Britvic on how marketing and procurement are getting the best from agencies

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