Can Procurement Make Space for Creativity?

What if better savings, stronger brand consistency and greater creativity didn’t require compromise, but a smarter approach to procurement?

When budgets come under pressure, cost is often the first thing to be scrutinised. But in branded merchandise, focusing solely on the price of a product can mean missing the bigger picture, and costing more long-term.

In our latest video podcast, Global Procurement expert  of Veeam, Catalina Petre, joins Sheila Woodward, Global Client Services Director of Prominate Group, to explore how businesses can balance cost, quality, creativity and sustainability, and why procurement has the potential to do much more than control spend.

Look beyond the price tag

The cheapest product isn’t always the most cost-effective solution. As Catalina explains, total cost of ownership means looking beyond the unit price to the wider costs of supplier management, ordering, administration and delivery.

By simplifying processes, consolidating suppliers and leveraging economies of scale, businesses can uncover savings without compromising product quality.

The opportunity isn’t necessarily to spend less on the product. It’s to make the entire process work harder.

Make room for creativity

Procurement and creativity are often seen as opposing forces. One brings structure and control; the other needs freedom to explore new ideas. But good structure can enable creativity rather than restrict it.

Catalina’s 80/20 approach offers a practical example: a curated range of readily available, brand-approved merchandise can cover most everyday needs, leaving teams more time to focus on the bespoke projects that demand a more creative approach.

When routine purchasing becomes easier, creative teams have more space to think differently.

The goal is simple: make the basics effortless, so the ideas that matter get more attention.

Consistency without compromise

Every piece of merchandise, every event and every campaign contributes to how a brand is experienced. Maintaining consistency across teams, regions and suppliers is therefore about more than following visual guidelines it requires the right processes behind the scenes.

Centralised standards and accessible ordering platforms can help make compliant choices easier, protecting brand consistency while giving teams the confidence to explore new ideas.

The challenge isn’t to make every brand interaction identical. It’s to create a recognisable brand experience while leaving room for creativity.

Better decisions, greater value

Sustainability adds another dimension to the conversation. Understanding demand, monitoring inventory and working closely with strategic suppliers can help businesses reduce waste, avoid unnecessary rush freight and make more informed sourcing decisions.

For Catalina, forward-thinking brands don’t treat innovation, sustainability, quality and commercial performance as competing priorities, she looks for ways to make them work together.

That itself calls for a broader view of procurement, one that values long-term partnerships, smarter processes and the impact of every purchasing decision.

Procurement shouldn’t simply be about spending less, it should be about creating more value.

When the right foundations are in place, merchandise becomes more than a purchase, it becomes an opportunity to protect the brand, enable creativity and deliver better business outcomes.

Watch the video podcast

Join Catalina and Sheila for the full conversation on how smarter procurement can unlock creativity, protect brand consistency and create greater value from merchandise: