How Procurement Powers Creativity

What does it take to run marketing procurement for one of the world’s biggest brands? In this episode, Rachel Wentzel, former Director of Global Marketing Procurement at Adidas, joins us to unpack how the brand balances creativity, efficiency, and collaboration on a global scale.Rachel shares how Adidas has evolved under CEO Bjørn Gulden’s leadership, why in-house production has grown so rapidly since 2020, and how the brand continues to push for inclusivity and authenticity in every campaign.We dig into how agencies can build stronger relationships with procurement, what really drives partnership decisions, and why the best agencies are the ones that blend cultural insight with operational efficiency. Rachel also offers a rare glimpse into how Adidas approaches innovation, from virtual production and AI to the role of music and emotion in shaping content.If you’ve ever wondered what it takes to get on the radar of a global brand or how procurement can actually be a creative ally, this is worth a listen.