A Marketer’s Best Friend: The close alignment of marketing and procurement is enriching Britvic’s agency relationships and producing stronger creative work.

A mixture of quality, creativity and commercial rigour is helping marketing and procurement achieve stronger agency relationships at Britvic.

Here, in the fifth instalment of Marketing Week’s ‘A Marketer’s Best Friend’ series, sponsored by Salesforce, Charlotte White, global marketing controller for Fruit Shoot, and Raj Bassan, senior category manager for marketing procurement, discuss the importance of being closely aligned and sharing objectives in order to build more meaningful agency relationships.

Over the course of the A Marketer’s Best Friend series Marketing Week looks to explore the relationship senior marketers have with a variety of other departments across different businesses.