Use creative technology to bridge the gap between marketing and procurement Use creative technology to bridge the gap between marketing and procurement Improvements will come from alignment, and COVID can be the catalyst for improvement rather than disruption, argues Genero CEO and co-founder Mick Entwisle. June 29, 2021 10:29 by MICK ENTWISLE The need for innovation in marketing has arguably never been greater. The proliferation of digital devices and channels has created a new set of challenges, but the ability to use data and technology to tailor, target, measure and evolve at speed provides extensive capabilities. The combination requires transformation both internally and externally across agency and supplier relationships, and the adoption of new ways of working.