How procurement can maximise investment
Says Tom Lewis: “Marketing is an investment to be maximised rather than a cost to be minimised. We see a role for procurement in maximising investment: setting marketing objectives that are aligned with business goals and sharing those with the agency at pitch stage. Then going on to look at efficiency and effectiveness, ways of working to enhance the value that clients get out of the marketing spend.”
Topics covered during the session included: how to measure marketing spend; procurement’s role in marketing; working with agencies; the agency market; RFx processes; the value of category knowledge; how to find new suppliers; the marketing supply chain; social media marketing; and how to build a successful relationship.
Read the full feature on Supply Management.
Last updated 09/12/2014