Twenty years ago, Magic & Logic set out a simple but powerful proposition: agencies, marketers and procurement professionals create better outcomes when they work with shared purpose, transparency and mutual respect.
Now, as marketing procurement has matured into a global strategic discipline, it is time to celebrate the progress made - and define what comes next.
Join ISBA, IPA, CIPS and industry leaders for Magic & Logic at 20, a forward-looking session bringing together senior marketing procurement, agency, consultancy and industry-body professionals from across the world.
We will explore what great marketing procurement looks like today: how stronger agency-procurement-marketing partnerships drive effectiveness, how AI and data are reshaping roles and commercial models, and how the industry can keep moving the conversation beyond cost towards long-term value creation.
Hear from marketing procurement award winners, agency leaders and cross-industry voices as we reflect on the principles that still hold true - and debate the changes needed for the next decade.
The session will focus on:
- The enduring principles of effective marketing procurement and agency partnership
- What a genuinely future-fit procurement function looks like
- How to build greater alignment, trust and shared accountability across marketing, agencies and procurement
- The role of AI, data and evolving commercial models in creating stronger partnerships
- A live audience discussion to shape the future together
The session will produce a concise set of Future Principles for Marketing Procurement - building on Magic & Logic and grounded in current practice. These principles will be shared across the ISBA, IPA and CIPS communities, helping to set a positive, practical agenda for the industry.
This is a celebration - but not a retrospective. It is an opportunity to bring the profession together, recognise how far it has come and shape the partnerships that will create better marketing for the next 20 years.
Join the conversation. Help define what comes next.