Marketing and all its sub-divisions and disciplines cannot be evaluated as pure commodities. So it is a pre-requisite for a successful and hard-nosed procurement expert to understand the value of services provided by marketing departments and their suppliers such as media agencies.

Just within media, the more forward-reaching procurement departments take a combined view on the price paid for the media, the quality of the media bought and the service provided by the agency as measured against set criteria / benchmarks.

After all, it is this combination that will deliver the most effective campaigns for the marketer. So, if all these ingredients are fused to the satisfaction of the procurement department who give it their seal of approval, it ultimately guarantees a successful campaign managed by the marketers and delivered by the agency where everyone wins.

Bijan White

Executive Director Broadcast

Manning Gottlieb OMD