What Procurement Actually Wants to Know About Virtual Production

June 2026
ProcureCon Marketing, London

Last week, Gorodenkoff Productions took the stage at ProcureCon Marketing in London alongside our long-term client StoneX Group.

ProcureCon Marketing is where the people who decide how global brands spend their production budgets come together — procurement leaders, category managers, and marketing directors from some of the world’s largest companies.

The question at the centre of our panel: is Virtual Production actually worth committing to, or just an expensive experiment?

The answer, as StoneX helped us demonstrate, is in the relationship.

The Brief Behind the Partnership

StoneX needed a partner who could produce across a diverse product portfolio, work in a modular way, and function as a trusted extension of their team rather than an outside vendor. That framing matters. Too often, VP is evaluated project by project — and that approach leaves significant value on the table.

What the Panel Covered

Over two years of working together, three things consistently came up as differentiators.

Realism, at speed. The ability to place talent in convincing, fully controlled environments without physical location logistics was a genuine production advantage — more scenes captured, faster, with precision physical shoots couldn’t match.

A relationship that compounds. When scope changed mid-project, it didn’t trigger renegotiation. It produced a better campaign, earned senior stakeholder buy-in, and laid the foundation for an expanded second campaign.

Trust as a production tool. After two years, decisions move faster, feedback is honest, and the creative gets better. That’s measurable in time, cost, and output quality.

Why This Conversation Belongs at a Procurement Event

ProcureCon is where procurement leaders come to think seriously about how they spend and why. Bringing VP into that room — framed as a procurement efficiency argument, not a tech story — was deliberate. Digital sets reused across shoots. Modularised physical assets. Crew continuity that eliminates ramp-up cost. A committed partnership absorbs the unexpected where a transactional one can’t.

That’s the case we made. That’s the case StoneX helped us prove.

What Comes Next

We met with procurement and marketing leaders from some of the world’s largest consumer brands. It’s clear the industry is ready to take this seriously.

If you’re working through how VP fits into your production roster, we’re happy to continue the conversation.