Robin Seasock

Recent Posts

How Pfizer is managing its global agency roster...

Posted by Robin Seasock on Jan 11, 2021 9:35:22 PM

Pfizer and Decideware collaborated recently on an Association of National Advertisers (ANA) article where Pfizer shared their vision for managing its global agency roster. 

As one of the largest multinational biopharmaceutical companies in the world, they opted to take a practical, staged approach to harnessing their robust agency information into a centralized database. 

Ultimately they envision combining the agency provided details with scope-of-work and performance information to paint a holistic picture of the agency relationship.  The expectation is that this robust database that is capturing institutional knowledge will help expedite and streamline the agency selection process for all parties.

Click here for a copy of the article “How Pfizer Is Managing Its Global Agency Roster” and to read about the steps the global advertiser is taking to build a central repository for agency information.  This leads to a registration for the article within our website, and/or we provide a link to the article on ANA website.

Decideware and Pfizer to feature at ProcureCon (US) Marketing Summit

Posted by Robin Seasock on Nov 19, 2020 12:50:34 AM

Decideware & Pfizer @ ProcureCon Marketing Virtual Summit, 19 Nov 2020.

Decideware is pleased to sponsor the 2020 ProcureCon Marketing Virtual Summit.  The peer-led conference features use-cases from over 20 thought leaders in marketing procurement. 

This is a free forum for marketing procurement professionals looking for ways to innovate strategies, respond to rapidly changing stakeholder needs, and gain key insights for adapting your sourcing program. 


And we are excited to partner with special guest Diane Gibbons at Pfizer to discuss agency roster techniques ... 



Diane Gibbons, Director, Global Procurement, Pfizer
Richard Benyon, CEO, Decideware, Inc.

3.00pm - 3.30pm EST, 19 November


Decideware supports Forge: Marketing

Posted by Robin Seasock on Oct 28, 2020 10:20:38 PM

Decideware is proud to be an inaugural Premier Sponsor of Forge: Marketing - Global Marketing Procurement’s newest marquee annual event;

Thursday, October 29th 10-5pm EDT (Live Virtual Conference)


The full day agenda features a range of important topics and expert practitioners representing brands, including AbInBev, AstraZeneca, Nestle, Novo Nordisk, Teva, Truist, Visa and many others in addition to seasoned industry advisors Laura Forcetti at the WFA and Tina Fegent.



Produced by the Procurement Foundry, we welcome the addition of opportunities for marketing procurement practitioners to learn and connect.

Visit the conference website below.

Visit Conference


When Advertisers Want Enterprise, they Upgrade with Decid

Join us for the ANA hosted webinar on the 5 Steps to Establish a Strategic Production Spend Management Program ...

Posted by Robin Seasock on Sep 16, 2020 6:57:12 PM

Join us for the ANA hosted webinar ...

5 Steps to Establish a Strategic Production Spend Management Program


While there has been a cost management focus placed on individual production projects, overarching, company-wide strategic production spend governance is still relatively immature.

In this webinar, learn how to take your production governance to a higher level to better enable your stakeholders and provide insights to your leadership team.

This session will cover how to get started with these 5 steps to establish a strategic production spend management program:

  • Establish a strategic production spend management Team & Charter
  • Define the goals to enable a better process and inform spend decisions
  • Capture and understand costs – and make decisions informed with data
  • Implement a communication plan to enact change
  • Continue to build on the gains



Start: Thursday, September 17, 2020 at 1:00pm

End: Thursday, September 17, 2020 at 2:00pm



Richard Benyon, CEO, Co-Founder & Propeller-Head, Decideware

Damian Branch, Professional Services Manager, Decideware




When Advertisers want Enterprise, they Upgrade with Decideware 

"The COVID-19 Production Playbook: What Brands Need to Know About Post-Lockdown Production" ...

Posted by Robin Seasock on Aug 13, 2020 6:30:31 PM


Advertising production management is receiving more attention than it used to from brands.

After production came to an abrupt halt with the pandemic it is now starting to re-open, but with a few more complications. For example, there are more legal and risk management considerations than before.

According to Wimberly Meyer who hosted a recent ANA webinar “The COVID-19 Production Playbook: What Brands Need to Know About Post-Lockdown Production” advertisers are also requiring more approvals by more people in the advertiser’s organization.

Roles that have not traditionally been involved in production are now weighing in on production decisions. What that means for advertisers is a heightened level of communication and budget scrutiny is required at every step of the way.


Production governance programs need to change.


And we see the leading clients at Decideware changing;

1. They've designed better production governance programs to accommodate what's needed now 

2. They reply on the Decideware platform to enable the program and to deliver data transparency

3. With transparency, they make informed decisions across all their markets under management.

The production world has changed - and production spend governance best-practice has changed with it.

How to Build a Global Marketing Procurement Model during a Pandemic ...

Posted by Robin Seasock on Aug 7, 2020 4:56:29 PM


As we settle into our new norm, virtual conferences seem to be the closest thing we are going to get to in-person conferences for some time. The recent ProcureCon Marketing webinar 2-day series offered topics spanning everything from identifying and maximizing opportunities in media, to recommendations for remote pitches, to using technology to your advantage, to innovating, lessons learned, and changing your agency or marketing procurement model.  

The content provided value to new entrants and seasoned professionals.

Homing in on the “How to Build a Global Marketing Procurement Model during a Pandemic” presentation by Carla Heri-Hoepker and Diana Laffert from Bayer, they laid out a roadmap and provided recommendations for how to implement a truly centralized global procurement operation that spanned 60 markets.

