ProcureCon Marketing Connect UK: Shifting the Volume Model Through Audience-First Production
For the third year in a row, POP has partnered with ProcureCon Marketing Connect UK to explore the trends and insights reshaping the procurement industry. At this year’s conference, our Global EVP, Camila Nakagawa, sat down with Marion Villette, the Global Head of Marketing Procurement at Bayer, for a fireside chat. The panel, titled “Shifting the volume model: How AI and audience-first operating models are reshaping the logic of scale, enabling smarter production, performance gains, and redefining efficiency for procurement,” focused on the increased emphasis on value-driven impact in marketing that prioritizes performance over volume.
Camila and Marion highlighted the challenges of decentralization and the need for a taxonomy to track content performance. They also covered the integration of AI in content production, the emergence of new roles, and the ethical issues to be considered. Keep reading to get the key takeaways of their talk.
Shift from Volume-Based to Value-Impact Conversations
For years, the industry has been focused on volume – producing the most assets in the least amount of time. But a significant shift is underway from volume-based approaches to performance marketing. This transition brings challenges, such as managing decentralization – and understanding the complexity of content production has never been more critical, as it calls for a new operating model that prioritizes impact over sheer output. With AI and data integration accelerating this change, the focus must move toward performance and measurable impact rather than quantity alone.
Challenges in Content Production
With this new model of value-focused content comes new challenges – such as having a taxonomy for every content piece and the time it takes to understand content production. A more organized approach to production and performance measurement is necessary to create a more cohesive offering – and this includes a closer integration between media and content teams.
This evolution also is being reflected in the growing sophistication of negotiations as priorities shift from volume to performance, making data and AI essential for enabling seamless transitions and smarter decision-making.
Sustainability & Customer Expectations
Data shows there is pressure on marketers to create and deliver more content, more quickly. At the same time, it also shows that customers expect personalization to improve with technology. When dealing with this fundamental contradiction in demands, the inefficiency of unused assets becomes even more important to tackle. By shifting KPIs from volume to repurposing and reusing assets, marketers can stress the importance of sustainability and the cost-effectiveness in content production. As Camila highlighted, “Instead of discussing how much more can we do, the question is how much can we repurpose or reuse?“
A Future New Model?
The integration of AI in content production creates a more efficient and effective supply chain, that requires the implementation of new working models. Marion highlighted the “Dynamic Shared Ownership” as an emerging possibility focused on integration and efficiency – where decisions are made by a collective of teams closest to the work. In this context, new roles are also appearing – such as prompt engineers, alongside the critical need for fact-checking in AI-generated content. As we embrace these changes, ethical and technical considerations become central to ensuring responsible use of AI. In a rapidly evolving technological landscape, these shifts highlight the importance of a new model that also balances innovation with governance and collaboration.
Performance Tracking and Integration
Tracking performance in this new context has become a cornerstone of implementing the new model. Establishing a consistent language for measuring effectiveness is critical, and this consistency relies on two key elements: a clear taxonomy that helps teams understand content production and its impact, and shared ownership in performance tracking to ensure measurement is holistic rather than siloed. AI plays a pivotal role in enabling this shift – improving content production, supporting smarter tracking decisions, and reinforcing a collaborative framework across the entire value chain.
This panel at ProcureCon Marketing Connect UK 2025 pointed to a future of marketing procurement defined by a shift from volume to value, where performance, sustainability, and smarter use of assets take priority. As AI becomes integrated at every stage of content production, unified performance frameworks and responsible governance will become mandatory to ensure technology enhances the human expertise needed to drive meaningful impact.
Want to know how POP can help you reach audiences in ways that translate to real impact? Don’t hesitate to get in touch with us.
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