Why marketing procurement should focus on driving value and not just savings

Striking the right balance between cost savings and value creation is a fine art, but one that the Marketing Procurement community is well equipped to achieve as it continues to grow in strategic importance within organizations, argues Nick Sparey of Illumino Partnership

There’s more to marketing procurement than meets the AI

By Morag Cuddeford-Jones

In this, the first of two roundups from the first Marketing Procurement iQ Conference, we learn what’s really getting the Marketing Procurement community hot under the collar.

How will AI impact agency business models and compensation?

By Cliff Campeau, Principal, AARM

Artificial Intelligence is poised to reshape the advertising industry, says Cliff Campeau of Advertising Audit & Risk Management

Should CPOs invest more time in developing category management strategies?

By Nick Sparey

A robust category management strategy with the right application of tools and process is often overlooked by marketing procurement but is central to it adding value in its developing relationship with marketing, argues Nick Sparey of illumino partnership.

Change of direction: Replace working/non-working ratios with deploy & develop allocations

By Bruno Gralpois  

Is the working to non-working balancing act obsolete and flawed?

Blind trust puts advertisers at risk

By Cliff Campeau

Principal of Advertising Audit & Risk Management (AARM) Cliff Campeau explores the factors which have drastically reduced trust between advertisers and their partners

 

Charging for ideas: Man hours vs machine hours

By Jon Williams

What does the future of hourly rates look like in an AI augmented world?

Procurement’s future is bright…and busy

By Nick Louisson, Director of Agency Services ISBA

It’s a promising time for marketing procurement professionals. In a world of greater strategic operations and maturation of objectives, ISBA’s Director of Agency Services shares his optimism for the industry’s future

WFA report calls for sponsorship to drive sustainability and social equity

Sponsorships offer brands the unique opportunity to connect with consumers and drive sustainability and diversity, but almost half of brands surveyed are not using their sponsorships to advance these equity agendas, the WFA finds.

I’m no marketing procurement expert but…

By Tracey Barber, Havas Creative

Global Chief Transformation and Growth Officer, Tracey Barber explores her insight about the broken agency/client model, the differences between agencies and brands and a critical lack of understanding

Three key reports every marketer should review

By Cliff Campeau

Cliff Campeau, Principal at AARM, explores three key reports that every marketer should ask their agency partners to generate on a monthly basis to streamline campaigns.

Pitch procurement: The winning game plan

By Hasan Arik, Chief Product Officer and Founder, Redmill Solutions

Pitching can be a long and arduous process, Hasan Arik of Redmill Solutions explores does the pitch need to be ditched? Or can it still prove useful and effective in the modern age?

Should agency management sit with marketing or procurement?

By Jim Wallace

Agency Management and Marketing Operations Expert at Blum Consulting Partners Jim Wallace outlines a checklist of questions for those questioning the true home of agency management

How to overcome the 3Cs of partnership demise

By Bruno Gralpois

Are chaos, complexity and costs the greatest threats to corporate performance? Bruno Gralpois discusses how to navigate these potential roadblocks to a successful partnership.

Pitch perfect: How to gain clarity on the media agency pitch process

By Bridget Arik

RedMill Solutions’ Chief Operations Officer analyses the nuances and challenges of client-agency relationships and how pitching can be streamlined in times of uncertainty.

Marketing Procurement Coming of Age

By J Francisco Escobar

Marketing procurement must play their part in client-agency relationships to ensure mutual expectations of transparency, equity, and value are being properly met.

 

Saving money without reducing your impact

By Christine Downton

Christine Downton, Associate Partner at The Observatory International, explains how to reduce costs without reducing long-term business growth or affecting your agency relationships.

Research shows that data analysis can help CMOs meet their objectives and KPIs with current budgets

According to a new report of 500 marketing decision makers, nine in ten (95%) say that staying on top of agency investments and maintaining open communication helps nurture long-term partnerships with their agencies

Chris Kenna: Marketing Procurement’s role in driving diversity and inclusion

By Christine Moore

Chris Kenna, Chairman & Founder of Brand Advance Group, explores how to gain better understanding of the ways in which marketing procurement can really help drive the important and industry-wide diversity and inclusion commitment.

Wave goodbye to “Mad Men” handshakes and gut feel appointments – it’s time to pitch smarter: Part 3

By Kate Howe

In the last of three articles, Kate Howe, Executive Director of MSQ, the organiser of Procurefest, discusses the big challenges and opportunities facing marketing procurement, as well as the wider agency and marketing sector.

Kate Howe of MSQ asks: Do pitches really give agencies the best chance to succeed? Part 2

In the second of three articles, Kate Howe, Executive Director of MSQ, the organiser of Procurefest, discusses the big challenges and opportunities facing marketing procurement, as well as the wider agency and marketing sector.

