Marketing

Understanding the role of Procurement will help agencies secure more client wins

JohannaMcDowell.jpgThis was the finding of Scopen Africa, whose information - obtained from the Agency Scope 2017/2018 study - indicates that 54% of advertising and media agency negotiation processes are led by marketing, while in 41% of those processes both parties (marketing and procurement) are present. The study also found that 63.7% of marketers are influenced by an agency's offering and 36.3% make their final decision based on the agency's costs, which is why procurement needs to be involved.

Procurement needs to be taken seriously by agencies, owing to its focus on selecting suppliers that are viable as well as having sustainable business models and a good track record.

When agencies are looking for business opportunities, being in direct contact with procurement will be useful, advises Johanna McDowell, Partner at Scopen Africa and CEO of The IAS (The Independent Agency Search and Selection Company).

Frenemies - making 'cents' of advertising spend

SimbarasheMsonzah.jpgThe digital marketing category has opened businesses up to new opportunities and challenges. While marketing now has the capability to reach more customers, procurement now has the numbers and visibility of the supply value chain for the marketing category. However, the digital revolution has also handed the procurement function a chance to reset historical squabbles and confrontations with colleagues in marketing.

So, what can business executives expect from these frenemies?

"Well, for one thing, they should be measuring digital advertising's return on investment (ROI) by tracking metrics that impact directly on profit and revenue", says Simbarashe Msonzah, Independent Procurement Consultant and Executive Committee Member of the CIPS Gauteng Branch.


 

 

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