How is the Marketing Procurement Structure expected to change on account of increasing usage of digital media?

I came across this trend of Pokemon Go, wherein companies are trying to adopt digital fads for coming up with unique and out of the box advertising campaigns. The only question that remains to be answered is how traditional procurement structure and values will stand against quickly developing and extinguishing fads. Does procurement need to bring about a more flexible contract (allot maximum budget per supplier wherein buyer need not go through procurement) or should they go for lean management and reduce the number of people involved in the procurement hierarchy and reduce the purchase process? What do you think?