebrating both those leading the way and those who have enabled this shift.”

The full list of judges can be found here.

The winning edge

When asked what the judges will be looking for in the winners, Fegent replied, “that unassuming confidence – they know their craft.”

Whether it’s a rising star handling a stakeholder issue with maturity, or an experienced professional managing a global transition involving AI, it’s the blend of skills that matters, “it’s that balance of magic and logic,” explained Fegent.

Beyond the category specific criteria, Fegent also wants to see nominees having a broader interest in marketing and advertising in a similar way to how she comments on the industry in her weekly Tina Tells LinkedIn series.

Marco Dogliani, Global Marketing and Media Procurement Director, Beiersdorf, and also a MPA judge, said he will be looking “to see how marketing procurement teams are pushing the traditional boundaries of our function even further, becoming strategic and investment advisors of marketing, guardians of the effectiveness of marketing budgets and its ROI, and how they help the company transform and navigate in such turbulent times in regards of technology and industry changes as the ones we are living”.

For Cobb, he wants to see “creative pragmatism” in the nominees, which he explains as an understanding of people and creativity, with a grasp of how each element of marketing supports the creative process.

The “pragmatism” comes from recognising every partner in the supply chain has their own objectives, and to Cobb, an exceptional marketing procurement professional knows how to navigate this (at times) conundrum.

“Give it a go.”

Fegent’s final words to Marketing Procurement iQ were clear: “The message we want people to take from this is simple – support us. These awards are for you. We’re doing this to elevate your work, your impact and your future.

So please, enter. Whether as an individual or as a team, give it a go. You might even come away with a trophy.”

The MPAs will be open for nominations on 1st December 2025 – 6th February 2026.

For more information and to enter visit the MPA’s website.

Save the date: Marketing Procurement iQ Conference, 24 – 25 March 2026.