Competition gives good value

17 October 2007

18 October 2007 | Paul Snell

Buyers must create competitive markets to get value for money for marketing spend.

Bob Brimson, consultant director of creative services at Universal Music Group, said although some agencies refer to certain charges as "standard", they should not be considered as such.

"The decades of precedent are all rubbish," he told an audience of buyers. "Unless they give you value for money there are other options."

He said buyers could cut costs by 10 to 15 per cent if creative bids were compared. He added that unless creative proposals are presented alongside commitments to deliver on time and within budget, they should be rejected.

He also expressed dislike for the term "decoupling", to explain the break-up of the marketing supply chain, preferring "direct to client". He said agencies and production houses were only "book ends" of the process and there were other stakeholders in between.

Reducing purchasing costs has also created more opportunities for Universal's artists. "I was given an £8,000 budget to create a video for Snow Patrol. Five years ago we wouldn't have bothered. But we were able to do it and it was fundamental in breaking the band."



SMoct2007

LATEST
JOBS
Hounslow, Heathrow /Richmond upon Thames
Competitive salary depending on experience plus generous share award
Tails.com
London
GBP60000 - GBP70000 per annum + Excellent Package
Bramwith Consulting
SEARCH JOBS
CIPS Knowledge
Find out more with CIPS Knowledge:
  • best practice insights
  • guidance
  • tools and templates
GO TO CIPS KNOWLEDGE