Decoupling or unbundling advertising production
Here are some basic discussion points on decoupling or unbundling advertising production to help you to avoid some of the pitfalls.
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Global Marketing
Management Consultants
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Global Marketing
Management Consultants
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Procurement Tag
Bian Que and the preventative approach to marketing process
How does the story of Bian Que from Chinese history give us insights into the benefits of using a preventative approach to marketing process?
A tale on why procurement is a dirty word in marketing
Unfortunately, many procurement people follow process at the expense of any possible value existing in the outcome. Here are some worrying examples:
How to step beyond simply cost benchmarking your advertising agency
Is cost benchmarking your agencies giving you the best possible guidance? Or are you missing out on the true value of your agency relationships?
Top 5 client accounting demands that make agencies feel unvalued
What are the top 5 client accounting demands that leave your agency feeling unloved and unvalued? Make sure you avoid these advertiser practices.
The dangers of misusing benchmarking
When benchmarks are often the industry average the question we ask our marketing and procurement clients is 'Will you be happy with average?'
When RFPs and RFTs are not enough when selecting an agency supplier
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.
How Marketing and Procurement can obtain maximum value from an Advertising Production Consultant
What are the benefits to marketing and procurement of using the services of an Advertising Production Consultant? Three key benefits are discussed here:
Does procurement support or manage media these days?
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.
The role of marketing procurement: A procurement leader perspective
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.
A retail marketer gives his perspective on the role of marketing procurement
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.
Media buying audits current and best practice
The Media Audit Council present the results of their survey of marketers, media and procurement in relation to their current media buying audit processes.
An advertising agency perspective on the business value of creativity
Russel Howcroft CEO Y&R Brands, gives his perspective at the CIPSA Category Week in Sydney on navigating the murky waters of marketing procurement.
Advertising is rarely a manufacturing process, but sometimes it can be
What most agencies produce is bespoke solutions to specific marketing, advertising and communication problems. But could advertising be thought of as a manufacturing process?
Advertising industry addresses negative connotation, but it could be too little too late
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?