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21 November 2012 | Anna Reynolds
The role of procurement teams in marketing agency selection will continue to increase next year, according to a report by agency FindGood.
The survey of 4,300 UK-based marketers, conducted in the first quarter of this year, revealed 34 per cent of respondents always involve internal procurement teams to make their agency selection decisions, and a further 8 per cent said they will use procurement over the rest of the year.
FindGood predicted that in 2013, more than 50 per cent of agency appointments would involve procurement.
Kimberly Mears, managing director of FindGood, said to SM: “Buying marketing has become more hairy over the years, so using in-house procurement is invaluable. We regularly work with our procurement team, developing brief, specialist knowledge and negotiating terms with agencies when it comes to contractual issues.
“More agencies are doing the same to ensure their company gets the best value and follows the right criteria.”
The research also found the majority of respondents (64 per cent) would prefer to work with small agencies rather than large international firms.