How does the story of Bian Que from Chinese history give us insights into the benefits of using a preventative approach to marketing process?
Unfortunately, many procurement people follow process at the expense of any possible value existing in the outcome. Here are some worrying examples:
Is cost benchmarking your agencies giving you the best possible guidance? Or are you missing out on the true value of your agency relationships?
What are the top 5 client accounting demands that leave your agency feeling unloved and unvalued? Make sure you avoid these advertiser practices.
RFPs and RFTs are largely a flawed way to select a strategic partner but may be more suited to selecting or buying a commoditised offering.
What are the benefits to marketing and procurement of using the services of an Advertising Production Consultant? Three key benefits are discussed here:
A guest post by Tom Denford of ID Comms discussing trends in media management of procurement taking more of a primary management role instead of a support role.
Adam Titterton: Procurement, not working in a direct reporting line for Marketing, should never assume that they will be able to influence 100% of Marketing spend.
Murray Chenery at CIPSA gives his perspectives on why the role of procurement in marketing is absolutely critical and the best way to brief and select agencies.
The Media Audit Council present the results of their survey of marketers, media and procurement in relation to their current media buying audit processes.
Russel Howcroft CEO Y&R Brands, gives his perspective at the CIPSA Category Week in Sydney on navigating the murky waters of marketing procurement.
What most agencies produce is bespoke solutions to specific marketing, advertising and communication problems. But could advertising be thought of as a manufacturing process?
The advertising industry is beginning to address the image problem that threatens to make advertising careers unattractive to new, young talent. What are the issues here?