Magic and Logic

Re-defining sustainable business practices for agencies, marketing and procurement

The three leading associations for procurement, agencies and marketing, CIPS, the IPA and ISBA, published this joint industry white paper which identifies how the three parties can best work, both individually and together to produce profitable growth for all.

Sustainable business practices

The paper concludes that there is still much that can be done by Agencies, Marketing and Procurement, and by the industry trade bodies, to improve ways of working and create more productive relationships, that result in ideas that make profit for all. It proposes some radical and some not-so-radical changes to current practice that will make the industry better equipped to meet the challenges of the future.

Please see also Magic and Logic Successes, a report about how four agencies transformed their businesses following the propositions made in this white paper.