Responsible Marketing Advisory attends Marketing Procurement iQ Conference 2026

This week, the Responsible Marketing Advisory team had the pleasure of attending the Marketing Procurement iQ Conference in London, a standout event bringing together marketing and procurement leaders from across the world.

Our founder and CEO, Hannah Mirza, shared her thoughts on two panels on Day One, opening discussions in the morning, and consolidating the opportunities and challenges heard throughout the conference to close the day.

Across several insightful discussions on stage and at our stand, we learned how procurement is evolving, and understood what organisations must do to stay competitive in a rapidly changing landscape. Find out our key takeaways from throughout the day below:

We've been measuring the wrong things.

For decades, procurement success has always been defined by cost reduction, and that pressure isn't going away. Real, long-term business growth comes from driving cost efficiency, shifting the conversation towards incrementality and ROI.

Procurement's job has fundamentally changed.

Procurement leaders are no longer focused on controlling agencies. Today’s role means orchestrating diverse ecosystems by reducing duplication, closing operational gaps, and connecting the dots between marketing, technology and commercial outcomes.

Trust is the key to successful governance.

No KPI framework or compliance checklist will deliver what a well-governed relationship built on genuine trust can. The professionals driving the most value right now treat transparency not as a reporting mechanism, but as the foundation of every partnership.

To learn more about how Responsible Marketing Advisory is helping businesses prepare for 2026 and beyond, or to continue a conversation from this week’s event, reach out to us at contactus@responsiblem.com.