Kate Howe of MSQ on Procurement’s Pitching Predicaments: Part 1

Over three articles Kate Howe, Executive Director of MSQ, the organiser of Procurefest, discusses the big challenges and opportunities facing marketing procurement, as well as the wider agency and marketing sector.

WFA research reveals agencies feel more comfortable being honest with clients

But too many soft KPIs and “the wrong KPIs” are a rising concern

Latest Ebiquity and WFA report: Tackling Responsible Media

By Maddy Smith

Supported by the WFA, Ebiquity has launched its Tackling Responsible Media report, exploring what steps advertisers should take to deliver responsible media investments. 

 

How to make the “marriage” of a new client-agency relationship last

By Bruno Gralpois

Agency Mania Solutions’ Bruno Gralpois explores how, just like marriage, client-agency relationships require a high level of investment and commitment to grow and understand one another.

When chaos calls, will your partnerships thrive or dive? 

By Bruno Gralpois

How business partnerships and team collaboration must evolve to overcome a wide range of new and complex business challenges between brands and agencies.

Havas report unveils new client-agency relationship barometer and the growing influence of marketing procurement

By Maddy Smith

Today, marketing procurement has greater influence and scope than ever, and as the findings of the Havas “Meaningful Brands Special Report: The Client-Agency Barometer” shows there is an urgent need to build a more meaningful relationship between agencies and clients.

Latest research shows CMOs benefit greatly from better working relationships with procurement

By Maddy Smith

CMO Council launches latest marketing procurement report; assessing the relationship between marketing and procurement, how they collaborate and what hurdles they must overcome.

Tina Fegent: a marketing procurement Evangelist

By Leah Montebello

Marketing Procurement expert Tina Fegent, discusses the rise, and continued rise, of this complex category and how she has built the Tina brand.

Hershey’s Sherry Ulsh: Recognising marketing procurement as a profession

By Leah Montebello

Sherry Ulsh, Senior Manager of Indirect Sourcing at The Hershey Company, discusses the ANA, pitch processes, mentoring and procurement’s evolving role.

Gilead Sciences’ Garrett Clark and Keecia Scott: Viewing agencies as partnerships not relationships

By Leah Montebello

Keecia Scott and Garrett Clark of Gilead Sciences discuss strong agency partnerships, the pharmaceutical industry and how marketing procurement proved invaluable during the pandemic.

Mary Ann Brennan: An inspirational futurist in the world of marketing, procurement and advertising

By Andrea Ruskin and Maddy Smith

As an Operations, Marketing and Procurement Executive Consultant and employee, Brennan discusses her journey from marketing to procurement and everything in between.

Deloitte’s David Bygrave: Rise of project-based work, agency relations and how to navigate the Australasian market

By Leah Montebello

David Bygrave, Associate Director, Consulting at Deloitte New Zealand, discusses his passion for shifting the perception of marketing procurement.

Dana Small: Passionate about marketing procurement – blogger, podcaster, speaker

By Leah Montebello

Dana Small, Associate Director, Global Strategic Sourcing at BioMarin Pharmaceuticals, discusses how supplier relations is like dating and how she envisages degree-level category management training in the US.

Adobe’s Antonio Humphreys: leading global marketing procurement and finance teams while giving back

By Leah Montebello

Antonio Humphreys, Group Manager at Adobe, on emotional intelligence in leadership, international teams and transparency in negotiations.

Teva’s Maria Antonova: Agency models, transparency and how marketing procurement can be innovators

By Leah Montebello

Maria Antonova, Global Procurement Manager – Advertising Agencies at Teva Pharmaceuticals, discusses the major ideas in “the exciting world of buying marketing services”

RightSpend’s Iain Seers on the value of benchmarking: the best kept secret  

By Leah Montebello

RightSpend’s CEO on why he led an MBO to driving marketing procurement efficiencies with tech and transparency.

Maryl Adler interview: The key questions for marketing procurement today

Maryl Adler discusses the role of the marketing procurer and how transparency and alignment is the way forward.

Maryl Adler explains how Procurement can drive innovation through partnership

By Maryl Adler

A recent report ‘Striking the Balance – Uncover Value Beyond Cost Savings’ discusses how procurement can innovate and build strategic value through shared partnerships with their vendors and service partners

 

WFA define eleven world-class standards for marketing procurement

To drive improvement, marketing procurement needs to ensure that everyone is talking the same language. To that end the WFA’s Global Sourcing Board has created eleven common definitions for key terms.

Music Licensing - Articles by Richard Kirstein

Aimee Luther, MD at The Liberty Guild
Cliff Campeau AARM
SRM: Why supplier relationship management matters
Bruno Gralpois
‘Big Four Only’ compliance audit clauses: Are they still a problem for advertisers?
Payment Terms: Four implications for agency partners of longer payment terms
Agency Selection: The Art and Science of selecting the right agency partner
10 Strategic and operational principles for agency selection
Procurement: Marketing’s first line of defence

Subject Matter Expert - Production

Subject Matter Expert