A few keys to their success were:

    • being agile, driving global standards, and easing complexity with processes and tools
    • staying focused on transformation areas and topics that provided value and mattered most to the business
    • keeping an open mind to new opportunities and changing the ways of working
    • engaging, engaging, engaging

Sopan Shah, CPO at IHG to open the ANA's 2020 Advertising Financial Management Conference ...

Posted by Robin Seasock on Jul 29, 2020 11:44:55 PM


This year Sopan Shah, Chief Procurement Officer at IHG will open the ANA's Advertising Financial Management conference. 



Back in 2012, Sopan Shah chaired the ANA Advertising Financial Conference when he was head of procurement for global advertising, marketing services, and indirect at Nestlé.  Today, Sopan is chief procurement officer at InterContinental Hotels Group.  His marketing procurement background gives Sopan a unique vantage point as CPO – to help marketers build brands and maximize profitability.

This session will feature Sopan’s perspective on the importance of marketing in the overall procurement mix; the intersection of procurement, IT, and marketing; driving value beyond cost savings; and more.

As a 10 year sponsor of the AFM and a frequent contributor to on-stage member education, we encourage you to attend Sopan’s presentation, virtually (online) – he is an excellent speaker and one of the industry’s best practitioners!

6 Steps to Establish a Great Production Spend Management Program ...

Posted by Robin Seasock on Jul 19, 2020 9:17:32 PM
“Improved Advertising Production Management is within Advertisers’ Control” (The ANA)


The Pandemic is Forcing Better Production Governance


Advertisers were faced with having to quickly pivot their approach to production because of the COVID-19 Pandemic. They were canceling and postponing shoots, adapting production of content, accessing and re-purposing existing assets, and figuring out how to deliver the appropriate messaging to their audiences in an innovative way.

CMOs and Finance teams are now focused on the financial impact of the pandemic to both revenue and expenses.

Marketing Operations and Procurement teams are working quickly to update scopes of work, contracts, and change orders with their agencies. Some industry sectors are pumping the breaks on production (i.e. leisure and hospitality) while others are working fast and furious to address markets that are tentatively re-opening. Regardless of the sector and market, all advertisers are closely monitoring and managing their spending.

So far, how well have advertisers been able to manage their production spend when the crunch hit? Were they able to have a single top-line view of production activity across all of their brand teams, agencies and geographies? Did they have a good handle on their production commitments and spend? Did they know the financial implications associated with canceling productions? Could they assess the impact of budget changes with their agencies? And when production begins to ramp back up again (and everyone is competing for the same resources at the same time), how well positioned will advertisers be to look across their production jobs to optimize the resources available to deliver against new timelines?

360-degree Agency Evaluation, can you handle the truth?

Posted by Robin Seasock on Jun 20, 2020 8:52:52 PM

Using 360-degree feedback as part of your agency evaluation program.


A topic that remains hot in the Agency Relationship Management area is what is commonly called 360-degree Evaluation, which is where an agency provides feedback to their client as part of a formal, structured performance management program.

Decideware partners with WBR to bring ProcureCon Marketing, Virtual Event, 25 June, 2020

Posted by Robin Seasock on Jun 11, 2020 2:01:03 AM

Marketing Procurement is evolving….are you evolving with it?

The ProcureCon Marketing Virtual Event is your WFH friendly forum for action-packed takeaways and detailed use-cases from the top minds in wealth and asset management on innovation and emerging tech.


Register for the event, here:


A Guide to Managing Agencies in These Uncertain Times

Posted by Robin Seasock on May 11, 2020 11:41:39 PM


These continue to be uncertain times, indeed ...


as most advertisers and agencies continue to move through varying states of flux , depending on their industry.

For some, the change has been dramatic. For others, it has been incremental. 

But for almost all of us, it’s important to effectively manage processes and resources to retain and rebuild advertising ecosystems. We must prepare to fully return to building great brands as markets re-open.

While the impact of the pandemic varies across the business and global landscape, many advertisers face disruptions, including:

Announcing the 2020 Decideware Advertising Management Scholarship at MSU, Inaugural Recipients

Posted by Robin Seasock on Apr 27, 2020 7:58:47 PM


The Decideware Advertising Management Scholarship at MSU. 


Decideware is pleased to announce a new scholarship fund has been established with the Department of Advertising and Public Relationships in the College of Communication Arts and Sciences, Michigan State University (MSU), ie the Decideware Advertising Management Scholarship

And we are now delighted to recognise Brandon Crawford and Isabel Perhogan as the deserved recipients of the (inaugural) 2020 awards.

Is AI the End of Agencies As You Know Them?

Posted by Robin Seasock on Apr 17, 2020 1:42:15 AM



On 10 April, the Association of National Advertisers published a new article;

"Is AI the End of Agencies As You Know Them?"

which features comments by Decideware, Inc. CEO Richard Benyon. 

Scope of Work: The Right Team on the Right Business

Posted by Robin Seasock on Apr 10, 2020 11:06:49 PM

Aligning marketing, agencies and procurement through better Scope of Work management


1. Why is the Scope of Work process so important?

As with other professional services categories the Scope of Work process is becoming ever more important in managing marketing spend. A well-controlled Scope of Work program is an integral part of a robust framework for planning and communication between client and agency.

The 4-Step Process to Developing a Marketing Procurement Data Strategy

Posted by Robin Seasock on Jan 19, 2020 8:03:01 PM

Data is essential when making marketing procurement decisions. It’s the foundation to understand where you’ve been, where you are now, and where you’re headed.