03 August 2009
Procurement's involvement in marketing spend can help organisations achieve the most creative and economically sound results, according to a study.
Of 250 marketing decision makers surveyed by Rainmaker - a consultancy that works on behalf of marketing agencies to help them to improve their new business - 47 per cent agreed that procurement processes did ensure the best strategic and creative responses were secured from marketing suppliers.
Many of the marketing managers polled said procurement involvement enabled them to focus on creative work, without having to worry about the finances of a deal. It was an improvement on last year when the survey found that firms were asking how to avoid involving purchasing in marketing decisions.
Tina Fegent, director of Tina Fegent Associates, a consultancy that specialises in purchasing marketing services said: "I think procurement can add a lot of value to the agency relationships all year long."